How to build a marketing automation programme to score leads
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.
As well as planning your lead scoring program and the appropriate content, it's important to have the right Marketing Automation tools to facilitate this. Check out our Marketing Automation Guide if you are at the research stage of rolling out your lead program.