Lead scoring is one of the hottest topics of discussion for us right now. As this is one of the newer feature sets to get added to demand generation tools, many people come to us asking about best practices on how to implement a good lead scoring system. The Manticore lead scoring engine is very strong and enables our customers to score on many different dimensions of a lead. You can score on any of the internal data points stored in our tool (including website visits and email opens) or connect into your salesforce.com database to pull information. This means that you have many, many options for determining what a lead score will be.
We typically recommend starting out with a simple model and hone it down over time. A big key to this is identifying the critical variables that your sales team needs to use to help them effectively move leads through the system. The idea is to get a nice numerical distribution of lead scores so that you can effectively bucket and prioritize your prospects based on the score.
We are about to make our lead scoring engine even more robust by adding the ability to create multiple lead score models that will enable you to score different classifications of contacts in different ways. For example, scoring existing customers differently than new prospects. Our customers will also be able to map a lead score model directly to a campaign. Or create a model that takes several campaigns into consideration.
Needless to say, our customer base is doing some great things with lead scoring. Of course, what our customers are doing is confidential and proprietary, but I can say that there is some very complex data mining going on – stuff that we never envisioned. And that stuff has yielded some fantastic results.
Which is exactly why lead scoring matters: Because it can yield fantastic results for your organization. Applying multiple dimensions to scoring a lead, including activity based history, like web site visits, can help you really understand the prospects you need to be going after today. Which means revenue for your business tomorrow.
Talk back to us: What have been your successes and challenges with lead scoring?