Ways to Supercharge Sales with Predictive Lead Scoring

Even if you’re not the “early adopter” type, you’ve probably heard about the rise of predictive analytics for sales. Perhaps your marketing team has tried out HubSpot’s new predictive lead scoring capabilities and is recognizing the value this kind of data-driven insight can bring. If you’re wondering whether predictive intelligence could make your sales team’s job easier as well, the answer is a resounding yes.
Predictive technology has matured rapidly, and there’s now a whole community of forward-looking businesses that are already showing proven results. Rather than rely on human intuition to guess who your best leads are, why not use advanced predictive scoring models that take into account thousands of signals and employ sophisticated data science to compute accurate predictions?
Here are five ways smart sales teams should leverage this technology to double down on the most promising opportunities in their funnel:

1) Employ intelligent lead routing

It’s time for sales managers to stop routing leads based on relatively arbitrary attributes like geography or industry alone. Instead, with predictive scoring, you can evenly disperse high-potential accounts (whether inbound or outbound) across your top performing reps. This is a great way to avoid inadvertently overloading sales development reps or account executives with more good leads than they can reasonably handle. Our customer, Social Tables reinvented its definition of MQLs and started filtering anything below leads rated an “A” or “B” out of its sales queue — and this more focused approach resulted in a $500,000/month increase in their pipeline.

Another approach we’ve seen is giving the lowest-scored leads to your newest reps. This minimizes the risk that you’ll lose key deals while untrained reps are coming up to speed, and it takes the pressure off them while they’re still practicing the pitch. For example, you can try a tiered training program, in which new reps spend some time working D-rated leads (those that aren’t a great fit for your product), then some time working C-rated leads, and eventually graduate to “B” leads. Once they show mastery by hitting the team’s average conversion rate, you can start feeding them their share of your hottest leads.

2) Refresh your sales SLAs

The problem with the guess-and-check approach of traditional SLAs is that they often focuses on one data point (like lead type) rather than leveraging all of the prospect information available. Just because someone signs up for your free trial doesn’t mean they are a good fit to buy your product. On the other hand, when you remix your SLAs to leverage predictive scores, you can align your team’s effort with a lead’s true likelihood of conversion.

At Infer, our inbound lead management SLA requires SDRs to follow up with inbound “A” and “B” leads within five minutes. Our “C” and “D” leads go directly to the marketing team, who put them in an appropriate nurture campaign until they show more interest. This approach allows us to minimize our response time and increase the number of meetings we book, as opposed to wasting time calling companies that are unlikely to make a purchase.




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