This model is likely to vary depending on the complexity and length of a company’s average sales cycle. For B2B companies, the sales cycle is long and complex by nature and, as mentioned above, often involves multiple buyers and influencers.
Marketing and sales teams must be aligned on the criteria that define a qualified lead, which is determined by the following:
Firmographics - company size, industry, location, turnover, clientele
Demographics - position, seniority, person - decision maker/influencer, purchasing power
Engagement metrics - website visits, page views, email and social interactions, content downloads, demo requests
Incorporating a robust lead scoring model is a critical step in navigating the intricate landscape of B2B nurturing campaigns. As modern buyers engage with a plethora of content, identifying true purchasing intent becomes paramount to ensuring leads progress seamlessly through the funnel. By aligning marketing and sales teams on specific criteria such as company data, demographics, and engagement metrics, businesses can prioritize and focus their efforts on the most qualified leads, ultimately leading to more successful conversions and maximizing the potential of their B2B nurturing campaigns.
