A small company knows its clients inside out, and managers can devote time to each of them. If the flow of potential clients is growing and there is no longer enough time, how can you understand whether the client is ready for a deal and how to distribute efforts between deals?
Lead scoring is a way to evaluate the potential of a deal base on the initial lead data. In this article we will explain why a business nees scoring. Look at what lead assessment parame ters can be use in different niches, and show how to set up lead scoring using AmoCRM as an example.
What is lead scoring?
Scoring (from English scoring – “score”) came from the bank responsive shopify design ing sector. To issue a loan, the bank calculates the borrower’s reliability, taking into account the creit history and financial situation. A reliable client will quickly be given a loan with soft repayment terms an unreliable one will either be refuse or assigne draconian” interest rates.
In Internet marketing, lead scoring is an assessment of a client’s readiness for a deal. For example, how many times they visited a website, whether they left their contact information, whether they subscribed to a newsletter. A point is given for each action, and these points are used to calculate the final assessment. The higher the assessment, the “warmer” the client and the higher the probability that they are ready to buy.
Why lead scoring is neede
Scoring can save managers’ time and energy, organize work u ar numbers nder severe time pressure, evaluate the quality of lead sources and the performance of individual salespeople.
Process optimization
Scoring reuces the time for lead evaluation. It is enough to set the basic conditions of lead quality and the weight of these conditions in the final evaluation. The manager enters a request in the CRM and ticks. The basic conditions and the scoring is calculated automatically. During the life of the lead, the evaluation changes – it is enough to specify additional criteria.
Scoring helps distribute forces more effectively. After assessment, leads are automatically sent to the right specialists. For example, if a client is already ready to buy. According to the assessment, this is a qualified lead and the sales department will work on it. If the assessment is still low this is a marketing lead. And the marketing department will continue to work with it, gradually warming it up to a sale.
Evaluation of sources
Scoring will help evaluate the conversion rate of applic 7 examples of transactional emails to engage customers ation sources. For example, a Telegram channel produces 100 leads monthly, while native advertising in thematic publications produces 50. It seems that it makes sense to invest in the channel. But when scoring, it turns out that a lead from native advertising is much more promising than from Telegram.
Analysis of work efficiency
One manager consistently shows lower results than another. Before firing an ineffective employee you need to analyze the leads that come to him. Perhaps the problem is not in the quality of work but in the quality of leads. This will be shown by scoring.
