Advanced Lead Scoring

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Lead Scoring

Beware One-Size-Fits-All

Ever wonder why a river with an average depth of three feet still drowned the army that tried to cross it? Right. Because averages are just that – averages. They don’t accommodate the peaks and valleys of a fragmented landscape.

Now consider lead scoring, the mechanism that lets you determine whether a lead is ready to go to sales or whether it needs more nurturing. If you only have one scoring system – that doesn’t distinguish between region or product family for example – you can’t effectively navigate your buying landscape. You can miss peril and opportunity a­like in differences of offerings, go-to-market strategies and more. One size doesn’t fit all.

Lead scoring isn’t rocket science, but it does need to be well thought out. To paraphrase Da Vinci, simplicity is the ultimate sophistication. Taking a pragmatic, phased approach allows you to build out a multi-regional, multi-product lead scoring model tailor-made for your business set up. With no danger of sending your sales team into statistically treacherous waters.

Start by defining your categories – regions, products/solutions, business units etc. Then list the different demographic identifiers and buying signals for each. Also consider which go-to-market strategy (direct, channel) will work best. This plays a really important role in the next natural step – lead routing. Some business units or regions may work with different follow-up teams and even different tools. Some may have internal Business Development Cells. Others may need to rely on telemarketing – or even on a partner channel – to further qualify and follow up leads.

The phased approach mentioned earlier implies multiple levels – say for instance, whether you define your target audience by best practice or regressive analysis. Another approach might reflect the number of models you build, e.g. a custom model for your top three regions or business units that rolls out to others in a follow-on phase.

Sound complicated? The right thinking makes all the difference. Like mapping the re­quirements of each region or business unit to a model. And determining which cri­teria (like demographics or behavior) you’ll examine through which filter (like best practice or regressive analysis).

Overall you have three options: 1) You can try it yourself—and prepare for a steep, rocky learning curve; 2) you can talk to a technology vendor, who’ll offer you a software solution (as in: when you only have a hammer, every problem better be a nail); or 3) you can go to an independent, platform-agnostic service provider whose only vested interest is creating value for you.

No surprise that we recommend choice #3. This allows you to leverage the skill and best practices of companies like Leadfabric, who have immediately transferable knowledge and experience in customizing scoring models. And even if you’re only beginning to consi­der lead scoring, we’ll happily arrange a free consultative call. To give you a better idea of the entire landscape.

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