There are numerous lead scoring models your company can utilize.
It’s critical to collect customer data from demographic information to how your customer base interacts with email marketing content.
Do you have to use all of the lead scoring models I present? No, some may not fit with your business or industry.
Still, using some type of system to score leads is essential.
Let’s take a look at the different models you can use!
Demographic Info
Does your business sell products to specific demographics?
For instance, some companies exclusively produce toys for kids.
Therefore, these businesses wouldn’t want or need to target older people because they (most likely) do not need their products.
On your landing pages, asking demographic questions is crucial if you’re catering to a specific type of person.
Then, as people fill out the form, you can analyze the data and see how well people fit your target audience criteria.
Additionally, collecting demographic information allows sales teams to subtract points from people outside the category you’re trying to sell to.
Company Info
If you’re a B2B organization, collecting company information is helpful.
On your landing pages, you can ask questions like:
- How big is your company?
- What type of business do you operate?
- What industry is your company in?
- Are you a B2B or B2C organization?
Depending on each client’s answers, you can award points to leads who fit with your target audience.
Further, your sales team should remove points from leads who don’t fit your ideal criteria.
Online Behavior
Tracking how prospective and current customers interact with your company’s website and social media platforms is critical.
Collecting this data tells you how interested certain people are in your products or services.
Here are some examples of online behavior you should look for and track:
- The offers people downloaded or used
- The number of deals each customer uses
- The web pages they visited
- The number of web pages they visited
- Whether or not the person has been to your website before
When assigning lead scores, most companies give more points to people who filled out forms or visited high-value pages, like the pricing or shopping page.
Also, it’s wise to give more points to leads who visited your website multiple times than those who only interacted with your brand once.
Email Engagement
Email marketing is an efficient way to collect customer data and learn about what messages resonate with them.
Therefore, when someone signs up for your company’s email newsletter, assigning them more points when lead scoring is critical.
On the other hand, if someone unsubscribes from email marketing content, it shows they’re not interested in your products or services.
As a result, you should subtract points.
Lastly, giving more points to leads who click through high-value emails, such as exclusive discounts, is wise.
Social Engagement
If your target buyer persona is someone active on social media outlets, your lead scoring system needs to consider this.
Some questions to ask about potential leads and social media activity include the following:
- How many times has a lead engaged with your social media outlets?
- What types of content did the prospective customer interact with most?
- How often did a lead share an Instagram post or retweet your company’s content?
Based on how many followers and interactions the prospective customer gets on their social media activity, consider giving these individuals higher lead scores.
Spam Detection
Unfortunately, spam messages and activity are things every business must deal with.
In your lead scoring model, it’s best to assign negative scoring to forms that look like they could be spam.
It’s impossible to catch every single spam activity when scoring leads.
However, if you watch for the obvious times, it helps maintain your customer data and continue attracting the right kind of buyer!
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