Livelink’s Soapbox: Taking the lead

In a nutshell? Lead scoring is a sales and marketing methodology that gets you up close and personal with your customers by providing intelligence that can be used to target your communications more effectively. In doing so, the proven outcome is more sales. 

Most people in business are aware of lead scoring but would be hard pushed to clearly define it – it’s still unchartered territory for many. 

The essence of lead scoring is, however, really quite simple: Each visitor to your site is assigned a profile which tracks all of his or her activity, whether that comprises of a page view, a product placed in their basket or a form that he or she has filled out. Over time, this score changes to effectively represent just how interested each individual is in your offering, giving you a clear idea of what sells and what doesn’t and to whom. 

The information that is provided by the profile tells you where your customer is on the buying journey and lets you know what type of product and service they are thinking of buying. It’s a great way to find out how interested a prospect or customer is in your product or service and it’s also an opportunity to take a proactive approach in communicating with said prospects and customers, providing them with further information or an incentive to reignite their interest. It’s a strategy that enhances your marketing efforts and makes sure that no prospects are left behind.

The actual lead scoring is essentially a measuring process – in order to apply a score to each lead, you have to interpret behaviour. Measuring click throughs, page views or opt-ins enables you to determine the type of content that is most likely to appeal. Rather than single or short-term engagement, you can deliver momentum to the buying cycle and increase the likelihood of repeated purchases. What the score gives you is an indication of buying interest - ie. How warm the lead is - which will improve communications and increase your odds of making the sale.

The reason that lead scoring is so effective is because it enables you to clearly quantify how valuable each lead is to your business. You can therefore work out just how much attention you need to give to each one in order to convert it which, ultimately, means you can strategically allocate resources effectively and drive revenue growth.

So maybe you think it won’t be easy to implement or that it sounds like it would be too time consuming? Well, you’d be wrong on both accounts. What’s more, once you’ve got it set up it pretty much looks after itself, with minimal maintenance required. 

It’s a basic no-brainer, particularly for those with busy ecommerce sites. Get in touch today and we’ll answer any question and fully explain why this will potentially give you your best ever return on investment and talk through how we can help you to set it up.