How to integrate lead flow and  lead scoring into your marketing strategy?

In this article, I will give you a quick overview of the Smarketing method, and help you use it to optimize your lead flow with lead scoring. But before you deep dive in this topic, we need to answer the question many marketers are still asking themself. What is Smarketing?

The definition is pretty simple, Smarketing is the contraction of Sales and Marketing. Smarketing is not just a cool term or even a way of saying something we already know differently. It is an entirely new way of thinking. I am pretty sure credit for the term "Smarketing" goes to super smart marketeers Dan Tyre & Mike Volpe around 2007. But it was pushed in front of the stage by Hubspot and its Inbound Marketing Methodology during the last decade. The concept, creates a better alignment between sales and marketing within a business to enhance performances and growth.

So how does it works and what are the benefits?

It generates more communication/understanding between the Sales and Marketing teams.

Allows both teams to define together what means MQL/SQL/OPPS to provide a better understanding of your lead's lifecycle to finally manage expectations on both sides. Down the road, it helps implement a lead nurturing strategy based on Sales and marketing data to start your marketing automation on the right stage.

Finally, it will increase your conversion rates by having sales and marketing agree on lead scoring to help marketers provide the best leads and Sales prioritize their pipeline approach. Based on the study from Aberdeen Group, companies with MKT/Sales alignment have 20% more growth than average due to the efficiency of this process.

What content to produce and at what stage use them?

During the lead nurturing phase you will need to use specific content to engage your leads and bring them the information they need about your products or service to bring them to the opportunity stage where the sales would be able to close the deal. In the meantime, each brand interaction will add to the lead score and push forward the most engaged prospects. The number of points you give to each interaction is based on the business value they have for you.

Here is an example of a scoring and contents table.

In summary, marketing and sales must work together to maximize your business results and properly manage every lead throughout the customer journey. Make sure your people, processes, and technologies work together and support each other in pursuit of your common goals, and it will not be long before you reap the rewards. To help start with Smarketing, you can download the full meeting agenda template HERE