Lead scoring is one of the best ways to identify quality leads that are likely to convert to paying customers.
That being said, lead scoring isn’t a guaranteed way to turn prospects into clients or buyers (what really can be guaranteed these days?).
But, in order to be even more confident in your lead scoring efforts, it’s important to be up-to-date on all the best lead scoring tips and tricks to ensure your efforts go the distance.
Today, we’re going to break down all of our top tips to better identify quality leads!
1. Define a SQL & MQL
When it comes to lead scoring, it’s best not to put the cart before the horse, which means you’ll want to define and clearly communicate what a SQL & MQL look like.
There’s no question that your sales qualified leads (SQLs) and marketing qualified leads (MQLs) will look different — that’s totally okay and it’s actually recommended!
The problem is…trouble typically starts when sales and marketing refrain from sharing their (likely) differing standards when it comes to what a qualified lead looks like. Nip that trouble in the bud and communicate early and often.
And while we’re on the topic of SQLs & MQLs…I’m going to let you in on a lead scoring secret.
It’s important to base your lead score on SQLs.
Why? Unfortunately, MQLs can often be considered “poor quality” because marketers don’t typically vet them before passing them off to a sales rep. As a marketer, I can express that this is no fault of marketers — vetting is simply not a part of their job!
2. Create buyer personas
Want to know a great way to help identify SQLs & MQLs?
Buyer persona development.
Find out who your ideal customers are — what are they looking for? What’s the buying process like for them? What sort of content do they enjoy? The list goes on and on. If you’re in need of assistance, check out this step-by-step guide to creating buyer personas!
Leading scoring is only as effective as the leads you’re going after, so make sure they’re worth your time and effort by establishing clear buyer personas straight from the get-go.
You’ll thank yourself later (promise…I’ve been there)!
3. Take note of your top-converting landing pages
Most lead scoring strategies take into account website visits, pages viewed, time on page, etc. when assigning a score.
As a result, your lead’s engagement with your website is key to understanding how to properly score them.
In order to drive conversion, take a look at your top-converting website pages and implement change accordingly. Find out what’s converting and why. Chances are, the pages with the most conversions are a clear indicator of what your leads are looking for.
This is also a great way to continue providing the content and information they’re seeking! A perfect way to learn more about your ICP (ideal customer profile).
Once you know what your leads want, you’re able to adjust and redesign other site pages to enhance conversion and perfect your lead scoring strategy.
I gotta say…customer-provided insight is top-tier data when it comes to future marketing efforts. Don’t take this valuable info for granted.
4. Download free resources that aid in lead scoring initiatives & implementation
We’re proud to offer two fun resources that help make lead scoring a breeze!
Be sure to download:
When used in conjunction, these free resources are sure to help improve your current (or future) lead scoring efforts and endeavors.
5. Update your Lead Scoring overlay(s) often!
Just like marketing automation itself, it’s not a “set it and forget it” kinda thing (both fortunately and unfortunately).
After you’ve set your lead scoring overlay(s), it’s best to continually evaluate the relevance of your current lead scoring parameters and adjust your scoring model accordingly.
We recommend reevaluating and adjusting your lead scoring overlays on a quarterly basis — at least!
As a general rule of thumb, any time you update your paid ads/campaigns, it’s best to take a look at your overlays, too. This will look different for every company depending on your industry, so don’t fret if you’re adjusting things less or more often.
Lead scoring is one of our most utilized features on the Net-Results platform — and for good reason! Solid lead scoring efforts will help you and your team find the best, most qualified leads in no time at all.
If you have any questions about lead scoring or any other feature in the Net-Results platform, don’t hesitate to reach out.
Cheers to your success,
Marketing @ Net-Results