Telemarketing Lead Generation Blog

How to Use Lead Scoring to Optimize your “Human Touch” Lead Nurturing Strategy

Posted on Jan 16, 2012 by Tyler Anderson, Account Executive

Lead Nurturing has been a hot button over the last several years especially as marketing automation has become more and more of a standard in today’s marketing world. While most email nurturing engines offer lead scoring as an option, it is important to remember your on-going “human touch” efforts as well. Below are three keys to help you optimize your lead nurturing strategy, which specifically apply to your tele-nurturers:

1. Assign Values that Sales & Marketing Agree On
   While email lead scoring can be pretty straight forward (measurement of clicks, opens, etc.), it is important to allocate values to tele-nurturing efforts as well. These can either be aligned by tele-activity (voicemail, phone conversation, etc), by information gathered on the phone (prospect’s role, timeframe, needs, etc) OR a combination of both. Whatever is decided it is important that Marketing and Sales are on the same page with the scoring model, to help avoid confusion later on in the sales process. Also, if possible make sure that your lead scoring is integrated across email and tele-nurturing.
2. Analyze Results Consistently
   One constant with marketing is change. While Sales and Marketing might have a good idea of what constitutes a “sales-ready” lead today, that could very well be different a year from now. Thus, it is vital for lead scoring to be evaluated and analyzed on a regular basis. If possible, build a task force within your Sales, Marketing, and Vendors (if applicable) that get together on a regular basis to look at the scoring model to make sure it is aligned with your business. If you are ultimately basing your entire lead nurturing strategy on lead scoring, shouldn’t it be something that is up-to-date?
3. Understand Point of Diminishing Returns
   One of the biggest challenges with lead scoring is knowing when to stop. With email campaigns, this is less of an issue due to it being such a low-cost medium. With tele-nurturing it is a different story due to the high cost (relative to email) involved with staffing a dedicated agent. Thus it is important that your tele-nurturers are always being as efficient as possible with their process. Residual “tire kickers” that are always in your sales funnel, but never end up buying anything should be moved to the back-burner, so that other prospects with more potential are focused on. A simple way to do this is to look at the average score it takes for a lead to become “sales-ready” and assign a higher point of diminishing returns. This will help your agents to avoid wasting time and enable you to build out more sales pipeline.

Tagged: lead nurturing, telenurture, teleprospecting, lead generation, targeted lead generation, telemarketing sales leads

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