AUTOMATION & AI
B2B lead scoring: a practical model for deciding which contacts deserve a sales call
B2B lead scoring gives each contact two scores: one for fit (role, industry, company size, geography) and one for behaviour (pricing page, demo…
- THE PROBLEM
- Ninety per cent of leads aren't buying today
- WHAT NURTURING DOES
- Keeps them warm until their moment comes
- WHO DECIDES
- The salesperson, with more information than before
IN SHORT
People buying on behalf of a company don't sign at the first contact. They research, evaluate, compare. Lead nurturing follows leads through the months between the first enquiry and the decision, with targeted sequences, technical content and a score that only passes sales-ready leads to your sales team. Marketing and sales work on the same data.
The lead who doesn't reply
HERE'S WHAT HAPPENS OVER THE NEXT SIX MONTHS
ONE FLOW, FOUR STAGES
- 01
ENTRY
Form submitted
- 02
CONDITION
Lead scoring
- 03
ACTION
Email sequence
- 04
EXIT
Handover to sales
Built once, it works every night. The hard part isn’t the tool: it’s deciding what happens to someone who downloads a catalogue at 11 pm on a Tuesday and then goes quiet.
What’s included
WHAT WE DO,
IN PRACTICE
01
The path buyers take
The people involved in the purchase, their questions and the content needed at every step.
02
Sequences that follow the lead
Welcome, in-depth content by topic, messages to re-engage cold leads. They send themselves and speak to the individual.
03
A score for every lead
Points assigned on the basis of data and actions, to see who is interested and focus your sales team where it's needed.
04
The handover to sales
Integration with HubSpot or your CRM, alerts to the salesperson at the right moment, shared data.
05
Content for company decision-makers
Data sheets, case studies, guides and webinars that answer the questions of technical directors and purchasing managers.
When you sell to businesses, the road is long
Over 70% of people buying for a company complete more than half of their journey before contacting a supplier. By the time they call you, they’ve already decided a lot. The real work happens in the months before, while they search, read and compare. Lead nurturing keeps you in the conversation during that period, with useful content and without rushing anyone.
We build it with marketing automation and connect it to the CRM, so your sales team receives leads who are already interested, with a history of everything they’ve done. We do it with industrial companies such as Delfin Industrial and Elisa Industriq and with software companies such as sedApta.
How we work
HOW TO KEEP A LEAD ALIVE FOR MONTHS
STEP 01 OF 04
01
We set up scoring
Which behaviours count, and how much. Pricing page visited, catalogue downloaded, emails opened three times. We write the rules together with the sales team.
02
We build the sequences
Different content for people still researching and for people comparing quotes. When you sell to other businesses, timescales are long and patience pays.
03
We decide when to pass the ball
At what score the lead goes to sales, with what information, and how quickly they need to be called. Without this rule the rest is pointless.
04
We close the loop
What happens after the call goes back into the system. That way you can see which leads are worth something and where they come from.
WHAT WE WORK WITH
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We did it for
THE PROJECTS WHERE
WE DID IT
Better said up front
WHEN WE ADVISE AGAINST LEAD NURTURING
NO
The sale closes in two days
With purchases that quick, nurturing is a complication. Better to invest in response speed and the sales page.
NO
Your sales team won't use the CRM
If the data doesn't go back in, after a month the system can't see anything. It's an organisational choice before it's a technical one.
NO
You need more leads
Nurturing works on the ones you already have. If the problem is further upstream, we start from campaigns or SEO.
The questions we get asked
THE QUESTIONS WE GET ASKED MOST
What is lead nurturing?
It's the way you follow up with a lead who isn't ready to buy yet: useful content, sent at the right time, until the moment for a sales conversation arrives. When you sell to other businesses decisions take months, and this is where the difference between a lost lead and a customer is made.
How long does a nurturing cycle last?
As long as purchasing takes in your industry. In manufacturing it's often six to eighteen months. The sequences guide without pushing, and the score signals when it's time to pick up the phone.
Do we need a CRM?
Yes, even a simple one. The CRM is the software where marketing and sales see the same data on every lead. We help you choose it, configure it and connect it to your website and campaigns.
We’ve written about it
WHAT WE’VE WRITTEN ABOUT IT
AUTOMATION & AI
B2B lead nurturing: what it is, how it works and workflow examples
B2B lead nurturing is the process of guiding contacts towards a purchase with targeted content and automated flows. In this guide we explain what it…
HOW MANY LEADS
ARE YOU LETTING GO COLD?
Half an hour on the path a lead takes today, from the form to the signature. There's almost always a gap halfway through.