I'm going to hop straight in with some statistics leading up to leadscoring here:
Only 25% of leads are legitimate and should advance to sales... (Source: Gleanster Research) .
That means that 75% of your leads aren't being sold the correct thing, or worse, aren't ready to buy when you start pushing offers.
And it's no wonder then that 79% of marketing leads never convert into sales. (Source: MarketingSherpa). Scary stuff.
Let's quantify that. If you have 100 leads, only 25 of those are ready/ right for the product.
Of those 25, approx 20 of them WILL NOT PURCHASE.
Which leaves you with a meagre 5. Of 100 leads. That sucks.
But here's the deal: Nurturing your leads until they are ready to purchase, and only selling to them when they are ready...
Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group).
And relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research)
Not to mention that nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.
So that could add a healthy 20 people onto your numbers. With higher engagement, spending more money.
WHO DOESN'T WANT THAT???
The question isn't really why you wouldn't want this now, it's how do you get it?
That's where leadscoring comes in.
Only start the sales process with your hottest leads. Or trigger specific sale sequences when a lead reaches a certain hotness.
And do it automatically.
In order to do this, the first thing we have to be comfortable with here is that not all leads are equal. Every single one of your prospects is an individual. Because of that, each of your prospects comes with all the complexities that make humans human.
Which is not an easy problem to solve if you're trying to automate your marketing.
If we go back to old face to face sales, this is pretty easy to do. You can see how engaged your prospect is by their body language, facial expressions and what language they are using. We're hardwired to pick that up in people.
But online that's a different story. You can't see that person. You don't know what they're up to, and that's why you're going to lose 75% of your sales. You have no idea whether or not they are ready to buy....
OK I'm painting a pretty bleak picture here. But there is a very good reason why a 2% conversion rate for marketing campaigns is considered "normal"...
Let's face it - 2% sucks.
Now what if I told you we could turn your marketing automation into an artificial intelligence that tracks behaviour and scores your leads based on how they behave and interact with your marketing...
You're probably thinking I've lost the plot. Luckily - not today! Yes we can totally do that, and it's quite simple actually.
So where do you start?
Nope - you start by understanding yourself as a business. And then understanding where your customer fits in. Once you have your own processes mapped out - what and how you should be scoring becomes easy.
Leadscoring can, and should be simple. And if you have leadscoring in place already - is it really working for you?
Now, there is a reasonable amount to do to get leadscoring really rocking and rolling for you... But we've got our hands on a nifty ebook here to help you out on that process... FRONT TO END.
Want to be able to see exactly which leads are hot like the awesome lead below?
That's a crazy amount for one ebook. And well worth the read.
Before you get clicking - let me leave you with some thoughts:
Why stop leadscoring at leads?
Why aren't you thinking about using it for customers too? Surely you want them to buy more...
So how are you going to incorporate lead scoring into your entire sales process...
Kenda Macdonald is an Automation Ninja. With a background in Forensic Psychology and an affinity for statistics and behaviourally intelligent automation – she’s not your average expert. She’s been living and breathing Infusionsoft since 2011 and has spent over 14 500 hours learning new ways to automate what people think is impossible. She’s a true nerd, and spends her waking hours helping businesses understand behaviour for super effective marketing, and relishes in simplifying over complicated processes for truly intelligent automated marketing. She’s the founder of Automation Ninjas - Experts in behavioural automation. Expect enthusiasm and a wealth of knowledge – not normalcy.
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