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Are you keeping score?

If not, now is the time to start.

Lead scoring will help you rank and prioritize leads and prospective clients to determine how likely are they to make a purchase. By assigning numerical values to demographics and behaviors, you can gain insight in how interested a prospect is in your offer or if a lead is a good fit for your business and are they worth following up on.

What does lead scoring involve?

  • First, you have to understand who your target customers are. By creating a profile of best-fit buyers, you will be able to use that to gauge ideal leads. You will want to consider both demographics and prospect behaviors in shaping this list.
  • Then, you will assign point values to these criteria, determining which characteristics and behaviors matter most to you.
  • Finally, you will determine what “score” your leads need to reach in order to attract further interest from your company. These high-scoring prospects are known as “sales-ready or “purchase-ready”.
  • Just like the seasons change, your prospects will change over time. As a matter of fact, each decision they make can change their rank in your overall lead scoring, so regular follow up is important when it comes to effective long-term lead scoring.

Lead scoring can help your business make better, faster, smarter and more profitable decisions. It will make you more effective and more efficient and stretch your marketing dollars that much further.

If you’re looking for a Marketo consultant or Pardot expert to help implement or refine your lead scoring, contact us today. HomeStretch Marketing can help you understand more about lead scoring and implement it for your business.

Jen Stretch

Jen Stretch is a marketing professional with a decade of web-based technical experience. Her core competencies include Salesforce.com and marketing automation consulting, implementation, and training. She is a certified Salesforce.com Administrator with five years of marketing automation experience.

Jen is also a enthusiastic cyclist and applies the same competitive spirit that she has on the bike to push businesses out of their comfort zone and beyond their perceived finish line.

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