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Is your client ready to buy? Think about scoring now!
Scoring system allows to give points (or subtract) to customers who excel at different activity defined by us on certain fields.
These are series of algorithms
Scoring system allows to give points (or subtract) to customers who excel at different activity defined by us on certain fields.
It may include for example:● webpage frequency visits, ● activity in social media profiles,● the total amount of transactions
etc.
PROBLEM
heads of sales departments agree that
marketers in their businesses can identify their clients that are willing to immediate purchase.
23%Only
of newly acquired customers/leads are ready to make quick purchase decisions. So you need to consider how to handle with the remaining 75%.
25%Only
What is scoring for? What do you need to use scoring?
The scoring system allows to determine the client's willingness to buy at any given time. We implement it in order to be able to predict which of the customers are currently the most motivated to make purchases. We may focus on a special attention so that it will quickly lead to sales.
What is scoring for? What do you need to use scoring?
Look at all data that you have collected about customers so far and thoroughly analyze customer behavior before purchasing. You should also watch whether and at what point, the customer behavior is changing. Pay attention to these behaviors which are similar to all shoppers - enter them to a list of a criteria and score points.
What is scoring for? What to do to use scoring?
You should remember that scoring system is strongly influenced by the number of different information that are gathered in a data base. Besides consumer behavior in the Internet, on our website, we can also take into account how the customer behaves in our stationary stores.
BENEFITS
The most important benefit from scoring customers is:
● shorten the purchasing cycle,● increase the likelihood of conversion,● ability to customize marketing to
customer behavior at every stage of the purchasing path,
● increase customers’ satisfaction.
best performing companies, marketing and sales department cooperation is critical to increase ROI.
For 69%
marketers state that a well-functioning
system of scoring and suitability of a content marketing have the greatest impact on the revenues.
For 68%
TO CONSIDER
With lead scoring you need to attach values to each of your clients. But when you do it incorrectly your clients will get inappropriate messages and your opportunity to sale may slip away.
SOLUTION
Divide scoring criteria of your clients database into 2 groups:
formal data (explicit) behavioral data (implicit)
Divide scoring criteria of your clients database into 2 groups.
behavioral data (implicit) Mainly demographic data, like:● location, ● marital status, ● work, ● earnings.
formal data (explicit)
Divide scoring criteria of your clients database into 2 groups.
formal data (explicit) behavioral data (implicit)Mainly behavioral data, such as:● users behavior on the
website, ● the activity associated with
the mobile application, ● product categories
purchased online and offline, etc.
Negative criteria
Mentioned criteria can also become negative. This could be for example:
● unsubscribing from the newsletter, ● activity only on noncommercial
subpages (for example career), ● abandoning the shopping cart, ● student status - while our product is a
service for corporations.
How to score customer’s behavior?
All criteria should be divided into categories according to their relevance and for each of them are given certain points. Our division and valuation of criteria may look like: ● the most important criteria (10 - 15
points),● very important criteria (5 - 9 points),● valid criteria (1 - 4 points ),● negative criteria (negative).
Groups of clients
A profile of each of our customers will be defined in real time according to two coordinates (formal and implied). It should also establish a number of thresholds points divided into two categories, so that we can assign each customer to a group called:
● hot leads (ready for immediate sale),● warm leads (requiring support of the decision),● cold leads (clients at the beginning of the purchasing
path).
Groups of clients
cold leads
warm leads
hot leads
SYNERISE SOLUTION
Fill appropriate fields in the scoring form in Synerise settings section and set scoring conditions, like: scoring time range, client’s activity (online or offline) which has to get points, number of points for each activity etc.
With Synerise you can easily score your clients
Every crucial client’s activity will be correctly scored, because you can use both positive and negative points. Thanks to that you will be able to assign each client to segment with hot leads, warm lead or cold leads, and perform different marketing strategy to every group.
Synerise enables you to:
● adjust communication in a real time to the right group.
● assing your clients to different segments,
● find out when your leads reach that critical score that makes them sales-ready, even in big data base,
