How do you know which leads to follow up, when to follow up and what's relevant to communicate based on where leads are in the sales funnel? These are challenges for any business using inbound marketing to generate demand and manage leads. Lead scoring is a vital methodology to ensure your leads are sales-qualified, ready for your sales team to follow up, so they are not left dormant and become missed sales.
The research from Snapapp and RingLead identifies that over 44% of companies have active lead scoring programs yet 32% are not successful with their programs. It goes on to say that companies will automatically fail if they do not address their data cleaning and accuracy, and shares both scoring indicators and how to improve your programs through a scoring hierarchy.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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