Unlocking the Power of Lead Scoring
Lead scoring is a crucial aspect of any successful marketing strategy. It helps businesses identify and prioritize potential customers based on their behaviors and interactions. However, finding the right balance in lead scoring can be a challenge. It’s easy to fall into the trap of either doing too little or too much, which ultimately hampers effectiveness. Through conversations with numerous customers, two distinct approaches to lead scoring have emerged: the “underfit” and the “overfit.”
The “Underfit” Approach
In the “underfit” approach, customers opt for simplicity and caution against delving too deeply into technicalities. They often rely on basic criteria such as registration to determine a lead’s qualification status. While this approach may seem straightforward, it can oversimplify the lead-scoring process, potentially missing out on valuable insights and opportunities.
The “Overfit” Approach
On the other end of the spectrum is the “overfit” approach, where customers strive to incorporate every possible signal into their lead-scoring model. They aim to capture even the smallest details in marketing interactions that might indicate a prospect’s readiness to become a marketing-qualified lead (MQL). However, this approach can lead to over-engineering and complexity, diminishing the effectiveness of lead-scoring efforts.
Finding the Balance
At Sequel, we recognize the importance of striking the right balance in lead scoring. It’s not about making it excessively difficult or overly simplistic to qualify as a lead. Instead, it’s about tracking meaningful behaviors that provide insights into where a prospect stands in their buying journey and when to engage with them.
To make webinar lead scoring easier for our customers, we’re introducing the Sequel score, ranging from 1 to 10. This score takes into account key webinar engagement signals, including registration, live and on-demand viewing duration, and interaction metrics such as polls, chat participation, and Q&A engagement.
With our new leads dashboard, evaluating webinar leads becomes more intuitive and efficient.
The dashboard provides:
- Key Metrics: Total Leads, Engaged Leads, and Average Sequel Score
- Filtering and Sorting Options: Customize views based on Sequel Score, Number of Events Attended, Average View Time, and more
- Multi-picker for Event Aggregation: Aggregate leads from all or selected events for comprehensive analysis
- Data Cleanliness: Ability to hide hosts, presenters, and internal employees for a cleaner dataset
- Attendee Drill-Downs: Contextual insights into individual leads, including overall Sequel Lead Score and event-level scores
Moreover, we’ve introduced the concept of hot streaks for attendees who have participated in multiple webinars within the last ninety days. This feature underscores the importance of consistency and engagement in identifying qualified leads.
Conclusion
Effective lead scoring is not about complexity or simplicity—it’s about finding the right balance. By tracking relevant behaviors and engagement signals, businesses can accurately assess a prospect’s readiness to become a customer. At Sequel, we’re committed to simplifying the lead-scoring process with our intuitive tools and features, empowering businesses to make informed decisions and drive meaningful connections with their prospects. With our new Sequel score and leads dashboard, you can elevate your lead scoring efforts and unlock the full potential of your marketing initiatives.