• Home
  • About Us
  • Contact Us
  • Privacy Policy
  • Special Offers
Business Intelligence Info
  • Business Intelligence
    • BI News and Info
    • Big Data
    • Mobile and Cloud
    • Self-Service BI
  • CRM
    • CRM News and Info
    • InfusionSoft
    • Microsoft Dynamics CRM
    • NetSuite
    • OnContact
    • Salesforce
    • Workbooks
  • Data Mining
    • Pentaho
    • Sisense
    • Tableau
    • TIBCO Spotfire
  • Data Warehousing
    • DWH News and Info
    • IBM DB2
    • Microsoft SQL Server
    • Oracle
    • Teradata
  • Predictive Analytics
    • FICO
    • KNIME
    • Mathematica
    • Matlab
    • Minitab
    • RapidMiner
    • Revolution
    • SAP
    • SAS/SPSS
  • Humor

How to Use Multiple Lead Scoring Models

December 19, 2018   CRM News and Info
CRM Blog How to Use Multiple Lead Scoring Models

By Bruce Coffman, emfluence Marketing Platform Channel Sales Manager

Lead Scoring. Most of us have heard about its importance, for marketers and salespeople alike. Which potential buyers have taken interest and are window shopping, either glancing as they walk by, or peering in with both hands wrapped around their eyes for focus. Not through actual windows of course, but digitally – emails, web pages, landing pages, surveys – and with their activity – views, clicks, visits, conversions.

Marketing automation software can score these leads – and tell sales who is ready to be contacted. This should be done ideally through collaboration between marketing and sales departments, so that an agreement is made as to how those scores are measured – and when sales should be notified through their CRM to make contact.

Still learning about what Lead Scoring is? Take a step back and read this post first if you’re new to lead scoring.

So that’s it then, right? Not necessarily! Timing is everything, we all agree on that. So the timing of when a certain leads hit a certain scoring threshold and should be contacted is the big idea here – the point at which they may be most likely to convert to an actual sale. But is this simplest of models where it should stop?

Let’s talk more about timing. Marketing can see interest gain then wane from a somewhat interested buyer. More of a long-term play at times, if a buyer only nibbles, never taking that bait along with bobber under the water. But important to track and observe nonetheless. Salespeople, on the other hand, need to know when that buyer is hot, when that bobber is submerged.

So what if two (or more) distinct lead scoring timelines could be created? The first for marketing, with a look back at activity the past say – 12 months. Any activity over that period would add to the lead score, and if at any time the preset threshold for contacting sales was hit, sales would be contacted via CRM. Otherwise marketing keeps an eye on and continues nurturing.

The second scoring timeline would be for sales, with a shorter look back at activity, the past say – 60 days. Same plan for contacting sales, when that threshold is hit. Each contact scoring timeline could be customized for its purpose, based on possible and desired activity.

This could be extended further to account management or operations – a lead scoring timeline for existing clients, with a lookback period in years, not months or days. Are clients staying engaged with what marketing is continuing to send to educate? Could be beneficial for several reasons – tracking specific user engagement, noticing changes in roles or turnover, even info for contract renewal and renegotiation.

Lead scoring is powerful and can result in more sales. Multiple lead scoring timelines can give different departments even more of what they each need, for even greater results.

Want to learn more about multiple lead scoring models in the emfluence Marketing Platform? Contact us here, or go to our site to learn more about how our marketing automation software works with Dynamics.

Let’s block ads! (Why?)

CRM Software Blog | Dynamics 365

Lead, Models, multiple, Scoring
  • Recent Posts

    • Ba’al comes to CPAC, Ted Cruz jokes about his Cancun trip
    • Optimizing data migration/integration with Power Platform
    • AI Weekly: Biden calls for $37 billion to address chip shortage
    • NOT WHAT THEY MEANT BY “BUILDING ON THE BACKS OF….”
    • Why Healthcare Needs New Data and Analytics Solutions Before the Next Pandemic
  • Categories

  • Archives

    • February 2021
    • January 2021
    • December 2020
    • November 2020
    • October 2020
    • September 2020
    • August 2020
    • July 2020
    • June 2020
    • May 2020
    • April 2020
    • March 2020
    • February 2020
    • January 2020
    • December 2019
    • November 2019
    • October 2019
    • September 2019
    • August 2019
    • July 2019
    • June 2019
    • May 2019
    • April 2019
    • March 2019
    • February 2019
    • January 2019
    • December 2018
    • November 2018
    • October 2018
    • September 2018
    • August 2018
    • July 2018
    • June 2018
    • May 2018
    • April 2018
    • March 2018
    • February 2018
    • January 2018
    • December 2017
    • November 2017
    • October 2017
    • September 2017
    • August 2017
    • July 2017
    • June 2017
    • May 2017
    • April 2017
    • March 2017
    • February 2017
    • January 2017
    • December 2016
    • November 2016
    • October 2016
    • September 2016
    • August 2016
    • July 2016
    • June 2016
    • May 2016
    • April 2016
    • March 2016
    • February 2016
    • January 2016
    • December 2015
    • November 2015
    • October 2015
    • September 2015
    • August 2015
    • July 2015
    • June 2015
    • May 2015
    • April 2015
    • March 2015
    • February 2015
    • January 2015
    • December 2014
    • November 2014
© 2021 Business Intelligence Info
Power BI Training | G Com Solutions Limited