By Zieliński Jerzy

Lead Scoring: how to assess the potential of leads?

Not every lead leads to a sale: but it is possible to assess the potential. That’s what lead scoring is for, helping you focus on key customers. It’s a process of evaluating the potential of leads, or potential customers, to focus on those most likely to convert. In this article, I will look at how Lead Scoring works and what are the key aspects of the process.

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What is lead scoring?

Lead Scoring is a method of analyzing and evaluating the potential of leads. The goal of this process is to assign points or ratings to leads, allowing them to be ranked according to their likelihood of converting to customers. In practice, this means that not every lead is treated the same. With lead scoring, companies can focus their resources on leads with the highest potential, making marketing and sales efforts more effective. Such segregation of leads increases the effectiveness of such activities as
lead nurturing
. Lead scoring allows you to focus on leads that have the greatest potential.

How does lead scoring work?

The lead scoring process is based on the analysis of various factors and indicators that affect the probability of conversion. Here are some of the key aspects considered when evaluating leads:

  • Demographics: the first step is to analyze the demographics of the lead, such as industry, location, company size, etc. This allows you to determine whether a lead fits your target audience. Both B2C and B2B lead scoring works well.
  • Site activity: monitoring what actions a user who left a lead takes on the website (e.g., visiting, downloading materials, filling out forms) helps determine interest in the offer.
  • Content interactions: assessing what content the person who left the lead is viewing (e.g., whether they are reading industry articles, watching a webinar, or opening emails) can provide valuable insights.
  • Correspondence history: analyzing contact history, including e-mails and phone calls, allows you to understand what kind of relationship you are building with a potential customer.
  • Social media behavior: tracking activity on social media platforms can reveal additional information about a lead’s interests and needs.
  • Activity metrics: using activity metrics, such as time spent on the site, rejection rate and others, help determine the level of engagement.

Why use lead scoring?

Using lead scoring brings many benefits to the company:

  • Efficiency: focusing on high-potential leads allows for more efficient use of resources.
  • Sales effectiveness: improved quality of leads translates into higher
    conversion rate
    and higher profits.
  • Personalization: with Lead Scoring, you can tailor communications and content to the needs and interests of specific leads.
  • Track progress: real-time monitoring of leads allows you to track progress and adjust your strategy.

Lead scoring is a useful tool in today’s marketing and sales. It allows you to identify the most promising leads and focus on them, which leads to

To increase the efficiency of operations and improve the company’s financial performance. Of course – it takes time, but it allows you to realize the full potential of your most important leads.

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