LI-COR Biosciences is involved in the development, production and sale of high-quality innovative instruments, software, reagents, integrated systems for the biotechnology industry and environmental research. The company starts its scoring with the most basic actions, such as monitoring the completion of lead forms, tracking web page visits and email openings.
As sales became increasingly dependent on assessment data, LI-COR built on this activity into a scoring methodology that uses product assessments to close sales in eight key areas of the company's business. LI-COR categorizes leads by specific behaviors to improve the solutions offered in each of the company's key areas of business and to personalize communications with nurturing leads.
Paying attention to prospect behavior was critical for the sales slovenia phone number data team, as the average purchase cycle for research equipment is six to nine months. Using a tool like Marketo Sales Insight to monitor account activity that increases most rapidly before a specific decision is made allows sales teams to predict which contacts are actively pursuing subsidies and therefore require timely follow-up.
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Implicit scoring
Implicit lead scoring most often involves tracking the behavior of potential customers (e.g. observing their “online body language”) to gauge their level of interest in your products or solutions. Implicit scoring can also involve learning more about potential customers based on the qualitative data you have (their IP address location, etc.).
Basics of Behavioral Assessment
Behavioral scoring determines a potential customer’s readiness to buy. Leads who visit web pages, open emails, and respond to offers are highly interested. Product page visitors demonstrate better buying behavior than those who visit the About Us page. See examples of behavioral scoring in the tables below.
But activity type is only one of many behavioral dimensions. It doesn’t tell you where a lead is in the buying cycle. When you drill down into behavioral processes (as shown in the second table), you can go beyond behavior and determine the importance of the action (the value of the lead’s activity). For example, you should value prospects who click on a link in an email about a product discount higher than those who click on a link about the industry situation—a click on a product link indicates interest in buying.