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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