Applying Tealium for Lead Generation
Generating and nurturing leads is essential in marketing. Digital marketing is a powerful driver of leads and revenue, so efficient tag management and audience categorization can help in determining what digital marketing areas are best to focus your time and money on. The most effective way to get leads into your business and act on them properly is through utilizing a customer data platform. In this article, we will explore this with Tealium and the effective use of their AudienceStream product to enhance leads with Lead Scoring.
What is Lead Scoring?
Lead Scoring is the process of assigning numerical value as “points” to each lead generated for your business. Scoring leads can be done based on a variety of attributes and combinations. These can include what information has been provided, how they have engaged with your website, and how they have engaged with your brand outside of your website on the internet. Lead Scoring helps sales and marketing teams prioritize leads, respond to them appropriately, and increase the rate at which those leads become customers.
Lead scoring helps companies know which prospects are ready to be pushed directly to sales or need more nurturing to become a developed sales lead. Lead scoring also can provide insight into which marketing channels being utilized are providing leads and where they fall within the customer journey. Applying Lead Scoring within your business can help you focus on consumers who have already reached specific steps within the sales funnel, and cultivate the lead to complete a purchase or desired action.
Lead Scoring Models
Lead scoring models ensure the values you assign to each lead measures are corresponding with the lead’s affinity they have with your business or product. Most often, lead scores are given a point range between 0 and 100, however every lead scoring model will support a particular attribute or action taken by a customer. Here we will determine some of the most used Lead Scoring Models and how they are used with Tealium.
How a lead interacts with your website can tell you a lot about how interested they are in becoming a customer. Being able to track and analyze which actions successful leads take on your site will build your lead scoring model. Some examples of interactions could include:
- How many pages on your site did they visit?
- Which pages did they specifically visit?
- Did they download something from your site?
- How much time was spent on your site?
High value pages or form fills, such as viewing a product or filling out a request to be contacted form should get a higher score than someone simply visiting a homepage. Similarly, you might want to give a higher score to someone who viewed ten or more pages on your site as opposed to just one or two.
A perk of utilizing Tealium for Lead Scoring here is if a lead’s behavior changes over time, the score automatically can change with it. If someone no longer visits the website or has not engaged with the site over a period, their score can be decreased in value. Points can be taken away from these customers as they are no longer considered high value or likely to convert.
Someone may sign up to receive emails from your company, usually as a perk, and this is not indicative of if they are truly interested in your business. Tracking email opens and email click rates give a better idea of lead interest. Also, Tealium can give a higher score to those who have interacted with certain emails or the speed to open rate.
How often a lead interacts engages with your company or brand on social media is a very telling sign of how likely they will become a customer. Are they clicking on your Facebook posts? Are they retweeting to your Tweets? Are they replying to your Instagram? Do they like your Facebook updates? Like most people, your leads are probably active on social networks, and a score should be given to those who tend to show an affinity for interacting with your brand.
A company’s marketing strategy likely spans across multiple media platforms, and how a lead engages with these ads can be scored based on the customer journey. You can put more value towards someone clicking on a Search ad over clicking on a Display ad since it is lower in the sales funnel. If someone watches a full video ad, they can be scored higher than someone who simply saw the video ad. Tealium can identify these advertising interactions and give value based on what marketing strategies are best performing with qualified leads. This information is also useful when deciding on how to act on these high-scoring leads with your marketing.
Acting on Your Scored Leads
Now that you have scored leads, how do you act on this information? Within Tealium, we utilize a combination of Manual Lead Scoring and Predictive Lead Scoring. The Manual Lead Scoring is done by building out the different variables and attributes within Tealium that are described in the Lead Scoring Models. Once all of these are built out and point values assigned to the attributes, they can be applied to Audiences. You can determine which level of points within your system denotes a low-value lead to a high-value lead and anything in-between. Once these Audiences are built, we can push the members of the audience’s information into different platforms and resources to fully engage the lead and close the deal. Some examples of this can be targeting a specific marketing messaging to this person via Facebook, sending them a more descriptive email, or putting their phone number in the hands of a sales rep to follow up.
A great feature of Tealium is that you can update your Lead Scoring based on how often leads are closed instantly within the AudienceStream platform. Tealium can also utilize machine learning to parse through all your data to identify your best leads. Predictive scoring looks at what information your successful leads as well as unsuccessful leads have in common and can come up with a formula that sorts your leads by importance based on their potential to become customers. Another great thing with predictive scoring is it gets smarter over time, so your lead scoring strategy will optimize itself.
Tealium AudienceStream for Lead Scoring
Within Tealium, we use a number based on custom event interactions to build a Lead Score. This value is initialized to Zero for a new visitor. It is then incremented and/or decremented based on that visitor’s interactions with specific assets on the client’s website. A great example of how to utilize Tealium to create a Lead Scoring Model within AudienceStream and utilizing Marketo and Google Analytics can be found on the Tealium Community site.
As an example, we were able to help assist our client KatonDirect with Lead Scoring in Tealium. The focus of the business is to see which candidates in search for jobs within the Nursing industry are the most qualified leads. Utilizing Tealium’s AudienceStream, we were able to assign values to different actions and qualities that users took on the site to score and rank these leads. Once we verified the variables noted below, such as an Ad Click incrementing/decrementing the score by 3, these scores can be assigned to visitors and audiences. It is then possible to act on the Audiences that are tied to the Lead Scoring. In this example, those with a Lead Score of 10 or higher are activated on by pushing their information to both Mailgun and Google Ads so they can be directly targeted with proper messaging as a more qualified Lead. KatonDirect’s example below shows how essential Lead Scoring can be by tracking these various touch points and that Tealium makes building a Lead Score and pushing those valued customers predictive, simple, and easy.
Sending contextually relevant content to the right prospects can lead to a 208% higher conversion rate than that of general messaging. AudienceStream from Tealium transforms the real-time visitor behaviors and interactions into customized segments which can then be used to trigger automated unique targeted content for your marketing efforts. One of the best ways that this is done is with Lead Scoring, which overall can prioritize a company’s leads and send the right message to the right customers based on their level of interaction with a company.