Marketing automation and lead scoring with Kentico EMS

14/04/2014, By Martin Brown On the 27th March we gave a talk at Sync Ipswich on the topic of marketing automation and a demonstration of the Kentico Enterprise Marketing Solution (EMS).

The slides from the talk can be found on our website.

One of the concepts – lead scoring - warrants a little more explanation than we had time to give on the night beyond it being a means to ‘score’ a visitor to your site.

What is lead scoring?

Lead scoring is a way to help your sales and marketing team determine the sales-readiness of a visitor to your website based on the level of interest they show in your business (how often have they visited, for example) and where they currently sit within the buying cycle (potentially if they are viewing pricing information they are closer than someone who’s simply viewed informational pages etc).  This will vary across a company selling services to one selling goods, but the principles can be applied and adapted as appropriate.

How do I score a lead?

Building up a profile of the visitor can be done in two mains ways online.
  1. Using an implicit behavioural and activity basis (what pages have they viewed, what have they searched for, how often have they visited)
  2. Explicit attribute based information based on what they’ve told you (typically by filling in a form)
Using this information you can begin to qualify the lead using terms such as “hot”, “warm” and “cold” – you can choose which activities will attract a higher score (but often the explicit attribute based details will score more highly).

We demonstrated these concepts on the night by showing an anonymous visitor turning into a qualified lead.  Gathering this information allows us to personalise the visitor’s experience to drive better engagement and conversion.

You will need to think about how you define appropriate score threshold to help determine sales-ready leads, and how you nurture the lead through to a sale.  You might want to limit how many points can be accrued from individual activities to stop the score being skewed by visitors who are repeating the same activity multiple times (this is all supported of course in Kentico).

Once the lead hits a threshold then they can be served through a marketing automation process – but that’s a post for another time.

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