To avoid wasting time trying to convert prospects who are still unlikely to purchase your product, you must refine your targeting and your scoring. To do this, you can combine behavioral prospect analysis with marketing automation.
Lead scoring or behavioral scoring of prospects is particularly essential in B2B. This is one of the important levers for the success of your marketing campaign. It allows you to optimize your marketing operations and target your campaigns. However, it is not easy to collect the most useful information about your prospects in a precise and filtered manner. Fortunately, with a good marketing automation solution, everything becomes simpler and you become more efficient in your efforts.
What does BtoB lead scoring consist of?
Scoring consists of assigning a score to each prospect based on their level of engagement, that is to say their behavior towards your brand and your product. For example, it is said that the prospect warms up if he visits the pricing page. Simply put, behavioral scoring gives a precise idea of the maturity level of your prospects.
This is a powerful technique that can allow you to optimize your prospecting strategy. It is used in particular to segment your traffic on the web. The behavior of prospects towards a site or several sites can in fact be translated into a score. Likewise, their behaviors recorded when receiving emails (opening, clicks), for example, can allow you to evaluate their position within the sales funnel.
There are three main levels of engagement: education, consideration and decision. The message sent to prospects evolves with each acquisition phase. You can personalize your educational content as your prospects engage. Moreover, it is essential to educate your target before presenting your services to them.
What are the types of lead scoring?
Density scoring
Density scoring quantifies the journey of an Internet user on a website. It helps you classify the behaviors of your visitors. This allows you to identify the people who need to be contacted. This gives you a clear idea of when and how to relaunch them. Determining factors may be connection time and number of clicks.
Scoring by categorization
Scoring by categorization allows you to optimize your web-tracking and retargeting campaigns. This classification helps eliminate off-target visitors during follow-ups. The pages are classified according to the prospect's predisposition to purchase. These are :
- hot pages like price pages,
- lukewarm pages like product sheets,
- and eliminatory pages such as job offers.
READ ALSO: How to accurately score your BtoB prospects? The complete guide
Can we automatically score our BtoB prospects?
AI helps collect data about your customers
Artificial intelligence has definitely succeeded in conquering the world of marketing. In BtoC, it has become essential to marketing departments in implementing their digital strategy. In BtoB, the situation is a little more complex in that it is not easy to collect relevant data on companies.
However, this data is at the heart of commercial prospecting. They must be quantitative and qualitative to enable effective lead capture. Magileads has become a leader in the business prospecting market thanks to its database with more than 20 million named B2B contacts. Indeed, deep learning requires a large amount of information to segment your prospects. Also called “deep learning” or “deep learning”, it is a set of machine learning methods attempting to model with a high level of data abstraction thanks to articulated architectures of different non-linear transformations.
Marketing automation to segment your prospects
This extremely detailed contact list will allow your marketing teams to generate qualified leads ready to be converted into customers by your salespeople. On this point, Magileads strives to update its database almost daily. You can therefore be sure that you are working with reliable and relevant data.
The platform helps you create a tailor-made omnichannel strategy by providing you with the best customer acquisition levers. With marketing automation as a lever, you now have the opportunity to make all your marketing efforts profitable while saving time to develop your business.
Can we predict prospect behavior using AI?
Machine learning allows you to make relevant predictions in terms of behavioral scoring. Data scientists developed this technology to simulate human learning. Thanks to it, you will be able to empirically study the mechanism that guides the choice of your prospects and to anticipate their behavior.
Computer programs use deep learning software to study and analyze your prospect’s scoring. It is interesting to see how these algorithms improve over time. The benefit of this verbatim analysis is crucial insofar as it allows marketers to draw relevant conclusions on the profile or behavior of prospects. This upstream preparation facilitates decision-making and increases efficiency.
Automate your BtoB prospecting using Magileads
The customer acquisition and loyalty platform Magileads allows you to automate your prospecting processes from A to Z. It provides innovative solutions to allow you to easily generate leads by email, via LinkedIn or through retargeting Ads. Thanks to this targeted and sustained communication, you will be able to adapt the messages to stimulate the prospect if he is hot, lukewarm or cold.
This type of software constantly learns from information collected on the behaviors or choices of your targets. The KPIs you receive will help you perfect your marketing strategy as your campaign progresses.
