Get Your Best Leads to Sales at the Right Time with Optimized Lead Qualification
Understand how to create and advance your lead qualification process with proven techniques that result in better meetings for sales, a faster funnel, and more revenue generated for the team.
Inside the eBook
Insights to Chart Your Path
“Not everyone that fills out your demo request form should be sent over to sales. This is an example of a high intent action, but the question is, is this buyer a good fit for your business? Do they match the demographic and firmographic qualifying criteria that you have agreed upon with sales that decide the attributes that make up an ideal buyer? Lead qualification should not be based on an engagement score alone, so make sure that your process uses a combination of fit and intent to qualify leads before sending them over to sales…”
“To build your grading criteria, you need to have a defined Ideal Customer Profile (ICP), however this is not something that should be defined once and then used for the rest of time. Your ICP can change as your business evolves. Revisit your ICP to make sure that your grading criteria aligns to it. Examine your customer data with a series of reports that display company profile data, win rates by segment, customer retention and expansion data, as well as customer lifetime value. The information provided will help to guide you on whether or not your ICP has changed or stayed the same…”
Weighted Scoring
“Not every action that a prospect takes should be given an equal score. Most marketers agree that a click should not be scored the same as a form submission, but what about your blog subscription form versus your demo request form? How are those form submissions being scored differently? You can use a weighted scoring model to increase a prospect score at a higher increment when they take higher intent actions. Map out all the actions that a buyer could take throughout their journey and associate it with the Top, Middle, or Bottom of the Funnel, to identify the actions that should be given a higher score increment…”
“Your Marketing Qualified Lead (MQL) threshold should be defined in a collaborative discussion between marketing and sales. Keep in mind that the scoring threshold should change based on the level of fit, or grade the prospect has. For instance, you may not want to make a decision maker, such as a C-Suite level executive, have to take as many actions as a managerial level prospect before they talk to sales. Therefore, as your grade level increases, your scoring threshold should decrease. Be sure that both parties are aligned on the MQL threshold and the types of actions that a prospect should take before being sent over to sales…”
Resource for the Journey
Finally, Accelerate Your Funnel with Optimized Lead Qualification
When it came time to bring in a partner, it was a no-brainer for me to choose SaaScend again. They are thought leaders who really know what they are doing. —Alicia Balance
