Project Digital

What is Lead Scoring?

Lead scoring is the process of assigning values, often in the form of numerical points, to each lead you have. You can score based on the professional information they’ve given you, and how they engage with your business or site. You can look at previous leads and their information to see which attributes indicate that someone is a good fit for your product. Create models that rate consumer compatibility based on a point range of 0 to 100. Six models you can create based on data you collect from those who interact with your business are demographic information, company information, online behavior, email engagement, social engagement, and spam detection.

How to increase sales

The best way to find out what matters most is to talk to your sales team, your consumers, and look at your analytics and run reports. Sales reps know the type of people who went from leads to customers based on their past experience, so talking to them can give you a good general idea of which marketing pieces work best. Talking to consumers who have gone through the process is a good way to find out what was responsible for getting them to buy from you. You will want to run an attribution report to see which marketing efforts lead to conversions throughout the funnel. Contacts reports can also give you information about which activity led to more contacts and revenue. There are three ways to calculate lead scoring; Manual, Logistic Regression, and Predictive Lead Scoring. With Manual, you calculate lead-to-customer conversion rate, then choose different attributes customers you believe were high quality leads, and then calculate the individual close rates. Logistic Regression involves employing a data mining technique. Predictive uses machine learning to go through thousands of data points and pick the best one so that you do not have to.

https://blog.hubspot.com/marketing/lead-scoring-instructions

What is Lead Scoring?

Are you in the process of generating leads? If so, it is useful to know which leads are more likley to convert to buyers. A way to do this is use lead scoring. Lead scoring is a way of rating your leads based of things that make them more likely to convert like engagement, close rate, and behavioral data. As a marketer you want to focus on the leads that have the best score.

https://blog.hubspot.com/marketing/lead-scoring-instructions

Online Behavoir

Among the many ways of lead scoring, customer online behavior is one of the most valuable. Online behavior can tell you a lot of information about valuable leads. You may be able to find what there downloading of your site, which pages they viewed, and other actions. It is up to some assumptions as to how much you value certain pages or behaviors, but these assumptions can still help you get better leads in the future. For example, if a lead stops listing you site after a certain period of time, then may want to value the score lower.

What is Lead Scoring?

Lead scoring is a point system each business earns from your business that shows your companies value. This helps ad companies prioritize business based on points when creating an ad and where to place it. This is how companies determine their leads and pick the best fit for their ads. There are six different scoring systems that companies might use. 1. Demographic Information 2. Company Information 3. Online Behavior 4. Email Engagement 5. Social Engagement 6. Spam Detection. These help the company determine which is the best fit for most possible success depending on what they are looking for. for more information on lead scoring take a look at the link below.

https://blog.hubspot.com/marketing/lead-scoring-instructions

About Goals

Goals can be set through google analytics to create objectives one wants to focus on. their are many goals one can set through google analytics. These goals are set to help your website reach the amount of views, time duration, etc. to achieve these goals through analytics. According to Neil Patel their are four main goals to focus on. URL destination goals, visit duration goals, page/visit goals and event goals. For more information on what goals are and how they help click the link below.

https://support.google.com/analytics/answer/1012040?hl=en&ref_topic=6150889

Page/Visit Goals

This goal tracks how many people visit your page and the pages they used to get to your site. This goal helps you figure out which people were on certain sites before reaching yours. This feature allows you to target the incoming sites to increase your ads on certain sites to allow maximum amount of tracking to lead to your site. You can establish a certain amount of sites for your goals and contribute by adding greater than, equal to or less than. For information on the other three goals check out the link below.

4 Google Analytics Goal Types That Are Critical To Your Business

According to HubSpot, “Lead scoring is the process of assigning values, often in the form of numerical “points,” to each lead you generate for the business…” Essentially, this process is conducive for companies to efficiently use their time and resources in order to monitor and prioritize ‘leads’. Allowing companies to respond to them appropriately. Which, will inevitably increase the rate at which those leads become customers.

With Lead scoring, there are six different lead scoring models. Each model is based on the type of data collected from the individuals who have engaged with your website/company. They are as follows: 1. Demographic Information 2. Company Information 3. Online Behavior 4. Email Engagement 5. Social Engagement 6. Spam Detection

Referring to the list above, I believe lead scoring with the demographic model would allow for the company to have the most possible success. This is due to the simple fact that most products/services adhere to individuals within a specific demographic. Whether that be gender, location, or age. Lead scoring allows you to turn your demographic data into sales.

Below I have provided a link to a video with additional information on Lead Scoring.

https://www.youtube.com/watch?v=ciULkaHBAdY

Why Are Google Event Goals Important?

Versatility is the cause for Google analytics to use event goals for recording information that is not just page views. These are very important small details that every website owner should be aware of. Events happen sometimes several times per user session and goals will be only hit one time. You can think about it as it would be in the real world, events happen all the time. And you only reach goals one time. Examples of such things can help understand how your website is performing. Such as page scroll depth and how long a session was engaged for.\

Why Should We Care?

Using Google tag manager to better understand your audience, into funnel all of this data into an easy to understand visual representation of what is going on in each of these events and goals.

For more information on this topic please click the link below.

4 Google Analytics Goal Types That Are Critical To Your Business

What is lead scoring?

Lead scoring is a way to rate the leads you find for your business. These leads can either be used to gather someone’s information or Waze that they have interacted with your business or website. The way someone uses your website can also affect lead scoring and will determine how you shape your leads.

Why is it important?

There are many very important aspects of lead scoring, and each one needs to be thoroughly understood to have a successful strategy. One of the most important aspects of lead scoring is how potential customers engage with your website. This can tell many things, including but not limited to, People that look at your site and do not visit high value pages, as well as people who visit many highly Priced pages. The ladder will receive a lower score. Spending time looking at these analytics will show you who you should dedicate your time to the most. It is important to use a team that knows a lot about this, and implement that into your business .To get the best results.

For more information on this topic please click the link below.

https://blog.hubspot.com/marketing/lead-scoring-instructions

Determining Your Score Model

There are many types of score models to choose from and its up to you to determine which one you think would be most effective for your company. For example if you were looking at selling to a specific demographic like pacemakers for the elderly then areas with a larger population of the demographic 65+ would be more beneficial and you would give it a higher score than that of a lower age. Another key scoring system in a day and age where everything can be automatic is a spam detection scoring system where it picks up on certain traits of spam and gives them a much lower score saying don’t go after these leads unless you have nothing else to do.using these techniques can help to prioritize more important leads and make your decisions more effective.

Using Score Models to Map a Customers Journey

Once you have identified which model you think would be best its time to determine the the journey your customers will take. There are many different selling models like the first interaction where a lot of your focus goes into getting the customer in a intriguing them right off the bat. Theres also the last interaction model where you focus on the last point where they decide to buy the product and you want to make sure you lock in their buy so you put the most focus to that part. There are also certain touch points to keep in mind of along the way some of these are social media reviews, customer service, and follow up reviews. Mapping out your customers journey will help to figure out where you can be more efficient and help your customers go from end to end in the buying process.

https://www.surveymonkey.com/curiosity/map-customer-journey-keep-customers-happy/?program=7013A000000mweBQAQ&utm_bu=CR&utm_campaign=71700000059189235&utm_adgroup=58700005410222821&utm_content=39700049736551248&utm_medium=cpc&utm_source=adwords&utm_term=p49736551248&utm_kxconfid=s4bvpi0ju&gclid=EAIaIQobChMI-8m_uvbr6AIV-f3jBx2QJw0LEAAYASAAEgJD5vD_BwE

https://blog.hubspot.com/marketing/lead-scoring-instructions

You’re standing on the blacktop, picking your team. Who can you trust to perform? Who are you confident in to pull the points for your team? Who has done well in the past? That’s how lead scoring works. Except there’s no kickball game, no blacktop, and no sweaty recess kids. Just you, divvying up points to your best performing leads.

Giving numerical points to your leads helps you understand which ones you should focus more on, and the ones that are pulling the most data will stand out. People that you made contact with that became customers will have parallels, so you can analyze those and get a better grip on your target audience.

Similarly, you can look at the contacts that you DIDN’T turn over (sorry, no offense) and see what you can do better. The beauty of analytics is the constant room for improvement, because there’s always something new.

For more details, check out this how-to for lead scoring:

https://blog.hubspot.com/marketing/lead-scoring-instructions

Lead Scoring is a way to prioritize which leads to follow that will help increase business. By prioritizing which leads to follow, your business can focus on increasing new customers and increasing traffic to your website. There are different ways to “assign points” to score leads and you can do that based on the information you’ve collected about your current customers.

Demographic information are great questions to ask new customers. You can ask them for any demographic to compare with returning customers. Based on that information you can score the customers based on their information. For example new customers found in areas of popular returning customers will be scored higher than those outside of those areas.

Online behavior is also another source of information that is valuable for lead scoring. Seeing where the leads are looking on the page and whether or not they are still interesting in the products and services you have to offer. Based on how frequent they visit may give them a high score and make them a more desirable lead to pursue.

Email and Social engagement are also good ways to gather information. If they want to receive emails from your company or follow you on social networks they are interested in your company again putting them higher on the lead list.

Using the analytics collected on your customers is a good way to find new leads and to score them. So lets talk about calculating them.

Manual scoring starts with calculating the lead to customer conversion rate of all the leads you have gathered (the number of new customers /the number of leads you generate). Then you have you pick and choose what leads are of higher quality and you want to pursue. Those who are more interested in your site or have taken more action on your site are the ones you want to score them higher.

As a customer I feel as though it is really important to input some information so that if companies want to reach out to you and make you into a valuable customer they have that information and suggestions they can make to get you on board. On the other hand though it can feel like an invasion of privacy if they are looking at which pages you stay on. As the business owner you need to decide what information you collected is going to help you to produce the best lead score.

https://blog.hubspot.com/marketing/lead-scoring-instructions