Few things are more frustrating than getting zero ROI from your marketing efforts. Many of the MSPs that seek our expertise come to us because they’re trying to differentiate and grow their customer bases – and existing marketing efforts aren’t doing anything to turn those problems around.
One major contributor to the marketing ROI problem we often see with MSPs: wasting time and effort on unqualified leads. How do you remediate this? Lead scoring.
Lead scoring is a process that leverages data to calculate a numerical score you can apply to each of your leads that helps you prioritize and respond to them appropriately. There are many different lead scoring models, and every MSP will have different goals that inform the lead scoring method they choose.
Using information you’ve collected about how businesses have interacted with your MSP in various ways – engagement with your website, interaction with your social channels, clicks on your emails, etc. – you score your leads numerically, with different attributes carrying different weights.
What you get is a data-driven, prioritized list of leads that will help you see better ROI on your marketing, focus your sales efforts, and increase your conversion rates.
MSPs often lack definition around who their target buyers are. This translates to scattered messaging that fails to concisely articulate your value. Your prospects expect more personalized communication – so if your message is missing the mark, your leads aren’t turning into customers.
Through lead scoring, you’ll identify not only who your most qualified leads are, but why these particular leads offer the best chance of converting. How does this help you?
Ultimately, this will lead to more sales – and clear ROI on your marketing efforts.
Getting started with lead scoring involves a three-step process.
While the process of lead scoring is straightforward, it takes experience and expertise to do it right. Mojo has spent years helping MSPs qualify their leads, maximize ROI on marketing, and grow their businesses. If you’re ready to improve your marketing, get in touch with us now.