Improve the quality of the leads to your Salesforce
How many of the leads going to your Salesforce are garbage? Do your salespeople
complain about the quality of their leads?
Most salespeople know that their most valuable resource is time, and because of
this, wasting time following up on bad leads is disproportionally frustrating to
them. The equation is simple, the more time sales wastes on bad leads, the worse
their opinion of marketing.
Having 4Thought Marketing help you implement Lead Scoring can help your sales department
in three ways.
- Stopping junk leads before they’re sent, is the first way that lead scoring helps
sales. Lead Scoring can remove junk leads in ways that go beyond data cleansing
and resulting in sales focusing and seeing the quality leads that marketing is producing.
- Holding back and nurturing leads that are not ready to engage, helps sales and marketing.
Many leads that are sent to sales will say they are not interested… because
they’re not interested now, (in talking to sales). But studies have proven
that a very high percentage of these leads come back to purchase. By sending these
leads to sales prematurely you not only get them inaccurately disqualified, but
reduce or eliminate marketing’s ability to turn them into good leads.
- If you tell sales how good (or marginal) a lead is you can set their expectations
accurately. Without lead scoring marginal leads sent to sales are disappointments,
even though sales wants “marginal leads.” But by scoring leads you communicate to
sales “here take this one, but it’s not that good” resulting in no broken expectations
when that lead is called.
In addition you enable sales to focus and even get properly excited by hot leads,
resulting in the good opportunities not getting lost in the noise of the marginal.
Do you sell B2B? If so you should seriously consider company level lead scoring.
When you’re selling to companies, scoring leads at the contact level (instead of
at the company level) may result in lost opportunities due to not evaluating the
breadth of activity across an entire company. For example in the situation where
a decision maker or C-level has not yet hit the website, but multiple lower level
decision makers have, company level lead scoring can properly indicate there is
a hot lead to pursue! Download our White Paper Company Level
Lead Scoring for more information.
Lead Scoring is a tremendous benefit to an organization’s bottom line. Let 4Thought
Marketing help you implement lead scoring rapidly and effectively.