Stop simply Scoring, Start Profiling

How to Improve Your Lead Generation and Conversion?

Lead scoring has been a popular tool for B2B marketers for years, helping to prioritize leads and focus sales efforts on the most qualified prospects. However, as the marketing landscape continues to evolve, it’s becoming increasingly clear that scoring alone is no longer enough to drive results. To truly engage prospects and drive conversions, marketers must go beyond scoring and start profiling.

What is lead scoring?

First, let’s start with a quick refresher on lead scoring. Lead scoring is a process of assigning a numerical value or score to a lead based on their behavior and engagement with your marketing campaigns. Scoring is typically based on factors such as email opens, website visits, and form submissions, as well as demographics such as job title, company size, and industry. The purpose of scoring is to prioritize leads based on their level of engagement and likelihood to convert into customers.

Why profiling is more effective than scoring

While lead scoring can be an effective tool for prioritizing leads, it has some limitations. Scoring only takes into account a lead’s actions and demographics, but it doesn’t provide a deep understanding of their needs, preferences, and motivations. This is where profiling comes in.
Profiling is a process of creating a detailed profile of a lead based on their demographic and behavioral data. Profiling includes information such as job title, industry, company size, buying behaviors, and pain points. The purpose of profiling is to gain a deeper understanding of a lead’s needs, preferences, and motivations, in order to tailor marketing messages and sales strategies.
By profiling your leads, you can gain a more comprehensive understanding of their needs and tailor your messaging and content accordingly. This helps to build stronger relationships with prospects, increase engagement, and ultimately drive more conversions.

How to start profiling your leads

So, how do you start profiling your leads? Here are a few tips to get you started:

1. Define your buyer personas: Start by defining your buyer personas – the ideal customer profiles that represent your target audience. Use this information to create detailed profiles of your ideal customers, including their pain points, motivations, and buying behaviors.
2. Collect data from multiple sources: To create an accurate and comprehensive profile of your leads, you need to collect data from multiple sources, including website analytics, CRM data, social media, and customer surveys.
3. Use lead nurturing campaigns: Use lead nurturing campaigns to engage your leads and collect more information about their needs and preferences. This can include personalized emails, social media outreach, and targeted content.
4. Continuously refine your profiles: Continuously update and refine your lead profiles based on new information and insights. Use this information to refine your marketing messages and improve your conversion rates.

Stop Scoring, Start Profiling: Final Thoughts

While lead scoring can be an effective tool for prioritizing leads, it’s no longer enough to drive results in today’s complex marketing landscape. To truly engage prospects and drive conversions, marketers must go beyond scoring and start profiling. By creating detailed profiles of your leads and tailoring your marketing messages and sales strategies accordingly, you can build stronger relationships, increase engagement, and ultimately drive more conversions.