In the land of marketing automation, lead
scoring is often approached as the easily
overlooked underling. Marketers are
aware of its presence and its significance
in the overall processes, but often tend to
feel that taking the time to interact with
lead scoring is either beneath them, confusing
or altogether unappealing.
Lead scoring of the past could absolutely be viewed
through this lens, but lead scoring of the here and
now is significantly and constructively different
than it used to be. The differences between the two
methods are found in the following areas.
From One-dimensional to Dynamic
The way in which leads used to be scored was
through a one-dimensional process, which essentially
placed the bulk of significance on demographics
alone. The mistake with this is that
demographics are indeed important, but fail to
paint an entire picture.
The key piece that traditional lead scoring
lacked is the focus on psychographics, which hone
in on behaviors that can be missed completely in a
worksheet that covers demographics alone.
Through the new method of lead scoring, marketers
are made privy to a user profile that is a more
honest and complete snapshot of the prospect.
From Disconnected to Directed
As a result of applying more intentionally comprehensive
factors into the lead-scoring process, the
leads are assessed with extreme precision. This
smooth, scalable process treats leads differently
based on the “bucket” they seem to belong to, allowing
a custom-tailored approach to the lead.
A better understanding of the prospect’s needs
breeds trust, whereas the old method bred skepticism
due to being panoptic in nature. A repeatable
process like this gives the marketer laser-focused
leads that will be converted far more rapidly into
customers than the prior lead-scoring method
The path to this starts by taking the time to
deeply develop personas. For instance, by aligning
psychographic characteristics to behavioral actions,
scoring models can begin to assess combinations
of behaviors and allow us to assume certain elements
about the buyer. If our target buyer tends to
express interest in ROI data and looks at high-level
materials and channels, we can then score those
movements with greater emphasis.
Decide to Develop
Learning to set up the newer lead-scoring method
can really be boiled down to making a decision. A
marketer needs to decide to develop this system
and recognize there will be a learning curve. The
most powerful paths for implementing this are either
asking for help and being walked through the
process, or willingly and purposefully embracing a
chance to try and fail, recognizing the insight that
can spring from that.
Growth and an understanding of the new lead scoring
process can come from both of these methods.
No matter which is chosen, the ultimate
evolution within the marketing automation system
will show its face through faster customer conversions
and ultimately more revenue. Pretty much
every marketing automation platform on the market
enables a more advanced lead-scoring process,
and the communities that support these platforms
provide ample insight as to how to approach and
As with anything, it is easy to be resistant to
change within the lead-scoring process. Despite the
initial discomfort or lack of understanding, the
eventual output of implementing the new lead-scoring
system is worth the growing pains tenfold.
About the Author: Justin Gray is the CEO and chief marketing evangelist
at LeadMD, which helps businesses generate and
manage leads through marketing automation
processes and technologies.