Archive for Marketing Automation

How Often Should I Follow Up with Leads?

lost-leads-funnel

As marketing and sales folks, we are always on the look out for the latest and greatest ways to attract more leads. Lead generation is important, but the money to be made from generating leads is in the follow up. Most small business owners and sales people would be better off fixing their follow up before spending more money on lead generation.

Do You Stop Following Up Too Soon?

Most sales people, particularly those without a systematic follow up process, give up on prospects too soon.

According to a couple of studies (one by Sales & Marketing Executives Club of Los Angeles and another by SalesForce.com) over 90% of sales are made after the fourth call – here’s the breakdown:

  • 2% of sales close on the 1st call
  • 3% of sales close on the 2nd call
  • 4% of sales close on the 3rd call
  • 10% of sales close on the 4th call
  • 81% of sales close after the 5th call

However, most (>70%) salespeople stopped following up after the second call:

  • 48% quit after the 1st call
  • 24% quit after the 2nd call
  • 12% quit after the 3rd call
  • 6% quit after the 4th call
  • 10% quit after the 5th call

According to these studies, most of us don’t need to focus on generating tons of new leads, we need to focus on improving our follow up with the leads we have.

Stop Leads From Slipping Through Your Fingers

You may find it helpful to think of “nurturing your relationship” rather than just following up with your leads. Repeatedly sending “just checking in” emails or voice mails isn’t very effective. In order to differentiate yourself from your competition and stay top of mind with your prospects you will want to stay in touch by providing educational, helpful information that focuses on their needs. This approach of maintaining contact by providing long term value will lead to more meaningful sales discussions and closing more deals.

Mix Up Your Channels

Email is easy, but don’t be afraid to add other communication channels to the mix. Mix in the occasional phone call, direct mail piece, text message, or share something via social media – whichever makes sense for your target audience.

Automate As Much As Possible

Once you have mapped out your follow up process, automate it as much as possible. Automation can take many forms, from simply adding a reminder to you to-do list or calendar, to sending automated email, voice, or text broadcasts. Some systems will even help you respond with messages based upon actions taken by your prospect.

Our favorite sales and marketing automation tool is Infusionsoft, but there are many systems covering a wide range of features and budgets. If you would like to see an example of how automation software can help you, check out this demo.

ICON14

ICON 14 conference

Infusioncon, Infusiosoft’s annual conference, is not just for infusion soft users anymore.

#ICON14 is being billed as the ultimate sales and marketing event for small business success. The conference consists of three days of education with over 30 speakers, six tracks of breakout sessions, and plenty of networking opportunities. There is also a pre-conference campaign builder boot camp.

The folks at Infusionsoft have put together an impressive lineup of speakers including some of the most influential small business leaders. Speakers include best selling author Seth Godin (@ThisIsSethsBlog)  MSNBC’s host of Your Business, JJ Ramberg  (@jjramberg), Simon Sinek (@simonsinek) and Peter Shankman (@petershankman).

The conference sessions include two categories, each with three tracks inside of that category. The Infusionsoft Breakout Tracks include the Infusionsoft Basic Track, the Infusionsoft Advanced Track, and Infusionsoft Stories Track. The Small Business Education tracks include the Big Ideas track, Lifecycle Marketing track, and the Developer track.

The pre-conference campaign builder boot camp is a three hour session were Infusionsoft users, with help from experts, will import a campaign from the marketplace, customize it to fit their business, and launch. The bootcamp takes place on Tuesday, April 22, the day before the conference starts. The cost of the boot camp is $395.

The conference will be held at the Phoenix convention Center located in downtown urban Phoenix. Discounted hotel rates are available for both the Sheraton downtown Phoenix and the Hyatt Regency. The cost of the conference is $499 if you register before February 7, 2014 the price goes up to $599 after that until March 31, 2014 and after that you have to pay the full conference rate of $625. Those rates included daily continental breakfast as well as a catered lunch.

For more information about the conference visit the conference website. I’ve been given a coupon code that’ll save you 10% off the price of your tickets, just enter brelsford10 as your promo code during checkout.

 

How to Automate Your Follow Up

robots

In the last post I mentioned that capturing leads and following up is the blocking and tackling of marketing. The last post covered capturing leads, so lets talk about following up. We tend to focus on ways to generate new leads (networking, advertising, etc.), but without proper follow up, those activities are a waste of time and money.

Some studies show that while it takes an average of 5 sales calls or contacts to close a deal, most salespeople quit following up after one or two calls. Are you leaving money on the table because your follow up activities are falling through the cracks?

Two Broad Categories of Follow Up 

Some of the people you meet, either in person or virtually, will have an immediate need for your products and services. Most of them, particularly in the B2B world, will not have an immediate need, but over time a need will arise or they will know someone who has a need for what you do. To accomodate this fact, you will typically have a short term follow up sequence to address those with an immediate need and a long term nurturing sequence to help you stay top of mind until a need arises. There are several strategies for achieving this, I’ll outline two of the more popular ones below.

The first strategy is to follow up with a short series of emails (3 or 4) and then present an offer to see if the contact is ready for a sales conversation. Depending on your business the offer may be for a free consultation, a demonstration, a free trial, etc. If the contact does not respond to the offer, they are put into a long term nurturing campaign – for most businesses this means they are added to the newsletter list.

A second popular strategy is to have a longer series of emails, but to space their deliverary dates out by using a Fibonacci Sequence. A Fibonacci Sequence is a series of numbers where the next number in the series is determined by adding the two numbers preceding it in the sequence. For a series of 8 follow up messages, your Fibonacci Sequence may look like this:

1, 2, 3, 5, 8, 13, 21, 34

Using this sequence you would send out a message on days 1, 2, and 3, then you would wait until day 5 to send the next one, etc. By communicating more frequently at the beginning of the relationship you have a better chance of achieving top of mind status and you also have a better chance of connecting with your hot prospects are ready to buy. The sequence automatically adjusts for those who are not ready to buy now, but who you want to stay in touch with over time.

Tracking and Testing

While there are all kinds fo benchmarks and rules of thumb you can use to get started, you best course of action is to get started and use your analytics to review what is happing, form hypotheses about how to improve your results, run tests and see what happens. If the latest marketing book tells you to have a sequence of 5 emails and all of your leads stop reading after the third message, you need to try something different.

Automated Doesn’t Have to Mean Canned

Don’t fall into the trap of believing that all of your follow up has to be canned email messages.

Some CRM systems will help you accomplish this via the creation of actions sets or task series. These are a series of follow up actions that you define that you can later assign to a contact in a single step. For example, lets pretend after you meet someone at  networking event you like to follow up by:

  • Sending a handwritten note
  • Emailing them a helpful article
  • Introducing them to someone on LinkedIn
  • Calling them on the phone to see how the introduction went

Many CRM systems will allow you to create these task, bundle them as a unit, and give them a name, i.e. “Networking Follow Up”. Once created, these bundles can be assigned to a contact record, saving you time and making sure all steps are followed every time.

These systems also let you specify how much time should pass between each task so you can send the thank you note the same day, the article 7 days later, etc. (or use your Fibonacci Sequence from above). Depending on the task to be performed, the system can either perform the step automatically (send an email) or it can create a task or appointment and assign it to the appropriate person on your team. Sophisticated systems like Infusionsoft can also send text messages, recorded voice messages, and send lists to fulfillment houses.

Get Started Today

Because there are so many ways you can follow up, it is easy to fall into the trap of thinking you need to create the perfect 37 step follow up sequence before you launch – don’t fall into that trap. Start with one message and have a goal for that message – an action you want the reader to take. After you create that message (or dig it out of your email Sent folder) ask yourself 1) If they do what I ask, what do I want to happen next? and 2) if they don’t do what I ask, what then? Use the answers to these questions to craft your next messages and then rinse, lather, repeat.

Lead Generation – Recycling Cold Leads

recycle logo

Lead generation is a key component of every small business marketing system. It can also be one of your most expensive marketing activities. Re-engaging your cold leads can be an effective way to stretch your lead generation budget.

We’ve all had contacts who we thought were “hot leads” or at least interested in our products and services who, for one reason or another, just faded away. We never received a “No”, they just seemed to disappear.

Sometimes they disappear early in the process, i.e. someone who requests additional information from your website but then never replies to any of the follow up messages you send.

More frustrating is the situation where you get to the point where you make a sales presentation, only then to have your contact seemingly fall off the face of the earth.

Or we may have leads that come in from our website. When this happens, most companies will:

  1. Do nothing. They will wait for the prospect to call them
  2. Contact the prospect the same day, or shortly thereafter, and try to engage in a phone conversation
  3. Add the prospect to an email follow up sequence or drip marketing campaign

If nothing happens after the initial follow up activities,  businesses will often dump the contacts into their newsletter list, add them to a future call list, or just decide to “close the file” on that particular contact.

That means that most businesses, particularly those who sell more complex and/or expensive products and services, tend to have a good sized group of these “stale contacts” in their database. So the question becomes, “What should we do with these cold leads?”.

Restarting the Conversation

A better question may be, “What can we do to get the conversation started again?”. Most B2B and service businesses won’t benefit from just blasting new offers or discounts to their inactive leads. Chances are the potential customer didn’t feel comfortable enough to risks abandoning the status quo, so we need to start a two way conversation so we can learn what they need to see and/or hear to help them move to the next step of their buying process.

From a systems point of view, the first thing we need to be able to identify these contacts. This is usually done by applying a tag (or label or category) to the contact record, allowing you to identify and create a list of these contacts.

If you are using marketing automation software like Infusionsoft, you can set up your follow up sequence to apply this tag automatically when a contact completes your follow up sequence without satisfying any of the goals you have defined (i.e. scheduled an appointment). The action of applying the tag can then automatically fire off your “cold contacts” follow up sequence.

If you keep your contacts in Outlook, Google Contacts, or a CRM, you should still be able to identify your stale contacts by using categories, labels, or groups. The key here is to have well defined procedures in place that everyone follows so that none of your contacts fall through the cracks.

Once you have your contacts properly categorized, you can either fire off a follow up sequence automatically (as mentioned above) or periodically generate a list of people to follow up with based on your categories.

Once you have solved the technical issue of identifying your stale contacts, the next step is figuring out how to restart the conversation. This step seems to stump small business marketers more than the technical issues mentioned above. Here are a few suggestions to help you get started:

Change the Channel

While email may be the most convenient way for use to send a message, it may not be your prospect’s preferred method of communication. Sending everything via email doesn’t do much to help you stand out either. If your previous communications have all been via email and you’re not getting any response, try sending a hand written note  or a piece of lumpy mail, or picking up the phone.

Send An Invite

Chances are you are attending a social or educational event that your prospects would benefit from attending as well – why not invite them to attend the event with you. So many of these events today take place online, so it is easier to invite your out of town prospects than ever before.

Make An Introduction

You can also add value to your relationships by making introductions to other people your prospects would benefit from meeting. During your early sales conversations, you probably learned about several challenges your prospect is facing that fall outside of the solutions you offer. You can begin to solidify your position as the person they turn to when they have a need by connecting them to members of your network who can help them address those challenges.

Send More Personalized Messages

The more interaction you have with your prospects, the more information you have to personalize and tailor the messages that you send to them. You are more likely to restart a conversation by sharing or referencing things they care about, rather than just blasting more self promoting content to them.

Are They Interested in Something Else?

From the buyers point of view, a big part of the sales and marketing process is defining their needs. While they may have  discovered they don’t need the product that initially drew them to you, they may have other challenges that you can help them with – make sure they know how else you may be able to help.

Those are just a few ways you can try to restart conversations with your stale leads. If you have other examples you’d like to share, drop me a note in the comment section below.

Image Provided By: www.StockMonkeys.com

How Marketing Automation Saves You Time and Money

money in hourglass

Most small businesses have a limited marketing staff. In fact, many small businesses don’t have a marketing person, they have a marketing role, which is filled by someone (often the owner) who also wears several different hats in the business. Because of this, time is a precious resource.

This means the marketing role needs to quality leads in the least amount of time possible. It also means that systems must be in place to make sure those leads do not fall through the cracks as we switch between roles.

Marketing automation allows you to remove the manual work out of crafting each individual message (i.e. email or letter); rather, you can create a multi-stage campaign that will nurture new leads that come into your system over a period of weeks or months.

Marketing automation can also help you save time in your sales role. Two challenges that all small business sales people face are 1) chasing down leads who aren’t ready to buy yet, and 2) consistently following up so those leads remember us when they are ready. Marketing automation can help your on both counts – by automating follow up activities as well as providing clues, based on their actions, about when a lead is ready for a sales conversation.

Chasing leads is often a function of being in the wrong role at the wrong time. By wrong time, I mean relative to where the buyer is in their buying process. Attempting to have a sales conversation before a prospect is ready is frustrating for both the salesperson and the prospect. Jumping into our sales role too early causes prospects to resist, while not engaging in a sales conversation when prospects are ready leads to missed opportunities.

Marketing automation also helps you save time in your sales role by using these behavioral indicators to let you know what you should be talking about when you do have a sales conversation. Most businesses offer a variety of products and services to prospective customers. Marketing automation tools can provide insight into the problem(s) a prospect is trying to solve, and the products and services that can help them solve that problem, based on how they interacted with your marketing messages.

For example, if you sell business software and you see know that a prospect spent most of their time interacting with your marketing related to inventory management but ignored your content related to payroll processing, you would be prepared to speak about what is important to them and figure out what additional information they need to make a decision more quickly than if you went into the conversation “cold”.

Marketing automation is not a silver bullet. As I’ve mentioned here before, you need to have a marketing system before you can automate it. When properly implemented, marketing automation can save you time and help you close more deals and close them faster.

P.S. – There are many marketing automation solutions available. My favorite for small businesses is Infusionsoft. You can view a demo of Infusionsoft here, or feel free to contact me if you would like to discuss how it might help your business.

Mapping Your Sales & Marketing Processes

marketing hourglass

I spend a lot of time talking about the importance of having a marketing system before you try to automate it. This means taking the time to learn how your customers make their buying decisions and aligning our marketing efforts with the stages of their buying process.

In Duct Tape Marketing, we use the concept of the Marketing Hourglass to evaluate a marketing system, make sure we are aligned with the customer’s buying process, and make sure we have processes and tools to help potential customers move from one stage to the next. If you are not familiar with the Marketing Hourglass, here is a quick summary of the stages:

  1. Know
  2. Like
  3. Trust
  4. Try
  5. Buy
  6. Repeat
  7. Refer

Most buyers, particularly in the B2B world, go through these 7 stages – the part that varies is who is involved in each stage and the speed with which buyers move from one stage to another.

The Marketing Hourglass is a great tool to make sure we have marketing materials that address the needs of buyers at each stage of the hourglass. In addition to marketing materials, we also need some procedures in place to help guide buyers from one stage to the next. This is where marketing automation often comes into place – by helping to identify which stage a buyer is in and then deliver the appropriate information to them.

When mapping out the processes you want to automate, you may find it helpful to ask yourself (and you team) these questions:

  • When I do X, what do I want the buyer to do?
  • What happens next if they do (perform the action above)?
  • What happens next if they don’t?

Now, I realize we would love for our buyers to jump directly from Know to Buy, and occasionally it happens, but most of us need to do a little bit more work to land new business.

Beginning with the end in mind, marketers and salespeople in the B2B world typically want to get people to the Try stage. The Try stage often consists of free consultations, audits, reviews, assessments – offers that facilitate face-to-face meetings and help start sales conversations.

Using this example, we would first decide how we can get folks who fit our ideal customer profile to Know about us. Lets pretend you decide to conduct a targeted post card campaign. You can begin to map out your process by asking the questions above:

  • When I send the postcard, what to I want the prospect to do? If you follow our recommendations about direct response advertising, you will want them to call your office or visit your website in order to trade (additional) information about themselves for a special offer. You can then continue share information with them that will help move them to Like and subsequent stages.
  • If they take that action, you will need to follow up – typically by sending them the information they requested.
  • What happens if they don’t respond? Will you try again? How many times? Will you follow up the same way (postcard) or will you try something different (a phone call)?

Wash, rinse, and repeat until you have your process mapped out. Once you have your processes mapped out you will be in a better position to decide what collateral you need to develop, what tools you need to buy, what skills you need to learn or outsource, and which metrics to use to measure your success.

The PB&J of Small Business Marketing

peanut butter and jelly

You can’t automate a marketing process that doesn’t exist.

I’ve spent most of my career automating business systems and one thing I learned early on is you have to a system before you try to automate it.

If you start with the tool (rather than a system), the tendency is to focus on the bells and whistles of the tool. You might end up building a lot of cool stuff, but the project falls short of the expectations you had when you began.

Put more bluntly – automating chaos still leaves you with chaos.

Subscribing to LinkedIn won’t automatically bring you a flood of new business. You need a system for generating new referrals and converting them into customers.

Buying a CRM system, on it’s own, won’t make a more productive salesperson. A CRM system that has been designed to support your sales [business] system could double or triple your sales.

Once you have a marketing system in place, marketing software can help you scale that system, allowing you do more with the same amount of people.

This reality of needing to have a business system before you try to automate it is why the two main tools we use to help our customers grow their business is Duct Tape Marketing and Infusionsoft.

Duct Tape Marketing is a turn-key system for small business marketing. It provides a step-by-step approach for building a simple, effective, and affordable small business marketing system.

Infusionsoft provides an all-in-one sales and marketing software solution specifically designed for small businesses.

Duct Tape Marketing helps you define your marketing system. Infusionsoft helps you automate processes in your system.

Duct Tape Marketing gives you a systematic approach for moving people through the stages of the marketing hourglass – Know –> Like –> Trust –> Try –> Buy –> Repeat –> Refer. Infusionsoft helps you scale your hourglass, so you can market to more people without having any of them fall through the cracks.

Duct Tape Marketers know that marketing doesn’t stop at the sale. Infusionsoft helps them automate their on-boarding and follow up so the can consistently WOW! their customers.

Duct Tape Marketers build systems to ensure they deliver the right message, to the right person, at the right time. Infusionsoft helps them scale that personal attention.

Those are just a few reasons I like to refer to Duct Tape Marketing and Infusionsoft as the Peanut Butter & Jelly of small business marketing.

How to Fix Your Marketing Follow Up

follow up reminder note

Marketing automation is a popular topic in 2013. While the industry experts like to focus on the “sexy” features like lead scoring, prospect tracking, and the ability to retrieve company data from third party sources, I believe the most important feature for small business marketers is the ability to automate your follow up.

Following up is the blocking and tackling of marketing and growing your business. We may dream of creating that perfect blog post or advertisement that will bring a flood of prospects to our door, credit cards in hand, asking to where they get in line for the register. But, like most things, building your business takes more effort than that.

The key to creating a predictable and profitable stream of customers is consistent follow up. Small businesses that follow-up on the leads they capture enjoy higher conversion rates and a more referrals than those that don’t.

Consistent follow up is the key to predictable revenue and the key to consistent follow up is creating a systematic approach. Every business owner I’ve ever met understands, on an intellectual basis, the importance of following up with prospects, customers, referrals, etc. The problem usually lies in the ability to execute on following up when all of the other day to day pressures are bearing down on us. If you don’t have a system in place that makes is as easy as possible perform your follow up tasks, chances are those tasks will get squeezed out of your day when other fires arise.

Let me give you an example of what I mean. In the professional services world, and many other B2B companies, it is common for the same person to responsible both selling the and delivering the service. Many accountants, lawyers, architects, etc., are responsible for going out and finding new business. Once they make a sale, they must also “do the work” and deliver the service. I hear from folks like this all the time who describe their pipeline as “feast or famine” or “like a roller coaster”. When they don’t have a lot of work, they are busy hunting for new business. Then they make some sales and become very busy working and meeting their deadlines. Following up with prospects and referrals takes a lower priority – without a system in place, opportunities may fall through the cracks. When the current work is done, the cycle starts over.

The first step in breaking this cycle and taking your business to the next level is to map out your follow up sequences. Think of following up (and all of your other marketing activities) as a business system. It is important to map out your goals along with the people, processes, messages, and other tools you will use to achieve those goals before you jump into using marketing automation software. Marketing automation can be a big help, but you have to have a system before you can automate it.

Once you start mapping out your follow up sequences, you will discover that there are many areas of your business that require follow up. Don’t try to automate them all at once. Pick one area, create a follow up system, automate it if appropriate, take what you have learned and then move to the next.

Marketing automation is often associated with online marketing, but you shouldn’t limit yourself to only online activities. There are still many offline or person-to-person interactions that need strong follow up as well. If you are having trouble thinking of a place to start, here are a few example scenarios requiring follow up:

  • Meeting a potential referral partner at a networking event
  • On-boarding a new customer
  • A request for a free consultation
  • Receiving a referral from your BNI group
  • Registration for your event or webinar
  • Attendance of your event or webinar
  • Download of an eBook from your website
  • Conversation at your trade show booth
  • Giving a referral to someone in your network

Another way to review opportunities for systematizing your follow up is to examine your Marketing Hourglass or sales funnel, and ask yourself what type of follow up is necessary to help a prospect move to the next stage in the process. Illustrations of sales funnels often make it look like gravity does the work; in reality, it takes effort to help a prospect get to the point where they feel comfortable making a purchasing decision.

Lead generation is an important part of marketing and is often the most expensive and/or time consuming. Make sure you’re not throwing that money away by putting strong follow up systems into place.

P.S. – If you would like to see an example of marketing automation software, check out this demo of Infusionsoft, my favorite solution for small business owners.

Two Types of Marketing Automation

lucy-automation

Marketing automation tools can be a great way for small business owners to get more done in less time. These tools are not a silver bullet. If you are considering implementing a marketing automation solution, one of the first questions to ask yourself is what will you be automating?

For many small businesses, marketing automation isn’t just about a new set of tools; it often requires a new approach to marketing and sales. Automating an ineffective process won’t lead to success.

In my experience, those businesses that use automation to bombard people with information are typically frustrated with their automation efforts while those who use automation tools to improve their ability to send the right message, to the right person, at the right time enjoy much greater success.

Automating the Process of Bombarding Prospects

This is the easier (but less effective) way of implementing a marketing automation system. This method is the modern day equivalent of dropping by to deliver brochures and other materials without ever asking for feedback or engaging in a meaningful conversation about their business.

Systems set up this way pretend to have a conversation, but it’s the type of conversation where the seller does all the talking. Too be fair, many consultants and vendors exacerbate this problem by describing scenarios where a visitor fills out a form on your website and they are automatically sent 7 messages over the next 12 days culminating with an invitation to have a sales conversation.

Automation of this type makes you feel like you are being more efficient, but is often not very effective.

Automating the Delivery of Personal Attention

A different approach is to use marketing automation tools to help you emulate an in person conversation by discovering what the other person is interested in then delivering information that is relevant to their situation.

In order to do that, you must not only think about automating what you say, you need to think about how to use the tools to listen.

This type of personalization is very different from just inserting the person’s name somewhere in the message.

One way to start this type of conversation is to ask questions. I’m guessing you already do this when you meet a prospect in person. You may ask about:

  • the size of their business
  • their industry
  • how they help their customers
  • how they make their money (business model)
  • goals they want to accomplish
  • challenges they need to address

You can ask these same questions in a number of different ways online and vial email by:

  • Presenting surveys or questions
  • Presenting information related to different business problems and noting which ones they select
  • Observing topics they interact with on your website or newsletter
  • Using techniques like progressive profiling (asking for additional pieces of information as you deliver more materials)

Those are only a few examples. The important point is to use the information shared with you to provide relevant information back to your prospects and customers. We’ve all been in conversations where the other person asks for information about us and then continues to deliver a canned presentation. It’s frustrating and there is no need to automate that experience (unless you goal is to aggravate more people faster <g>).

Increase your chances of success with marketing automation by focusing on delivering the right information, to the right person, at the right time.

Infusionsoft Improves Lead Scoring

lead scoring

Infusionsoft is the all in one sales and marketing software for small business. It is a great tool for automating your marketing as well as your internal processes.

Over the last few releases, Infusionsoft has added and improved on it’s lead scoring capabilities. The latest version (Winter 2013) continues to improve upon lead scoring capabilities by adding search features, new behavior-based lead scoring options and campaign triggers that allow you to automatically follow up when a contact achieves a specific score.

If you  are a current Infusionsoft user, the first think you may notice is the simplified lead scoring set up page. The user interface on the Configure and Edit Score pages have been simplified. The basic configuration options have been reorganized in a single column. Some users found the points slider in the Rules Criteria area to be confusing; it has been replaced with a drop-down box. The number of points that can be added or removed when criteria is met has been increased from 10 to 100, which should provide additional flexibility when devising your scoring scheme.

When you assign point to a lead’s score, what you are saying is this person has taken and action that indicates they may have an interest in X. We all know that a person may act interested today, but that interest will dwindle if they don’t take action soon. Infusionsoft helps you model this behavior by allowing you to specify an expiration for points that are assigned when a rule criteria is met. So, not only can you add points when actions are taken, you can subtract points after a period of inactivity.

score-expires

You can now search for contacts and opportunities based on lead score – making it easier to follow up with your highest scored opportunities first. You can search based on a specific score or a range of scores. You can also combine lead score with other search filters to create more targeted lists.

Scores can now be adjusted base on a contacts interactions with your email messages by allowing you to add points to their score when they open and email or subtract points if they unsubscribe. The system is smart enough to only add points for opening an email once, so you don’t have to worry about falsely inflated scores from one email being opened several times.

The campaign builder now includes a goal called “Reaches a Certain Score”. This allows you to automatically trigger a message or series of events once a specified threshold has been reached.

lead-score-goal

Taking advantage of these changes to lead scoring should not only help you stay on top of your most qualified leads, but can help improve your overall marketing by allowing you to send more relevant messages to the right people at the right time.

Feel free to contact me if you have any questions about how lead scoring can help your marketing efforts, or if you’d like to see a demo of Infusionsoft.

The Winter 2013 update to Infusionsoft includes many additional updates to the product – you can read about them here.