Boost Lead Scoring With Interactive Content [Infographic]

May 20, 2015 | Dan Trefethen


Lead scoring is a crucial part of a modern marketing program. Lead scoring helps us determine when leads are ready to be passed on to sales – but setting up an effective program can be difficult. Indeed, 32% of marketers say their lead scoring programs are ineffective (Salesforce 2015 State of Marketing Survey).

Scoring and nurturing leads can be a challenge without engaging content. In fact, 68% of marketers cite lead scoring based on content and engagement as most responsible for improving revenue contribution. (The Lenskold and Pedowitz Groups) Interactive experiences like polls, quizzes, and calculators allow you to collect more personalized, specific data by asking direct questions and getting direct answers.

Interactive content lets you take the analysis and guess work out of trying to determine the specifics your users are looking for, and helps you build stronger more robust profiles.

Here are three ways interactive content can boost your lead scoring program:

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1. More flexible, personalized scoring

Interactive content allows you to ask prospects specific questions and get clear answers. Rather than simply scoring a prospect against demographic or behavioral criteria, you can use interactive content to ask in-depth questions that can be pulled into the lead record to change the score.

Many prospects are reluctant to fill out long lead forms, but are happy to answer questions in a personality test to find out which Marketing Superhero they are. These questions can be tailored to offer qualifying profile data to the marketer, accelerating that lead’s journey through the funnel.

2. Collect more & better data

Interactive content converts nearly twice as well as static content, giving marketers more overall leads to score and more opportunities to ask further questions on a lead form. On top of that, interactive content provides even more lead data thanks to the questions and answers built into the content – so marketers collect more data without resorting to 20-field lead forms.

By capturing additional data in the interaction you not only gain stronger lead scoring or a way to grade purchase intensity, you also get more subtle buying behaviors that boost the signals of interest in an interaction. Like the more pixels in an image, the more data points on a lead, the clearer the pattern becomes.

3. More opportunities to score

Finally, interactive content can be created quickly and easily using existing content assets to give marketers more conversion opportunities – and thus more opportunities to score. Accurate lead scoring depends partly on timing – a positive action taken three months ago is not as valuable as one taken yesterday. Reaching out regularly with new, differentiated content experiences increases the likelihood that prospect will convert and impact their lead score.

Ready to learn more about lead scoring and how you could get started? Take a look at this infographic we created in partnership with RingLead.

Photo credit: Luis Llerena via Stocksnap

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