7 Keys to B2B Lead Scoring Success

A great cheat sheet from Find New customersDownload Now

Lead scoring is the process of separating qualified, sales ready leads in an automated fashion. It is best combined with a strong lead nurturing program, which is why we combine them.

It's made up of two parts:

1. Their behavior -  what they do online
2. Their demographics -- who they are, such as title, country, type of business, number of employees, etc. 

Very few companies have a clear definition of what is a lead and what is not.  In fact, Brian Carroll, CEO of InTouch and author of Lead Generation for the Complex Sale states that 9 out of 10 companies he has spoken with in the last 6 months lack a common lead definition.  

So what should a company do?

The key is to get sales and marketing on the same page.

Here are the key action items you need to take:

1. Set a meeting between sales and marketing, led by a well-repected person.  Best is in person, but a conference call will suffice.  Emphasize that it is intended to benefit all.
2. Ask a clear question to Sales "When we give you a lead, what you need to be 100% sure you will follow up on it and report back to us? What, to you, is a qualified lead?"  Listen and take notes. Ask follow up questions. Dig.
3. Be persistent.  Not one meeting but several. Take your notes and read back what they said. Make sure everyone is 100% in agreement.
4. Make it visible.  Print it and post it where everyone can see it.
5. Get feedback. Audit the program over time. Are the leads being properly qualified? Are they being followed up on? Do we need to adjust our definition?  How can it be improved?

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Lead scoring best practices from Engage B2BRead More