What constitutes a qualified lead? This age-old question has plagued marketers for years. The phrase “dialing for dollars” is becoming less of the norm as digital inbound and outbound marketing has taken the lead qualification and made it much more effective. Understanding how to leverage both behavior- and demographic-based scoring models will not only guarantee that the right leads are receiving the right content, but also ensures that sales is working with leads that are truly interested in the services or products being offered.
Behavior scoring involves identifying various sales-ready behaviors and actions, and associating point values when completed. Certain behaviors that should be associated with score values may include:
- Opening emails
- Clicking on links
- Visiting specific web pages/landing pages
As these values continue to aggregate and grow, a lead becomes more familiar with the various products and services as they move through the research phase of their buyer’s journey. Once they reach the optimum threshold for their behavior score (i.e. 40 points), sales can then be alerted and should be ready to reach out.
Demographic scoring involves identifying specific profile criteria that correlates to the best representation of your ideal customer. Some examples of demographic criteria to score on may include:
- Job title
- Company size
- Annual revenue
By understanding who the ideal customer is based on their profile traits, a marketer can further ensure that they are developing the appropriate content for their targeted personas. By combining both behavior and demographic scoring, marketing qualified leads will not only be easier to identify, but will also generate more ROI!