Lead Scoring
Make an intelligent and informed decision to ensure success with your marketing automation system.
The changing nature of buyer behavior, particularly in today’s online jungle, is a challenge that B2B marketing and sales teams must address with dynamic strategies and flexible mindsets.
The truth about the modern digital consumer atmosphere is simple: The customer is in charge. Buyers are no longer dependent upon vendors to inform their purchasing decisions. Now, the Internet allows them to find all the details they need.
Therefore, to improve the effectiveness of marketing…
Continue Reading »
When we say a lead is “hot,” what do we mean? It’s kind of a subjective description, isn’t it? Exactly when is a lead “cooked” enough to go to sales?
Such is the eternal struggle of sales and marketing teams across the world. The most essential aspect of lead scoring is that it is a shared methodology between sales and marketing. There must be organization-wide buy-in on your company’s lead scoring criteria, or else it will only serve as another basis for the two departments to blame…
Continue Reading »
When speaking to our customers, I often find that lead scoring has helped their organization considerably. But as I dig into the details of their business, I find that attributes critical to the success of their deal don’t fit into their current scoring model. Or alternatively, I find they have a scoring model that works, but later in the cycle than the sales rep would like: in other words, the prospects are identified late.
In these situations, there are often ways you can tweak lead…
Continue Reading »
Long gone are the days where you acquire a lead and send it automatically to sales. Today, in B2B marketing, constructing a strong lead management system is vital to top line revenue growth, and lead scoring plays a significant role in this.
Many B2B sales and marketing teams already have basic lead scoring in place. But to take lead management to the next level, go beyond the foundation you built with your sales team when you determined your ideal target and which activities you’ll…
Continue Reading »
If there is a kink in your revenue cycle, chances are your lead scoring system isn’t what it could be. When you consider that nearly 75% of leads are not sales ready when they first enter your system, any breaks in your lead scoring system can result in significant lost revenue.
The more streamlined the revenue cycle, the more your B2B marketing dollars and sales efforts will generate returns. But if you’re not getting the performance from your revenue machine that you expect, check out…
Continue Reading »
In the most recent Revenue Masters webinar reviewing Marketo’s latest eBook, The Definitive Guide to Lead Scoring, Andrew Spoeth, Sr. Program Marketing Manager at Marketo, shares the top things you should consider when improving lead scoring strategies at your company. Because there was a lot of ground to cover in the webinar, we had to cut out some slides. Here’s what you missed:
Getting Started with Lead Scoring:
Gather information with your sales team
- Review past deals and current…
Continue Reading »
Marketo’s third installment of definitive guides is The Definitive Guide to Lead Scoring. Over the course of the next few weeks we will be doing a series of posts on lead scoring. Not only will these posts introduce you to the concept of lead scoring but will also provide the top tips, techniques, tactics and case studies that will transform your practices.
So, what is lead scoring?
Lead scoring is a shared sales and marketing methodology for ranking leads in order to determine their…
Continue Reading »
Don't waste reps time or frustrate potential buyers by calling before they are ready
When do you call your prospect for the first time? Within minutes of getting their contact details? Twenty-four hours after getting their details? After you’ve nurtured them a bit?
I recently spoke with a Marketo prospect about this exact topic. We both agreed that if someone fills out a contact me form, free trial request, or other high interest trigger, then right away is appropriate. But most of…
Continue Reading »
Marketers spend a lot of time (and money) delivering leads to sales teams. Of course, one big mistake – or even a series of little ones – can be the end of a potential sale.
Ensure you avoid these 10 worst things you can do with a qualified sales lead in your lead nurturing efforts:
1. Repeated phone calls: There’s a fine line between nurturing a sales lead and harassing a prospect that all marketers have to respect. Constant phone calling is a sure-fire way to get a qualified leads…
Continue Reading »
Last Wednesday I attended the Dreamforce session Using Lead Nurturing and Scoring to Deliver More and Higher-Quality Sales Leads. My boss, Jon Miller, VP of Marketing at Marketo was presenting with two of our awesome customers, Emily Salus of CollabNet, Inc. and Dyke Hensen of PivotLink. In this session, they discussed how to use lead scoring to identify and prioritize sales-ready leads. They also discussed how to use lead nurturing to establish a relationship with prospects that…
Continue Reading »
Newer Posts — Older Posts
