B2B Lead Scoring – Cut the Chase, Just Ask
A lead score – an ever-evolving number assigned to a lead that changes with both activity and inactivity. A scoring system based on what the vendor deems important and what that vendor marks as key buying indicators. But, all buyers don’t act the same and care about the same things?
Should a contact really be considered a hot lead if they open a few key emails and visit your website a time or two? What about if they download some of your gated content? Does this mean they want to buy from you? Maybe.
With this information all you can do is speculate.
At ReachForce, we are doing a different kind of lead scoring. Instead of analyzing prospect behaviors, we are going directly to them and asking them to participate in a survey. By gathering qualifying information directly from the prospect, we are able to better target messaging, content and call-to-actions at these new prospects.
By enabling them to get to the right buyers, in the right companies, with the right message, they are seeing increased marketing results and sales conversions.
Here are few tips building out this kind of lead scoring survey. Lead Scoring surveys can quickly:
- Qualify a company as a user of a certain technology or application – This type of question is to confirm if a prospect organization uses something that either compliments or competes with our offering.
- Find out respondent status: decision maker, a part of a decision making team or a secondary influencer – This type of question is useful when setting the stage for a sales call or marketing campaign so messaging can be made as relevant and personalized as possible.
- Find out how well the top 2‐3 product or service “key values” are recognized by each respondent – A “key value” is something that makes an offering better, unique or uncommonly relevant to the prospect. This type of question is used to find out if they will “get” your value proposition, or if education or special messaging is required.
- Measure how important key values are to each respondent – This follow up to Q3 is used to find out how important the respondent thinks the sponsor’s key values are. Combined scores to this set of questions are used to determine degree of interest and help make sales and marketing messaging relevant and personal when following up on the lead.
- Determine budget – This type of question is used to pinpoint how much the respondents’ organization spends (and by implication would expect to spend next time) on offerings similar to ours. Paying close attention to scores that are too low help sales and marketing teams prioritize.
- Confirm plan – This question helps find out when or how often the respondent is in the market for what we are selling. Questions like this can also be centered on finding trigger events (audits, budget planning, corporate initiatives) that create sales opportunity.
- Establish time line or “window of sales opportunity” – By combining the responses to “Confirm plan” and this type of question, the result is normally a reliable indication of when the respondent’s organization will begin a buying cycle.
The lead score we ended up with for each prospect helped to determine if the prospect can be immediately handed off to sales or put into a marketing campaign for further nurturing. (In fact, we ask them if they want to be contacted by someone)
Sometimes, just coming right out and asking for the information you need works best.
What do you think? Have you tried something this direct before?
REMINDER – if a lead responds in a way that you know they are not a fit for your solution, don’t continue to reach out, they consider you spam and bothersome.