Lead scoring: B2B marketing’s magic bullet (Part 2)

Lead scoring is generally understood as the process of assigning a numerical value (score) to both leads and customers using a model based on various criteria, thereby categorising and qualifying them. In this series of articles, I would like to introduce you to other options for how marketing and sales can benefit from lead scoring, in addition to the classic and widely used scope.

Use Case 2: Segmentation

Customer data segmentation can be performed based on a variety of data points. The more specific and accurate the segmentation, the more targeted, relevant, and personalised the communication with customers. 

Often, target groups are formed based on industry, annual sales, buying interest in certain product lines, or even personas. A recent article on the creation and utility of personas can be found here.

Less well known is the strategy of creating segmentation based on data from a scoring model. A lead scoring model incorporates far more than just a single criterion for targeting because an individual lead’s score reflects a myriad of criteria and allows for a more nuanced picture. For example, a high behavioural-based score suggests that a lead already has had some touch-points with your company, whether through the website, email newsletter, app, social media, webinars, or phone calls with customer service. This could mean that a lead with a high score is in an advanced stage of making a purchase decision. 

For marketing managers, analysing the data provides an opportunity to test hypotheses and establish correlations between lead score and the lead’s position in the customer journey. Unfortunately, as is often the case, there is no “one-size-fits-all” solution. Every company and its customer base are unique. Based on one’s own data set, different conclusions and recommendations for action can be drawn. The effort pays off, because it enables even more relevant customer communication.

If, for example, the hypothesis that the lead score allows conclusions to be drawn about the position in the customer journey is confirmed, this can be taken into account in the marketing strategy. It can also be assumed that a lead with a low (behavioural) score should be approached with different content than a lead with a high (behavioural) score. Content for low-scoring leads could be rather educational and informative, while the focus in addressing higher-scoring leads is more solution- and sales-oriented. So, based on the activity profile, leads are divided into different segments that can be targeted individually.

Just as exceeding a score threshold usually results in the handover of a lead from marketing to sales, additional score limits can be introduced according to the same logic, which if a threshold is reached or exceeded, trigger a special use case or campaign. The nature and content need to match the respective score and its implications. Regular testing and optimisation is always recommended.

Summary

The use cases described in this article series show that there are more possibilities in a lead scoring model than it seems at first glance. Even a simple lead scoring model can be of great help to your marketing and sales team, as a fully automated selection and qualification of leads can save lots of manual work. The marketing team benefits because freed-up capacities can be used elsewhere, while sales activities can be focused more efficiently on promising leads. Another argument in favor of using such a model is that the time and effort required for implementation is relatively low compared to other projects, provided that the aforementioned strategic foundations have been laid and the technical systems are in place. 

At Avaus we will gladly provide you with comprehensive advice on both the strategic and technical side of things. I look forward to your questions, suggestions, or a non-binding exchange via the contact options below. 

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