In today’s world, leads from web sources are often not yet ready to engage with sales.
In fact, according to Marketo, only 25% of new leads are sales ready. This underscores the need to find a way to identify the “hot” ones and pass them to sales before a competitor steals them away or they go cold.
Lead nurturing is the process of moving a lead through the sales funnel, with marketers deepening the relationship with each lead over time. Lead scoring is an essential part of lead nurturing, and a 10% increase in lead quality equals a 40% increase in sales productivity. You want sales engaged with your best leads.
Lead scores can be based off of demographic information such as job title, location, size of company, industry verticals, etc., as well as activity information. Activity would include whether the lead opens your emails, clicks on links, downloads collateral such as white papers or infographics, fills out a form, or makes a call.
Finding and following up on the best leads is key to increasing your sales team’s productivity and conversion rate. Your best leads are more likely to make a call to your business than fill out a form, and with conversation analytics data and call tracking from Convirza, you’ll know exactly who those best leads are, and how they’re finding you. Calls to a business are 10 to 12 times more likely to convert to revenue than form fills.
Convirza’s Lead Scoring algorithm automatically analyzes the words and phrases on each and every call. We use sophisticated and highly accurate voice recognition technology and pair it with thousands of algorithms to assign a lead score to each call. A lead score over 60 is a good lead, and a lead score over 80 is a GREAT lead. Great leads convert to revenue over 97% of the time.
This kind of data will tell you which marketing activities – white papers, emails, websites, adwords, key word organic searches, billboards, direct mail, radio and television advertisements, skywriting, etc., are the ones that are reaching your best leads, and then you can target your marketing spend at the activities that produce the most sales-ready leads.
We’ll even help you.
Convirza’s platform seamlessly integrates with today’s marketing SaaS providers to automatically adjust your bid management, CRM lead scores, marketing automation, and more. You can automatically send alerts to your sales manager when a hot lead called but didn’t close (We call that a “Missed Opportunity” – just one of dozens of things we can track from each phone call. Yes, automatically.)
We call this Call Marketing Optimization, and it’s a game changer.