Data collection is the start of an effective lead scoring model (LSM). This is a given for the advanced lead scoring guru, but for everyone else this is the often overlooked beginning point to develop a LSM that actually works. If you've recently implemented a LSM or are getting ready to start, here are a few pointers that will set you on the right path:
- Begin with a simple evaluation of the data entry points to your marketing database. Your list will likely include the following: tradeshow lists, Website forms, CRM data entry, landing pages, and third party sources.
- Group the data entry points into two categories: controllable data and uncontrollable data.
Controllable (structured) data: If marketing has the ability to control the way data is collected, they should seek to structure that data for the purpose of their lead scoring model. This is most often the case with Web forms, landing pages, and CRM data entry.
- Evaluate the questions on these lead forms. Most likely you have already been asking questions that are part of your manual lead evaluation process.
- Identify the basic questions that can be standardized across all your forms. Not that the same questions need to appear on every form, but when they appear they need to collect the data in standardized formats.
- Ensure that the data points you will score on are not open ended questions. For example: instead of asking people to type in their job title, include a drop down list of roles you would expect from leads/visitors to your site so you'll capture consistent responses.
- Follow best practices when creating forms. The number of questions should increase or decrease in harmony with the perceived value of the offer.
The image below shows an example of standardized questions one might use to score leads.
In my next blog I will share more information about handling the data you can't control and other "gotchas" that can destroy your lead-scoring model.