6 Lead Scoring Techniques You Should Use With Marketing Automation
By Dave Chaffey
Understand the intent of your prospects and deliver more relevant communications to convert them.
Lead scoring is an essential marketing technique if your business is selling high value products and services, particularly where the decision is complex leading to a long average time between initial interest and purchase. The lead score gives a measure of how likely an individual prospect is to convert to a customer based on their characteristics indicated by information they give a business via forms or conversations and their behavior like interactions with your website and emails. Lead scoring involves increasing or decreasing a score for an individual prospect based on criteria and rules around the information they give the actions they complete. So if someone indicates that they are interested to buy a service within 3 months, by selecting that option on a form, it means that they have a high interest level, so their score can be increased accordingly.
Not all collected leads are equally interesting and certainly not all are ready to buy. Customer Retention – The Lost Art (And Science) Of Marketing
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