If you’re like most of us, you may have found it a little more difficult to beat the heat last month. There’s a very good reason for that. According to NASA, the month of June earned itself a special place in history as the hottest June ever recorded. Now it may seem obvious, but is there a way we could have anticipated such a crazy heat wave and impending record temperatures? Wouldn’t it be in the best interest of ourselves to know the temperature outside before stepping out into the great unknown, each day? Afterall, not every day calls for a jacket and a scarf.
In the same way that it’s in our best interest to check the forecast each day before deciding how we should dress, it’s also in the best interest of our company’s time and resources to determine the classification and score of a lead before assigning it to a rep.
Just because a lead comes through one of our marketing channels does not mean that it’s a viable lead worth passing along to a sales rep to pursue. For example, a “lead” may come in through marketing from an end user, who downloaded a free whitepaper on our website. If this person is low on the totem pole and is not a decision maker, the chances of this person turning into a qualified lead is highly unlikely. Still, a 2012 study found that 61% of B2B marketers send all leads directly to their sales reps to pursue, all the while only 27% of those leads are actually qualified.
Every company has their own criteria for determining a lead’s classification. As a Marketer, it’s our job to come up with an appropriate lead scoring process that will maximize efficiency and optimize results for the whole company.
Here are some recommendations for prioritizing and scoring your leads.
Scoring lead by ‘Position’:
Unless your lead is a ‘decision-maker’ at the company, the chances of an end-user getting his boss to sign off on a big investment is very slim.
Scoring lead by ‘Company Size’:
When it comes to a target audience, every company had an ‘ideal client profile’, they are aiming to hit. If a lead comes in that does not fit your ideal client profile (e.g. company is too small, not the right industry, out of your territory), it’s possible your best option is to drop them in an automated drip marketing campaign and move on.
Scoring lead by ‘Lead Source’:
Scoring a lead based on where it came from can be a very effective prioritization tool. By determining your lead’s source, you may discover certain trends (e.g. 50% of the leads that came to us through Google resulted in ‘x’ amount of revenue last month) that could be very beneficial for you and your company.