Qualification requires a more collaborative approach. Deal Qualification should not be considered as a moment in time, rather it happens thorough buyer engagement process and across the end-to-end marketing and sales funnel. Qualification is based on a body of knowledge and insights gained through prospect engagement along the buyer journey.
By John Nielsen
Lead scoring is the process of evaluating and assigning points to prospects and leads using marketing automation tools. Points are distributed based on the attributes associated with a qualified lead. It is important to understand whom you are marketing to when managing a campaign, sending irrelevant content to your followers is a quick way to lose. To make sure this doesn’t happen to you, below are a few tips one can easily follow to update your contact lists and help identify priority focus using lead scoring.
One of the critical drivers for revenue success is an increase in close rates by the sales team and effective qualification is critical to that metric. Not only will effective qualification help the sales team focus on the right deals, the very exercise of qualification inspires better engagement tactics in the sale.
Because of the self-directed buyer and the ability to measure engagement levels online, today’s qualification process is collaborative across marketing and sales. BANT, SCOTSMAN, TAS and our own FACT model help with both sales and marketing qualification and should be configured in lead scoring qualification and identifying qualified leads including the MQL – marketing qualified lead and SQL – sales qualified leads or opportunities.
Marketing automation isn’t just about efficiency; it’s a powerful tool for driving revenue growth. While there are numerous operational benefits, the ultimate goal is to increase your bottom line. Here are some ways marketing automation platforms – along with your campaigns and programs – can boost revenue performance: