![]() Set a QL threshold and then step back - how many ebook downloads would qualify if they did nothing else? How many high quality pageviews would qualify if nothing else? What about webinar attendees and non attendees? What about trial downloads if you have them? Every action a lead takes should have an associated score.īuilding out examples of how you would want leads to score to hit the threshold when you want them to is a good way to begin behavioral scoring. Scoring models are a rough template, and the more time you can spend personalizing the scoring system to your needs the better. I would suggest working backwards from what you picture a QL looks like on your own. Bottom line here is, since you're not familiar with lead scoring you can learn the model or you can learn how to score and therefore understand how models are created. Scoring can be as simple or complex as you'd like, but you yourself need to understand the scoring logic, thresholds, engagements, etc -> which make the model. Therefore, your model can be anything that your score informs it to be. Models are based off of scoring, meaning that the actual process of scoring informs the model. You should be able to get a lot of support and answers for questions that you may have in regards to the model.Ĭons: IMHO - Scoring models are useless unless you have an idea of what you want your model to look like. Pros: Models are preset, predefined, and many users use these because the thought/logic has already been put in place for you to follow. However, I first want to say that I'm not familiar with either of these scoring models. STRATECO supports you in all efforts to analyze your current lead process and to develop solutions that are appropriate for your needs.Here are my pros/cons for this question. In this way it is possible to monitor how many leads are in the different phases of the process, which marketing activities have generated successful leads and what the successful closing rates are for the different campaigns. The Reporting ensures that all participants, whether Marketing, Sales, or Management, can take note of what is happening in the process. ![]() The Scoring can further be deployed to trigger and carry out an automated campaign. Based on the score, it can quickly and transparently be determined whether a lead is an attractive prospect or needs to be further qualified. It is only when a defined threshold value has been reached that the lead is transferred - fully automatically. In the course of this routine, data on all relevant measurable activities of a contact are gathered and finally summarized in an attractiveness indicator. Contacts are no longer exclusively passed along based on a single activity instead, the information quality is enhanced within the framework of a Nurturing Process.ĭata generated is processed in the form of a Scoring model before the data is transferred. Lead Nurturing ensures that a contact is not simply transferred "cold" without any elaboration, but rather is made available only after it has been enriched with further, valuable information. The goal is to identify qualified leads so that only the most promising are consistently transferred to sales, and furthermore, makes the entire process more transparent. ![]() ![]() More successful is a Lead Management process, in which the individual elements of Lead Nurturing, Lead Scoring and Reporting are coordinated in a common process and are holistically viewed as complementary. It is only all too understandable that sales who have had such a poor experience tend to try to "cherry pick" the leads from the data delivered, and thus avoids touching most of the leads in the first place. The core of this problem lies in the long and drawn out, error-prone processes, in which only insufficiently qualified leads are transferred to sales. From these leads that were followed up, more than 70% were eventually rejected mainly on grounds of a too low probability of success. One study by Sirius Decisions found that only 20% of the leads registered by marketing were followed up by the people responsible for sales. ![]() The results are often characterized by high termination rates or high number of rejected leads. Our experience shows that many firms are still using their lead generation methods and processes that were developed years ago. Topics > Marketing > Lead Management Registering leads is not enough – it all depends on how you follow up! ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |