Here's what you need to know about Google Analytics 4
As a B2B company, you want the shortest response time and the most attention to be paid to the best lead. So, the trick is to waste as little time as possible on low-quality leads. By immediately recognizing qualitative requests, you recruit the right customers, and your organization is healthy in the long term. At upMention, we use a variant of an existing model.
First of all, we think it is important for our own company that we are well into the applications. By generating many qualitative requests, there is a certain comfort in the sales department that leads to high efficiency and high profitability. It also increases job satisfaction and proves the added value of your company. That's where the growth starts.
To find the right balance between generating qualified leads and investing in the sales department. Sometimes it's more budget-friendly to invest more in your marketing than to hire a new salesperson. The optimum when it comes to generating qualitative leads is where you can identify the right customer with the least effort and convince them of your offer. A fascinating quest that is definitely worth some learning money!
For the lead scoring of upMention, we have mapped out which factors indicate whether an application is qualitative or not. These factors for lead nurturing are based, among other things, on how IBM as an IT supplier has done the lead scoring since the 50s of the last century. IBM's method is also known as the BANT model, which we have slightly modified.
Our ideal lead appears to have a sufficient budget, can decide for himself, has a reason to start smoothly and gives us enough time to achieve good results. So in our sales software, we have four questions that we answer per lead:
1. Is there enough budget to get to the top of Google?
2. What is the influence of the contact person on decision-making?
3. Is there an urgent reason to get started with Google?
4. Do we get enough time to achieve results?
It is not the case that we force these questions to lead nurturing in every introductory meeting. The end does not justify the means. But, in a smooth introduction of a few minutes, you will soon realize how it is. And sometimes even based on a completed form. So feel free to go short.
You can imagine that a webshop that has just started generally has a little budget and little time for our services. But an organization that works 20+ years on the road, employs 135 people and where the marketing manager contacts us has direct contact with most factors. Of course, make sure that you validate this later in the process and possibly adjust it because assumptions are a mortal sin. Exceptions also confirm the rule here.
Budget, the position in decision-making and the degree of urgency in the lead nurturing are factors that play a role in most organizations and determine what the right leads are.
With upMention, the long-term vision of a customer also plays a role in lead scoring, because that is necessary for success, but of course, that is not always the case. Perhaps you need to ask yourself whether it concerns custom work or standard work? Or that there is capacity?
Describe your ideal customer and make sure you know the score of each lead from now on. Once you know what is important and you have formulated, for example, 4 questions, each positively answered question is worth 25%. Everything that is at 75-100% in your system gives you the most attention and priority.