17_07_Update_NuGrowth_LeadScoring_Infographic

When all other things are equal...

  • Your content drives interaction.
  • You know where to distribute your content.
  • You know your target audience.
  • You understand key behaviors.
  • You can communicate value.

...a well managed lead scoring program changes the game.

  • Drives more actionable leads to sales.
  • Engages and excites your sales team.
  • Allows for quick action on truly qualified leads.
  • Can help multiply net new revenue.

Prospects are given scores based on their profile and interactions with your marketing material.

The higher the lead score, the more likely it is that you’ll want to call the prospect.

138% The average ROI for organizations using a lead scoring process.

Prospect Profile

Here’s how it works.

You can assign all of your prospects a base score because of what you already know about them. You might base it on… 

  • Job Title – Would you rather sell to CFOs instead of CMOs?

  • Budget – Is there an ideal budget you’d like to sell to?

  • Location – Do you really like selling to companies in Ohio?

  • Industry – Are some industries a better fit for you than others?

Prospects are given scores based on their profile and interactions with your marketing material.

The higher the lead score, the more likely it is that you’ll want to call the prospect.

138The average ROI for organizations using a lead scoring process.

Prospect Actions

If there is a certain prospect profile you like selling to more than others, give their lead score a boost before you even contact them. Lead scoring tracks your prospects as they…

  • Download whitepapers

  • View sell sheets

  • Open & click marketing emails

  • Attend webinars

…or click on practically anything you send them.

The more they interact, the higher their lead score grows, but some interactions are more important than others.

That's Why Feedback is Important

The Lead Scoring Feedback Loop

  1. Marketing content is sent out. 
  2. Prospect clicks on and reads content—lead score grows.
  3. Sales team talks to the prospect.
  4. Sales team tells marketing how well the content qualified the lead.
  5. Marketing adjusts lead scoring rules down if it didn’t qualify the lead.
  6. Marketing makes new content.

Over time prospects build up lead scores. Once they reach a score threshold you pick, they are classified a marketing qualified lead.

Once someone is classified as a marketing qualified lead—MQL for short—you know it’s time to give this person a call.

Lead scoring delivers your sales team prospects who are ready to talk, speeding up time to revenue, and multiplying results.

Lead scoring is a tool.

Like any tool, what you get out of it has to do with the knowledge and experience of the person using it. That’s why it’s important to work with a marketing partner who understand how to:

  1. Make and publish engaging content.
  2. Get the lead scoring information into your CRM so your sales reps can make better calls.