Lead Scoring Not What it Used to Be
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 would afford.
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 implement.
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.