Traditional lead scoring is the process of ranking the sales readiness of all leads against an agreed definition of a qualified lead. Marketing and sales teams work together to score leads based on their behaviour and demographic information. This scoring system lets the professionals determine the level of interest that a prospect has in their business.
Additionally, marketing analytics can be used to enhance lead scoring by predicting scores of new customers based on similarities to existing customers.
How does lead scoring work?
With lead scoring, the marketing team can identify and prioritise the leads. They send the qualified ones directly to the sales team and nurture the ones that are not yet ready for a purchase. And lead scoring lets you know in real time which campaigns and activities bring in the best leads.
Objective can integrate analytical databases for lead scoring, meaning you can set up the scoring rules and scores based on dozens of types of interactions in the customer journey.
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Lead scoring helps sales focus their efforts on the highest potential leads and highlights warm leads which should enter a nurturing marketing campaign.
When a sales-ready lead is defined, you can set up the rules in the marketing intelligence system so all anonymous and identified leads are ranked against your definition, which can determine the precise point when a lead is ready to begin conversion.