Lead Scoring = Insights & Knowledge

Knowledge is power. Lead scoring is a crucial component of digital marketing and sales because it enables a company to track and understand how prospects (and customers) are interacting with their website and/or marketing efforts. It helps identify what’s resonating with them, and where they are in the funnel. However, lead scoring is also something that a lot of companies don’t utilize (or maintain), causing them to miss out on valuable insights that could help guide their marketing efforts and strategies. 

At Obility, we not only believe that lead scoring (and lead lifecycle) are an imperative piece of marketing, but that when implemented, and maintained, it can help guide the strategy of your overall marketing efforts; which in turn will help influence and impact revenue. 

We firmly believe that one size does not fit all in terms of lead scoring, and that lead scoring and lead lifecycle go hand-in-hand. We understand that an accurate and efficient funnel with clearly defined lifecycle stages, influenced by lead scoring, is a critical aspect of Marketing Operations. When implementing lead scoring (and/or lead lifecycle) we start with a series of working sessions that consist of ensuring we understand the buyer journey, and how marketing and sales work together. We then provide best practices, and make sure we have buy-in from all the necessary teams.

What are some of the considerations for lead scoring?

• • First and foremost, are lifecycle stages already set up and clearly defined?
    • If so, what are those stages (ie: prospect, lead, MQL, SAL, SQL, Opp, etc.)?
    • Is each stage clearly defined?
  • Are behaviors and demographics being considered?

• • What are your high, medium and low actions/scores?
    • Are any actions automatic MQL or SQL?
  • Should negative scoring be implemented?
    • For example, inactivity, employees, competitors, etc.?
  • Do you want email activity to be tracked?

• • What is the overall goal for lead scoring?

• • What aspects of lead scoring/lifecycle should be reported on?
    • Velocity?
    • Stucks?

Implementing, understanding and tracking lead scoring can help provide insight on what’s working or not. It can help your team make more informed decisions about what to optimize, and help provide guidance on where to allocate budget for other marketing efforts such as PPC ads.

To learn more about how Obility can help implement and utilize lead scoring, read our case study about how we helped Tech Heads, a full-service IT consultancy, set up lead scoring to help quantify prospects’ actions and help sales and marketing identify and focus on valuable leads.