It is a fictional representation of your ideal customer. Each profile is made up of criteria drawn from quantitative research anecdotal observations and existing customer data. The more buyer personas you have the more difficult it will be to understand your customers but as a result the more accurate your lead scoring efforts will be. Determine which aspects you should score Now that we know what your ideal buyers are like it s time to decide which attributes to assign a point value to.
Lead scoring criteria can be divided into two main categories demographic informt do mobile number list moesation and behavioral information. Demographic information refers to the characteristics that a potential customer possesses. Some examples Location Age Size of the company Department Industry Position Seniority Marketing metrics guide. Assign score values Not all scoring criteria are equal. Remember the goal is to define which traits and actions ultimately lead to a business opportunity. Therefore numerical values should be assigned to each data point accordingly. For example contacts who sign up to receive blog updates rarely become customers.
Conversely potential customers who download an eBook tend to have a higher lead conversion rate. Therefore and as an example blog subscribers receive two points while those who download white papers receive points. Here s how to gather the data you need to develop an effective Lead Scoring system. Talk to the sales team The sales team interacts directly with customers every day. Therefore they have important insight into the factors that qualify a person to be a customer. It is possible that they have a deeper vision of the purchase indicators hence the importance of a correct alignment between the Marketing and Sales departments. Consult with your current clients Your customers can tell you about their purchase process in more detail than their representatives.