{"id":80353,"date":"2023-11-08T12:18:15","date_gmt":"2023-11-08T19:18:15","guid":{"rendered":"https:\/\/test-act-main.pantheonsite.io\/what-is-lead-scoring-and-how-can-it-boost-conversions\/"},"modified":"2023-11-08T12:49:23","modified_gmt":"2023-11-08T19:49:23","slug":"what-is-lead-scoring-and-how-can-it-boost-conversions","status":"publish","type":"post","link":"https:\/\/www.act.com\/en-gb\/blog\/what-is-lead-scoring-and-how-can-it-boost-conversions\/","title":{"rendered":"What is lead scoring and how can it boost conversions?"},"content":{"rendered":"

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A <\/span>sales funnel<\/span> flooded with tons of leads\u2014it\u2019s a cherished dream that unites marketing and <\/span>sales teams<\/span>. It isn\u2019t surprising that\u00a0<\/span>68 percent of marketers <\/span><\/a>use <\/span>lead scoring and generation<\/span> as a <\/span>metric<\/span> to assess the effectiveness of their campaigns. The more leads in your sales pipeline, the higher the likelihood of closing deals and generating revenue.<\/span><\/p>\n

But is it enough for your <\/span>marketing efforts<\/span> to attract prospects with glitzy <\/span>marketing campaigns<\/span> designed to\u00a0<\/span>generate leads<\/span><\/a>? During your <\/span>sales cycle<\/span>, if you struggle to convert these leads into paying customers, even the most populated <\/span>sales funnel<\/span> won\u2019t yield the desired results.<\/span><\/p>\n

That\u2019s where lead scoring comes in.<\/span><\/p>\n

Let\u2019s take a closer look at how sales lead scoring works and how it can help you improve <\/span>conversion rates<\/span>.<\/span><\/p>\n

What is lead scoring?<\/span><\/h2>\n

Lead scoring can help you determine the quality or <\/span>lead qualification<\/span> of each lead and its readiness to purchase from you. In other words, it can help you identify and nurture the <\/span>best leads<\/span> who have the greatest potential to become <\/span>high-value<\/span> customers.<\/span><\/p>\n

This <\/span>data-driven<\/span> approach is critical because not every lead who enters your <\/span>sales funnel<\/span> is looking to buy from you right away, and lead scoring helps you identify the prospects who deserve your attention. It\u2019s a <\/span>methodology<\/span> of assigning points (usually between 0 and 100) to leads based on their likelihood of buying from you. The higher the score, the more likely they are to convert.<\/span><\/p>\n

You can use various attributes or <\/span>data points<\/span> to assign scores to your leads, and we’ll go into this in more detail in the next sections.<\/span><\/p>\n

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Why lead scoring is important<\/span><\/h2>\n

The most obvious advantage of adopting a <\/span>lead scoring system<\/span> in your <\/span>marketing strategy<\/span> is that it helps you <\/span>prioritize leads<\/span>. You can identify prospects with the highest likelihood of converting and use the right strategies to nudge them toward a sale.<\/span><\/p>\n

It also eliminates the need to engage with low-quality leads who have no intention of buying. When your <\/span>sales reps<\/span> aren\u2019t chasing such leads, they can focus on more important tasks, such as refining the\u00a0<\/span>sales process<\/span><\/a>.<\/span><\/p>\n

You can even personalize the customer experience based on lead scores as they help you understand where a <\/span>potential customer<\/span> is in their buying journey.<\/span><\/p>\n

For instance, leads with scores below a specific threshold (but not too low) might be looking at different options. In that case, getting on a phone call and pushing them to close a sale will backfire. However, providing the right educational materials like <\/span>whitepapers<\/span> can do the trick.<\/span><\/p>\n

What\u2019s more? With lead scoring, you can identify marketing channels that generate <\/span>high-quality leads<\/span> and adjust your efforts accordingly. It helps boost the return on investment (ROI) of your campaigns and keeps marketing and <\/span>sales teams<\/span> on the same page. <\/span><\/p>\n

Key factors to determine lead quality<\/span><\/h2>\n

The <\/span>lead scoring process<\/span> is a way to determine the quality of leads you get from various <\/span>marketing campaigns<\/span>. But before you start scoring new leads, it\u2019s a good idea to understand what makes a <\/span>high-quality lead<\/span>.<\/span><\/p>\n

In simple terms, a <\/span>high-quality lead<\/span> is one that fits your <\/span>target audience<\/span> or buyer persona. You can assess the quality of your leads based on the following parameters:<\/span><\/p>\n