By Ashley Furness, guest blogger and Software Advice market analyst
Every company wants high leads volume – but not prioritizing those opportunities can leave sales wasting time on leads that will never buy, while the best prospects fall through the cracks.
Fortunately, an effective lead scoring program can address this problem. Below is a two-part video series from Software Advice that outlines tips for creating such a program. In it, VisionEdge Marketing President Laura Patterson demonstrates how to use “fit” and “behavior” metrics to rate your leads. Then, what to do with the scores once they are determined.
To measure fit, she recommends using questions that help decide if the potential buyer is a match the company and its products. This can include queries such as: Is it in the right market? Is it the right kind of company? Is this person the decision maker? Do they have the right kind of problem? Does our product solve that problem?
Behaviors, on the other hand, are observable actions that show where the prospect is in the buying process. To create these metrics, first map out your buying process pipeline – from first contact, for example, to fills out online quote form. Next, decide on metric behaviors for each one of the incremental buying process actions.
Once you have these metrics and create a scale for each, your team can decide what scores trigger marketing or sales action.
This content was provided by Software Advice.
I don’t know whether it’s just me or if everyone else experiencing issues with your website.
It appears as though some of the written text in your posts are running off the screen.
Can somebody else please comment and let me
know if this is happening to them as well?
This could be a problem with my internet browser because I’ve had this happen before. Appreciate it
Hi Anke, it seems the blog shows correctly on FireFox and Chrome for me…. if anyone else is having this issue, let me know!