Lead Generation Campaigns
Lead Nurturing – Campaign Series
WOW Analytics – Who is on your Website
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CommuniGator Lead Scoring
GatorMail’s Lead Scoring feature allows the assigning of points to each sales prospect in your list, based on their actions and how those actions determine their position in your sales cycle.
Points are assigned based on specific criteria you set i.e. those attributes you've identified as being most often associated with serious prospective customers. The higher the score, the more likely they're the right target prospect, who is actively engaged in the buying process and should therefore be routed to sales as a qualified lead.
The most accurate lead scoring models comprise both explicit and implicit information. Explicit lead scores are based on information provided by, or about the prospect - for example, company size, industry segment, job title or geographic location. Implicit lead scores are derived from monitoring prospect behaviour; examples of this might include website visits, whitepaper downloads or e-mail opens and click throughs.
Research has shown that self-supplied explicit lead data can sometimes be overinflated or understated, but that actions never lie, so a combination of the two (implicit and explicit lead scoring) will give the best criteria on which to score.
GatorMail’s Lead Scoring functionality gives you the power to monitor your email marketing contacts activities and to rank those contacts, according to the strength of the preferences they are expressing, by a set of pre-determined categories. Through the use of newsletters, special offers and the distribution of industry information, it is possible to build lists of your best sales prospects, for each product or service in your portfolio.
Simply create a library of content using GatorMail’s HTML Editor and Article Management, allocate every article, email and web/landing zone link to one of your specific categories, along with a score for following each of those actions, e.g. 2 points for an email open, 5 points for a web hit and 10 points for a whitepaper download.
By good regular communication and the driving of website traffic we gather implicit information on differing topics in differing places to generate the contact lead score. Depending on the sales lead classification we have pre-determined contact strategies (email with set content) designed to move individuals within a company through the lead cycles. Once the lead score hits a pre-determined level we then blend in explicit information to ensure the lead fits the qualification metrics – if there is a match, we have a new qualified sales lead! | |  |
Remember
Individual activity tracking is a key component of formulating a lead score, BUT the activities of individuals need to be rolled up to the total activity and lead score at a company level. Very few purchase decisions are carried out by an individual, so one person carrying a very high lead score may not be as important as a low level lead score per individual achieved with 5 key job titles in a single organisation. This is where you really feel the benefit of integrating your email marketing strategy with your CRM software tool. | |