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The Significance of Lead Scoring in Marketing Automation

17 May

Marketing automation platforms – those that allow ‘dripped’ marketing by email, text message or another form of contact – have become incredibly popular as more consumers integrate the internet into their daily lives.

What is ‘Lead Scoring’?

Lead scoring refers to the process of choosing how close a lead is to purchasing based on where they are in the prospect cycle. For instance, if a prospect visits a website and spends two or three minutes browsing around before entering their email address into a form and leaving, they would likely score very low. Conversely, a prospect that has clicked through from a marketing email, browsed an online shop and added items to a shopping cart is likely very close to making a purchase, and would score much higher.

Motivating the Prospect to Take Action

Lead scoring is the best way to make marketing automation software work with high efficiency. Leads that are already close to purchasing or have made a purchase in the past are going to be turned off if they receive marketing material directed at cold prospects and brand new leads. By using a multi-step marketing campaign, leads can be coaxed to higher and higher scores and eventually converted when they are ready to purchase or end up making an impulse buy. Leverage marketing automation software to continually provide more and more motivation for the prospect to respond, and they will take action accordingly.

Creating a Long-Term Conversion Plan

The vast majority of prospects won’t convert the first or second time they are contacted. As a matter of fact, research suggests that prospects – especially those being contacted via email – may take up to ten or more contact points before they are converted into paying customers. This is where marketing automation software comes in handy; these automation platforms never forget about a prospect, and can be set to contact them with new content indefinitely. Invest the time and resources in creating a long-term contact and conversion plan for your prospects and with a few tweaks along the way it is sure to pay off.

Without a doubt, modern marketing automation software platforms offer marketers the ability to connect with leads and prospective customers far better than has been possible in the past. As long as campaigns are planned, executed, analyzed and optimized for improvement, there are few better ways to market to leads generated online.

John is a small business owner, and contributing writer for Aprimo marketing software.

 

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One response to “The Significance of Lead Scoring in Marketing Automation

  1. jmoad

    May 24, 2012 at 2:40 pm

    I’m a small business owner myself, and I couldn’t agree more that scoring your leads is the best way to find out how to nurture them so they become loyal customers. I use an automation software called OfficeAutopilot which gives me detailed reports about my leads’ actions. By having a software that tells me what my leads are doing, it’s never unclear what I next steps are. The software also lets me write flexible, automated rules that work on nurturing my leads. When leads open an email I’ve sent or visit my sales page and don’t purchase, the software automatically reacts based on rules I’ve customized to push them through my marketing funnel. It automatically sends out thank-you emails, holiday greetings, and follow up emails for me, saving me so much time. I highly recommend getting an automation software if you are a small business owner, and I personally recommend OfficeAutopilot.

     

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