Whether you are an online retailer, a services business or indeed any company with a prospect list, it’s important to figure out who your best prospects are when you engage with both potential and existing customers. Warm leads are much more likely to convert than a customer who made an enquiry a year ago, but how many of us rank our marketing lists and segment them into prospects displaying the most interest, or conversely, identify those whose interest and interaction levels need increased nurturing and boosting?
“Businesses should be targeting the right customers, prospects and leads at the right time to help ensure the best chance of converting opportunities and leads into profitable sales.”
– Orderwise
OrderWise have recognised this conundrum and added a new activity scoring functionality, which scores prospects based on how much or how little they have interacted with your business. Using the new activity scoring feature, both CRM activities and quotes can be attributed scores, which OrderWise will then use to calculate an overall score that can then be used to easily see the value of a lead based on their level of activity and interest.
It’s also important to assess the amount of interaction an existing customer has with a business balanced against the amount of purchases they make. There’s little point sending marketing to the customer from hell who has contacted you 10 times in the last month over a minor purchase, but equally you’ll want to nurture and perhaps offer loyalty rewards to the best prospects that never contact you but make frequent purchases. It’s also important to recognise that recent activity is likely to be more valuable than past activity.
The new profiling and activity scoring functionality from Orderwise can automate scoring leads, but if you’re not an Orderwise client it will be well worth manually considering which of your prospects you send marketing to and segmenting your lists to send different messaging to your best customers compared to those on your mailing lists that haven’t interacted with your brand for a longer period of time.
