Once you have compiled your behavioral and demographic ranking attributes, you will need to combine them into your scoring model to create an overall lead score. Review your scoring system to ensure that the typical lead who is ready to buy has demographic scores that make up no more than half of their overall score. This is important because a lead that does not have any behavioral attributes, active or latent, may not be ready to engage as a buyer.
Identifying leads ready to buy
Now that you’ve created a lead scoring model, you need to norway phone number data determine the threshold—the point at which you’ll hand off a prospect to sales. How do you set this threshold? Start by looking at past closing opportunities. At what point does your typical lead feel ready to buy? Do you want to hand off only “A” (highest quality) prospects to your sales reps?
You’ll want to review your scoring to make sure that the leads you’re sending to sales actually meet the minimum score to qualify them as ready to buy. This often happens when the key demographics are close to what you’re targeting and the lead has demonstrated one or two critical behavioral activities. This is important because if you send too many leads to sales, sales may not be using their time effectively. But if you send too few leads to sales, they won’t be able to keep the pipeline moving. Refine your scoring before sending qualified leads to sales reps.
What happens if a lead doesn't reach the deal-readiness threshold? They are put into a "nurturing program" until they demonstrate, through implicit behavior, that they are ready to buy.