Lead scoring is a must-have tool for today’s MSP-IT service providers. This blog post provides a quick introduction to lead scoring and tells you how lead scoring can help you make the most of your IT-MSP marketing efforts.

What is lead scoring?

Lead scoring is the process of assigning points or scores to prospects that indicate the prospect’s interest level in your offering. The points are assigned to the prospect based on their attributes and behavior. For example, a prospect who is the part of the decision making team and has been a regular visitor of your website will score more and rank higher than a prospect who is in the executive level or has shown minimal interest in your website or e-mails.

Top 3 Benefits of Lead Scoring

Get qualified leads

Lead scoring lends a logical and scientific angle to the process of categorizing leads ensuring that the leads you focus on are of good quality. There’s no room for subjectivity as you classify leads based on the points earned by them, owing to their behavior and attributes.

Prepare personalized marketing programs

Depending on the score of your prospects, you can categorize them into various marketing programs. Some with high scores could be contacted immediately, while some could be put on suitable lead nurturing programs. Lead scoring allows you to design personalized marketing programs for each bucket of prospects depending on their interest levels, thus enhancing your chances of closing deals.

Learn where to invest your resources

Do you spend a lot of time, effort and money on prospects who just don’t respond? Lead scoring will help you determine which prospects are worth the investment, and allow you to prioritize your marketing expenditure accordingly. Invest more time in prospects with a higher score and let your automated lead nurturing programs handle the others.

To sum it all up, lead scoring helps you generate leads that are better qualified, lends direction to your marketing efforts by allowing you to create different marketing programs for leads based on their interest levels and helps you make optimum use of your time and resources by identifying the leads that are ready to be approached by you.