Lead Generation and Lead Scoring - Why It Matter to Businesses?

 Jenny Hawkins
  Dec 19, 2018

For older business owners, they might be familiar with the “Glengarry Leads.” Those mythical leads were only available to the better salespeople in the “Glengarry Glen Ross” movie starring Alec Baldwin and written by the immutable David Mamet. The infamous scene depicts salespeople complaining about the quality of their leads and their boss confirms that until they can close their current lead, they won’t get the better ones. In other words, ‘prove yourself first and then we’ll talk’.

The film got one thing right for sure - the quality of leads matters as much as lead generation because if people aren’t interested in what you’re selling, it’s an uphill battle to nowhere!

Lead Generation

Lead Generation vs Lead Quality

Generating leads has never been so important. There are more internet users than ever, but they are a fickle bunch. They may visit, but will they stay to read anything? They might like your website copy or the copy on your landing page, but will they bother to subscribe? And what will tempt them to opt-in to a regular email newsletter?

At first, companies want leads above all else. It’s only later that they realize as they work through them that lead quality matters too. Otherwise, they’re expending resources to market to new leads and getting lousy results.

Qualifying the leads in some way helps to avoid spinning the company’s wheels on time-wasting leads. Which is where paying special attention to where the lead originated (and what intention is likely behind it) is so useful. It separates the looky-loos from the seriously interested in making marketing staff far more efficient in the process.

Lead Scoring for Differentiation

Learning to score a lead effectively is very important. When using lead scoring from SendinBlue to create a point system for the strength of different email subscribers, it separates them into groups.

For instance, when a website visitor arrives on an email subscription page from a company’s YouTube video, it tells you something about them. You know the average watch time on your videos. They had to be accessed usually from a desktop computer to see the description below the video with the opt-in website link. So, they either went looking for more information on the video page or they just happened upon it.

Compare this visitor to someone who stayed on the website for one minute, looked at exactly one page and then subscribed. They didn’t look at any sales products or request information. They just signed up to the email newsletter which may or may not have information about the product they looked at.

It’s likely that the video viewer who visited the company’s site and then subscribed is a warmer lead than the direct website visitor. This does matter and likely they should be scored higher as a result.

How is Lead Scoring Beneficial to a Business?

A company can create several lists from their original subscriber list. Alternatively, labels on a subscriber can provide a way to filter them before email campaigns. Labels can take the place of needing to maintain multiple email lists much in the same way that Gmail does with labels and filters with email.

Lead scoring goes a step beyond that to score each individual subscriber, not just segment them into different lists. In this way, subscribers can be in a list as a previous buyer but still have a separate score based on how often they open an email sent to them, whether they click on an article or product promotion within the email or take other trackable actions when the email is open on their device.

Does Lead Scoring and Analytics Help Manage the List Better?

When dropping subscribers who haven’t opened an email in a few months, it saves money on mass email campaigns. Whether paying for an email list service based on the total number of subscribers in the list or the total emails sent (as is the case with SendinBlue), most companies use a blanket rule approach.

However, when having access to updated scoring for each subscriber, it’s possible to take a more granular look through the subscribers. When a former buyer hasn’t opened an email in three months, but their purchase was significant, it makes sense to keep them in the list because they may still buy in the future. However, for a one-time website visitor that subscribed during their one and only visit and hasn’t opened a marketing email since, a different decision should be made. With the use of scoring and list segmentation, it’s possible to differentiate between to two types of customers.

Companies that use both lead generation and lead scoring to differentiate between the quality of each lead tend to fair better. Using sophisticated tools both for website visitors and email subscribers helps to boost interaction with visitors and subscribers. It turns a generalist approach that’s unrefined into something more tangible and specific that usually increases activity and subsequently, sales.

Lead Generation and Lead Scoring - Why It Matter to Businesses?

Jenny Hawkins

Jenny is a recent Business and English graduate that has earned her CIPD. She is currently looking to combine both aspects of her degree by focusing on writing about topics that focus on the most important part of any business, employees.

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