Marketing and sales often go hand in hand with conversion rate and lead maturity. It is very likely that one of your goals is to improve the conversion rate between the different stages, particularly between an MQL and an SQL. That is why using sales scoring can be one of the solutions! We’ll explain.
How scoring helps increase the conversion rate
Steps for integrating scoring into marketing strategies
How sales scoring helps increase the conversion rate
This feature allows your marketing team to pass qualified contacts to you through a points system. You will assign points to your prospects based on their behavior or their demographic data. From a certain number of points onward, your sales team takes over.
Steps for integrating sales scoring into marketing strategies
Define the scoring criteria you need
Identify the criteria you need for your business sector. Set up a scoring system with the positive, negative, and important scores for you.
If you really do not see how to set up your system, we explain everything in an article dedicated to this topic: How to set up an effective scoring system to evaluate and prioritize leads
Equip yourself with the right tool
A good scoring system is above all a high-performance tool to help you easily set up a reliable and effective scoring system. Nowadays, most marketing automation tools can be synchronized with CRM software.
A little extra?: By merging your marketing automation software (where your scoring feature is located) with your CRM, you create a way to have a real-time view of your contacts’ behavior and data.
Set up workflows
Lead scoring makes it possible to trigger specific actions as soon as a prospect reaches a certain score. For example, you can configure a workflow that automatically transfers “hot” prospects from your marketing automation tool to your CRM (hence the importance of synchronizing the two properly).
Result: your sales team only deals with the most qualified leads, which makes it more effective… and everyone is happy!
Our tips: Track the results of your campaigns that have actions triggered by scoring. Adjust your future campaigns based on what you observe.
The benefits of sales scoring
Lead prioritization thanks to behavioral and demographic data
Lead scoring adds a new dimension to rating your leads, as you are now using behavioral data. There are two things to remember: you assign scores much more easily to your leads, but you can also use this data during your sales negotiations. Make the most of it! Cold leads are not forgotten (don’t worry)! They will regularly receive informative content to increase their engagement in the long term.
Time savings for your sales teams
We are all focused on time and we hate wasting ours on time-consuming tasks. Especially when you have to set aside half a day to contact people and only end up with unqualified or barely qualified leads. Thanks to lead scoring, that is over!
You immediately understand what the needs of the leads you call are. You save time, efficiency, and your good mood as a bonus.
You immediately understand what the needs of the leads you call are. You save time, efficiency, and your good mood as a bonus.
Maximizing profit
Knowing your prospect is the key to establishing a relationship of trust more quickly. By understanding their needs, concerns, and expectations, you can adapt your communication, offer them a solution suited to their needs, and increase your chances of conversion.
To go further, in the medium and long term it will be possible to offer add-on sales or upselling if you notice weak signals pointing in that direction. You not only increase your revenue, but you also give yourself every chance to build customer loyalty.
We have dedicated a full article to lead scoring best practices and limitations
Multi-scoring for your sales strategies
Multi-scoring consists of using several scoring data points to evaluate potential prospects. Unlike traditional scoring, this method makes it possible to analyze contacts from different angles in order to get more precise information about their conversion potential. This helps sales teams undertake more targeted and personalized actions. Thanks to this, future marketing and sales campaigns can be adjusted.
Conclusion
If you want to implement a lead scoring strategy for your sales strategies, then use a suitable tool. The help of your marketing team is essential because they can help you define behavioral criteria to assign points effectively.
If you do not know where or how to start, we are here to support you in developing your lead scoring strategy.
