Which data is important for lead scoring? Function of the lead
You probably have a clear idea of who your customers are. Especially if you are in the B2B sector, not everyone can be your customer.
You have probably also considered which person
with which function, makes the purchasing decision when buying your products and services.
If you have already developed buyer armenia number data personas , then it is pretty clear that good leads simply correspond to your buyer personas or ideal customer profile. In B2B, it is all about the function that a lead has in a company. We ourselves use three buyer personas with these functions: Marketing Director, Sales Director and General Manager.
You can obtain this data by asking leads to leave the relevant information in the form when downloading, or you can simply research this data manually on the Internet. This is particularly easy in the B2B sector, as hardly any decision-maker today does not have LinkedIn, or you can also find the information on the lead’s website.
2. Company data of the lead
Let’s stick with the B2B example: your collect a portfolio products are not suitable for every size, not for every industry, not for every region. You can also request this data in the download form. But you have to be careful not to request too much data during the first download. Because the more fields your form has, the lower the conversion rate .
If you use marketing automation software that automatically asks new questions in the form with each new download, you can access your information across multiple downloads without the lead getting annoyed by the many data fields.
However, if you don’t have time to automatically collect all the data about multiple conversions, it’s worth simply researching this data on the Internet. Of course, this only works if you don’t have thousands of new leads per month.
We ourselves focus on medium-sized B2B companies with 50 to 500 employees, although there are always exceptions at both the upper b2b reviews and lower end of the scale.
With predictive lead scoring, you can use machine learning or AI to analyze the data and derive a probability of closing.
3. Interests of the lead
The next step is to find out whether the lead is actually interested in your products and services. You can ask this again using the download form. For example, you could ask what the person or company’s biggest challenge is currently.
For example, if a lead answers this question with “lead generation”, then that is a clear signal to us that this lead could be fundamentally interested in our services.
But you can also find out this information implicitly through the lead’s behavior. For example, if your lead repeatedly opens the product pages on your website or spends time on the page with your pricing information.
Another signal could be that your lead takes
advantage of a free trial, a free assessment, a demo or something similar. This also applies if your lead opens certain marketing emails that contain your products and services or uses keywords on social media that indicate an intention to buy.
For example, we pay attention to whether a lead opens the pages with the descriptions of our services, visits certain blog articles or uses one of our tools such as the Lead Magnet Adviser .