Lead scoring – a hidden gem
06.07.12
Posted by on June 7, 2012
We’d like to reintroduce all ONTRAPORT users who may have yet to implement (or discover!) our Lead Scoring feature. As it stands, lead scoring is the shy, timid kid on the playground that everyone has yet to realize has six pack abs, a voice like Sinatra, and Ryan Gosling’s dashing smile. All it takes is a little push back into the limelight to exhibit its worth… so here goes.
Lead scoring allows you to not only keep track of your scorching hot leads (the ones aching to buy from you) but also finds newly re-engaged prospects who may have slipped under the radar some time ago.
The Problem
You’ve got a bunch of leads in your system, and you know some are hotter than others. But which is which? Who should you call first? Who is most likely to respond to a targeted offer?
ONTRAPORT can show you who’s viewed which pages, but you can’t easily see who’s viewed the most or most relevant pages most recently.
The Solution
Lead scoring allows you to find those needles in the haystack of leads you have in ONTRAPORT. By defining what makes a good lead for your business and assigning points to contacts who meet your criteria, you’re able to sort out the hottest, most qualified leads in real time.
The kicker? You can set rules to fire based on a lead score for totally choice marketing automation.
Say you want to add 30 points to anyone who’s clicked a link in one of your emails, 40 points to anyone who signs up and is a business owner, and 60 points to those who purchase from you. Then from there, you want them to be placed on a “Hot Lead” sequence via an active response rule when their score is high enough. Well all of this is at your fingertips meine damen und herren.
Your mission, should you choose to accept it, is to decide what constitutes an engaged prospect, set their lead score to rise based on those criteria, and to set how much their score degrades over time. After that, you can set up a few rules and ONTRAPORT will take it from there.
Visit our forum post on the subject for the 411 on lead scoring.
