{"id":6866,"date":"2017-03-16T19:10:57","date_gmt":"2017-03-16T19:10:57","guid":{"rendered":"https:\/\/www.gosquared.com\/blog\/?p=6866"},"modified":"2019-11-28T11:18:51","modified_gmt":"2019-11-28T11:18:51","slug":"prioritise-sales-leads","status":"publish","type":"post","link":"https:\/\/www.gosquared.com\/blog\/prioritise-sales-leads","title":{"rendered":"How we use website browsing data to prioritise sales leads"},"content":{"rendered":"

\"How<\/p>\n

How do you prioritise sales leads when you’re scrambling to make everyone coming into your funnel happy?<\/p>\n

While tools like Mattermark<\/a>, Clearbit<\/a>, and FullContact<\/a> can give you vast amounts of data on leads and opportunities, it\u2019s easy to forget about the data you can discover about the people who come to your website.<\/p>\n

There\u2019s a treasure trove of insight from your existing visitors and leads you can use to prioritise your sales outreach, and save your sales team hours of work every week.<\/p>\n

But it\u2019s only achievable if you know how to get the browsing data itself, and how to make use of it effectively as part of your sales process.<\/p>\n

At GoSquared<\/a>, we make use of the website browsing data from trial signups to give them a better onboarding, and a more personal, tailored experience.<\/p>\n

Prioritising leads based on website metrics<\/h2>\n

Everyone\u2019s heard of lead scoring \u2013 where you rank your new leads based on various criteria such as the pages they\u2019ve visited. Lead scoring sounds pretty complicated if you haven\u2019t done it before, so let\u2019s go over some of the basics.<\/p>\n

Ranking leads based on web-based criteria<\/h3>\n

\"Scales
\nOriginal image from Maria Molinero<\/a><\/em><\/p>\n

The basic premise of lead scoring is to give each lead a score based on any attributes you can understand about them. A great place to start is their website browsing behaviour \u2013 the pages they\u2019ve visited, the time they\u2019ve spent on the site, and the number of times they\u2019ve visited.<\/p>\n

Generally, it makes sense to base a lead score on 0-100 so it\u2019s easy to understand and compare. Most people think to increment a lead score for activities such as viewing the pricing page. But what a lot of companies don\u2019t think about is decrementing a lead score based on other activities.<\/p>\n

Decay<\/h3>\n

\"Urban
\nOriginal image from Samuel Zeller<\/a><\/em><\/p>\n

Lead scores are easy to increase based on browsing activity.<\/p>\n

But it\u2019s also important to have a decay factor so that you don\u2019t eventually have thousands of leads all scoring 100 \/ 100. Someone who viewed your pricing page 5 times yesterday is someone you want to talk to. Someone who viewed your pricing page 5 times half way through last year is less relevant.<\/p>\n

Original traffic source<\/h3>\n

\"Traffic\"\/
\nOriginal image from Israel Sundseth<\/a><\/em><\/p>\n

Not all traffic sources are created equally. Different referrers can vary widely in the quality of visitors and leads they send. For us, sources such as Quora generally send high quality visitors who are well informed and educated on the space we operate in. So we give leads from Quora a higher rating.<\/p>\n

In comparison, we also receive a lot of visitors from older content we produced years ago that is less relevant to the product offering we have today, so we decrement the lead score for leads that have come from some of our less relevant traffic sources.<\/p>\n

Time on site<\/h3>\n

\"Time\"\/
\nOriginal image from Loic Djim<\/a><\/em><\/p>\n

Time on site is a pretty obvious metric \u2013 the more time visitors spend on your marketing site, the more likely they are to be engaged in your offering, and the more thought they\u2019ve put into the decision to sign up. So generally more time on site equates to a higher lead score.<\/p>\n

Something to be conscious of is some analytics tools can be wildly inaccurate on measuring time on site \u2013 if a visitor leaves your site open in a background tab while they make a coffee, you don\u2019t want that to count. You want to know the amount of time a visitor has spent engaged on your site.<\/p>\n

Have they viewed pricing?<\/h3>\n

\"Pricing
\nOriginal image from Patrick Tomasso<\/a><\/em><\/p>\n

Visitors that have viewed your pricing page once are clearly interested enough to at least investigate the possibility of signing up. People who have viewed the pricing page multiple times \u2013 especially in quick succession \u2013 are exciting prospects that likely need to be contacted as quickly as possible.<\/p>\n

Sometimes you may not even want to wait for them to sign up in this scenario \u2013 using a live chat tool<\/a> can be a good way to jump on a lead while you\u2019re on their mind and help answer any questions or concerns they may have.<\/p>\n

Have they viewed your careers page?<\/h3>\n

\"Careers\"\/
\nOriginal image from Saulo Mohana<\/a><\/em><\/p>\n

As we mentioned earlier, it\u2019s important to think about the factors that can decrease a lead score. While viewing the pricing page is a great sign a lead is serious about your offering, visitors who check out your careers page might simply be looking for a job \u2013 not the people you want your sales team spending their valuable time on! Be sure to decrement your lead score for key pages that indicate someone is not looking to become a customer.<\/p>\n

Number of pageviews and sessions<\/h3>\n

\"Pages\"\/
\nOriginal image from Patrick Tomasso<\/a><\/em><\/p>\n

The total number of pages a lead has viewed on your site is a good ballpark estimation of how interested they are in your offering. Just like time-on-site, the more pageviews, the more likely they are to be engaged in your offering and pitch. When a lead has had multiple sessions, that\u2019s an even greater factor as they\u2019ve been back to your site multiple times \u2013 either organically, or influenced by retargeting campaigns you might be running.<\/p>\n

The results<\/h2>\n

Using web browsing data doesn\u2019t just help you understand leads better. It help you close more deals faster, and save your sales team from wasting their valuable time.<\/p>\n

A dramatically more efficient sales team<\/h3>\n

By cutting down the time spent on leads that aren\u2019t quite ready, you can be a lot more confident that every lead your sales team invest time in is ready to be spoken to. Utilising smarter lead scoring enables sales reps to be more effective with their time \u2013 often achieving the productivity of adding another team member, but without the expense of hiring someone else. <\/p>\n

Close deals faster<\/h3>\n

Spending time on leads that aren\u2019t ready to be sold to is a dumb move for everyone. Jumping in at the optimum moment means you can engage with leads as soon as they\u2019re ready and not waste a minute, while also saving unnecessary back and forth with leads that simply need more time to establish a productive discussion.<\/p>\n

More paying customers<\/h3>\n

Ultimately, employing smarter lead scoring and utilising web browsing data enables sales teams to close more deals and win more customers. For relatively simple techniques, the productivity gains, sales velocity improvements, and increase in revenue make using web browsing data a no-brainer for supercharging your sales process.<\/p>\n

Want to prioritise your sales leads more effectively? Check out GoSquared People CRM<\/a>.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

How do you prioritise sales leads when you’re scrambling to make everyone coming into your funnel happy? While tools like…<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1584],"tags":[96,254,1266,1267],"class_list":["post-6866","post","type-post","status-publish","format-standard","hentry","category-sales","tag-analytics","tag-data","tag-lead-scoring","tag-sales-process"],"yoast_head":"\nHow we use website browsing data to prioritise sales leads - GoSquared Blog<\/title>\n<meta name=\"description\" content=\"How to prioritise sales leads by automatically analysing the website browsing data of your visitors and leads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gosquared.com\/blog\/prioritise-sales-leads\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How we use website browsing data to prioritise sales leads\" \/>\n<meta property=\"og:description\" content=\"How to prioritise sales leads by automatically analysing the website browsing data of your visitors and leads.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gosquared.com\/blog\/prioritise-sales-leads\" \/>\n<meta property=\"og:site_name\" content=\"GoSquared Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/GoSquared\" \/>\n<meta property=\"article:published_time\" content=\"2017-03-16T19:10:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-28T11:18:51+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/static.gosquared.com\/images\/liquidicity\/17_01_19_leadscore_01@2x.png\" \/>\n<meta name=\"twitter:creator\" content=\"@JamesJGill\" \/>\n<meta name=\"twitter:site\" content=\"@GoSquared\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"James Gill\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/#organization\",\"name\":\"GoSquared\",\"url\":\"https:\/\/www.gosquared.com\/blog\/\",\"sameAs\":[\"https:\/\/instagram.com\/gosquaredteam\",\"https:\/\/www.linkedin.com\/company\/go-squared-ltd.\",\"https:\/\/www.facebook.com\/GoSquared\",\"https:\/\/twitter.com\/GoSquared\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2015\/07\/gosquared.png\",\"contentUrl\":\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2015\/07\/gosquared.png\",\"width\":1270,\"height\":250,\"caption\":\"GoSquared\"},\"image\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/#website\",\"url\":\"https:\/\/www.gosquared.com\/blog\/\",\"name\":\"GoSquared Blog\",\"description\":\"Turn visitors into customers.\",\"publisher\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.gosquared.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/prioritise-sales-leads#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/prioritise-sales-leads#webpage\",\"url\":\"https:\/\/www.gosquared.com\/blog\/prioritise-sales-leads\",\"name\":\"How we use website browsing data to prioritise sales leads - 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