'Lead scoring' is a sales process that can now be used in the online domain along with 'lead nurturing' and 'marketing automation'.  Digital marketers and sales people know, from research, that you need these automated processes in any good performing sales funnel – online or offline. These essential 'buying cycle' tools help ascertain if your visitor / prospect is 'sales ready'. 

'Lead scoring' is a sales process that can now be used in the online domain along with 'lead nurturing' and 'marketing automation'. Digital marketers and sales people know, from research, that you need these automated processes in any good performing sales funnel – online or offline. These essential 'buying cycle' tools help ascertain if your visitor / prospect is 'sales ready'. What you need to know is how keen their interest is in your product, then you can help them through the sale more effectively, which ultimately leads to more conversions!

Here are just a few questions to ask about lead scoring for your website.

  1. Why use Lead Scoring?

Lead scoring allows you to filter, rank and therefore profile your visitors to know if they are ready to make a purchase. Human beings love to question if something is worth the purchase, whether it be products or services.

Usually a company’s first win is that people are visiting their website and are interested in what the company has to offer. Lead scoring will help you classify each visitor by assigning a score that represents the perceived value of each lead. Then your closing sales processes can work on the highest valued prospects, thus improve the efficiency and productivity of your sales conversions.

  1. What are visitors doing on the website?

There are many tools out there that show you what your visitors are doing on your website. Tools like Google Analytics show what the majority of your visitors are doing on your website, where as Crazy Egg shows you what part of the page people are looking at and help you evaluate and optimise the layout of your web pages. The thing that these tools DON’T do is point out which visitor is highly engaged with your brand and who needs a helping hand to make the purchase.

  1. What are the 'touchpoints' that show a visitor has high commercial intent?

Each business invests a lot of time into websites to make a sale. All need to supply the necessary information on products and services to assist the buyer or consumer.

Any pre-sale touchpoint is critical to the record the level of engagement. Activities such as:

  • enquiry forms to request more information
  • content and marketing functions
  • checklists
  • calculators
  • guides

are all designed to help visitors make a decision. Any interest in such content and applications are markers for your prospects level of interest.

  1. How do you gauge a visitor’s level of interest?

We quantify the visitors activity or touchpoints. For instance is could be how many times and / or how long ago a visitor:

  • reads a page
  • enters products into a shopping cart and not make a purchase
  • fills out a form
  • requests a demo
  • uses an application
  • watches a video
  • subscribes to a newsletter
  • downloads a white paper

Applying a perceived value of points to each of the identified activities will gauge if a visitor is ready to make a purchase. If the visitor has supplied information like name, phone or email, it may mean that the visitor wants to be identified to take the next step. On too many websites, such visitors may never correctly engage with you. Thus they risk never making the sale because information has not been provided in a timely manner or not at all.

  1. Is your website able to automatically assist the visitor to make sale?

When you identify 'sales-ready' leads, you can have your website do any number of automated actions. For example - send the contact details by email to the sales team, or enable a live chat session to the visitor. The automated actions are only limited by the website's content management system (CMS) to use and the tools at your disposal on your website.

Summary

We know that with a well defined buying cycle, with clear touchpoints on your website, combined with lead scoring and automated marketing processes, will give you more qualified prospects from your website.

 

Within significant CMS's, such as Kentico and Sitecore, the good use of lead scoring techniques has helped businesses have a meaningful engagement with potential customers. With Kentico development for instance, the lead scoring can be codified and applied to all types of on-page visitor behaviour. This can be managed and finessed by the marketing team, without the need for a developer every time. Visitor actions such as:

  • viewing specific content pages
  • providing contact details
  • where they got stuck in a sign-up process
  • the first/last page they visited
  • the referring website
  • and a whole lot more variables

can be used in the lead scoring.

To discuss what lead scoring, within an online sales strategy, could mean for your business, please contact the Revium digital consulting team.

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