Uncontrollable data (non structured): At times marketing will not have control over the way certain data is collected and brought into the marketing database. This is typically the case for tradeshows, list acquisition, and previously collected data. Your challenge then is to find a way to score this manually entered data without being able to exactly match it. The solution depends on the capabilities of your LSM.
Does your lead scoring model support wild card matches?
Yes (congratulations): For each field you plan to score, create a list of phrases that your LSM will search.
No: Try to find the most common occurrences of manually entered data and add them to your LSM. This approach is severely limited and might result in a high amount of score-able data not being identified.
Copied below is a sample lead score model using some of the ideas I've discussed thus far.
- Use progressive scoring tactics by asking additional LSM questions with each interaction of your lead (1st form - 3 questions, 2nd form - next 2 questions, 3rd form - all 8 questions)
- Pre-populate the questions they have previously answered to increase their confidence in the relationship and save them time
- Structure data when possible for more accurate scoring
These simple steps will increase the simplicity and accuracy of your lead scoring model allowing marketers to send qualified leads to sales.