Thanks to Kevin Joyce at Market2Lead for his post earlier this week. In addition to learning about Market2Lead, we want to share with our readers one of their whitepapers, Increase Lead-to-Sales Ratios with Effective Lead Qualification and Scoring. In it Market2Lead’s CEO Geoff Rego walks through some key pieces to developing a robust Lead Scoring process. Some of the highlights:
- Define ‘Qualified’ – this is something we’ve spoken about before on the B2B Lead (check out Amy’s post, What is a Lead? What is a Prospect?), it’s key to make sure your entire team is on the same page when it comes to what a qualified lead is, what a prospect is, etc.
- Qualify your leads in stages – don’t assume that you can qualify all of your leads at once or one time, you should continuously be in the process of qualifying what is in your database as well as what is coming into your database. By the same token, make sure you’re also disqualifying things continuously too! (We’ve chatted about ways to disqualify)
- Get help! If you can’t do this alone (which is pretty likely), use technology. There are numerous tools out there, both within Marketing Automation Systems and things you can build yourself within Sales Force Automation tools that can score your leads for you. It’s reasonable to assume you can qualify a few hundred (or even a few thousand) leads with good eyes and some manpower, it’s a bit overwhelming to assume you can qualify tens of thousands (or more) leads by yourself. Don’t let this task overwhelm you, look for software that can help.
- Do this now! Don’t wait to implement lead scoring and qualification practices, it may not be perfect the first time around but getting the ball rolling is an important step. The faster you start, the more ‘gems’ you might find in your own data.
Need more tips on Lead Scoring? Check out the Market2Lead white paper!