We have tried to verify the real business impact of lead scoring by surveying those who already use it on their websites.
We asked website owners currently employing lead scoring what the main benefits gained were, and we compared them to their expectations.
- 42 percent named measurable ROI on their lead generation program as a main benefit. This benefit exceeded expectations with only 32 percent of adopters expecting measurable ROI.
- 38 percent named increased conversion rates of qualified leads to opportunities. Once again exceeding expectations, as only 32 percent of adopters expected this benefit.
- 31 percent named increased sales productivity and effectiveness. With only 28 percent of adopters expecting this benefit, this too exceeded expectations.
- 27 percent named shortened sales cycle -- something that 30 percent of adopters were expecting.
- 27 percent named better forecast and pipeline visibility -- expected by 32 percent of adopters.
- 19 percent named the better alignment of marketing and sales efforts -- a benefit expected by 22 percent of adopters.
The primary use of lead scoring is to identify leads with the highest sales readiness. However the survey showed that lead scoring is very often used together with related marketing tools to enable advanced marketing scenarios.
Current adopters use lead scoring with:
- 86 percent -- Marketing Automation
- 79 percent -- Integration with CRM, such as Salesforce
- 71 percent -- Email Marketing
- 64 percent -- Content Personalization and Segmentation
- 36 percent -- Business directory/database such as Data.com to gather more details on leads
These results show why having your lead scoring tool fully integrated or as a built-in part of your marketing solution enables highly connected and sophisticated digital marketing activities. Fifty-six percent of our adopters implemented lead scoring using the built-in lead scoring capabilities of their CMS or CXM on which their website is built. Thirty-six percent chose a standalone product, and then integrated it with their website. And just 8 percent used a bespoke solution.
After a deeper look, we saw that the majority of adopters (48 percent) used two-dimensional lead scoring (combining visitor engagement with data profile) to measure sales readiness. Sixteen percent of businesses benefited from having more than two dimensions, while 36 percent got along with just one scale. As for number of rules used, 73 percent of adopters used fewer than 30 rules, 19 being the median of lead scoring rules used.
A company’s rules and points systems is usually kept under lock and key, but here is a complete and effective working list of rules employed by one company: Lead Scoring Rules for B2B Companies.
Being an early adopter is always a great thing, but being able to learn from the mistakes others have made is even better! Read and learn from The 5 Most Common Lead Scoring Mistakes.
Title image by Olivier Le Moal (Shutterstock)