How to Build a Lead Scoring Program

June 7, 2012

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.

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