Let'sTalk Strategy produces lead scoring guide for Smart Insights
We’re pleased to share the definitive guide to lead scoring that we’ve been writing for prestigious marketing publisher and learning platform Smart Insights.
Lead scoring is a massively important part of any marketing strategy and always needs to be approached from a strategic point of view. So it makes sense that Smart Insights approached Jenna Tiffany, a strategy expert for help!
Lead scoring is a very easy thing to get wrong. Marketing automation software is fantastic at doing the monotonous labelling work of lead scoring. Which is great, but it can lead to complacency!
A lot of brands just leave the lead scoring up to the software, without giving it that all-important strategic human input. Then they wonder why the leads they're chasing go cold, and the big wins never materialise.
What is lead scoring?
If you're not sure what we're talking about - 'lead scoring' is the process by which your brand rates prospects based on their potential value. So, for example, someone who phones you up to talk about your products is probably more likely to buy than someone who just sees your advert and passes on by. The former would have a higher 'lead score' than the latter.
An example above of Hubspot's fit vs interest lead scoring chart.
Marketing automation software
Marketing automation software has a general idea of what is 'higher ranking' behaviour and what is not. It would probably give a higher lead score to someone who phoned you or opened one of your emails than to someone who did a bit of virtual window-shopping. But what the software thinks is 'valuable behaviour' isn't always right in your particular circumstances. It needs human ingenuity to work out how sales journeys work for your target customers, and to score their brand-related behaviour accordingly.
For example, an unsubscribe of your email marketing newsletter could generate a negative score, similar to Hinge Marketing’s table below:
Our new guide is here to help!
Then there are all the things you need to do to sort, approach, and nurture leads. There's a lot of information needed to keep leads hot enough for long enough to convert – and there's a lot which can go wrong! That's why we've written this guide – to help you score leads for big wins!
Our guide includes:
• What lead scoring is (and why your business needs it!)
• An introduction to the different types of leads
• How to define lead qualification stages in B2B marketing
• Steps towards implementing lead scoring
• A guide to progressive profiling
• How to avoid common lead-scoring pitfalls
So what are you waiting for, check out and download our guide from the Smart Insights.
https://uk.linkedin.com/in/jennatiffany
About the Author
Jenna Tiffany is a Chartered Marketer and Fellow of the IDM. She is the Founder & Strategy Director at Let'sTalk Strategy providing consultancy services across the digital marketing mix. Jenna has over ten years' marketing experience within B2B and B2C and both client and agency side.
Industry recognised expert as an elected member of the prestigious DMA Email Marketing Council. Jenna provides marketing consultancy to brands worldwide. As a proven thought-leader, competent public speaker and publisher, Jenna can be regularly seen sharing her latest trends and key industry topics internationally.