Lead scoring

Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. The resulting score is used to determine which leads a receiving function (e.g. sales, partners, teleprospecting) will engage, in order of priority. Lead scoring models incorporate both explicit and implicit data. Explicit data is provided by or about the prospect, for example - company size, industry segment, job title or geographic location. Implicit scores are derived from monitoring prospect behavior; examples of these include Web-site visits, whitepaper downloads or e-mail opens and clicks. Additionally, social scores analyze a person's presence and activities on social networks. Lead scoring allows a business to customize a prospect's experience based on his or her buying stage and interest level and greatly improves the quality and "readiness" of leads that are delivered to sales organizations for followup. Lead scoring is a popular feature among B2B marketing automation products.

Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. The resulting score is used to determine which leads a receiving function (e.g. sales, partners, teleprospecting) will engage, in order of priority. Lead scoring models incorporate both explicit and implicit data. Explicit data is provided by or about the prospect, for example - company size, industry segment, job title or geographic location. Implicit scores are derived from monitoring prospect behavior; examples of these include Web-site visits, whitepaper downloads or e-mail opens and clicks. Additionally, social scores analyze a person's presence and activities on social networks. Lead scoring allows a business to customize a prospect's experience based on his or her buying stage and interest level and greatly improves the quality and "readiness" of leads that are delivered to sales organizations for followup. Lead scoring is a popular feature among B2B marketing automation products. ==Key benefits== When a lead scoring model is effective, the key benefits are: Increased sales efficiency and effectiveness: Lead scoring focuses sales attention on leads that the organization deems most valuable, ensuring that leads that are unqualified or have low perceived value are not sent to sales for engagement. Increased marketing effectiveness: A lead scoring model quantifies for marketers what types of leads or lead characteristics matter most, which helps marketing more effectively target its inbound and outbound programs and deliver more high-quality leads to sales. Tighter marketing and sales alignment: Lead scoring helps strengthen the relationship between marketing and sales by establishing a common language with which marketing and sales leaders can discuss the quality and quantity of leads generated. Increase in Revenue: Lead scoring also ensures that sales goes first for leads that are qualified by their scores. The probability of a lead with higher scores closing is higher than one with a lower score. This indirectly contributes to a growth in revenue as well. ==See also== Business intelligence Balanced scorecard Customer Intelligence Customer service Database marketing Enterprise feedback management Marketing automation Predictive analytics Sales force management system ==References==

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