Knowledge and application about lead scoring are critical when entering the B2B enterprise. It is a strategy that makes an objective system for ranking B2B leads. That is, potential clients are distinguished by attaching values to them in view of their actions concerning a product or service. Though these values may differ among companies, for the most part, it is featured by the leads’ interest towards the business or their places in the purchasing cycle.
Lead Scoring Matrix is a tool used to facilitate such ranking of B2B leads. It is composed of two categories, explicit and implicit.
1. Explicit – refers to the fundamental information about B2B prospects that determines how significant are they to your business’ target demographic. The following fields should be found in this category:
*No. of Employees
*Environment Technologies (CRM, ERP, etc.)
*Email Type (personal, professional)
2. Implicit – pertains to the behavioral information of your B2B prospects (i.e engagement activities they have done pertinent to your business) that determines how ready are they to begin a conversation with your sales. The following fields should be found in this category:
*Website traffic (Frequency, pages viewed, and the duration)
*Phone calls (No. of phone contacts with reps and length of conversations)
*Press release (No. of views, article type, and article sharing activity)
*Books/eBooks (Publications viewed, ordered or downloaded)
*Requests (White papers, infographics or product manuals viewed or downloaded)
*Subscriptions (Newsletters, updates, news or other progressing content)
*Video (Frequency, tag searches, and duration)
*Webinars (No. of webinars attended, duration of attendance and most recent event attended)
Lead scoring is an essential practice that can enhance your general sales efficiency. It guides other businesses, not just the B2B enterprise in recognizing potential clients, organize leads in view of their suitability and interest level and enables you to assess whether a prospect should be nurtured first or advance through the sales pipeline.