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Understanding lead scoring

Lead scoring is a marketing practice that consists of ranking your leads based on a point system. Find out how this can be beneficial for your business.


Lead scoring and you

A lead is a non-qualified prospect. In other words, a prospect with an unknown level of interest in your products or services. Lead scoring allows you to rank your prospects by assigning point values to different criteria and actions to identify those leads who are most interested. It also allows you to address each of your prospects differently according to their level of interest.


Five advantages of lead scoring

  1. Reduce costs and risks associated with purchasing lists/unqualified leads: you rank the leads yourself using your own criteria.
  2. Shorten the sales cycle: only get your sales team involved when leads get to a high enough score.
  3. Improve your "completed sales" to "lost sales" ratio: minimize the work for your sales team.
  4. Increase sales and turnover: making sales more efficient means your team has more time to pursue leads.
  5. Optimize marketing campaigns that focus on lead nurturing: understanding your leads better with lead scoring helps you serve better content that is tailored to the needs of your customers and leads.

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How to qualify your contacts with SendinBlue

SendinBlue allows you to qualify your leads using its marketing automation platform. Here's how to set it up for your business.

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Setting up lead scoring

Qualify your prospects in three steps with our marketing automation software:

  • Start by establishing characteristics related to the customer profile that you're targeting (age, gender, position in company etc.) and important actions or behavior that indicate a higher level of interest (click-throughs, accessing specific pages etc.).
  • Next assign points for each of these characteristics or actions.
  • Finally, create a workflow that incorporates these criteria and point values.
  • When leads meet the characteristics criteria or perform the specific actions that you included in your workflow, their score will be updated with the corresponding number of points that you defined for that criterion.

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Using lead scoring

Establishing a scale is a key element of lead scoring. Example:

  • A contact becomes a "qualified lead" when the lead score exceeds 10 points
  • Scores ranging from 6 to 9 points indicate that the contact is an "intermediate lead"
  • A score of fewer than 6 points indicates an "unqualified lead"

SendinBlue then allows you to sort your leads into different mailing lists based on their score and automatically send them content consistent with their level of interest. This targeted approach can help increase your chances of reaching the right contact with the right message and achieving your sales goals more efficiently!

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