B2B marketing and sales teams across the world use lead scoring as a method to determine where prospective customers are sitting in the sales funnel. The role of the marketer is an important one, as they have the job of keeping potential customers engaged and excited about your product throughout the sales cycle.
However, all of that hard work can go to waste if your lead scoring strategy isn’t kept up to date or is too simplistic. Here are three common lead scoring pitfalls to watch out for, including a free download of our engagement scoring best practice guide:
- Setting and forgetting
As business priorities and marketing performance change, so should your scoring. If social media becomes a key marketing channel then you should revisit your scoring model to reflect this. Or, indeed, if your target audience changes, you’ll want to reconfigure your explicit score (an explicit score is based on things like title and role, years of experience, revenue growth, budget and more).
- Basic scoring mechanisms
A scoring mechanism that doesn’t take into account the complexity of your business, channels and customer interactions could mean you’re targeting the wrong people at the wrong stages – and therefore alienating them. After all, you wouldn’t want to send a ‘back to basics’ email marketing guide to a company’s CMO or contact a marketing director who’s only looked at two landing pages on your website.
- Poorly entered data
Don’t assume the information a customer gives you via a form is 100% correct. If part of your scoring is based on job title and someone says they’re more of a decision-maker than they actually are, then you’re likely to be scoring them too highly and you’ll be misfiring. If you’ve an inside sales team, it’s wise to do your due diligence around prospects who’ve moved down the funnel before they’re handed over to be contacted.
Want to discover how to build a lead scoring strategy that hits your prospects at all the right points? Download our free Engagement scoring best practice guide.