How the Source of Leads Can Affect the Score

How the Source of Leads Can Affect the Score Leads are harnessed from the Internet. Because of the Web’s scope, it is quite puzzling for someone who does not understand the process. How is it that marketers, despite the anonymity and the scope that the Web encompasses, can still measure and find out which person is most likely to buy his products or which product deserves to be nurtured first before being presented with an offer? The answer is lead scoring. Lead score is the gauge in which the marketer finds out how interested the person is and how high is the chance that he will become a customer when extended with an offer. Lead scoring is given through points, and the amount of points assigned to every level of interest varies from marketer to marketer. However, what is certain is this. There are activities that a marketer undertakes in his lead generation efforts that can determine the level of interest that a person has for a product. The Process of Lead Scoring The first step in the process is done by the lead itself. He submits a lead, by entering contact or e-mail information into a form. There are many ways that a marketer can do this, but that is beside the point. The point here is that the lead is submitted by the potential customer himself. After the lead is submitted, that’s where the marketer comes in. After receiving the contact information from a lead, the marketer than uses the information to contact him and extend some offers. Most of the times, this is not the actual offer, but instead, the marketer sends a free and limited offer that he might be interested in. Call it a trial membership or purchase, if you may. If the lead responds positively, he or she is assigned higher score points to his account. If he doesn’t, his score remains the same and is left for consideration for another offer. The process is repeated again and again until the lead buys the product or until he opts out of the campaign. If the lead’s score still does not improve after several follow-ups, the lead is dropped out of the marketing automatically. The Source Is Important As you can see, the time the offer is received is the most instrumental and the most important in the process. It is here that the first points are awarded to the lead and where the marketer bases his efforts for lead nurturing on. It is here that the marketer can first gauge how much the lead is interested on his offers just by checking where the lead information came from. Here’s how it goes. Let’s say you have two advertising campaigns to find a lead on who’s interested in a house and lot. One campaign entails enticing leads through article



submission and frequenting forums attended by people interested in buying a house and lot. Of course, you can generate leads to your website through these activities, but you can also do it another way. For example, you can also go on a different tactic: try using bogus advertisements about a raffle to win a house and lot. Naturally, people will indeed sign up for that offer. Who wouldn’t want to win a free and fully paid-up house and lot? Although it holds the same result, generating leads, both activities result in different lead scores. That’s because each advertising campaign takes advantage of a different interest. For example, the first campaign capitalizes on the person’s interest to buy a house and lot. That in itself deserves a higher score than the second campaign, which merely draws lead from persons who are interested in a free house and lot rather than buying one. Both groups require different efforts to convince to buy.



Content provided by: www.leadscoring-info.com Visit our lead management software sponsor: www.leads360.com