What is lead scoring, what is it for and why should you implement it in your digital marketing strategy?

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Not all leads are at the same stage of the buyer's journey, so the way they are treated and followed up with is different. How do you know? The answer is: through lead scoring or prospect assessment .

Lead scoring is a marketing technique that aims to qualify the leads in a database based on their proximity to the ideal customer (characteristics of your buyer persona). It is one of the most important points when defining your digital marketing strategy.

It is important to qualify each lead to vp r d email lists identify what content they require and thus guide them through the funnel until they become a potential client and close the sale. Lead scoring will allow you to create personalized messages according to the needs of each prospect.

For example, there will be some customers who are already about to decide to buy your product, but they just need a push like a promotion or discount. Others have just found your business and need to know what you can offer them to solve their needs. Others are undecided between other options, so you should share with them what makes you different from your competition and why they should choose you.

Although we have already talked about the advantages of lead scoring , it not only allows you to know the status of potential clients. It also helps you define the interest that the company will give to each lead, since there will be some that are not so profitable. This way, the sales team will have the possibility of prioritizing efforts.