The Power of Lead Scoring in Marketing Automation
The Power of Lead Scoring in Marketing Automation
In the fiercely competitive realm of digital marketing, businesses continuously seek strategies to boost the effectiveness of their marketing initiatives. A proven tactic is the application of lead scoring within marketing automation systems.Â
Lead scoring is a strategic method employed by marketing and sales teams to evaluate the value of leads and prospects. By assigning scores to a lead’s behavior and interest level in a product or service, businesses can differentiate valuable leads in their pipeline and guide them through the sales funnel, thus streamlining the process of converting leads into customers.
Understanding Lead Scoring
Each company has the liberty to devise its own lead scoring threshold, given there’s no standardized rule. A lead scoring threshold is the value where a prospect is likely to become a Marketing Qualified Lead (MQL), and ready to be passed to the sales team.
However, these thresholds can vary significantly between industries, and even between different businesses within the same industry. This variation can depend on factors like the length of the sales cycle, the average deal size, the nature of the product or service, the level of competition in the industry, and the buying behavior of the target audience. For instance, the threshold can be an arbitrary number starting with an MQL score of 100. If a particular lead reaches or exceeds this score, the sales team will be notified to contact him in order to close the deal. This threshold is subject to change based on empirical data and feedback from the sales team.