Companies like Eloqua, Pardot, Marketo, and Hubspot do a remarkable job assigning an online lead score.
They have defined the marketing automation and lead scoring space. They invented it. Each of these tools has strengths and weaknesses. Each of them has industries in which they fit perfectly.
They are all remarkable companies.
But what about lead scoring for calls?
How does producing an online lead score work?
The idea is simple: assign a point value to a lead dependent on some action that lead takes.
Maybe a lead receives 5 points for opening an email about a new White Paper, 40 points for opening and clicking-through an email about a product demo, 50 points for visiting the pricing page of your website, or 10 points for opening 4 emails in a row.
And it is only when a lead reaches 100 points total, for example, that the lead is deemed “sales ready.” The visitor and history of their activity is sent to a CRM.
Lead scoring sends only qualified leads to sales. People who have read a lot of things you’ve written, visited pricing pages, signed up for demos, or viewed certain webinars are given a higher lead score.
Lead scoring saves A LOT of companies A LOT of money. Incidentally, we use one of the companies above for lead scoring and marketing automation. It works well. Our sales reps don’t have to waste time with every lead that downloads a White Paper. They only spend time with leads that accrue enough points to be considered sales ready.
Marketers are increasingly demanding more marketing automation and lead scoring. That’s why Marketo, Eloqua, Hubspot and Pardot are all growing so quickly. Marketers want to determine with more accuracy which leads are good leads and which leads are bad leads.
So, why don’t businesses that depend on phone calls demand the same?
Why is it okay for call tracking companies to merely provide source and keyword data? Why aren’t they required to provide lead scores and some level of marketing automation?
And lest you think this isn’t important, remember that calls to businesses from smartphones are estimated to reach 162 billion by 2019.
Wouldn’t it be useful for marketers to know good calls from bad calls? Wouldn’t it be useful for them to have lead scores for certain campaigns, sources, keywords, callers, industries, etc.? Why don’t marketers demand this!!!!
Well, they did, and now it is here, in the form of Convirza.
Convirza is call tracking on steroids. We provide more than merely call source, call duration and maybe keyword data. Convirza can actually track what happened during the call.
Yep, you heard that correctly.
Convirza can score leads based on things the caller actually said during the call. For example, if someone calls about auto insurance and mentions they drive a BMW, that caller would have a higher lead score than another caller that drives a Honda.
That’s just one example, but imagine being able to actually score calls for quality AUTOMATICALLY.