Sales leads are very important for sales teams. Sales leads helps these teams find the right kind of people when trying to sell stuff. This makes it easier for the teams to push products to people that are interested. They are used to track people, and then the data is what is used to determine if they are possible customers. “Scoring” the leads is very important when determining who is best to pursue. “Scores” can be based on site engagement of other sites used. The higher the involvement, the higher the score they will have, which will result in a higher chance of them being customers. Gaining these customers is very important in the success of a business and its future. There is some very helpful information that comes from different sources that could be very helpful such as engagement in email and social websites, as well as demographic behavior, among other things. Business have their own ways of determine who the best possible future customers are. These leads are very helpful to all of them in their potential success.
How to make it work
There are 3 very important pieces involved in the scoring of leads. The sales teams, analytics, and customer engagement are all very important. The sales team is obviously very important because they are the ones making the sales and its important they are all working together. Analytics are also very important because of the data it provides. With analytics they can look at things such as user engagement, demographics, among other things. Customer engagement is also very important. The customers are obviously a very crucial part of sales. It is important to know what they want out of products. Below is a link that provides more information on these things.
Lead scoring is the process of assigning value to each lead that is generated for your business. Companies that use lead scoring can all have a different method of placing value to a lead, as they may value one action over another. An example could be placing more emphasis in terms of “points” to the sales team that made the call and received the connection with the client, then the actual action of selling that product. In addition a company may receive the information on how you came in contact with that company and then use the information to create a plan of how to increase the rate at which those leads in fact become customers. Many companies assign points by looking at past data and looking at the similarities of the leads that became customers and then how they were different then the leads that did not. This not only helps with bringing in more leads as customers through hammering that similarity, but also helps build a plan to get the leads who didn’t become a customer, to in fact become a customer.
What matters most?
The answer to the question of which method of data matters most, many companies have different views. Some companies may find that their sales team is the most important in understanding what brings in more customers, meanwhile others might believe looking at the analytics, or asking customers for their reasoning is more efficient. The most important method may be different for different companies based on size and scope of their market/company, but the combination of all three methods is the most efficient and should be pursued by all that have the necessary resources to pursue.
Below is an article that shows even more about lead scoring!
Lead scoring is like putting a number to what people are doing and how active they are with your business. You can assign these values for what you want to track. Lead scoring tracks the progress your business is making and the sales team can set goals accordingly. Many important aspects of data are collected to make sure you are targeting the right people and getting as many consumers as possible.
Different Data Collection Types
Lead Scoring is used when data is collected for the company through their website and analytics. One of the most important things that can be attained through Hubspot is the demographics of the consumers that are clicking and buying on the companies website. These demographics are good to know if you should target older or younger people or more males than females. If you are working with other businesses and buy products from other businesess you can see all of their information to and use it to make the determination if you want to work with them or not.
Lead scoring is a system that gives you a score based on how good a lead is that you find for your business. These leads are anything that helps your business obtain potential customers. A couple examples are if you get someones information, or how they have engaged with your business on your website. Based upon how much someone uses your website, lead scoring allows your business to determine who they should be targeting for potential customers.
What Is the Most Important Aspect?
When looking at lead scoring, there are many points within the customer journey that are important. Arguably, the most important thing to look at when lead scoring is online behavior. As a business, looking at how potential customers interact with your website can tell you how interested they are in your products. If a person is just looking at your site, and doesn’t really go to high-value pages, then they will receive a lower lead score. In contrast, if you see a person who has looked at several offers or who has visited pricing pages, then they will receive a higher score. Looking at these analytics allows you to easily determine who you should spend your time tracking. Although online behavior is very important to look at, you should be talking to your sales team, customers, and view analytics to determine what works best for your business.
To learn more about this topic, look at the article below.
Are you struggling to sort through all of the leads that you work so hard to get through both outbound and inbound marketing tactics? Well, you have come to the right place because I will discuss ways that you can more effectively sort through your leads by assigning certain attributes a score based on how likely that attribute will convert your leads into customers, to help you feel less stressed, and generate more valuable business for you!
Running a business can be tough and time-consuming, so finding ways on how to improve your business process to focus your attention on what’s most important, like quality leads, will help you engage with the customers that show the most interest in your product/service. The leads that show the most engagement are the leads that are more likely to convert to customers compared to those that do not.
Try Lead Scoring!
Lead scoring is very valuable to any business, and assigning scores to different data and points along a customer’s journey will be key to engaging with the leads that are most likely to convert.
What Kinds of Data Can I Analyze to Help Me Score Leads?
Demographic Data (I will discuss in more depth)
Company Data
Online Behavior
Social Engagement (I will discuss in more depth)
Email Engagement
Spam Detection
Analyzing Demographic Information:
Sorting through something as simple as demographic data that you collected from a form that a customer filled out on your site or even through email, can tell you a lot about which leads you should be engaging more than others, or not at all. For example, if you are a local bakery selling cookies to only local people and businesses, then when examining the customer feedback that you receive, you will prioritize the local leads over those that are not local, and local may mean within a 40-mile radius of your business. So when thinking about scoring these leads, you would apply a higher score to the leads that fit the area that you are looking to conduct business in and apply a lower score to the leads that indicated areas outside of where you do business.
Analyzing Social Engagement:
Another way that you can sort through leads is by looking at how they have engaged with your social media. Let’s say that you have an Instagram for your local bakery, and you make a post about a new flavored cookie and an Instagram Story about it where the user can swipe up and access your website for more information. Now let’s say that you are looking at two leads and are unsure about which one is more likely to convert and worth your time. Oh, I have an idea, you can look at their engagement with your social media! Let’s say, lead number one liked your post and tagged a friend in the comments. Later, they looked at your story and clicked on it to access your site for more information. While lead number two viewed your story, and scrolled by your post, but did not engage. So when lead scoring, you would give a higher score to lead number one as they were more engaged with the content that you posted, which indicates higher interest, and a higher chance of converting compared to lead number two.
Where Can I Get More Insights From?
For deeper insight, you can go directly to your sales team or customers that have already been sold to, and ask about their experience and opinion on what best helped close the sale. This information is valuable as both groups may indicate the same information or even different information that is very important to note. The sales team could say that when they send out an email with offers and details about whatever product/service the company is selling, they get the most responses that turn into conversions. When asking a customer, they may mention that the same email intrigued them to come in, look for more information, and buy. So based on this feedback, you would assign a higher score to this email compared to other ones as it helps convert more leads into customers.
Now, there is so much more that you can learn about lead scoring as I have only addressed some of the methods. To learn more about how you can obtain quality leads with higher conversion rates, check out the resources that I have attached below.
Let’s say you’re working at a car dealership as a sales representative and you see contacts from two prospects. The first is from a newly graduated college student that is looking to buy a car for the first time. They have just recently secured a full time position at a reputable company and are excited about their new purchase. The next prospect is a father of two children roughly the age of 40 and is well established in his career. Both of these buyer’s journey’s are going to be inherently different. What is important to understand is how these two leads are going to be scored, and it is not necessarily whether or not one is more likely to buy more than the other, but whether or not their journey is going to have the best outcome.
Scoring the Leads
It can be much easier to score these two leads based off of some personal information that we may find. First being their demographic information, their company information (what their position is, salary, etc), their online behavior, email engagement, and social engagement. Through this information we can better gauge their interests and motivation to purchase. After assessing these kinds of things, talking with the customers and with your team will be the best way to score them. Lastly, trust both the analytics and yourself!
According to Neil Patel, there are four goals that are important to the success of your business. They are URLs, Visit Duration, Pages/visit, and Events. URL destination goals keep track of specific URLs, which are triggered whenever someone goes to that specific URL. The second one is visit duration goals, which track how many people stay on your page for a specific amount of time. This is most useful for things like support sites. Pages/visit goals measure how many pages each visitor sees before they leave. With event goals you can track just about anything you want, you just have to add javascript to the element you want to track. However, you cannot use event goals in a funnel because each step needs to be a URL, including the goal.
That being said, I think setting a visit duration goal would be most beneficial for Project Digital. This way we can see which pages keep readers engaged the longest, and we can compare the timestamps when they click from page to page.
Each one is important in its own way. Paid ads are what you see at the top of the search results page. They are the first thing people see. They can also be placed on social media platforms and on other websites. Organic Searches are what appear under the paid ads on the results page after you have entered a search query. People are most likely to click on the organic search results that appear on the first page. Therefore, if you use both paid ads and you position yourself on the first page of organic search results, you are increasing the amount of times consumers see your information.
They both ultimately aim to increase flow to your website. Keywords are the most important aspect of both. You need to make sure you are using keywords that are driving the most traffic. You can also see what keywords your competitors are using and bid for those words. Once you have decided on your ads, you can measure the traffic in Google Analytics.
Sales leads are utilized to help track people in order for them to become customers. Leads are very important to a sales team because finding the right type of people to increase sales will push the company further. The best way to follow leads is to first “score” them to know who is the best option to pursue. A “score” can be based on the date you have on the person such as professional information or other sites they have engaged or used on the internet. The higher the involvement with your site and those similar to yours will result in a higher lead score. Thus, aiming to gain those higher lead scores as customers are a necessity for your business to continue to grow. Some examples for helpful information when figuring out the best leads include:
Demographic Information
Company Information
Online Behavior
Email Engagement
Social Engagement
Spam Detection
Each business and sales team in that business have different ways to score their leads based on the information they have on them. The best way to know what you should be looking for is by talking with the sales team you are working with, customers you have already gained, and also utilizing analytics.
Understanding what works
As I said before, having discussions with your sales team, engaging with customers, and using analytics are all great ways to score leads and understand what works best for your company. Talking to your sales team will make sure everyone is on the same page when it comes to figuring out what leads you want to pursue. Next, customers can provide great insight on what got them to become a customer. You can engage with them over email and send them requests to do a survey that allows them to share their thoughts based on their experience that can help increase current customer satisfaction and also increase the number of customers. Lastly, marketing analytics can also help you visualize the user engagement with your site based on location, demographic, and other information about your users. I added a link to a blog that also touches on how to develop a lead scoring system that can walk you through that process as well.
There are four main goals that you can set up in google analytics. The four goals are URLs, duration for tracking how long a user was on a page, page/visits, and event goals. All of these goals have thier own strengths for tacking important information. This information can be used to get more insights for how to improve you website. When it comes down to getting the most important insights into parts of your site, event tracking is the goal type you should be thinking about.
Event goal types are the most critical goals for tracking important metrics on your site. For tacking downloads, social media buttons, or widget usage you need to set up an event goal type. They are the hardest and take the most time to set up, but once they are set up, you can track the most important information for the successful of your business. Event Goals allow you to get information on categories, actions, labels, and views. If you want, you can even set up an event goal to focus on just one of these four conditions. For example, if you only want the event to track actions, then you just select the actions condition when creating the goal.
