MarketingAutomation.net

Having only your potential customers search your website and inquire for more information is ideal, but the reality is that many others will stop by for a visit and a look around.  Even if you tailor your website to your target customer, many others will flock and join your list of prospects.  Although they may never become your customer, allowing visitors to consume your content can pay off.  Content can be passed along and shared with a prospect that is more your ideal candidate.

Since you have many visitors you may be thinking you have a lot of prospects for your sales team.  Really this just bogs down the sales reps with leads that are not worth their time and effort.  To make matters easier, marketing automation supports lead scoring.  With lead scoring technology you can eliminate the unfit prospects from your cycle before they clog the pipes to sales.

Lead scoring:

• assigns a point value to every action a prospect takes on your site

• prospects will then be given a score based on their activity, such as white papers downloaded, web pages browsed, or links clicked

After a prospect is scored the marketing team can view a prospect and assign them to sales according to score and other criteria.  By including lead scoring, a sales rep has an idea of the leads interest in the product.  Score can also be adjusted according to certain activities.  For example, if a visitor clicks on the career page within your website and then begins to search through your job postings, they probably are not looking to buy your product.  In this case, points can be subtracted from the leads score.

Lead scoring benefits your sales department and also shows your marketing department where prospects come from and how they interact within your site.