Lead scoring comprises two procedures for evaluating the lead and integrating it into the appropriate phase of lead management.
Lead quality criteria
The information obtained from the customer is compared with the developed buyer personas and the product range on offer. In lead scoring, the chance of success of a sale can be assessed by means of a ranking. An “A” with almost all customer profile matches, compared to a “C” with fewer similarities, has a greater chance of success in ultimately closing a sale.
Lead interest measurement
All communication and response activities that the customer has exchanged with the company are evaluated. These activities can range from website profiling to questions asked in telephone calls. For example, this can be evaluated using a points system. According to this, 80 out of a possible 100 points would be an almost perfect evaluation of the communication results.
