How Could Interactive Content Impact Your Lead Scoring Program?
June 4, 2015 | Dan Trefethen
A Lattice Engines study found that 44% of B2B marketers are doing lead scoring. However, 32% of marketers say that their lead scoring programs are ineffective. So what’s going wrong here, and how can we fix it?
The first thing to look at is how different actions contribute to lead scoring. Are you counting when consumers sign up for the blog and when they mention you on Twitter, or are you only looking at those who have contacted your sales team?
By recognizing more interactions of all different types, your lead scoring program can include more of the behaviors that drive the sales process.
Interactive content is one way to offer insight into different buyer behaviors. A study done by the Lenskold and Pedowitz Groups found that 68% of successful marketers cite lead scoring based on content and engagement as most responsible for improving revenue contribution. So naturally, content should be a high priority. But how will content solve the issues that marketers are running into while trying to boost lead scores?
Having detailed and up-to-date data is crucial for lead scoring. However, it can be hard to even get the data, let alone keep it clean. 37% of marketers cite a shortage of data on which leads to nurture as their biggest challenge. A great way to get more data or to fix the data that you already have is to harness the power of content. By creating an interactive experience for consumers, you are able to engage with them in a personal way to collect more detailed and specific data.
The following interactive infographic provides an opportunity to look at what you are doing in regards to lead scoring as compared to your peers. This gives you the chance to see what is currently working and what changes could be made to enhance your current lead scoring program.
present, but ineffective
could be stronger
doing pretty well
Select all that apply.
Visited pricing page
Signed up for the blog
Downloaded awareness-level content
Attended a conference session
I would do anything for better data!
Well, only if it’s not too much work.
Not at all, I have all the data I need.
Select all that apply.
Detailed buyer information collected through interactive content
Tracking content downloads by buyer’s journey stage
Number/frequency of offer downloads
Viewing data from video content
I’m supposed to clean it?
It was clean a month ago…