Your current situation: you have a database with your company’s contacts, leads, including past and potential customers. This database contains a bit of contact information about each one but, have you ever asked yourself: What do you truly know about them? In particular, what do you know about them that is meaningful to your company?
For example, what is their current interest (and degree of interest) in your products/services, and do they have the potential to ever be or should they be considered a qualified lead? These questions might leave you at a bit of a loss.
Lastly, how do you avoid wasting company time on a long list of contacts (by sending out generic bulk emails or cold-calling, for example) that might not be ready to buy, and instead identify and refocus most of your attention on those with the greatest potential?
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Use Smart Lists and Lead Scoring to Automatically Gather Meaningful, Actionable Information About Your Contacts’ Interests and Behaviour
Lead Scoring and Smart List are two features offered by many marketing automation platforms that help you to automatically and dynamically collect valuable information about your contacts' online behaviour (e.g. what they click on, pages they visit from an email you send, forms they fill out etc.) resulting in actionable information for you and your company. Among other things, Lead Scoring and Smart Lists can let you know who is ready to buy, when they are ready to buy, and will provide you with the information you need about a contact’s behaviour and interests so you can tailor the appropriate message to close the deal.