Lead scoring refers to how you determine the worthiness of leads. It involves grading them with values according to their behaviors relating to interests they have in your products/services.

In most cases, your goal is to attract leads into your sales funnel. However, it’s important to focus more on the leads who show strong interest in buying. Indeed, they are huge revenue assets to your business, compared to the prospects who are just lurking around.

As a matter of fact, according to a study by Lenskold Group, 68% of efficient and effective marketers chose lead scoring as the highest revenue contributor.

Here’s how to optimize your lead scoring campaign and succeed at conversion rate optimization:

Collect Customer Data

Your sales and marketing departments have to collect historical data about your customers’ relationships with your business. Wondering why? To predict a path your prospects normally take before moving from lead to customer. Such as, gathering information on how many interactions between your business and prospects it took to convert them from lead to customers. This information can be collected from processes like marketing automation and chat history with a customer service software.

Choose Your Ideal Target

Through using relevant information such as customer purchase history, identify your target lead. What does this mean? Identify that person/company to whom you think it’s appropriate to sell your products/services to. Information about each lead’s activity or their areas of interest is considered to check whether they have interests in your business.

Set the Score Criteria

You must determine what score to give leads using their unique behaviours that reveal their buying intentions. Your sales and marketing departments must first agree on who they consider as a qualified lead. Each lead’s action is assigned a value according to how it results in a purchase decision. Some of these actions include which emails your leads respond to, pages on your company website they visit and for how long.

Optimize Your Deployment

Test your scoring system with existing leads in your sales pipeline and ensure your ideal prospect’s profile equals to or exceeds the set threshold value. It helps in qualifying your leads as being sales-ready. Furthermore, hold frequent meetings with your sales and marketing departments to review the most accurate scores that can lead to conversion rate optimization.

Best of all, allow your sales department to take control of the scores by giving sales representatives the power to monitor leads and allocate scores to each of them.

Time To Even The Score

You can succeed at lead scoring with a customer service software that helps in fronting sales representatives and marketers to the right prospects at the right time. But that’s just part of it; it can also integrate with your sales and marketing software, as well as provide data on different prospects’ behaviors.

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