Ta kontakt med oss

PPC

Definition och hur man beräknar ett leadscore

Publicerad

Definition and How to Calculate a Lead Score

[ad_1]

Generating a high volume of leads is one thing while identifying which prospects are most likely to convert into customers is another. To put it differently, it’s all about quality over quantity. 

That’s where lead scoring comes in. Let’s take a look at what lead scoring is and how you can calculate it effectively.

What is Lead Scoring? 

In short, lead scoring involves gauging your prospects’ quality to determine which leads are worth pursuing and which ones are not. Usually, this process works on a point-based system. 

You assign prospects points according to various attributes. More specifically, you can score leads based on implicit and explicit data. 

Explicit information refers to factual data that your leads have confirmed through a phone call or by completing a form. On the other hand, implicit data is based on the information you already possess, like purchase history. 

You can then break down both data sets into demographic and behavioral data. Demographic data refers to your leads’ company size, geographical information, or industry, while behavioral data focuses on information based on the actions your leads took, like form submissions. 

What are the Benefits of Lead Scoring?  

For starters, lead scoring makes the sales process more efficient. By identifying qualified and unqualified leads, you’ll no longer need to spend time cold-calling or personalizing sales emails to leads that will likely not bring any value to your business. 

Annons

By getting bad leads out of the equation, you’ll likely be able to increase conversions with fewer sales representatives. 

Consequently, lead scoring helps you save time and money. It also helps shift your sales efforts to high-value leads for better results. 

In addition, a lead scoring system helps you improve your marketing strategy. You’ll get to identify which marketing channels bring in the most valuable leads, thus allowing you to determine which channels are worth investing in and which ones are not. 

Moreover, lead scoring will improve the nurturing process, as it allows you to pinpoint where prospects are situated in the sales cycle. 

You can use that information to send content dedicated to leads during each sales cycle stage. Consequently, you can create more meaningful relationships and close deals quicker.

Lastly, evaluating leads will help you get your sales and marketing teams on the same page. As mentioned earlier, having a lead scoring system requires data. 

This information helps marketers understand what type of prospects are most likely to convert and how to create targeted campaigns to attract them. The marketing department can then hand over sales-ready leads to the sales team and help them generate more sales

How to Score Leads Manually

Lead-to-Customer Conversion Rate

The lead-to-customer conversion rate represents the percentage of the company’s qualified leads that resulted in a sale. To calculate this metric, divide the number of qualified prospects that generated conversions by the total number of qualified leads. 

Annons

Why is this metric important? It essentially acts as your sales team’s benchmark. It allows you to assess the performance of your sales funnel and helps you stack up multiple marketing channels against each other to identify which ones are most effective in generating high-quality leads.

Choose the Right Attributes for Your Model 

Attributes are the backbone of your lead scoring model. They help you define and identify the characteristics of sales-ready prospects and give you an idea of how to improve lead quality.

That’s where the data we mentioned earlier comes in. First, identify the prospects that bring the most value to your business. 

Second, take your implicit and explicit data sets and find similarities between your high-value leads by examining demographic and behavioral data. Upon reviewing the data, identify the characteristics that define high-quality prospects and assign the attributes accordingly.

Determine the Close Rate for All Attributes

Next up, it’s time to determine which attribute is more valuable than the other. You’ll first need to calculate the close rate for each attribute to do this. More specifically, identify how many prospects turn into customers depending on their behavior or demographics. 

For instance, you could calculate the close rate of people who sign-up for your newsletter, follow you on social media, or determine the close rate of prospects within various regions or niches. 

Assign Point Values

Upon determining the close rates for each attribute, you’ll need to compare them and prioritize one over another.  

For instance, recent Instagram statistics visa att marknadsförare klassar influencer marketing som sin snabbast växande kundförvärvskanal. Så du kanske får reda på att fler potentiella kunder från influencer-kampanjer blir kunder än potentiella kunder som registrerat sig för ditt nyhetsbrev.

Annons

I så fall är det förra attributet mer värdefullt. Upprepa processen för varje specifikt attribut för att definiera de egenskaper som exakt återspeglar leadskvaliteten. 

Jämför dessutom stängningsfrekvensen för dina attribut med din totala stängningsfrekvens. Detta kommer att fungera som en referenspunkt när du tilldelar poäng för dina attribut. 

Till exempel, om registreringar för nyhetsbrev har en stängningsfrekvens på 15%, medan din totala stängningsfrekvens är en procent, kan du tilldela varje lead som registrerar sig till ditt nyhetsbrev 15 poäng. 

Att sätta en lägsta poängtröskel rekommenderas också för att lättare dra gränsen mellan kvalificerade och okvalificerade prospekt. Till exempel kan potentiella kunder med en poäng under 50/100 poäng inte vara värda att söka. 

Andra typer av leadscoring

Bortsett från det manuella tillvägagångssättet finns det också andra metoder för poängsättning av leads. Mer specifikt, prediktiv och logistisk regression leder poängsättning. 

Förutsägande blypoäng kan vara din bästa insats om du vill spara tid. Den här metoden använder maskininlärning för att gå igenom prospektdata för att hitta gemensamma punkter mellan leads som konverterar och leads som inte gör det och rangordna varje prospekt baserat på deras sannolikhet att konvertera. 

Predictive lead scoring eliminerar behovet av att manuellt sålla igenom data för att identifiera värdefulla attribut och minimerar risken för mänskliga fel. 

Dessutom, eftersom prediktiva leadscoresystem använder maskininlärningsteknik, behöver du inte optimera din uppföljningsstrategi manuellt. 

Annons

Å andra sidan ligger den främsta styrkan med logistisk regression för leadscoringssystem i deras noggrannhet, eftersom det tar hänsyn till hur alla kundattribut interagerar med varandra. 

Detta är en datautvinningsteknik som använder Microsoft Excel. Det fungerar genom att bygga en formel i kalkylarket som avslöjar sannolikheten att förvandla en prospekt till en kund. 

Slutsats

Sammantaget är leadscore avgörande för att identifiera värdefulla prospekt och ge dig en inblick i hur du kan sänka din kostnad per lead

Börja med att avgöra din lead-to-konvertering sent. Därefter väljer du rätt attribut beroende på din kundinformation, beräknar stängningsgraden för varje attribut och sorterar dem baserat på deras betydelse.



[ad_2]

Källlänk

PPC

Hur du utökar din e-handelsverksamhet globalt

Publicerad

How to Expand Your eCommerce Business Globally

[ad_1]

The Ecommerce industry boomed throughout the COVID-19 crisis, and continues to grow in this post-pandemic world. Now that global handel and commerce are on the rise, eCommerce businesses can rapidly expand into neighboring markets and establish a digital brand presence across the globe.

Of course, this is often easier said than done, no matter how many resources for expansion you have. The sheer competitiveness of the Ecommerce sector hinders the expansion of many small eCommerce ventures. That said, with the right strategy and the necessary tools, you can take your online store from a local to a global brand.

That’s why today we’ll detail the essential steps you need to take to ensure efficient and effective growth in new markets, and how to establish a powerful brand presence on the global scene.

Optimize and Redefine Customer Profiles

A customer profile, or customer avatar, is an all-encompassing overview of your ideal customer(s). Every growth-oriented eCommerce brand needs to create detailed customer profiles to empower marketing, sales, and support teams to do their best work — but of course, that’s just the tip of the iceberg.

The overarching importance of customer avatars for eCommerce growth and expansion can’t be overstated. When it comes to global expansion, however, customer avatars will allow you to improve the buyer’s journey and optimize the overall customer and brand experience in every new market you enter.

To that end, make sure to:

  • Identify your most important markets for marketing and conversion focus
  • Research the local customer bases and compare them with your existing customer profiles
  • Identify the key motivators, drivers, values, goals, and needs of your new target demographics
  • Observe global expansion as a chance to establish a meaningful connection with numerous new markets

Automate as Much as You Can

Automatisering might be a buzzword, but it’s important to remember that it allows us to achieve many short, mid, and long-term business goals — if properly implemented. You can automate many things in the eCommerce world, saving you time and money. Furthermore, automation can empower all of your teams to achieve better results — because they’ll be focused on solving complex problems rather than wasting time on menial tasks.

However, for all the benefits of eCommerce automation, it can be a tricky endeavor. You have to be careful with your investments. You can easily overspend on the tools you don’t need, so you need to streamline your automation strategy and choose only the tools that will allow you to expand more efficiently and effectively.

Annons

Consider the following essential automation opportunities:

  • Inventory and order management
  • E-post marknadsföring
  • Customer support with chatbot technology
  • Gathering feedback and customer data
  • Targeting and segmentation based on buyer behavior
  • Social media scheduling and posting

Become an Authority Figure in New Markets

To expand your business globally, you need to think beyond how you’re going to ship products internationally or how many payment methods you should accept. Those are all important considerations, but today we are focusing on the strategic questions. With that in mind, let’s talk about the importance of building an authoritative brand presence.

You might be a popular brand in your local market, but if you want to establish yourself internationally, you need to double down on brand experience, trust, and social proof. To build trust, you need to publish truly relevant content in the form of articles and videos, as well as live events and an on-demand webinar that will educate your audience, share relevant information, and make your brand more relevant and engaging in competitive markets.

With diversified content offering a deeper understanding of your audience and what they need, you will be able to optimize your content output to engage people on your website, social media, email, and all other customer touchpoints.

Make It Easy to Access Your Products and Offers

Reduce customer effort. Why? It entices people to buy from you instead of the established local brands. To do this effectively, research your top competitors in all your relevant markets around the world and focus on improving their processes.

For example, if your competitors have a long checkout process, shorten yours to make it easier for people to complete a purchase. If people are having trouble reaching the right product pages and categories, then you can generate dynamic QR codes that people can scan to quickly reach the exact page they were looking for. Likewise, make sure to allow customers to place orders via email, social media, and other channels to make it even easier for people to buy quickly.

Localize Your Content and Adapt Your Entire Brand

Finally, think of global expansion as a way to dominate many individual markets. Global expansion, in a practical sense, is not about dominating the world — it’s about dominating the high return on investment markets and customer bases.

To that end, start localizing your brand, messaging, content, and all your strategies. Remember that e-commerce translation and localization are not just about translating your website, but about adapting your entire brand experience and product descriptions to the unique culture, trends, and language of the local community.

Once you have identified your most lucrative markets, you can go ahead and localize your sales and marketing strategies to maximize their potential in the mid and long-term.

Annons

Över till dig

While global expansion might have seemed like a pipe dream for many small eCommerce leaders in the past decade, nowadays any online store can transition from a local player to a global brand. By allocating your resources wisely and investing in the right tools and tactics, you can quickly expand into new markets while truly connecting with local customers and audiences.

Now that you know the best practices, you can kick-start your journey to become a global eCommerce brand by the end of 2022.



[ad_2]

Källlänk

Fortsätt läsa




MISSA INTE NÅGRA VIKTIGA NYHETER!
Prenumerera på vårt nyhetsbrev
Vi lovar att inte spamma dig. Avsluta prenumerationen när som helst.
Ogiltig e-postadress

Trendigt

sv_SESvenska