Digital Marketing

Lead scoring – who’s hot and who’s not

Laura Kemp
Laura Kemp

Spending time trawling through all your leads and following up with people that just aren’t interested is wasted effort for your sales team.

With Kentico’s lead scoring module, your team can save time and concentrate on those users who are on the fringe of purchase.

In our articles on personalisation and automation, we discussed how you can use a targeted content strategy to warm up a lead, but some products and services require that extra personal nudge from the sales team to persuade customers to convert.

However, how do you know who that right person is? Who should you focus your efforts on and who came to your site by accident? Finding this valuable data is simple with Kentico’s lead scoring module.

You have carefully crafted your site and content to take your visitors on a journey from initial visit to valuable customer. Kentico allows you to assign points to actions and data that intelligently highlights who is at the point of purchase, who is information gathering and who is just browsing. As you collect contact information through newsletters and data capture, you can pass the hottest leads to your sales team.

Two types of data

Finding this valuable data is simple with Kentico’s lead scoring module.

There are two types of user data available, the first of these is implicit data. This type of data is gathered automatically from site users, referring to their engagement across the site. Implicit data would include; the amount of pages a viewer has visited or the specific videos they’ve watched. The second type of data is explicit data. Explicit data is personal data that a site visitor may give when filling out a form or a survey. Types of explicit data include; region, job title and email address. To score each lead effectively, both implicit and explicit data will be taken into account.

How do PetsOnline score their leads (no, not those leads)

Our favourite fictional retailer, PetsOnline, has just launched a popular pet-sitting service. With the holidays coming, they want to make sure that all their spaces are filled, so they have decided to use some telemarketing.

An easy target is people who have new pets, so they assign a high value to people browsing items for kittens and puppies. They can capture data from newsletter sign-ups, purchases and capturing data from the “Caring For Your Pet” guide downloads. Most importantly, the service is based in their London store, so people in London are most likely to use it.

Three online shoppers head to PetsOnline.

The first one clicks on a few pages, but soon leaves the site and doesn’t return. They are a cold/dead lead and don’t need any further action.

The second visitor is more active on PetsOnline, they visit a number of pages, watch the “crazy cats” video and buy some kitten food. They are doing the right kind of things, but live in Manchester, so do not score on the location specific criteria for the pet-sitting service.

The third of these visitors is Jayne. You’ll remember from our personalisation and automation articles that PetsOnline know Jayne from downloaded the “Caring For Your Kitten” guide and went on to warm her up to purchase and an in-store vet visit. She lives in London and is the perfect example of a hot lead.

Jayne has had the emails about the pet-sitting service, but she’s not going on holiday for months yet. A quick phone call from the PetsOnline sales team though reassures her that Tiddles will be well cared for by their expert staff and she books on the spot.

So you’ve got a hot lead, what’s next?

You know what your customer journey looks like, so what’s next is really up to you in terms of what content you provide your new hot leads with.

However, Kentico’s aforementioned modules in content personalisation, email marketing and marketing automation make things a little easier.