Hello everyone.
Last time, we introduced an overview of "information on your customer's customers" and the need for nurturing.
This time, we will be looking at one of the nurturing processes.ScoringI'd like to introduce_______

What is scoring?

Scoring is the visualization and scoring of a customer's purchasing intent. It is an essential method for proper nurturing as a marketing strategy.

The purpose of scoring

I think there are two reasons why scoring has become so important.

• Increase in sales channels. Customers can now gather information about products and make selection decisions through multiple channels, such as the web, email newsletters, and telephone sales. It is becoming more and more difficult for sales representatives to quickly identify when customers are gathering information.
• Sales resource challenges. On-site challenges include the time and effort required to continually communicate with potential customers and provide them with information, and the inability to follow up with current sales resources due to the large number of customers or their remote locations.

Therefore, the key is how quickly and continuously you can identify promising customers and conduct marketing and sales.

Scoring example

Wouldn't it be better if you could use BANT to not miss important responses to customers' online behavior and marketing and sales activities, and then hand over these "hot customers" to sales or the call center?
*Example of wine sales scoring*

Summary

Scoring is a method that companies should definitely incorporate into their marketing strategies that utilize communication activities such as the web, email newsletters, and telephone sales.
Arcus Japan has also built a lead nurturing infrastructure that migrated from Salesforce to Dynamics CRM Online. Please feel free to contact us.
Next time, we will introduce lead scoring (collaboration with the sales department). Stay tuned!