As marketers our goal is to generate leads. The more leads the better, but unfortunately not every lead is qualified. Determining which leads are qualified can be, and in the past has been, a rough prospect. Which is why I was excited to hear at INBOUND 2015 that HubSpot is launching a new app to help make lead scoring easier and more useful than ever.
Predictive Lead Scoring pulls information about your contacts and their interactions with your website into an algorithm. The algorithm combs through your existing contacts and creates a score based on each contacts likelihood of becoming a customer. The algorithm does this by comparing attributes between engaged and unengaged contacts, and uses the data to create a model that rates their likelihood to convert.
With this new tool you can see the top 10 and 20 percent of your contacts, as well as the bottom 70 percent. By breaking up all of your contacts into these discrete segments you can easily see which contacts are ready to go to sales, which need a little bit more nurturing, and which aren't ready and need a more concentrated approach.
One of the most exciting thing I learned about this new tool is its ability to suggest lead nurturing steps for each segment. The predictive lead score allows you to see which contacts sales should be focusing on and which marketing should be targeting and, most importantly, how best to target them.
The predictive lead scoring app takes the pain out of lead scoring and allows you to focus on where your efforts will do the most good.
You may be interested in these other posts:
- Generating Warm Leads
- Writing Testimonials: Tell Your Story in a Way That Generates Leads
- Industrial Inbound Marketing Approach Drives Leads and Sales
Topics: Marketing
