8 November 2016 in Aligning Sales & Marketing, Lead Scoring, Marketing Automation
Regardless of how customer-centric your content is or how well you know your buyers, without a laser-focused scoring methodology in place the process of automating journeys through the sales funnel will be flawed.
We are consistently staggered by how many marketing automation users are willing to start their marketing automation journey with a platform’s default scoring rules. This is based on an erroneous assumption that there is a “one size fits all” solution.
Every business we’ve encountered that’s started with default scoring rules has gone back to the drawing board somewhere down the line, as they are hit with the realisation that their buyers are not moving at a pace relative to their level of knowledge. Lead scoring must be established at the start, and it must be handled as precisely as any other part of your strategy.
Here are our four top tips for effective lead scoring: