For years, marketers relied on Google Analytics alone to identify patterns in website visitors — where they came from, which pages they viewed and what percentage converted to leads. This data was, and still is, valuable. But we now have the ability to put names and faces to that data. On our conversion optimization page, we detail the process of capturing leads through a premium content offer, call-to-action, landing page and form. But after those leads are created, the real fun begins.
Collecting lead intelligence
At Coblestone, we use software that effectively adds a brain to our clients’ websites. The software remembers a lead when she returns to the website and documents her actions and page views within an individual lead profile. Over time, we gather key insights about your leads, including things like:
- Name, company, email address and phone number
- How she discovered you
- Which service or product pages she has viewed
- The types of problems she needs solved
- Her content interests
This kind of lead intelligence sets the stage for more informed and effective sales calls that are catered to the needs of that individual. This intelligence also makes possible our next topic — lead scoring.
Building a lead scoring system
When inbound marketing starts working, sales teams get bogged down serving a higher volume of leads. We work with our clients to build scoring systems to identify which leads are good fits, as well as those who are closer to a buying decision. Lead scoring also helps weed out contacts that don’t belong on your sales radar, whether those people are vendors, competitors, students or just bad fits. An understanding of your leads dictates where your sales team should spend their valuable time.
So what is lead scoring? In short, it’s a system for automatically assigning points to each lead in your marketing database, based on who that person is, what she has done on your website and how engaged she is with your content. The most relevant, sales-ready leads get the most points. The lead-scoring systems we build for our clients assign points to leads based on several criteria:
- Information a visitor submits through your website forms
- Actions taken by the visitor on your website
- The visitor’s engagement with content on your website and within your marketing emails
Segmenting your leads
At Coblestone, we pair the lead intelligence that we collect for our clients with lead-scoring systems to segment contacts in a smart way. Rather than limiting your segmentation to criteria like industry and qualified vs. not-qualified, we build automated lists that slice and dice your leads in countless ways.
For example, we might develop a list of contacts with lead scores surpassing 500, a second list of contacts in the healthcare industry that have also downloaded two or more white papers, and a third list of contacts that are CEOs at companies with 100 or more employees who have also visited our site in the past three days. Ultimately, we construct lists that will help our clients prioritize sales efforts and develop targeted lead-nurturing campaigns.
Let’s talk about how to gather intelligence, score and segment your company’s leads.