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5 Ways to Improve Your Lead Scoring Process

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Lead scoring is a vital process for any business as it helps to prioritize and focus sales and marketing efforts on the most qualified leads.

When done correctly, lead scoring can be an extremely valuable tool for any business. By taking the time to understand your target market and identify the key factors that influence purchase decisions, you can skyrocket your sales and revenue.

However, that’s only possible if your lead scoring system works like clockwork. How do you improve its accuracy? This is what this article is all about.

Read on to learn about five effective ways to improve your lead scoring process and get the most out of your marketing efforts.

What Is Lead Scoring?

Lead scoring is a system that ranks potential leads according to their likelihood of converting into customers.

The higher the rank, the more likely it is that the lead will convert. There are many factors that go into lead scoring, including demographic information, engagement level, and company size.

While the concept is pretty straightforward, the actual implementation process can prove to be an ordeal even for large organizations with extensive resources.

According to Marketing Sherpa, lead scoring boosts the ROI of lead generation campaigns by 77%, so it’s worth taking the time to make it work.

If you have a lead scoring process in place, below, we’ll cover how to fine-tune the existing model and take your scoring system to the next level.

Read More: 7 Ways to Cleanse Your Data and Boost Lead Engagement

5 Ways to Supercharge Your Lead Scoring System

While lead scoring is a valuable tool, there are always ways to improve it. Here are five ways to supercharge your lead scoring system:

1. Talk to Your Sales & Marketing Teams

Companies that have aligned sales and marketing teams are typically 67% more efficient at winning paying customers. The same applies to lead scoring.

Sales and marketing teams are often the best sources of information when it comes to improving lead scoring.

They know which leads are most likely to convert, and they can provide invaluable tidbits of information needed to adjust the existing lead scoring system. You can’t get that data from third-party sources because nobody knows your customers better than your sales and marketing.

By talking to your sales and marketing teams and incorporating their feedback into your lead scoring system, you can improve its accuracy and effectiveness.

2. Adopt Negative Scoring Attributes

In order to improve lead scoring, it is important to adopt negative scoring attributes. This will allow you to differentiate between good and bad leads and focus your time and energy on the ones that are most likely to convert.

Some things you may want to consider including in your negative scoring attributes may include: lack of engagement, low budget, entry-level job title, and more.

By identifying and targeting these leads, you can free up the time and resources to pursue high-quality leads, drastically elevating the ROI across the board.

3. Partner with a B2B Intent Data Provider

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Lead scoring is a purely data-driven process, and no company in the world – well, except for Google and Amazon; they can do whatever they want – has enough first-party data to develop a truly powerful lead scoring system.

One of the best ways to improve your lead scoring process is to partner with a reputable B2B intent data provider.

From lead enrichment to data validation, you can significantly improve the accuracy of your model if you integrate it with third-party sources that provide insights into how your visitors actually interact with your brand online.

Choosing the right intent data provider is a mission-critical task in today’s data-driven economy, so do your research and pick wisely.

Make sure to ask the provider about their data sources and how often they update their information.

You’ll also want to find out how the data is formatted and delivered, so you can make sure it will be compatible with your existing system.

Read More: 10 Proven Ways to Build a Successful B2B Sales Strategy

4. Implement Predictive Lead Scoring

Predictive lead scoring is a process that uses statistical models, machine learning, and AI to predict the probability of a lead converting into a customer. It is a key component of modern demand generation and helps companies prioritize their sales and marketing efforts.

Predictive lead scoring models are typically based on historical data and take into account a variety of factors, including firmographics, demographic data, behavior data, and interactions with the company.

The goal is to build a model that can accurately predict which leads are most likely to convert so that you can focus your resources on them.

There are many different ways to approach predictive lead scoring, but one common method is using machine learning algorithms.

These algorithms analyze your historical data and look for patterns that indicate a lead is more likely to convert. Once the algorithm has been trained, you can then score new leads and prioritize them accordingly.

5. Develop a Lead Scoring System Improvement Plan

When it comes to improving a lead scoring system, it’s important to take a systematic approach. With so many tasks to do, it’s easy to let strategic tasks slip through the cracks.

This means taking a step-by-step look at what needs to be done in order to improve the system as a whole. Here’s how:

You need to develop a lead scoring improvement plan and treat it as a standalone project.

There are several factors that need to be considered when mapping out the action plan, including.

  1. The goals of the lead scoring system
  2. The current state of the lead scoring system
  3. The resources available to improve the lead scoring system
  4. The desired outcome of the improvement project

Once these factors have been considered, it’s then possible to develop a plan of action that will help to improve the lead scoring system. This plan should be tailored specifically to the needs of the business and the resources that are available.

Again, don’t treat this process as just another task. If needed, deploy a project management tool to clearly outline the work that needs to be done. Gantt charts are perfect for this task – you can use Instagantt, ClickUp, or even Google Sheets. There are a number of options to choose from.

Some of the steps that may need to be taken in order to improve a lead scoring system include:

  1. Evaluating the current lead scoring criteria
  2. Reviewing the existing lead scoring model
  3. Identifying opportunities for improvement
  4. Developing new or updated lead scoring criteria
  5. Testing and validating the new or updated lead scoring model
  6. Implementing the new or updated lead scoring system
  7. Monitoring and adjusting the lead scoring system as needed

By taking these steps, you can ensure that your lead scoring system is as effective as possible. This, in turn, can help to improve sales results and conversion rates.

Over to You

Lead scoring is a vital part of any demand generation strategy. By taking the time to improve your lead scoring process, you can make sure that you’re focusing your efforts on the leads that are most likely to convert.

Do you have any tips for improving lead scoring? Share them in the comments below!

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MARKETING

Boost Your Traffic in Google Discover

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Boost Your Traffic in Google Discover

2. Understand topical authority: Keywords vs. entities

Google has been talking about topical authority for a long time, and in Discover, it is completely relevant. Traditional SEO includes the use of keywords to position your web pages for a specific search, but the content strategy in Discover should be based on entities, i.e., concepts, characters, places, topics… everything that a Knowledge Panel can have. It is necessary to know in which topics Google considers we have more authority and relevance in order to talk about them.

3. Avoid clickbait in titles

“Use page titles that capture the essence of the content, but in a non-clickbait fashion.” This is the opening sentence that describes how headlines should be in Google’s documentation. I always say that it is not about using clickbait but a bit of creativity from the journalist. Generating a good H1 is also part of the job of content creation.

Google also adds:

“Avoid tactics to artificially inflate engagement by using misleading or exaggerated details in preview content (title, snippets, or images) to increase appeal, or by withholding crucial information required to understand what the content is about.”

“Avoid tactics that manipulate appeal by catering to morbid curiosity, titillation, or outrage.

Provide content that’s timely for current interests, tells a story well, or provides unique insights.”

Do you think this information fits with what you see every day on Google Discover? I would reckon there were many sites that did not comply with this and received a lot of traffic from Discover.

With the last core updates in 2023, Google was extremely hard on news sites and some niches with content focused on Discover, directly affecting E-E-A-T. The impact was so severe that many publishers shared drastic drops in Search Console with expert Lily Ray, who wrote an article with data from more than 150 publishers.

4. Images are important

They say that a picture is worth a thousand words. If you look at your Discover feed, you’ll see most of the images catch your attention. They are detailed shots of delicious food, close-ups of a person’s face showing emotions, or even images where the character in question does not appear, such as “the new manicure that will be a trend in 2024,” persuading you to click.

Google’s documentation recommends adding “high-quality images in your content, especially large images that are more likely to generate visits from Discover” and notes important technical requirements such as images needing to be “at least 1200 px wide and enabled by the max-image-preview:large setting.” You may also have found that media outlets create their own collages in order to have images that stand out from competitors.

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

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Salesforce rolls out new edition of Marketing Cloud for small businesses

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Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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