What are the benefits of Lead Scoring ?
Posted: Sun Jan 19, 2025 5:33 am
In general, Lead Scoring enables Marketing and Sales teams to be more efficient , generating more sales from the same set of leads .
And, this effect can be achieved in 3 ways:
lead analysis becomes faster, more accurate and objective;
the best leads are delivered to salespeople;
Lead segmentation becomes richer. It is possible to make specific communication to leads according to each one's profile and/or interests.
Here, the Marketing team begins to perform more focused and intelligent work , while the Sales team begins to receive increasingly better opportunities that are more prepared for purchase.
Classifying profiles and measuring interest
First, we take into account the lead ’s characteristics and finland phone number resource interest in our company. So, I’ll divide it into two topics to make it easier to understand:
Profile
Here we consider properties of the lead and their company (in some cases), such as:
position;
age;
region;
company size;
segment.
It is interesting to define the properties based on a survey of the company's historical data . In addition, we can analyze the persona and talk to the sales team to understand “who” and what the ideal customer profile is.
Therefore, based on this information, we determine scores for the terms of each property, always taking into account the strategy and focus of each company. Here is an example:
Property: Position
Term Director Manager Analyst Trainee
Notice 10 10 8 4
Position Table
With the properties defined, it’s time to give each one its weights. There’s no “set of rules” here; things can vary a lot from company to company.
If there is a more important property, simply give it a greater weight; if they are equivalent, we use equal weights.
Let's understand with an example how this equation works?
Therefore, imagine that the Lead Scoring model of “Company X” considers only 2 properties: Position and Company Size.
Thus, in the “Company X” strategy we assume that the size of the company is the most important, and a weight of 70% will be given to this attribute, the position will have 30%.
Regarding the attributes and respective scores, we consider the position according to table 1, and the size of the company:
And, this effect can be achieved in 3 ways:
lead analysis becomes faster, more accurate and objective;
the best leads are delivered to salespeople;
Lead segmentation becomes richer. It is possible to make specific communication to leads according to each one's profile and/or interests.
Here, the Marketing team begins to perform more focused and intelligent work , while the Sales team begins to receive increasingly better opportunities that are more prepared for purchase.
Classifying profiles and measuring interest
First, we take into account the lead ’s characteristics and finland phone number resource interest in our company. So, I’ll divide it into two topics to make it easier to understand:
Profile
Here we consider properties of the lead and their company (in some cases), such as:
position;
age;
region;
company size;
segment.
It is interesting to define the properties based on a survey of the company's historical data . In addition, we can analyze the persona and talk to the sales team to understand “who” and what the ideal customer profile is.
Therefore, based on this information, we determine scores for the terms of each property, always taking into account the strategy and focus of each company. Here is an example:
Property: Position
Term Director Manager Analyst Trainee
Notice 10 10 8 4
Position Table
With the properties defined, it’s time to give each one its weights. There’s no “set of rules” here; things can vary a lot from company to company.
If there is a more important property, simply give it a greater weight; if they are equivalent, we use equal weights.
Let's understand with an example how this equation works?
Therefore, imagine that the Lead Scoring model of “Company X” considers only 2 properties: Position and Company Size.
Thus, in the “Company X” strategy we assume that the size of the company is the most important, and a weight of 70% will be given to this attribute, the position will have 30%.
Regarding the attributes and respective scores, we consider the position according to table 1, and the size of the company: