Lead scoring ensures that your team doesn’t waste time searching for leads that don’t match your Ideal Customer Profile (ICP).
Consider a SaaS company targeting small and medium businesses. It might evaluate leads based on the following criteria:
+10 points if the company has 50–200 employees
+5 points if the lead downloaded the PDF file
+3 points if he attended the webinar
-5 points if the lead’s position does not include decision-making rights
A lead that scores 30 or more points is considered high priority and is immediately transferred to the sales department for further work.
Problems associated with lead scoring
Lead scoring is often accompanied by a number of problems:
Data Quality: Lead scoring is only as good as the data that underlies it. If the underlying data is outdated or inaccurate, the metrics won’t reflect reality, which will lead your sales team in the wrong direction and waste time and money.
Poorly defined audience. Without a clear country email list picture of your ideal customers, lead scoring becomes a shot in the dark. This leads to wasted effort and missed opportunities to reach the right customers at the right time.
Unknown Customer Journey: If you don’t know how your prospects go from discovery to purchase, your lead scoring won’t just fall short — it’ll fail completely.
Poor understanding of the customer journey is a common problem. According to research, 49% of salespeople believe their teams have a good understanding of the customer journey. However, when assessing their own knowledge, only 18% claim the same level of understanding.
What is Marketing Automation?
Marketing automation is any technology that manages marketing processes, campaigns, and analytics. It enables you to engage with customers through automated email, web, social media, and text messages. It also streamlines routine he ability to check identity documents tasks like sending reminders, updating web pages, or publishing blog posts.
Problems associated with the implementation of automation
Inventory and documentation. To start automation, you first need to carefully describe and document all processes. This is an important step, but it does not necessarily have to be too complicated.
Long wait for results. Automation does improve efficiency, but its benefits are not immediate. Setting up workflows that actually deliver value takes time, and waiting for results can feel like a challenge.
Train your team on new processes. Even the best tools are only effective in the hands of trained users. Implementing new automated processes often involves a steep learning curve, and engaging the entire team requires not only training, but also a change in approach and culture within the company.
3 Steps to Set Up Lead Scoring with Marketing Automation
Integrating lead scoring with marketing automation tools is like transforming a clunky manual assembly line into a modern automated system. It’s twice as hard, but also twice as rewarding (with the right tools).
Step 1: Define your Ideal Customer australia cell numbers Profile (ICP) with the utmost precision
ICP (Ideal Customer Profile) in marketing is an ideal customer profile that best matches a company’s product or service. This tool helps determine who to target your marketing efforts at to get the best results.