How can lead scoring methods improve your account-based marketing?

1 What is lead scoring?

Lead scoring is a process of assigning numerical values to your prospects based on their characteristics and behaviors. These values indicate how likely they are to become your customers and how much revenue they can generate for you. Lead scoring can help you segment your prospects into different categories, such as hot, warm, or cold, and tailor your marketing and sales messages accordingly.

2 How can lead scoring improve your ABM?

Lead scoring can improve your ABM in several ways. First, it can help you identify the most promising accounts and focus your resources on them. By scoring your accounts based on their fit, interest, and intent, you can prioritize the ones that match your ideal customer profile and show high engagement with your content. Second, it can help you align your marketing and sales teams and streamline your communication. By sharing the same lead scoring criteria and data, you can ensure that both teams are on the same page and work towards the same goals. Third, it can help you optimize your ABM campaigns and measure your results. By tracking and analyzing your lead scores, you can see what works and what doesn't, and adjust your strategies accordingly.

3 What are some best practices for lead scoring?

Lead scoring is not a one-size-fits-all solution, so it’s important to customize it to your specific business goals, industry, and audience. To create an effective lead scoring system for your ABM, define your ideal customer profile and buyer personas. These are the criteria that determine how well an account fits your offering and how likely they are to buy from you. Factors such as industry, size, location, revenue, pain points, goals, and challenges should be taken into consideration. Additionally, choose a lead scoring model; either explicit or implicit. Explicit lead scoring is based on the information that prospects provide or reveal about themselves, while implicit lead scoring is based on the actions that prospects take or don’t take. Assign points to each factor and action with a simple scale such as 1 to 5 or 1 to 100. Negative points can also be used to deduct from the lead score if a prospect shows signs of disinterest or unqualification. Set your lead scoring threshold; this is the minimum score that a prospect needs to reach in order to be considered a qualified lead and passed to the sales team. Different thresholds can be used for different segments of your audience or different types of ABM campaigns. Finally, review and refine your lead scoring system. Monitor and evaluate your lead scoring performance and make adjustments as needed. Lead scoring is a powerful tool for enhancing your ABM strategy and increasing conversion rates when done correctly.