A Guide to Scoring and Grading Your Leads

AUTOMATICALLY SCORE AND GRADE YOUR LEADS THE EASY WAY TO INCREASE EFFICIENCY AND EFFECTIVENESS OF MARKETING If there is one truth common to all B2B marketers, it is that they are overworked and understaffed. Scoring and grading your leads can help marketers do more with their limited resources by increasing close rates and freeing up sales and marketing departments to better allocate their time and resources. Lets take a look at how it works. GRADING YOUR LEADS wwww. Grading your inbound leads helps marketing to ensure that the leads being passed on to sales match the ideal customer profile for your company. Only passing on the most qualified leads helps both sales and marketing to save time and resources. Marketing automation solutions automatically grade leads based on a number of Innote John Doe ONTACTS 404,492.6845 [email protected] www.pardot.com Marketing Manager 2. 6. DEPARTMENT REVENUE Is your prospect working in the right| department for your product? If you sell to marketers you don't want someone in IT. Make sure you are only marketing to leads that can afford to purchase products in your price range. 2 TITLE 5 LOCATION Make sure your lead is in a position to influence decisions. Interest in your product wont mean much coming from an If you prioritize leads based on their geography, you can score each lead by where they are located. 3 COMPANY SIZE INDUSTRY If you are fucused on the SMB market or exclusively on enterprise, make sure you are targeting companies of the right size. Most importantly, make sure your leads are in the industry that your product or service is targeting to ensure interest. SCORING YOUR LEADS www. Even when graded for optimal fit, all of your leads can still look similar. Scoring your leads based on their implicit buying signals can help you gauge the interest of your leads with hard, objective data. This allows you to quickly prioritize your leads and pursue those most likely to turn into opportunities. Leads can be scored on the following. PAGEVIEWS SITE SEARCH DOWNLOADS EMAIL OPENS EMAIL CLICKS The pages a lead views give a good indication of their Specific downloads are good indications of the current stage of the buying cycle. Email click-throughs can be a good indication of interest Your lead's searches on your site are telling of their priorities and interests. Email opens can be a slight indicator of interest from your leads. sales-readiness. from your leads. AD CLICKS LANDING PAGES WEBINARS LINK CLICKS VIDEOS Webinars viewed by a The custom links your The paid search ads that your leads are clicking on can show purchase intent. The landing pages your leads are visiting can show which topics are priorities. prospect can show topics of interest and purchase intent. Videos viewed give a good indication of topics of interest and buying stage. leads click can show where a lead is in the buying cycle. TAKE INFORMED ACTION All of the data provided to you by automatic lead scoring and grading allows you to take informed action on how wwwwwwww to handle a lead. You can automatically assign leads that reach a certain score or grade threshold, assign leads that aren't sales-ready to drip nurturing campaigns, and alert sales reps to changes in buying signals. 1 ASSIGN 2 ALERT 3 NURTURE Keep your sales team in the loop by setting up real-time sales alerts and daily digest emails of any major changes in their leads' buying signals. This can help them prioritize their time and focus on Automatically assign leads to sales reps once they reach a certain criteria. Leads can be assigned in a Leads that are not yet ready to be contacted by a sales rep can be assigned to a drip nurturing campaign. These nurturing campaigns will provide information round robin system to the next available sales rep for follow up. This allows for timely and equitable slowly, based on a predetermined distribution of leads and ensures giving the most attention to the time table or a leads behavior, to assigned leads are sales-ready. most promising prospects. help make them sales-ready. IIIIIII.