B2B
线索打分规则大公开（上）
企业有各种各样的方法来对销售线索打分。比如通过客户画像（显性体系）比对与您产品或服务的匹配程度，对潜在客户实施A、B、C、D等级排名，又或者根据潜在客户与您交互的活跃度（隐性体系），来使用“热”、“暖”、“冷”等线索打分术语。关键是明确怎样的销售线索是具备销售可跟进条件的，从而提升营销和销售的效率和生产力。
Education
Client
International bilingual education institution
Year
2018
Author
Knight CRM
Background
Competition in the education industry is becoming fiercer with companies increasing their marketing budgets in order to increase the scale of customer acquisition. However, how can they improve their conversion rate, something which has become a common pain point within the sector.
Pain points
1. With the rise of social media, education companies' marketing channels have become more diverse and decentralized. Traditional student source management methods have been unable to cope with the intricate sources of leads. Furthermore, they cannot effectively track the effects or ROI of the various channels.
2. Most leads are not followed up in time with less than half of the potential leads being contacted by marketing or sales staff. The average response time to sales leads is more than 48 hours. Such a lag in response is proving unacceptable in an age where consumer's require a quick response as their time becomes increasingly fragmented.
3. For those leads that are responded to, the traditional phone call method is often used. Potential customers tend not to receive a targeted callbackThe content of the call-back leaving them disappointed.
4. The evaluation of the quality of leads completely depends on the subjective judgment of sales. There is no evaluation standard to identify what is a good lead and what is a bad lead, and as such, there is no data support for improving marketing or sales processes.
Solution
1. Build a unified customer data management platform that integrates social media, forms, marketing activities, customer service and other sources of customer information, and which is able totrack source channels.
2. Expand the forms of content marketing. For example, in addition to WeChat articles and texts, promote course demo lessons, live lectures and other forms of content in order to incubate leads. During the marketing process,we constantly enrich the dimensions of customer data, trackuser behavior and create tags. This approach empowers sales and gives them the information that they need to better understand user requirements and concerns when they followup potential customers.；
3. Build an automated lead scoring mechanism that clearly defines scoring rules based on customer attributes (explicit scoring) and behaviors (implicit scoring) in order to objectively value leads. Thereafter, valuable leads can be prioritized and followed up with a sense of urgency.
4. Incorporate a data management and optimized leads management mechanism that can help companies to locate problems faster and more accurately and predict the sales process better, leading to improved overall performance.
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如何策划一套成功的内容营销策略
您可能会花上数小时期待制作一些令人惊叹的东西，实际却是得到很少的受众参与度、流量或销售线索。更要命的是，之后您还必须向您的老板解释这该死的投资回报率。如果您正煎熬或也经历过因为营销内容创作而感到沮丧和筋疲力尽，那么在这里，我们为您准备了一份成功的内容营销策略的蓝图。
