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The bigger your business gets, the more you need a systematic approach to b2b lead scoring and account management. Therefore, one of the most important things you can do is to devise a customer acquisition strategy that’s based on your ideal client profile.
Here is what you should look for.
What Makes an Ideal Customer?
When it comes to lead scoring, the right client always outshines the good client.
In other words, even though the “client is always right,” if they are not right for you, your strategies could end up being wasted. Nobody wants that.
So before saying yes to a deal, go through the following lead scoring exercise by asking the following questions:
1. What Are Their Demographics?
Identifying common ground before making a deal will help you to establish good relations with your clients. Therefore, factors like geography, educational background, income, age, and marital status are important lead scoring attributes. It is critical that you know these things before you commit to a particular customer.
For instance, if you deal in real estate, targeting young adults might be a bad idea. Instead, find your customer base among educated professionals who appreciate well-researched content and a streamlined strategy.
2. What Industry Do They Work In?
Being clear about a potential client’s industry is another crucial lead scoring aspect. This is especially true when your company is a B2B company. This particular lead scoring aspect will help you to decide which companies you will target.
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For instance, if you deal in luxury home fittings, then target well-paid businesses. In short, knowing a client’s industry as well as a little something about their particular business will help you with categorizing and marketing.
3. What Challenges Do They Face?
The strategy of inbound marketing is to present unique solutions to various clients’ problems. Therefore, in order to formulate your marketing approach, you need to be aware of the challenges your ideal clients face. This is where painstaking lead scoring comes in.
For instance, if you are a big marketing firm, then chances are that you can accommodate big, medium, and small clients. However, the content you push out should reflect the problems of all three categories of clients.
This is because, while a big client might focus only on conversions, a small client might be worried about the affordability of your services. Therefore, your content needs to address the challenges of all your ideal clients so as to attract them. Careful lead scoring will lead you toward understanding the problems each category of client faces.
4. What Are They Looking for and Through Which Media?
When you are building a client persona, this should include their search habits: What information are they seeking and where are they looking?
In order to attract the right people, you will need to focus your content marketing on the things that matter to them. Further, to invest in smart marketing tactics, you should also know their Internet habits.
For example, do they use social media platforms? Are they involved in micro-blogging? How frequently do they use post on these platforms, and what do they read, post, and comment about?
After performing this important aspect of your lead scoring exercise, you will be able to create a list of things your content should cover. Additionally, you’ll know where should you post your content so that the right people will see it. You will also have some good ideas about the keywords you should target.
5. How Do They Relate to Your USP?
In the business world, as you might already know, USP stands for “unique selling proposition.”
One of the most important aspects of lead scoring comes with fully developing your USP. This process will lead you to understand how your ideal client relates to your company. In other words, what is it that will guide your clients to choose your company over your competitors?
In order to determine your USP and understand how your ideal client will relate to it, turn to social media surveys or Internet research.
Let Lead Scoring Help You to Grow Your Company
Once you have written your USP and you fully understand your ideal client, your lead scoring on future clients will become more finely tuned. This will help you to find the right client almost every time. In other words, you will become expert at using lead scoring to continue growing your business.