How to Use Lead Scoring to Dramatically Improve Your Lead Nurturing Results

[Jahangir147]

How to Use Lead Scoring to Dramatically Improve Your Lead Nurturing Results

Lead scoring is criteria-based. You want to know the minimum criteria for a lead to become a valid potential customer.

For example, if your product costs $2,000 and your prospect is only willing to spend $1,000, you're in a bind. Unless the customer suddenly decides to double their budget, that person will likely never become a customer.

Budget is just a starting point. Return to the BANT analysis and determine where the customer is in the buying cycle. For example, if the prospect is still in the awareness stage, they will likely spend more time evaluating their options.

Similarly, when marketing to a B2B company, you don't want to waste time on a prospect who doesn't have the authority to make purchasing decisions. You can ask for an introduction to the decision-maker, but spending time nurturing that prospect likely won't yield positive results.

How to Determine Your Prospect Score
Your Lead Scoring efforts should create a baseline for lead development stockholder database based on the confluence of three qualities: ready, able, and willing.

How to Determine Your Prospect Score

It is at this confluence that a prospect becomes a likely candidate to purchase your product or service.

You'll notice that the Venn Diagram includes multiple intersections, right? They represent different stages of the buyer's journey. At specific intersections, you can nurture these prospects with different types of content.

If a prospect is able and willing to do so, but not ready, you can create a sense of urgency. Send them a limited-time offer for a discount, free shipping, or a free demo.

Likewise, if a prospect is ready and willing, but can't, send them educational content to prepare them for when they can.

Your lead score should be based on a specific scale, such as 1 to 10. Each number should describe your lead's position in the buyer's journey.