Leads in marketing and sales are often divided into cold, warm and hot leads: leads are there
- Cold leads are unfamiliar or barely familiar with the brand and products of the company: so far they have simply visited the site, could download a lead magnet, but have not shown much interest in making a purchase.
- Warm leads – already need a product or phone number list service, they may have even left a request on the website, but have not yet decided, for example, whether to buy from you or your competitors, buy now or wait for discounts.
- Hot leads are ready to make a purchase here and now and know exactly what product they need.
Lead assessment, qualification and scoring
Leads can also be divided by their readiness to buy and who works with them and at what stage:
- Information qualified or non-qualifi are users who may not need the product or service at all, but who still give their data to improved product quality and reduced defects the company. For example, they may have are there been attract by lead magnets or free training.
- Sales accept leads are sales department who have already form a desire to buy a product, but are not ready to pay the company right now – for example, they are waiting for a personal offer for an order.
- Sales qualifi leads are hot or ready-to-buy users who definitely want to buy in the near future.
The process of assigning to groups to determine their level of readiness to purchase is calle lead qualification or lead scoring .
Why lead scoring is need
Lead scoring or lead quality assessment is need to quick signs understand when and which users the company can push to purchase, which department needs to work with .
Explicit scoring is base on the data that the client himself provid to the company: name, contacts, answers to key questions for b2b (about the industry, company size, employee position).
Explicit scoring is carrie out using the leads are there BANT assessment model. This model helps to “disassemble” the lead by four key parameters: budget, authority, nee, time. The main focus is on the question “does the lead have money to buy the product”?
Explicit criteria work in conjunction with implicit ones.
Implicit scoring is base on marketers’ analysis: which pages did the user visit? Did they add products to favorites? Which products did they view more often?