Business survival is tied to lead generation. There’s good reason why the marketing departments invest fortunes in demand generation.
The Sales teams may use the Marketing Score that indicates Buyer Intent, but often struggle to consistently follow-up with these leads.
Why is that? There is no way to track and monitor inbound Leads because teams have to rely on activities being logged which doesn’t happen, while reports that are run in Salesforce (total activities or last activity) don’t tell us the full story.
So wouldn’t it be wonderful if you could sift through every Lead and reach out to the ones who have the highest engagement with people at your company?
That’s exactly what the Ebsta Score makes possible!
The Ebsta Score is a number between 0-100 that represents real-time engagement. The more high-quality interactions your company has with a Contact, Opportunity, Lead or Account – the higher their Score.
How Your Sales Team Can Use Engagement Scores
Your sales team can use engagement scores to identify sales-ready leads. This can save them the time and effort of calling all the leads in your database in an arbitrary order.
Using the Ebsta Score, they can approach the leads that are actually interested in your business, first.
For instance, in the above screenshot from the Ebsta Dashboard, the engaged leads can be easily identified by having a score range between 80-100, and is marked as light blue.
The ones with a score between 0-20 are disengaged, so approaching them can be postponed or even ruled out.
Measuring engagement can also reap rewards for businesses that have repeat customers.
Suppose you sold an education training package to a customer 2 years ago. Now, if they start browsing through your website or opening your emails again, it could mean that they are interested in buying from you once more.
If your Sales team identifies this renewed interest from their engagement score, they’ll be able to approach him and close the deal faster.
How Your Marketing Team Can Use Engagement Scores
Your marketing team can use the Ebsta Score to identify which prospects are the most engaged leads for your sales team to follow up with.
This can help them optimize their investment, and put money in the campaigns that bring in leads with the highest chances of conversion.
Also, the Ebsta Score can help your marketing team direct their nurturing campaigns. For example, if you notice that the lead engagement is low, it indicates that your follow-up campaigns to maintain and better your leads’ interest in your business, are not performing well.
Armed with this knowledge, your team can revamp their campaigns to up the lead engagement, and thus, their chances of conversion.
To conclude, it can be said that measuring the engagement of your leads is critical to get the best out of your sales database, as well as from your marketing campaigns.