How to Set Goals Based on Your Predictive Lead Scoring

 There are many ways to qualify your leads. You could use characteristics like job title, industry, budget, or business size. However, there are many other factors that come into play when it comes to whether or not a lead may become a new customer. How do you choose and weigh these factors? There’s no reason to do it manually—which is subjective and prone to human error. Instead, use predictive lead scoring.

Predictive lead scoring is a sophisticated sales tool that uses an algorithm to effectively score leads based on the right characteristics. It takes the guesswork out of qualifying leads.

Being able to properly score your leads is vital to your sales efforts. It allows you to focus on the most qualified leads in order to maximize opportunities for sales and avoid wasting time on leads that won’t buy. It enables you to prioritize your leads based on how likely they are to purchase. However, having a score is essentially meaningless without a full predictive marketing solution. And the first step to implementing a predictive marketing solution is defining and setting goals.

What Are You Trying to Solve?

To take full advantage of predictive lead scoring, you must have a purpose—a reason for using it. There are several different goals you could set, but the ones you choose should be based on a problem that you’re trying to solve, how that activity is currently being performed, and what you expect from our predictive marketing solution. Invest resources and effort into effectively defining and setting your goals to ensure that you can optimize your use of predictive lead scoring.

Here are some goals you might want to consider setting.


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Increase Lead Velocity

Unfortunately, lead data can become obsolete quickly. If you can’t get your leads through the sales funnel quickly enough, the information you’ve gathered about them could become outdated, and thus, useless to you. Leads change companies, positions, email addresses, and titles all the time. If this is a serious problem at your organization, then your goal should be to increase lead velocity. With predictive lead scoring, you can get the best leads through the funnel quicker by giving them higher priority in every stage of the process instead of wasting time on unqualified leads. You’ll get more value from the same marketing database, without wasting marketing dollars.

Data Cleansing

Your marketing database could literally have millions of leads in it right now. As marketers collect many leads over long periods of time, your database grows quickly. But is every single entry really qualified? Are they all going to buy your products or services? Are all of those millions of leads worth your time and marketing dollars? The sad but honest answer is no, probably not. But since you don’t know which ones are worth keeping and which ones you should ditch, you keep them all, just in case. Now you don’t have to. Predictive lead scoring can help you validate your data and predict which leads in your database will account for the majority of your sales wins, so you can discard the rest and focus on the ones that really matter.

Lead Segmentation

You can’t send out generic messages anymore. It doesn’t work. You need to get personal and start customizing your messages based on buyer personas. To be able to effectively group your leads into different segments, you need to understand which ones match your various personas. If you’re still using generic content and you haven’t segmented your leads, then predictive scoring can help you solve this problem. Using a data-driven approach, it will segment your leads, match each one to a distinct persona, and add in the necessary information to your CRM so you can start better targeting your prospects with more relevant and useful content based specifically on their pain points, wants, needs, and current stage in the sales funnel.


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