Word of the week: Scoring
Scoring is a feature of marketing automation that allows marketing teams to provide better insight into prospects to sales. Once a prospect is identified by email address, every activity they take throughout the sales cycle affects their score, whether accessing a white paper, opening an email or even visiting any page on the website. A prospect’s score identifies their interest in your company. The more collateral they access, the more emails the read and the more they peruse your website, they potentially become more sales ready. Having a high score gives sales representatives a good idea that the prospect is ready to be contacted. The same way a score can be raised by certain activities, it can be decreased as well. If someone enters faulty information into a form, is marked as an opportunity lost or opts out of emails, their score can be lowered so sales can be informed to spend their time on more highly qualified leads. Scoring models are available in marketing automation platforms ‘out-of-the-box’ and are customizable. They run 100% of the time in the back ground, fully automated, to make life easier for both the marketers and sales teams.