If it wasn’t obvious by now, generating leads is important because they are the people who end up buying what your company needs to sell to grow!
Treating the lead as a resource to be refine (instead of simply as a consumer who enters and leaves your website, without leaving any contact information, and never returns) increases not only your chances of selling to them, but also for any other lead that may be convert by your brand in the future.
Thanks to the power of Digital Marketing , every lead leaves a behavioral trail that we call “metrics”.
Metrics on lead behavior allow hong kong telegram data your Marketing team to analyze and identify patterns to optimize your sales funnel and transform leads into customers as a result!
One of the most effective metrics for knowing how engage a lead is (or how educate they are about what your business does) is call ” lead scoring .”
Lead Scoring
In lead scoring , each time a person performs an action within a scale of importance define by what your company expects systems thinking in marketing from that lead, that person receives some points .
The more points, the more ” warm ” the lead will be within this scale!
Look at the following example to understand better:
Lead Scoring Example
Let’s say your Digital Marketing team define that the sum of 10 points would be enough to qualify a lead for sale.
To achieve these 10 points, each lead will need to complete a number of actions that will assign different points to them:
- When opening an business sale lead email sent by your newsletter, he will receive 2 points, for example;
- Maybe by clicking on a link you can earn 3 points;
- By completing an even more significant action in his awareness journey (such as opening a page that describes your product or service), he will earn 4 points;
- Even more significant would be if the lead downloaded a super valuable material from your content (such as an e-book or a spreadsheet), which would add another 6 points!
By completing each action in the example above, our lead would total 15 points: 5 points above the 10 that identify a lead as “hot”!
Using lead scoring in this simple way, it becomes easy to categorize (usually in an automated way) who might be ready to talk to the sales team and who needs more nurturing to be converted!
Lead Scoring in practice
The entire concept of lead scoring for generating qualified leads was applied by my team to boost sales at M.Pollo — a gigantic clothing manufacturer.
The company understood the importance of creating valuable content to attract new customers and hired Orgânica precisely because it is the largest Inbound Marketing agency in Brazil!
Compared to the same sales period at M.Pollo before the agency’s participation here, my team and I:
- We increased revenue by 23%;
- We reduced investments by 40%;
- We increased the number of deals closed with new retailers by 45%;
- And we reduced the time it took sales to close deals!
André Ribeiro, M.Pollo’s National Sales Manager, left us a message highlighting the power of leads that helped the company grow!