Are You Allocating Your Team’s Time Wisely? How To Prioritize Leads and Shorten The Sales Cycle With Lead Scoring
If your team has only 24 hours a day (as we all have on earth😊), it’s better if they focus on those leads that are most likely to convert!
Teams usually waste time on the following activities:
- Monitoring the audience
- Understanding whom to follow up with
- Prioritizing leads
- Adding leads to the pipeline and assigning them to the right rep
Automating this part means saving time, shortening the sales cycle and increasing revenues!
A Scoring System helps you to assign points to your contacts based on a set of rules and conditions and to improve sales & marketing efficiency.
This is what you can do:
- Weighing the different sources. A lead magnet download is different than a contact us form submission than a webinar sign-up or a live event attendee, etc. If you automatically weigh those sources you can save time on routine tasks.
- Monitoring lead engagement. You can automatically assign points to monitor website pages visited, emails opened or clicked, etc…
- Adding leads to specific campaigns when they meet certain criteria (e.g. interest in a particular product/service, specific engagement with your business, etc…).
- Adding leads to the sales pipeline when they reach a threshold. It helps you avoid routine tasks so you can focus on high-level activities.
Some other details you should know:
- You can set up the points expiration. It’s useful for the engagement monitoring (e.g. points expire after some time they open an email).
- You can subtract points. It’s useful if a contact has characteristics that you don’t want (e.g. you don’t sell your product/service in a specific geographical area).
- You can create scoring systems for both Contacts and Deals.
You have two ways to assign points in ActiveCampaign:
- Lead Score Rules Editor (Static): the rules created here will trigger only once for each contact. You need to use conditions that generally occur once (e.g. contact receives a tag, contact’s location, age, etc).
- Automation Step (Dynamic): You can use this for recurring actions (e.g. contact opens an email, visits the website, etc…).
Watch the video for the ActiveCampaign tutorial!
How can you get started?
Too often I see people start the implementation without having clear ideas of what technology should do.
This is a to-do list I suggest following to avoid common mistakes:
1)Interview your Sales & Marketing teams:
-List out all the different sources, actions, etc…
-Define a threshold in which you consider a lead “qualified”
2)Implement the system
3)Test & refine.
It’s not a static thing! Get feedback from the team and adapt the system.
Outsourcing the implementation could be a good idea for your business.
In the last few years, I helped several SMEs to make the most out of Business Automation through digital project management services.
If you want to learn more, download the Business Automation guide with the 5 phases I follow:
Or fill out the application form to work with me: