So, you’ve got new leads rolling in. Awesome! But, with limited resources, how can you know who to follow up with first?
Once a high-quality lead has shown interest in your business, you want to make sure you get in touch with them as soon as possible as part of your nurturing strategy.
But here’s the thing: not every lead you get is going to be worth your time and effort. That’s why lead scoring is an essential component of every successful B2C lead generation strategy.
Just in case lead scoring is an unfamiliar concept to you, let’s bring you up to speed!
Lead scoring is a marketing method used to figure out which leads are worth following up with based on rankings.
So, think of your leads as being assessed based on their behaviours and demographics. They’ll receive a numerical value, which will determine whether they’re a good fit for your brand.
When done correctly, it’s a highly effective way to help businesses focus on the quality leads, who are all prepped for conversion.
But if lead scoring is done poorly? You could be facing wasted resources, unnecessary inefficiencies, and disappointing conversion rates.
There are common mistakes that undermine lead scoring efforts – but being aware of them (and how to tackle them) is a surefire way to prevent any mishaps from occurring.
In this blog post, we’ll be highlighting the main mistakes marketers make when it comes to lead scoring – and practical ways to fix them. Plus, we’ll show you how ScoreApp can step up your B2C lead generation strategy.
Why B2C lead scoring matters
No matter the size of the business, lead scoring is critical to any B2C lead generation strategy. It helps businesses prioritise leads based on readiness to buy and improves sales efficiency by focusing efforts on the right sorts of clients.
This results in higher conversion rates and better ROI: the ultimate combination for sales success!
Common B2C lead scoring mistakes
While B2C lead scoring might sound like a simple task, it’s incredibly easy to slip up with even the most minor of errors. This can lead to lost opportunities that shouldn’t (and needn’t) be missed in the first place.
Mistake 1: Using incomplete or irrelevant data
- Why it’s a problem: Using insufficient – or, worse, inaccurate data – to score your leads results in wasted time on low-quality leads who are unlikely to make a purchase.
- How to fix it: Use ScoreApp’s quizzes and scorecards to gather comprehensive, relevant data directly from your dream customer. This gives you the chance to hear what they want and need, as opposed to relying on guesswork.
Our quizzes are fully customisable, meaning you can tailor your questions and gain a complete picture of each lead’s interests.
Mistake 2: Overcomplicating the scoring process
- Why it’s a problem: Overly complex scoring models are known to confuse sales and marketing teams – and understandably, too. This causes a sense of overwhelm, which hinders progress as well as confidence in the process.
- How to fix it: Keep your scoring process simple by focusing on key metrics such as engagement level, purchase intent, and demographics. This streamlines the scoring and ensures everyone stays on the same page – resulting in a happier and more productive marketing team!
ScoreApp’s templates cut out the complications, for a breezy lead scoring process.
Mistake 3: Ignoring behavioural data
- Why it’s a problem: There’s a whole host of valuable insights to inform your lead ranking, including online behaviours. When you only consider demographic data, you overlook crucial insights from your leads’ actions, such as website visits or quiz completions.
- How to fix it: Fortunately, the solution to this is pretty simple: don’t skimp on the behavioural data! Use responses to ScoreApp quizzes or scorecards to refine your lead scoring for more accurate results.
This ensures you’re focusing on the leads who are the most engaged – and most likely to become long-standing customers.
Mistake 4: Not aligning lead scoring with sales goals
- Why it’s a problem: Setting clear goals in place before starting this process is key for maintaining clarity along the way. When lead scoring criteria doesn’t align with sales team objectives, it can result in miscommunication and even more lost opportunities.
- How to fix it: As the saying goes, ‘Teamwork makes the dream work’! Collaborate with your sales team to define scoring metrics that reflect shared goals so you know exactly which leads to prioritise and nurture.
As a team of marketing lovers ourselves, it would only be right for us to do the same for our users. That’s why ScoreApp provides seamless communication and data sharing between our marketing and sales teams for a stress-free, enjoyable ranking process.
Mistake 5: Failing to adjust scores over time
- Why it’s a problem: People change … and so do your leads. Static lead scoring systems can’t adapt to changing customer behaviours or market trends – meaning your now accurate lead scores may be completely irrelevant six months down the line. Not ideal.
- How to fix it: By regularly reviewing and refining your scoring criteria based on the latest data, you can avoid outdated scores and make the very best use of your valuable time.
Need a helping hand? ScoreApp’s analytics tools make it easy to track trends and adjust your strategy as needed – no ‘so last year’ data necessary.
How ScoreApp helps you optimise lead scoring
Now you know what to avoid with lead scoring, let’s cover how you can use ScoreApp to get started and drive great results! We offer intuitive tools and features that make lead scoring simple for B2C businesses just like yours.
Key features to mention:
- Customisable scorecards: Tailor our scorecard templates to fit your lead scoring strategy and collect data that informs your ranking decisions.
- Real-time insights: Gain immediate access to valuable behavioural data to refine scores on the go – reducing the risk of irrelevant, outdated, and unhelpful lead scores.
- Seamless integration: No need to set up a new CRM! Simply connect ScoreApp with your existing platform to streamline the scoring and nurturing process.
- Data visualisation: ScoreApp’s user-friendly dashboards make interpreting lead scoring data easy, allowing insights to be shared across teams for a truly collaborative approach.
Tips for successful B2C lead scoring
Perfect your lead scoring efforts with these easy and actionable tips, all ready for you to put into practice.
- Start simple: Instead of overwhelming yourself (and your team!) with an endless stream of data, focus on a few key metrics first to avoid complicating the process. Just make sure there’s both behavioural as well as demographic data in the mix.
- Test and refine: Regularly review your scoring model so it aligns with your business goals. Ask yourself, “Does this ranking system represent the customers I want to target right now?” If there’s any level of doubt, you know it’s time to try a new approach.
- Align with your sales team: Boost momentum within your sales team by involving them in the lead scoring process. When you match the lead scoring criteria to their needs, you’ll keep clarity and alignment at the forefront of your strategy.
- Use the right tools: Leverage ScoreApp’s features to automate and optimise your lead scoring for your best conversion rates yet!
Avoid lead scoring mistakes and improve conversions with ScoreApp
Steering clear of the common lead scoring mistakes we’ve covered in this blog post will significantly improve both your lead quality and your conversion rates.
And with ScoreApp’s intuitive tools and templates, you can expect a smooth process when collecting, analysing, and ranking your B2C data – leaving you to focus on the leads that matter most.
Try ScoreApp for free to discover how our features can transform your lead scoring process for better, longer-lasting results.
