By Mikal E. Belicove|For Entrepreneur.com|May 12, 2011
As entrepreneurs, it’s fair to say that many of us are fledglings when it comes to prioritizing prospects and scoring leads. We know, for instance, that collecting data from those who make inquiries about our products or services allows us to focus our attention on those prospects that are more likely to become customers. But actually doing it is another story.
Enter, Silverpop, an Atlanta-based email marketing-automation service, which offers six tips to kick your lead-scoring — and customer finding — efforts into high gear.
- Create multiple lead scoring models. By constructing different scoring models, you have the opportunity to increase the relevance of your messages, says Silverpop. For instance, create one scoring model for each of the products or services you offer, because one product might appeal to one customer while the others hold absolutely no interest to that customer. You should also create a separate scoring model for prospects, as it will help you evaluate what’s needed to make a sale. By contrast, a scoring model for customers might help you build on customer loyalty.
- Incorporate more behaviors into your scoring. To get a better understanding of your lead, go beyond profiling people and organizations by creating a model that factors in…
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