How to increase your sales thanks to lead scoring

Noémie Vermeulen — Mon, 17 Jun 2019 16:57:18 +0000

How to increase your sales thanks to lead scoring?

To this date, inbound marketing is a very common technique used by companies to reach an important volume of prospects, also named leads. Its efficacy is principally based on content marketing. The latter being the capacity of a brand to reach its potential clients thanks to diverse and various contents which respond to their issues. Following, you still need to be able to qualify these prospects to transform them into loyal customers. And, here the lead scoring is the solution. Discover the good processes to adopt to generate contacts and to develop a scoring strategy.

Inbound marketing, an efficient strategy to generate leads

Let’s start by explaining the simple process on which content marketing is based : by giving a response to an encountered issue to a potential client, and to which respond to the good or service offered by the company, this last one will win the trust of its prospects. Actually, it is the last phase of the conversion funnel which should lead to sales.

Before all of this, a fundamental step is to determine the buyer personas. In other words, it would be appropriate to define the characteristics of the prospects potentially interested in a certain offer. So, it is still very important to care care of this seriously. This is why calling on expertscan is a wise solution.

It is only by identifying these buyer personas that a company will produce and diffuse personalised contents, in perfect adequation with the needs of its prospects.

It is at this point that the automation marketing appears. Indeed, this marketing allows to automate a large number of marketing actions of small added value to prospects and clients. It can be about automated emailing or share of contents over the social medias for example.

The scoring serving the sales

Marketing automation, inside an inbound strategy, will in a first time allow to generate leads. Marketing content still must be adjusted to the buyer’s journey, which is the buying cycle of your persona. It is declined in three steps which represent the conversion funnel:

Discovery: the persona must face an issue
Evaluation: now he is looking for solutions to respond to it, studies and compares them.
Purchase: he takes the decision to choose one of the solutions identified.

Each content must be adapted to the phase of the buyer’s journey in which is the lead. However, the crucial question is to know when a lead is mature enough to turn it into a client.

This is the goal of the lead scoring. Thanks to this technique of notation, a company is able to identify the most advanced leads inside the purchase cycle. In this way, the commercial team doesn’t lose time by treating the ones not mature enough.

There are two types of scoring

Two types of scoring complete each other to evaluate with precision the degree of a prospect’s maturity: the demographic scoring and the behavioural scoring. The first consists of only communicating with leads in phase with the buyer personas following the demographic criteria as the age, the sexe or the profession. Whereas the second one aims to analyse the behaviour of a prospect while he is interacting with the company’s content. Each action is equivalent to a grade, which the final total gives precious indications on the intentions of this potential clients.

Certainly, the more the lead is subject to interactions with your content, the more it will be easy to attribute him a grade that qualifies him. As a result, a company will inevitably increase its conversion rates, and consequently will maximize its ROI.

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5 tips on choosing your CRM solution

Noémie Vermeulen — Tue, 26 Mar 2019 10:08:48 +0000

CRM : 5 tips on choosing your solution

For a few years now, CRM has been gaining popularity. In fact, according to Julian Poulter, research director at Gartner, this sector has a growth rate of 16%. In fact, a large panel of solutions, with different options and functions are being launched. CRM tools actually allow businesses to work in a more efficient way and reach its goals. And, in order to do that, the tool should answer a few criteria.

Choosing the right CRM solution is a strategic move.

1- Identify and prioritize your needs

Your CRM tool will help tackle both sales and marketing tasks within your business. You can use it to manage your contacts, optimize your sales activity, manage your marketing campaigns and structure an efficient client service. Actually, identifying the main options that you need and establishing a checklist are key.

There is not right or wrong way of deploying a CRM tool : every business is unique and is looking to meet different needs.

2 – Choose a CRM solution that is adapted to your budget and your teams

Once you have identified your needs, you can start looking for the right tool. Your team members will spend most of their time using this tool, so make sure you go for an ergonomic and user-friendly one, that is aligned with their skills. Otherwise, the your CRM deployment project might be seen as an obstacle to them.

Also, if you have the resources, you can also develop a customized CRM solution with the perfect options and interface for your teams and your business.

source : Zoho CRM

3 – Keep in mind the synchronisation of your CRM

When you choose your CRM solution, it is important to take its compatibility into account, with your other marketing and sales tools. Actually, you should be able to have the right information regarding your clients. For example, your marketing team should be able to tell the difference between a prospect and a client, or know the stage of a prospect within the sales funnel.

To sum up, your CRM is an essential pillar for your marketing and sales strategies that will allow you to trigger the right action at the right moment.

4 – Choose the right CRM solution

Is your activity B2B or B2C ? Do you work with small companies or multinationals ? Whatever the answers are, the solution you’ll choose might not be suitable for your competitor for example. In effect, it should answer your activity. Do your salespeople travel to meet clients ? Do you have access to an internet connection ? If yes, it is essential to go for a CRM solution that can be used on a smartphone or a tablet. In reality, this will help your teams access all the important information, no matter where they are

Accessibility is key when choosing a CRM solution.

5 – Your CRM’s security is crucial

Your clients’ information is stocked on your CRM solution. Evaluating the security of your software is key to keeping all this data safe. Unfortunately, having your database hacked can be extremely difficult for your business, from a practical and a legal point of view.

You’ll find some security guidelines you should follow regarding the information security management.

Regardless of your company’s structure, you should go for a user-friendly CRM solution. If you’re a multinational, your CRM solution might need to be highly customisable to meet your needs. It is important to make your CRM tool evolve with your needs and those of your clients.

We generally recommend these tools to our clients.

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