Lead scoring is used in sales and marketing to rank prospects to determine their level of interest regarding your service or product. Leads are traditionally scored based on the interest they show in your business, place in the buying cycle, and overall ﬁt with your business – but virtual events can measure this interest in different ways.
Most virtual event platforms provide access to real-time dashboards which track all attendee activity. The tracking begins with event registration and then can include sessions attended, documents downloaded, spaces visited, interactions with other attendees, and more. For example, when a lead follows your Twitter handle, shares your content on social media, or clicks, reads or downloads a document on your website, their lead score increases. By combining lead scoring with your virtual event data, you can gain valuable insight into your leads and their position in the sales cycle.
The two major components that can be used in your lead scoring model include:
- Lead Fit: How well does a lead correspond to your ideal customer profile? – event registration, real-time polls, and event surveys are ways to capture attendee data at events and leverage that data to determine the fit and adjust your lead score accordingly. Your registration page should have fields such as job title, company name, company size, and any additional custom fields that may be relevant to your lead scoring process; and,
- Lead Interest: How interested does a lead appear to be in purchasing your service or product? Data from virtual events can help you infer a lead’s interest based on their demonstrated behavior. Have they followed you on social media, shared your articles, visited your website, and/or downloaded content?
Post-event reviews can include reading chat transcripts to determine a prospects’ sales readiness, and evaluating surveys to determine leads’ overall satisfaction with the virtual event.