by: Stephanie Lanik
Business development and marketing teams use this system to assess a lead’s interest based on the frequency and consistency of their engagement with your business (their response to your email campaigns, their activities on your website, etc.), and their position in your sales cycle.
- 79% of marketing leads never convert into sales.
- 57% of B2B organizations say that converting qualified leads into customers is their top funnel priority.
- However, 79% of B2B marketers also have not established a system for lead scoring.
Here’s Why Lead Scoring is a Critical Part of a Strong Engagement Strategy
- 53% of respondents said they experienced improved marketing and sales alignment
- 43% discovered qualified leads that might otherwise be overlooked
- 43% saw an increase in the number of marketing qualified leads
- 32% saw a rise in sales-ready leads
Stronger Marketing and Sales Alignment (a.k.a. Smarketing)
In fact, according to Hubspot research, 61% of B2B marketers send all leads directly to sales, but only 27% are qualified — this is a great example of a major contributor to misalignment between sales and marketing.
Lead scoring helps strengthen the bridge between the two departments, by successfully implementing a process by which they can both work together to enhance the quality and quantity of leads generated through their marketing efforts.
Enhanced Customer Experience & Follow-Up Actions
With lead scoring in place, the sales department can prioritize which leads to follow up with first without any delay, which means fewer opportunities lost. However, according to a Gartner study, 70% of leads and sales are lost due to poor follow-up… That’s not good!
Furthermore, reaching out to qualified leads in a timely manner impacts revenue significantly — Sales studies consistently show that anywhere from 35 to 50 percent of all sales go to the agent who makes first contact (InsideSales.com). So, it’s safe to say that without the sales team doing their part, lead scoring will fail! It’s crucial to use this method as a way to prioritize your leads so that follow up is better executed and no hot leads fall through the cracks.
Improved Funnel Efficiency & Productivity
Additionally, it can ensure that your sales team uses their time and resources efficiently by focusing only on leads that are likely to become paying customers. A study from Marketing Sherpa found that companies who implemented lead scoring mechanisms had a 77% boost on their return on investment (ROI) for lead generation activities over those not using scoring.
Meaning, higher lead ROI — Less time spent and better quality leads translate to high return on time invested.
Increased Marketing Effectiveness
Providing information that customers want and need is one of the best ways to build trust. And when your customers trust you, you have the ability to grow your business and have clients for life!
But times have changed. Buyers have evolved. They start researching and gathering information way before they decide things like budget and timeline. Even if these factors are in place, buyers are unlikely to reveal this information to you (the salesperson) at your very first interaction. Instead, buyers rely on the internet to gather relevant information. They have access to download numerous case studies and whitepapers, connect with their peers to validate their information, and they also rely heavily on social media to crowdsource experience. Because of this, salespersons have no visibility into these behaviors.
We can help streamline your lead flow, productivity, and efficiency between marketing and sales to simplify processes so your team can focus on what they do best! Visit www.techtonicsale.com or contact us at email@example.com or simply click the button below to learn more!
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