Chapter 6: Lead Scoring and Nurturing
Chapter 6 of 14
Chapter 6: Lead Scoring and Nurturing
6.1 Lead Scoring Models
Lead scoring quantifies lead quality, helping prioritize sales efforts and improve conversion rates.
Scoring Factors:
- Demographic: Job title, company size, industry
- Behavioral: Website visits, content downloads, email engagement
- Engagement: Email opens, clicks, form submissions
- Fit: Alignment with ideal customer profile
6.2 Scoring Implementation
- Define scoring criteria
- Assign point values
- Set thresholds (MQL, SQL)
- Automate scoring updates
- Regularly review and adjust
6.3 Lead Nurturing
Nurture leads with relevant content:
- Segment by stage and interest
- Deliver educational content
- Address pain points
- Build trust over time
- Move leads through funnel