Collection of information
Start by working with your sales team to gather data that indicates your buyers' interest in your offer or their readiness to close a deal.
Please note the following:
Past deals and current opportunities.
Online activity records: See exactly which pages potential customers visited and the sources or links visitors used.
Sales Logs: Find out past interactions with the sales team, as well as events and campaigns that affected the prospect before purchasing the product/service.
You can test your scoring system by running reports on actual leads accepted by sales and see if they reflect your definition of high-quality leads. If not, then look again to the demographic and behavioral scores that actually contribute to the correct ranking.
Use all relevant information, including demographics and behavioral metrics, to create a profile of your target buyer. Think about explicit and implicit attributes and assign scores to each based on their importance.
Align sales and marketing goals
Your sales team needs to review and approve your information new-zealand phone number data and ideal buyer persona. Focus on the most relevant and broad insights, and you'll soon be able to:
Align marketing and sales to create an ideal customer profile and define what constitutes a sales-ready lead.
Create a methodology for ranking leads (for example, using scores, letter grading, or the terms “hot,” “warm,” “cold”).
Set a threshold assessment level that indicates readiness to purchase.
Assign a number of points to be awarded according to explicit information such as demographic attributes and BANT attributes.
When meeting with sales reps, start with the idea of simply scoring leads by demographics and make sure everyone has input on developing a scoring model. The worksheets below will give you starting points for defining demographic and behavioral metrics for scoring leads based on your business type.
Selecting ranking criteria
On the following pages, you will see lists of possible demographic and behavioral scores. This information will help you develop various ranking criteria that may be relevant to your business, including those that will negatively impact rankings. Print out these lists for anyone who will be helping you develop your lead scoring model. Make sure your helpers include both sales and marketing. Have each of them:
Identifies the list items that should be included in your scoring model.
Next to each marked item, write a comment whether this attribute is critical, important, influential or negative.