But why are you interested in getting leads and qualifying them? Throughout this article, I will explain the importance of getting leads and why you should do Lead Scoring or, in other words, lead qualification.
First of all, let's start with the basics.
What is a Lead?
Leads are all those consumers who have shown interest in your products or services, either by asking for information, browsing your website or opening an email . However, these leads do not necessarily have to have made a purchase.
It is important to keep in mind that not all leads are the same , that is, not all of them like the same things and not all of them are equally interested. This is where lead scoring or lead qualification comes into play.
What is Lead Scoring?
Lead scoring can be defined as: “ measuring the temperature of a lead to determine what phase a customer is in within a purchasing process .”
To make it clear, within Inbound Marketing, lead scoring measures the degree of interest of a user within the Lead Nurturing process .
Many companies tend to treat leads equally and perform the same actions to create a sale. Doing this can lead to a huge loss of customers or potential customers. As I mentioned in previous paragraphs, not all leads feel the same level of interest or like the same things, so it is important to qualify these leads to know if they are willing to buy or not .
For example, cold leads are those whose consumers have interacted iraq telegram data with the brand in some way, but have not made any purchases and have no intention of doing so.
On the other hand, hot leads are those that the consumer has been interacting with the brand for some time, requesting information, observing... but is still not sure if they want to buy.
It is clear that the actions to "encourage purchase" cannot be the same for both types of leads, but rather depending on their degree of interest and interaction we will have to carry out different strategies .
And you might be wondering, this is all very well, but how can I measure the “temperature” of my lead and know what phase of the purchasing process they are in?
To do this, I recommend that you use automated marketing tools such as Hubspot or Mailchimp . Next, we will see how to carry out lead scoring.
How does lead scoring work?
For lead qualification, it is important that you carry out an Inbound Marketing strategy . That is, that you create marketing strategies that provide value to your clients or potential clients. When we talk about value, we mean that they are of interest to them and that they provide something, such as a solution to a problem they face and that is related to the products or services you offer. For them, you have different options:
