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You Have a Predictive Lead Score, What’s Next?

Re-align with Sales.

Once you launch predictive lead scoring, you must education your sales team on what it means and how it will after their processes. You are now delivering a lead that has high propensity to buy versus a lead that ranked high with rules-based scoring. So, how do you make the sales team take notice? Deliver the predictors, provide visibility and get alignment with you operations team to roll out the lead from a position of strength. If your previous attempts at lead scoring have fallen flat, predictive lead scoring can be the low-hanging fruit to deliver since it can be quickly deployed and it works.

Refresh your lead nurturing programs.

Now is the time to revisit how you nurture. No more generic lead flows. High propensity leads should be treated with accelerated nurture paths. Non-likely purchasers should be placed on educational tracks until they graduate based on predictive behaviors and events.

Understand the trigger events that matter.

Imagine being able to identify the top 20 random trigger events that can occur at the business level (exec change, funding, job hiring, regulatory change, et al) and create engagement paths for marketing and sales team. Your predictive scoring partner can help uncover these signals from the noise.

Unlock the Holy Grail of account-based marketing.

All companies want to understand what companies are most likely to engage and when they are likely to engage. Predictive scoring should steer you in the direction in identifying what companies are most likely to engage now, allowing you to focus on the proper engagement strategy to push your company to the advantage.

Visualize your verticals.

A predictive scoring approach should help you uncover the verticals that are most likely to purchase your products or services. Take advantage of this process and learn the best segments for your business.

Figure out what to do with content.

Your scoring solution will provide insights on verticals, key accounts and trigger events. Do you have your content aligned with the buyer journey and your predictive outcomes? Content, whether it lives on your website, emails, social media or blog, should always be aligned with the buyer journey. Following this best practice will help even further accelerate the benefit that predictive scores can provide.

Understand that RESULTS mandate change.

With predictive scoring, many times the results often tell great stories. They also show where marketing spend and corresponding results are the weakest. They are no Sacred Lambs, so be prepared to make changes on spend from an emphatic proof on return.

Get ready for new reporting.

You can expect your metrics will look different: Better Quality, High Velocity through the funnel, Increased Funnel Growth and Higher Closed-Won percentages. You will want to have the proper reporting and follow-up strategy to existing reporting. For example, you may have to create new reports or build on existing reports to fully leverage the new insight.

Document the process.

This may be a no-brainer but predictive scoring is bound to have an impact on your fully baked marketing processes. Be diligent and write down or draw out your new workflows, whether it is changes to your lead routing or SLAs.

Conduct a skill assessment.

Self-evaluation is critical. Do you have the right change management skills to operationalize predictive scoring? Often companies know what they have to do, but lack the understanding of how. Having a partner versed in predictive scoring can dramatically accelerate the process of embracing lead scoring.

Predictive scoring can have a tremendous impact on lifting your conversions. With the above 10 practices in place, you’ll be on your way to the next level.


   Image Credit(s):                Sarcasmo                    

Written by

Keith Burrows
June 24, 2014