Leveraging Marketing Automation for Lead Scoring

Lead scoring enables marketers to assign a quantitative value to website visits based on the visiting person’s profile, which includes demographic information and website behavioral activities. The value assigned is determined based on what profile the marketer is interested in. For example, if a marketer is specifically interested in Canadian prospects coming from the automobile industry background, these parameters could be assigned a greater value to denote that whether prospects match (or not) with the marketer’s search criteria.

Scoring also lets marketers to sort leads and identify changes in behavioral patterns so that marketers can work with sales-ready leads. And, lead scoring is one of the primary uses of implementing a robust marketing automation solution.

Marketing automation tools help to automate the manual process of lead management and lead generation. By using the lead tracking features of marketing automation software, marketers can touch base with leads they are interested in, by assessing their buying interest.

Marketing automation can enable B2B marketers to:

  • Analyze lead scores to personalize email campaigns.
  • Assess the effectiveness of campaigns executed for a specific geographical location or specific purpose.
  • Create automated responses to prospect web activity such as form-fills or registrations.
  • Create mailing lists based on scores.
  • Identify buying stage of prospects and their responses.
  • Restrict or provide access to prospect information based on his buying stage.

By implementing a lead scoring model in marketing automation software, companies can:

  1. Identify the improvement in quality of leads procured over a period of time. When lead profile criteria is fine  tuned on a regular basis, marketers will be able to rightly define a sales ready lead and then plan effectively towards closing the business deal.
  2. Decrease the overheads experienced due to manual processes and focus more on the campaign execution process.
  3. Note a marked improvement in campaign development and management. This means, marketers will spend less time in transitioning leads from one phase to another, thereby contributing to the base line.
  4. Bridge the divide between sales and marketing departments so that they work can together in identifying sales-ready leads.

Marketing automation solutions and lead scoring is a winning combination for B2B marketers who want to gain visibility into lead intent. This lead intelligence can be leveraged to move leads faster in the marketing funnel and drive revenue for the company.

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