Lead Scoring and Routing

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Progressive lead forms
Marketing automation is usually controlled by behavior and, above all, data. The collection and enrichment of data therefore plays a major role.

The more you know about leads, the more effectively and relevantly you can serve them. For example, if you know what topics a lead is particularly interested in, you can provide more interesting content. That's why you should always try to enrich lead data with additional information.

This can be done using progressive fields in belarus whatsapp data lead capture forms that are automatically exchanged. For example, if the first name and last name of a visitor to a landing page are already known due to a previous form submission, additional fields can be added to request additional data, such as company name and function.

In modern online marketing, marketing and sales processes are increasingly merging. When both teams work on the same data basis, there is an incredible amount of potential for the company. This results in much better transparency and controllability, which in turn greatly increases effectiveness.

An important distinction between leads is whether they are a Marketing Qualified Lead (MQL) or a Sales Qualified Lead (SQL) . This primarily determines whether a contact receives marketing messages or is contacted directly by sales.

This distinction can be made with intelligent marketing automation. This usually involves using lead scoring, which depends on the lead's behavior (page visits, form submissions, opened marketing emails, etc.). The score increases or decreases depending on the behavior.

For example, if a lead has reached a certain score and thus becomes an SQL, there is a high probability that he or she is open to sales measures, such as a call from a sales representative.

In this case, automation can handle both changing the properties of the lead (changing MQL to SQL) and routing to sales by creating appropriate tasks for the responsible sales staff.