When you foster a dialogue with your prospects through lead nurturing, you can stay in the loop when changes occur that show buying signals.
Prospects and leads that are being nurtured will, at some point, be ready to buy. But it’s often too time-consuming for Sales to be in regular contact with a high volume of unqualified leads.
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Lead scoring according to agreed BANT criteria (Budget, Authority, Need
and Timeframe) indicates the quality of a lead, so that opportunities
are not missed. Over time, your nurtured leads are ‘rated’ so you know
when they ready to hand over to Sales.
Scoring definitions will vary strongly between product and solution sales and are customised.
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Lead Nurturing and Scoring tracks prospects’ readiness and general interest over time so you can focus on the right effort at the right time. Ultimately this results in increased effectiveness of precious sales time through better qualified leads.