Grade and score your visitors

Our world is becoming more and more convergent.  Every day the lines begin to blur more and more. This convergence is especially true in the world of sales and marketing.  Gone are the days where marketers stayed in one corner and sales stayed in the other.  These two business dependent practices are continually being drawn together by various forces including accountability.

How does that effect scoring your respondents on your landing pages?

Landing pages create leads. Hot leads, cold leads, luke-warm leads…all kinds of leads.  Marketers are held accountable for how many leads their marketing dollars generate and how qualified the leads are.  And sales is accountable for converting those leads into opportunities and opportunities into customers.

The convergence zone of the two in this case is qualification. The more qualified the leads are, the more customers we create.  The question is what makes a lead qualified?  

As marketers, we feel like we know the best practices and actions that determine lead value—like the number of action points the respondent engages with or if the respondent had previously converted—and we move forward and apply grades or scores accordingly.  However there is always the few that score below the radar, then raise their hands and move on to become high valued customers.  These are the few that begin to break down the value of lead scoring and further the divide between sales and marketing.

Respondent scoring to bridge the divide.

When sales and marketing unite and sit down to review the data, share experiences, and reach a consensus on what types of actions or engagements within the company’s post-click marketing could be indicative of a “qualified” lead—and then score them respectively—you begin to bridge that divide.

After you’ve held your post-click scoring summit and reached a consensus with your sales team, you can easily use LiveBall to score or grade your landing experiences so each respondent has an assigned grade or value that is exported with the lead record and into the CRM. And depending on the score, you can also use LiveBall to notify the sales team immediately when a “HOT” lead has entered the sales funnel.

If you’re ready to get started, check out these posts for more information on implementing scoring and grading in LiveBall.