Below is the second video in our two-part series on how to create an effective lead scoring program. In the last edition, VisionEdge Marketing President Laura Patterson demonstrated how to use "fit" metrics to start building your schema. Now, we pick up with tips for how to integrate those scores with behavior tracking.
Behavior metrics are observable actions the opportunity takes that show where they are in the buying process. In order to create this score, you will need to map the customer buying pipeline—from first contact, for example, to fills out online quote form or asks for a sales call. Be sure to document each step in this incremental process.
To close, Patterson tells viewers how to use the resulting fit and behavior scores to effectively prioritize marketing and sales efforts.
Ashley Furness is a market analyst and blogger for research agency Software Advice. She researches and reports on topics related to CRM, MA, SFA and sales and marketing trends. Previous to her current role, she was a business journalist for major publications in California and Texas. She also led sales process management at a daily deals startup.