Automated Lead Scoring and Qualification deliver Higher Quality Sales Leads

With marketing automation software’s built-in marketing analytics, you can discriminate between ordinary visitors and true sales prospects by qualifying visitors to your website. Best of all, you can automate the entire Sales Lead Scoring and qualification process so that it doesn’t burden your sales and marketing team with the mundane tasks of Sales Lead Management.

Marketing Automation software qualifies prospects using two sources of information. The first is voluntarily provided by the visitors – profile information such as email address, job title, department, industry, company, and geographic location – in exchange for downloading your online content. Progressive forms, built into the marketing automation software, request this information from the prospects only a few questions at a time over successive visits. The trade – knowledge content for some profile identity – is always fair and easy. All data capture is permission based, and privacy protection must be clear and absolute.

Marketing Automation’s advanced features such as Soft error detection and Email verification are essential to making both the user experience successful and the data capture meaningful.

The second source of information gathered by marketing automation is a visitor’s Digital footprints – the tracks they leave as they explore your website over time: how often they visit, what sections they access and for how long, and what actions they take. This powerful insight into the prospect’s behaviour is simply not available through conventional sales lead management.

The marketing automation system then automatically combines both sets of information on the visitor, and “scores” the sales lead. Lead scoring gives you an amazingly accurate insight into the sales potential of prospects in your online sales funnel.

Gossamar’s marketing automation systems give you complete flexibility in setting the lead scoring Business rules. As a result, you are in full control of the sales lead management process, and can determine when a prospect moves from “cold” to “warm” to “hot” in the sales funnel. You can also determine who in your sales teams should be instantly notified by email when a prospect becomes “sales-ready”. And when your local sales reps get emails about new “hot” prospects in their territories, they also get all the prospect’s Profile and Digital Footprints, arming them with all the information needed to make a perfect sales call and close the deal.

Sales Lead scoring is a highly effective way to keep expensive sales teams focused on the best leads. Our white paper, How Gossamar Automates Lead Management provides details on this lead scoring and qualification process.