How lead scoring can increase your business sales

Lead scoring has helped companies invest in more assertive strategies when the challenge is to nurture potential customers. The right technique can help your business move towards success!
Anyone who works in sales knows how challenging and crucial the task of transforming leads into customers is.
For this reason, several techniques have been developed to improve this process, that is, to enable companies to see and explore business opportunities with greater direction.

After all, scoring tools focus on understanding the consumer’s purchasing journey and what makes a lead closer or further away from purchasing.

With this broad and strategic vision, it becomes possible to nurture it throughout the attraction and negotiation process based on concrete data regarding its behavior.

Sounds interesting?

So check out this content to see how lead scoring can help your company’s sales!

Learn how lead scoring came about and understand how it works

Lead scoring is nothing more than a way to classify your potential customers according to points.

This technique is used to filter the contact information of those who have shown interest in the company’s products or services and, thus, initiate and maintain a targeted relationship, focused on conversion, with the leads that are most likely to close a deal.

Lead scoring is defined according to the affinity of the lead’s area of ​​activity with your company. In addition, important elements such as purchasing decision power (position), for example, are also considered.

Imagine that there are two leads, one an intern and the other a director of a large company in the sector. Now think about it: which one has more autonomy to make the decision?

Using profile data like this, each match of interests is given a score (point) and those with the highest score are the ones most likely to become effective customers.

Lead scoring emerged alongside digital marketing and the need to approach leads in a strategic and focused manner, rather than shooting in all directions as was usually done in traditional marketing.

The advantages of lead scoring for your company

After understanding the lead scoring functions and how they came about, it’s time to look at the main advantages that this technique can provide to your company.

In general, we can point out that lead scoring allows the marketing and sales team to identify which leads should receive more technical, specific and conversion-oriented material, while others still need greater education about the market.

Check out other advantages of adopting lead scoring in your business.

Cost reduction

When investing in lead scoring, the company spends less on sales and marketing demands.

This is because both teams will spend less time and resources preparing and approaching leads to have the same or higher conversion rate than they had before.

This means reducing CAC (customer acquisition cost) by shortening the average sales cycle time and spending less on inputs to win over each consumer.

After all, by identifying which lead is closest to closing a deal, efforts become more targeted, eliminating the need for generic and massive strategies.

Greater productivity

The time saved in the sales cycle can be used by the professionals involved to generate new business and retain customers who have already converted.

The marketing team will be able to focus their efforts on the leads that are closest to the ideal score, but will still have room to follow up on the others.

This way, you can generate and prepare a smaller number of leads for the sales team to approach, after all, these leads will already be “hot”.

This means that the sales team will not waste time approaching leads that are not close to making a purchase, and can instead focus more on the right strategies aimed at consumers who are closer to making a decision.

Application of more efficient strategies

To generate and nurture potential customers, it is necessary to have a series of strategies in action.

Content marketing and nurturing flows, which are also part of Inbound Marketing, are ways of bringing leads closer to the company.

Let’s also not forget that it is now possible to invest more accurately in social networks and invest precisely in email marketing.

As your lead scoring process gains strength, it is possible to apply a type of macro analysis to identify, for example, which content was most successful among leads that made a purchase and which ones need to be readjusted with a focus on conversion.

Sell ​​more with lead scoring!

In today’s content, we saw how lead scoring can be used to classify and segment leads that, in some way, approached your business and, thus, relate to them more assertively based on scoring criteria.

Therefore, we already know that it is the practice of classifying leads through a score based on their profile and affinity with the business in question .

The advantages focus on a more optimized and focused conversion. That is, lead nurturing starts to happen in an effective and strategic way.