Does Lead Scoring Work for Industrial B2B?
Posted By Industrial Web Solutions Marketing Team on August 18, 2009
For those of you unfamiliar with Lead Scoring it is just what it sounds like – assigning a number value to every action taken by a lead in the buying cycle. Each identified action, like asking a particular question via your online contact form, is assigned points. The points are tallied by a software application that then associates the score with the lead in your tracking system. The score lets lead administrators know how far along in the buying cycle the lead is and can then assign leads to the sales team accordingly.
But does such a scoring work for industrial B2B? Perhaps that depends on what is being sold. If a purchasing agent, for example, is researching suppliers for a particular part his company needs on an ongoing basis, are you going to wait for him to reach a certain score or make a particular move before you try to get his business? I don’t think so.
But don’t misunderstand me. I’m not saying it can’t work. Defining lead scoring rules by what URLs or pages a lead has viewed on your website, and doing the same on your contact forms, is a valuable measurement. I suggest the information is useful as much for the preparation of the arrival of your buyer as for after he has interacted with your company. Apply the information so that your website’s marketing copy, images and calls to action lead the buyer through a process that effectively qualifies him for you. Much of this can also be accomplished by including a contact form on the corresponding page that asks the questions that will provide you with the answers you need to know, like “when do you need this by?” or “by what date do you hope to make the purchase?” or “how many will you be needing in a run?”
Unlike consumers, industrial buyers generally don’t reach out to a seller unless they need or want something pretty quickly, even if they are only in the planning stages. As a systems integrator, equipment manufacturer or a CNC machine shop, for example, you definitely want to be a part of the in-design phase while plans are being nurtured.
Any industrial sellers out there using Lead Scoring? Care to share your experiences?
Thanks for keeping it real. Your information is valuable and happy I found it while searching google for a car part. I bookmarked your site on my stumbleupon account so I can check back with ya. Peace out from Louisville, Ky.
Thank you Kindra. Please let us know if there is anything specific you need information on and perhaps we can find out for you. We aim to be “real” and provide valuable, usable information.