How do you balance lead scoring with other lead qualification methods in IT Sales?

1 Lead nurturing

Lead nurturing is the process of building relationships with leads through relevant and personalized communication. It can help you educate, engage, and persuade leads to move further along the buyer's journey. Lead nurturing can complement lead scoring by providing more insights into the lead's behavior, interests, and pain points. You can use lead nurturing to adjust your lead scoring criteria, deliver targeted content, and trigger timely follow-ups. For example, you can use email marketing, social media, webinars, or case studies to nurture your leads and increase their score.

2 Lead verification

Lead verification is the process of confirming the accuracy and validity of the lead's information. It can help you eliminate fake, duplicate, or outdated leads that can waste your time and resources. Lead verification can also enhance your lead scoring by ensuring that you have reliable data to base your decisions on. You can use lead verification to verify the lead's identity, contact details, company, role, and budget. For example, you can use phone calls, email verification tools, or third-party data sources to verify your leads and improve their score.

3 Lead segmentation

Lead segmentation is the process of dividing leads into smaller groups based on their characteristics or behavior. It can help you tailor your sales strategy and message to the specific needs and preferences of each segment. Lead segmentation can also refine your lead scoring by allowing you to assign different weights and values to different segments. You can use lead segmentation to segment your leads by industry, size, location, stage, or source. For example, you can use CRM software, analytics tools, or surveys to segment your leads and adjust their score.