Marketers are hard pressed as ever in today’s competitive business environment to increase their returns on investment (ROI) for every marketing dollar spent. Increasing the quality of the leads is one way to ensure a high conversion rate for the leads generated, increasing the efficiency of the marketing efforts and the ROI. Lead scoring allows […]
Category Archives: Customer Scoring
Customer Lifecycle Marketing, Customer Scoring, Lead Nurturing
Lead Quality Matters More Than Lead Quantity
An evolved marketplace presents a challenging environment for marketers. An increase in competitive pressures corresponds with an increasing number of bad sales leads. Bad sales leads are the direct result of the sourced leads not being a fit for the organizations, or having expectations different from what the organization can deliver. The responsibility is on […]
Generating leads counts for nothing if leads do not convert to revenue. The responsibility is on marketers to drive them to convert. This is very important in today’s competitive world where marketers are hard pressed to deliver more results with fewer resources. Forrester Research estimates that 47 percent of B2B marketers close fewer than 4 […]
More is not always a good thing. For instance, more leads than the sales force can manage can result in overworked or harried marketers, unable to engage with anyone properly or focus on what they are doing. In these cases, the solution is obviously prioritization, or following up on leads that seem most promising. This […]
Big data or large and complex data sets are an integral part of marketing. Marketers frequently use them when gathering and scoring leads. Big data provides more accurate results for the derivation of trends and analysis and provide the results in a more comprehensive manner than separate smaller sets of data. However, it also poses […]
Lead scoring is assigning points to prospects to identify those most likely to make a purchase. However, less than 10 percent of companies actually practice and utilize lead scoring. This is primarily due to a misconception that lead scoring is a complex exercise, which stems from there being no hard and fast criteria on how […]
Marketers use lead scoring to determine which prospects are more likely to make a purchase. Lead scoring, however, has the potential to go beyond this. Lead scoring allows the marketer to: 1. Determine the value of the prospect to the business. Marketers naturally assign priority to high value prospects, but in today’s hyper competitive environment, […]
Long sales cycles and complex purchase decisions make automation essential to score prospects. While many companies have used automation to good effect, the move is fraught with challenges. Here is a quick look at some of the crucial factors that determine the success of your lead scoring automation. The Algorithm: The success of lead scoring […]
Most people evaluate businesses before striking a relationship with them, but how many businesses actually score customers? Scoring customers or evaluating them on what they bring to the business is important. Why? You can’t assume you know your prospects and customers – there are far too many flavors. Organizations are learning the hard way it […]
Web. Blog. Social Media. Email marketing. The list goes on and on. Each channel by itself is easy to engage, but integrating these cross-channel activities to work cohesively to promote the company’s objectives, including branding, is hard work indeed. One way to ensure effective integration is to align the matrices of all the different channels […]