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Demand Gen Report recently released new data on the current state of lead scoring, which spotlighted some important insights marketers need to know. From the overall effectiveness of lead scoring to the importance of team collaboration, the data point to a few key areas for improvements that can make this aspect of lead generation much more worthwhile.
In this post, we’ll look at three of the major takeaways from this report, their implications for content marketing, and some tips for improving your lead scoring efforts overall.
While lead scoring tools are often bundled into martech stack tools, an overwhelming amount of marketers are putting these resources to good use.
86% of marketers are currently using lead scoring as part of their demand generation strategy, and the remaining 11% plan to implement a lead scoring system in the coming 12 months. With almost 100% participation in this marketing activity, here are some key takeaways you need to know:
Effective Lead Scoring Takes Time
The report found that most lead scoring programs have room for improvement: Only two in 10 rated lead scoring activities as highly effective – and that only 15% said it produced highly qualified leads. However, it appears that those with more experience using lead scoring tools had significantly higher levels of success.
Companies who had been using lead scoring for more than two years saw better results than those who were only one year in, which indicates that it does take some time to make lead scoring an effective demand generation tool.
Lead Scoring is an Essential Function in Demand Generation
Overall, lead scoring does appear to have some serious benefits for marketing and sales teams. 74% reported better prioritized leads, more than half of survey participants reported seeing improved marketing and sales alignment, and 40% saw improved conversion rates from leads.
So what does that tell us?
There’s clearly a connection between lead scoring and better prioritized leads – but that’s only the first step. From there, it’s up to the sales team to follow through on those bottom of the funnel leads.
Sales and Marketing Teams Have to Work Together
Last but not least, in order for lead scoring to be an effective business tool, the data clearly indicates a need for sales and marketing teams to work together. While sales teams may be impatient for success, it’s important to take the time to ensure both marketing and sales departments are properly trained with lead scoring resources, and that complementary objectives are aligned for both teams.
After reading through these takeaways, maybe you’re wondering, "How does this impact my content campaign?"
We’re glad you asked.
What we can glean from the data in this report is this: Your content marketing efforts (like blog posts, landing pages, and interactive quizzes) need to collect some important pieces of customer information.
In order to effectively leverage your lead scoring system, you need to know not only who your audience is, but where they’re at in the sales funnel, what their concerns are, and what they’re looking for in a solution to their problem. This way, you can present more personalized, relevant follow-up materials that help nudge them closer and closer to conversion.
The next question, then, is: How can you craft content that does that?
Your content needs to complement your lead scoring efforts by gathering essential data from leads as they move down the sales funnel. Here are a few ways to do that.
1. Create content for different sections of funnel
Creating content for users at different parts of the sales funnel means that you’re constantly sharing new, increasingly relevant information to the lead. For example, sharing case studies with bottom of the funnel leads allows them to study how other similar companies have achieved success with a specific product or service offering.
2. Use multiple content formats
Content doesn’t only have to come in the form of blog posts. Leveraging email marketing, social media, and eBooks or guides in tandem with your blog content gives your leads more opportunities to interact, a way to share content, and more formats to choose from.
3. Leverage interactive content to better qualify and enable sales
Interactive content allows you to collect important data about where the lead is at in the sales funnel. For example, if you used an interactive quiz (like this example from HotSchedules) to assess the major obstacles your lead is facing, you can more effectively address those hurdles keeping them from conversion (while educating them at the same time.)
With the data from this report and the tips we’ve outlined for more effective lead scoring, you can improve your sales funnel and the hand off between your marketing and sales teams.
The bottom line: If you continually score your leads and provide relevant, personalized follow-up materials (with the help of interactive content that collects user data), the impact on conversions has proven to be worth its weight in gold.