Sales Lead Scoring
In marketing automation systems, prospects’ “Score” are constantly updated based on their activities and interactions on the website. For example, the following are the default points added or subtracted with the Gossamar/ Pardot PI system:
- Form/landing page success +50 points
- Site search query +3 points
- Visitor session +3 points
- Visitor page view +1 point
- Form/landing page error -5 points
Good marketing automation systems allow total flexibility in how Scores are assigned. For example, you may want to increase the assigned Score with visitor page views for certain pages, or for certain site search queries such as “pricing”.
A prospects Score gives an indication of how interested the prospect is in the seller’s website and the seller’s solution. In contrast, a prospects “Grade” is an indication of how interested the seller is in the prospect based on his or her profile (such as job title or industry). In combination, Score and Grade provide an excellent insight into the sales potential of the prospect.
