Lead scoring software works step-by-step through a series of processes to uncover the most qualified leads for your business. Each program is different, but in general, it can be summarized as the following chain of actions:
You start with existing leads. These leads will give you the bare minimum of information you need to lay the foundation for your assessment process and build behavioral patterns.
The program searches for information on the Internet. Even just one email hong-kong phone number data address of a person will allow you to learn a lot about him: presence in social media, web activity, etc.
Creating an ideal buyer model . At the next stage, the software assigns points to each lead, focusing on the probability of its conversion into a buyer or on its importance for the company's profitability.
To calculate this metric, the software queries your CRM and automated marketing system to determine success parameters (the conditions under which you have achieved high results in the past). The algorithm then analyzes various combinations of signals transmitted by leads and creates an ideal buyer model.
Just like Netflix
Unfortunately, this solution is not yet available in Russia, but according to Carla Stack, a special correspondent for the well-known marketing blog Hubspot, Netflix is a huge success not only because it is the largest supplier of hundreds of TV series and feature films, but also because of its attitude towards the viewer, whom the company values and respects.
The recommendations Netflix is famous for are based on the customer's preferences, the connections between movies and TV shows they've already watched, their favorite genres, and even the length of the movies. All this in order to recommend only the best to the customer.
It is easy to see that predictive lead scoring works on the same principle. When a lead enters your database, its inherent parameters are immediately assessed against existing leads, and then a conclusion is made about its profitability.