When it comes to sales outreach and performance, there are a plethora of options to help managers and leaders alike in hitting goals and reaching targets; yet, time is always of the essence. Does your team have enough time to prospect and qualify each and every lead? Do you have the bandwidth to manually research what your prospects are clicking on, and the types of content they are converting on? If the answer is “no”, you’ll want to read on and learn more about the lead scoring model – particularly, Zoho lead scoring.
The lead scoring model refers to that of “scoring” a prospect, lead or client. Over 68% of B2B marketers are already using behavioral and demographic scoring, which helps them qualify and convert prospects. Scoring rules can include:
- Company size
- Web page visits
- Job title
- Company location
- Email opens
- Fiscal revenue
- Form submissions
(and much, much more).
For example, if your target persona is a Marketing Manager in a company with $10 million in revenue, you could further score and gauge interest by creating smart lists that display contacts who are actively engaged with your content and website (indicating interest) versus those who are not.
When it comes to usage within CRM software, like Zoho, the lead scoring model can be used by everyone across a range of job functions, from Marketing Managers to the VP of Sales. Typically, Marketing and Sales functions are closely tied with lead scoring, as they are the front-line in connecting with B2B or B2C clients and customers
Fun Fact: 68% of effective and efficient marketers are more likely to identify lead scoring based on content and engagement as one of their main drivers of revenue.
Now that you know what lead scoring is and who uses this sales and marketing function, it’s time to talk about how awesome it is. Zoho lead scoring, in particular, will help give your business a competitive edge unlike ever before.
Here’s why scoring rules are awesome – and why you should try Zoho lead scoring now.
Reason #1: It prioritizes prospecting.
Remember when we talked about how much time in the day your sales team has, and where they prioritize their efforts?
Lead scoring does just that – in fact, using lead scoring best practices makes it even easier.
For example, when you implement your lead scoring practice, prioritize everything. Don’t waste your time. Create a lead scoring list that only shows you leads from your target industry, with your target annual revenue, who have engaged with your website over the last three days. You’ll receive engaged, interested contacts who have budget for your services or products.
Reason #2: You’ll close deals faster.
If a lead in the opportunity stage of your sales funnel clicks on your proposal and views it five times, then visits your website, they’re probably interested. So, why not pick up the phone and give them a call?
Engaging with your prospects based on their level of interest will not only show the lead that you’re in touch with their wants and needs, it’ll also help get that pen on the dotted line quicker.
Reason #3: Keep your prospecting and client database cleaner
No one dislikes a messy CRM more than us. After all, what’s the point of having a data center if you’re not using it properly?You can assign scoring rules based on a number of factors, but importantly, it will help you keep your database cleaner.
For example, if an email bounces you can assign a negative score. Poor feedback on your company’s social channels? Assign a negative score.
Only keep in touch and prospect with those leads who are interested in your services.
Reason #4: Send focused communications.
Through automation in Zoho CRM, communication can be sent based on engagement with your website, products or services. For example, you can send an automated email based on a click that takes place on your contact page.
Much like keeping in contact with your target prospects, keep your communications focused and concise. As you determine what your scoring rules are, you will have a greater ability to stay focused and communicate efficiently.
When it comes to prospecting and the sales process, engagement through the awareness, consideration, purchase and experience funnel is key to success. With outbound leads costing 39% more than inbound leads, this means that you need to engage with the audience you have, while prospecting further down the funnel.
Scoring rules aid in this process. From targeted prospecting to focused communications, using lead scoring best practices with software like Zoho will help your team become more efficient and drive revenue along the way.