Monday, July 27, 2015

Techniques For Lead Management Success - Part 3

Since your prospect is in control of the buying process, you need to make sure you are monitoring their online activities to know when they are ready to move to the next stage.  Lead scoring determines where your buyer is in the funnel. Lead scoring should consider the prospects' interest level defined by their actions.
 
For example, track email clicks, ebook downloads, web page visits, etc., and update scores accordingly. Also, be sure to score assets differently depending on where they are in the funnel. You might score a pricing page much more than an entry level ebook.

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I'm really just a "mature" guy picking up experience along the way. If only by osmosis, I've observed what works and what doesn't work under the marketing umbrella -- with 11 years in sales and marketing at Procter & Gamble; 30-plus years in B2B publishing (including three years as a publisher); and 1,000's of calls on every size company starting with the likes of Microsoft and Hewlett-Packard all the way down to small, brash start-ups.

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