Generating leads isn’t always enough. More than often, it’s only the first step to a long process of conversion.
It’s important to make sure that these generated leads are targeted in the right way, with the right kind of content to maximize the possible benefits.
This is where the processes of lead segmentation and lead scoring come into the picture.
Lead segmentation is the process of categorizing leads on the basis of different parameters like demographics, industry, geographical location, etc.
Lead scoring on the other hand refers to assigning a priority status to a lead depending on how suitable the company is for the lead’s needs and vice versa. There is a set of factors that helps in measuring a lead’s score.
Both these processes are very crucial to a buyer’s journey and can be made easy with the help of a little something called interactive content.
Interactive content refers to calculators, quizzes, assessments, chatbots, and much more that offer an engaging way of dealing with a user. It asks for information and offers real-time, personalized results in exchange. It makes it more conducive to generating a larger database.
Read on to learn exactly how you can use interactive content to segment and score leads. I’ll take a deep dive into the world of calculators and quiz makers.
The Ultimate Guide to Conversion Optimisation for Small Business
How you can segment leads using interactive content
Every company should segment their leads. They can be segmented based on different parameters, depending on what is most suitable for the company. Let’s see how interactive content can help you with this.
1. Consumer utility
As a business, the primary motivation should be to provide your consumers with value. But as much as you’d like to, you cannot be useful to every person out there. This is why it’s important to segment leads on the basis of how closely you can fulfill their needs.
You can use interactive content to ascertain exactly what your leads’ needs are. Interactive content types like quizzes are a great way of finding out the relevant information.
Here is an example of Golf Avenue, a Canada based company that sells new and used golf equipment. They used an outcome quiz for “Guess Your Golf Handicap”. The quiz asks questions about a user’s skills at golf to calculate their handicap. The better the handicap measure, the more skilled the player is.
Now Golf Avenue uses this information to segment its users. A skilled golfer would need different equipment than someone who is just starting out. This helps them target different users with products that would help them more. And this increases their chances of converting a user into a paying customer.
Thus, Golf Avenue uses the information from an outcome quiz to determine how much utility a user can derive from which of its products. They segment them and offer them better service.
2. Tastes and preferences
It’s important to prepare yourself for the important things in life. And every customer is important. It always helps to know what a potential customer is actually looking for. It allows you to cater to them in a more personalized way.
If you know what they like and don’t like, you’ll be able to avoid barraging them with irrelevant content. If you could know that a lead is into SUVs and not into Sedans, you’d save a lot of trouble by sending them the right options!
Take the example of Arquati, an Italian company that is experts in sun-protection equipment like pergolas and awnings. They created an interactive quiz for “Which Type Of Pergola Should You Build?”. The quiz asked for opinions about the type of pergola a user wanted to build and gave them the right answer.
This quiz helped Arquati understand its users’ specific preferences on pergolas which helped the company target them with the right kind of offers. They can offer customized deals that are perfectly tailored to a user’s needs.
Users who want a pergola on their terrace can be segmented differently from the ones who want it in their yard. They can be targeted with different products, content, offers, and more. This not only increases their chances of conversion but also smoothens the buyer’s journey.
Good data spent on the wrong demographic can be a huge waste. Demographics refer to a user’s age, gender, height, weight, nationality, etc. Or in the case of dogs, their breeds too! Confused? Well, read on.
Here’s an example of MyBalto, an eCommerce company that provides dog food. Once you’ve made sure that your user is a dog owner, there still lies a whole ocean of information that you can acquire.
Take a look at this interactive calculator they created as an activity calculator for dogs. The calculator asks for the gender, breed, and age to give the final result.
MyBalto uses this information to segment the various dogs and targets their owners with relevant information. After all, a male German Shepherd will have different dietary needs than a female poodle. This allows users to see how MyBalto can cater specifically to their requirements.
Just like MyBalto, you too can use assessment, quiz, and chatbot builders like Outgrow.
You can use interactive content to segment leads on the basis of how much they’d be willing to spend on your product.
Suppose, if a user has a smaller marketing budget and you are a CRM company, you can reach out to them with one of your smaller plans. Leads with a bigger budget on the other hand can be sold bigger plans with a higher degree of customization.
This kind of segmentation will allow you to shorten your sales cycle and make more informed decisions in an efficient manner.
Would you target someone in the health and fitness industry with offers on your finest scotch? There is a tiny chance that it may still work, but it wouldn’t exactly be your choice of audience, right?
This is why it’s important to segment your leads by industry in order to maximize the benefits of your marketing efforts.
Have a look at this idea generator used by Outgrow. Outgrow is a no-code SaaS platform that allows you to easily create interactive content like calculators, quizzes and more.
Its idea generator is a tool that gives a user ideas for the interactive content pieces they can create, depending upon their industry and purpose.
After segmenting these users on the basis of industry, Outgrow targets them with specific and to-the-point examples, case studies, and blogs. This helps them understand how Outgrow can help them as an individual, and not just with generic content.
How you can score leads using interactive content
Just like the process of lead segmentation, you can use similar parameters to score your leads too.
1. Consumer needs
The better you can satisfy a user’s needs, the more likely they are to go for your product. And the more likely they are to go for your product, the higher you should score them.
Here is an example of Get Paid For Your Pad (GPYP), a company that helps property owners become expert AirBnB hosts so they can maximize their returns. They built an assessment that would help people understand how well their AirBnB listing is doing in terms of quality.
Someone who scores low on this test would have a greater need for GPYP than someone who is already gaining the maximum benefits from their property.
Through the assessment, GPYP also knows exactly how they can help these clients and in what area. Thus allowing them to offer a more customized experience. This process of lead scoring allows them to optimize their conversions and boost sales.
2. Traits and abilities
It is definitely important for a company to know that they are well suited to its audience. But it is also important for the audience to be well suited to what the company is trying to achieve. Otherwise, it may result in a lot of wasted time and resources. If this sounds very vague to you, let us try with an example.
Outgrow has its own Affiliate Marketing Program. And to attract interested affiliate marketers, it has created an ‘Affiliate Earnings Calculator’. It allows an interested marketer to calculate how much they can earn based on their metrics. It asks for data like email list size, outreach frequency, response rate, etc.
Now based on this data, Outgrow scores its leads. Someone who has a higher earning potential will not only be more interested in the program but also bring more revenue and audience for the firm. So Outgrow scores such leads higher as compared to the other leads and puts more effort into converting these leads into their affiliates.
3. Chances of conversion
How ready is your lead to buy from you? How well do they acknowledge their need for your product and how willing are they to act on it? Well, we don’t know the answer to these questions, but we do know how you can find them out – just ask!
Suppose you are an automobile dealer. Cars aren’t a casual purchase. People often ponder, ask around, and research for months before finally buying one. This is why you can help them out with a quiz for “Are You Ready To Buy A Car?”.
The questions pertain to one’s actual need for a car, their financial situation, their requirements, etc. Based on that, the quiz tells the user whether or not they’re ready to purchase a new car.
You can also accommodate some good model options for the user. This will not only make their choice easier but also reduce the time that you would have to spend on them.
You can score more ready, high budget leads over the ones who aren’t. You will be able to provide these users with a more tailored journey as well as increase sales!
4. Expected ROI
A user who knows that they can expect a higher return from your product is more likely to use it. Thus, you can score leads on the basis of their expected ROI. ROI calculators are a tried and tested way of helping out interested users.
Companies like Outgrow and Hubspot have their own ROI Calculators. These calculators ask for data such as annual lead generation, conversion rate, etc. and give out a number. They score their leads on the basis of the final result. Users who can expect a higher ROI are given more priority than the ones who cannot. This helps these companies target the right people with the right efforts and turn them into paying customers.
Lead segmentation and lead scoring are crucial processes in order to carry out efficient and targeted marketing efforts.
They boost the overall health of your company by bringing in more qualified leads and helping them turn into loyal customers.
You can use interactive content for your leads no matter which industry and size you belong to. We hope you had a good time reading this blog as we had writing it.
Guest author: Antara Agarwal is a full-time marketing consultant at Outgrow. She can be found packing her bags for her next trip, often to the mountains. And in one of those bags, you will always find a half finished book she’s been struggling with for months.