Scoring Leads

Scoring leads is a way of highlighting potential buyers to sales people because they've completed trackable parts of the buying cycle:
You already know that today's buyers have their own process to discover, find and compare your products and services. They can educate themselves easily, discuss with others online and form opinions about who can serve them best. If you're a marketeer it's important you understand what actions and processes the buyer takes and uses, to know exactly when the right time to bring sales in occurs.
So what makes for successful scoring?

• First, marketing and sales must agree on what constitutes a "qualified lead". This is what we at Leadfabric call "common currency" - where marketing serves leads that sales can close!
• There are two parts to a score: One is the buyer's "fit" and the other is their "engagement". Fit is the information on the buyer, including teir role, company, revenues etc. whereas engagement is the data on their activities whilst navigating your content.
• This all builds up to a scoring "matrix". A map of which buyers need which content, or sales actions, at a specific time.

Lead scoring allows marketing and sales to agree on not just the definition of a qualified lead, but the correct next steps for any leads that meet those definitions. As such, good lead scoring forms the foundation of any demand generation operation.