Most businesses spend their marketing budget on generating leads or revenue. When it comes to lead generation campaigns, the objective is very clear, getting the right target audience to engage with your brand and sales team, to hopefully convert into a revenue-generating client. The problem is trying to identify what is a good lead or a poor lead in terms of quality and relevance.
All leads will vary in quality but how do you go about optimising a campaign, so that you drive a greater volume of high-quality leads and how do you define if a potential customer that engaged with your site (but didn’t necessarily make contact yet) is of higher or poorer quality?
This is where simple lead scoring can help transform your digital success.
What do we mean by lead scoring….
A user or customer will hopefully see your content either paid or organically and take the first step of visiting your website or app. From this point, you have valuable information that can help define if that prospect is “hot or not”….
Put simply a user that visits a page and then exits without any further interaction is in theory, less interested than a user who spends more time on the website or page than average, consumes more content or starts a process to investigate what you are offering as a business.
By implementing custom tracking you can use a very simple mathematical calculation to help determine if a user is giving more signals of being a quality prospect or not.
Let’s look at this simple example, where we simply list out the types of interaction possible by a user and then allocate a points value to the actions being taken (or not taken), these values can be either positive or negative values.
As an example the scores for 3 users would validate as follows:
This information can then be calculated and “pushed” as a score into Google Analytics.
The best way to use this data would be to connect your Google Analytics data with your CRM system. You can use Google Tag Manager “to scrape the user’s score and ID” and push that into any information they send or request from your business. This can be configured for multiple types of CRM systems for example HubSpot, Salesforce or Pipedrive.
In doing this a sales consultant can quickly identify if a lead is of higher quality or not. You can then also use this score to target hot prospects for follow-up activity, like an email or remarketing campaign.
If you need help in either driving more volume or understanding the quality of your inbound marketing, Algorithm Agency can assist.
Contact us for more information.
Author : Simon Lloyd
