{"id":83109,"date":"2020-05-26T07:00:36","date_gmt":"2020-05-26T14:00:36","guid":{"rendered":"https:\/\/oroinc.com\/b2b-ecommerce\/?p=83109"},"modified":"2022-05-18T23:35:35","modified_gmt":"2022-05-19T06:35:35","slug":"how-to-master-lead-scoring-for-your-b2b-commerce-business","status":"publish","type":"post","link":"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/how-to-master-lead-scoring-for-your-b2b-commerce-business\/","title":{"rendered":"Lead Scoring: What It Is and How to Master It in Your B2B Commerce Business | OroCommerce"},"content":{"rendered":"

This post has been contributed by\u00a0UpLead<\/a><\/u><\/em><\/p>\n

You\u2019ve established a solid online presence for your B2B commerce business. Maybe, you\u2019ve even started <\/span>optimizing it for SEO<\/span><\/a> and improving your conversion rates. The objective is clear: You want to generate leads that ultimately turn into sales. <\/span>But how to figure out what leads to prioritize? <\/span><\/p>\n

This is when lead scoring comes into play. It helps B2B eCommerce<\/a> companies to understand which prospects are worth their time and which aren\u2019t.<\/span><\/p>\n

\"lead<\/p>\n

[Source<\/a>]<\/span><\/p>\n

What is Lead Scoring?<\/span><\/h2>\n

Lead scoring will rank your prospects against a scale that represents the perceived value of these prospects to your business.<\/span><\/p>\n

It\u2019s a methodology where you select only a few of the leads to ensure effectiveness and precision. You don\u2019t group the prospects too\u2014every lead is supposed to get its score and be classified accordingly.<\/span><\/p>\n

Use suitable <\/span>prospecting techniques<\/span><\/a> to generate a list of leads. Afterwards, you can start scoring them to determine which prospect would be valuable to your organization.<\/span><\/p>\n

What do B2B Commerce Businesses Need to Consider When Using Lead Scoring?<\/span><\/h2>\n

68%<\/span><\/a> of the best marketers count lead scoring as a top revenue contributor, so you know it’s an important practice to know of. Sadly, about <\/span>79%<\/span><\/a> of B2B marketers haven\u2019t taken the initiative for the same.<\/span><\/p>\n

The thing is: Lead scoring isn\u2019t a universal process. It\u2019s different for each business.<\/span><\/p>\n

For example, a B2B company might prefer to learn about the job title of the lead instead of his or her location. You see, this will help them to understand whether the prospect has the authority to make purchasing decisions\u2014something which is most important for <\/span>B2B commerce companies<\/span> as they want to sell their product. Also, you can end up with leads from the same company. In such a case, it would be better for you to focus on only one lead from the company \u2013 the one who is able to make a decision \u2013 instead of focusing on all of them to save effort and time.<\/span><\/p>\n

Contrarily, a B2C company might not care about the lead\u2019s job title. Instead, it would be more useful for them to know about their location to determine whether the lead could be a potential customer.<\/span><\/p>\n

Nevertheless, establishing a scoring system can be beneficial for both types of companies to help them find genuine leads.<\/span><\/p>\n

\"lead-a-vs-lead-b-comparison\"<\/p>\n

[Source<\/a>]<\/span><\/p>\n

How to Build a Successful Lead Scoring Model?<\/span><\/h2>\n

The following is a step-by-step guide to create a successful lead scoring model for <\/span>B2B commerce<\/span>:<\/span><\/p>\n

Step 1: Defining the Company and Personal Attributes of Leads<\/span><\/h3>\n

Lead and customer acquisition<\/span><\/a> is only possible when you\u2019re able to identify your target audience. So, you need to establish criteria that your lead would need to satisfy to <\/span>become<\/span><\/i> a customer.\u00a0<\/span><\/p>\n

For example, your lead needs to have purchasing authority or at least be influential enough to convince the person who would buy your product. This could mean that you\u2019re only looking for specific job titles. Company information can be another basis that includes the following:<\/span><\/p>\n