Setting up channels, pop-up forms, follow-up calls and qualified sales leads have become part of our daily sales lead generation work. It will continue to play an important role in the lives of today's small business owners and marketers.
The problem started with "Qualifying." It is both general and subjective, so any attack plan is like a step towards nothingness. But this is not necessary.
If you take steps to define qualified potential customers, you can quickly determine who is ready to buy your product or service. With Messenger bots, you can find answers without any effort.
For this, you can use lead ratings.
Note: Some interfaces and information of ManyChat have been changed. We are working hard to update this content. Stay tuned!
What is lead rating? #
Lead scoring refers to the practice of assigning points or points to each lead you generate for your business. It can help you determine which leads you are ready to buy and which require more nurturing. The scoring system helps companies prioritize sales leads so that sales and marketing can respond to and interact with them.
Each company has different standards in the distribution method. You can rate sales leads based on different characteristics, including the personal information they give you and how they interact with the Messenger bot or company. It's up to your company to decide what actions can increase the prospect's score, whether it's a button click, a quiz, or the type of information received.
Three steps are required to establish a value system for allocating points:
- Identify the common ground between potential customers who become customers.
- Identify the characteristics of potential customers who have not become customers.
- Determine which attributes should be weighed based on the attributes that signal someone is about to buy.
This can help you identify the signals that lead to sales. When a user uses them, your robot will automatically assign a point value to the user. The higher the score, the greater the chance they will buy from you.
Determine which actions will affect lead score #
What actions do you first need to look at will affect the lead score? Are they positive or negative?
Currently, most marketers or business owners are tracking some type of behavior. They may view redeemed coupons or e-book downloads. Although these are useful for assessing participation, they are not certain. You cannot tell if someone is ready to buy.
A more accurate reflection is the potential customer score or assigned numerical value, such as +60 or -20. You can add or subtract points whenever someone takes action. For example, you can increase your points every time you take a positive action:
Action (score)
Read sponsorship news (2)
Participate with messenger robots (3)
Downloaded content (4)
Fill out a form or quiz (6)
Provide email address or phone number (8)
Attend a webinar (10)
When they take a negative value, reduce it:
Action (score)
No email or phone number provided (-2)
Cancel webinar registration (-3)
Type "stop" but keep the subscriber (-5)
Unsubscribe your robot (-10)
It should be clear when a person is ready to buy. Therefore, you need a specific number to achieve your goal. The score you provide for each action is up to you.
How to set lead ratings in ManyChat #
To create a successful lead scoring tool, you need to define which actions can increase lead score. Content downloads, SMS opt-in, redemption promotions and purchase history are some of the many different attributes you can choose to assign points.
With ManyChat, you can set a condition after performing a single operation, or set it as a rule for one or more processes.
Action-based score. #
In the ManyChat dashboard, go to "Settings". Click Custom Field, and then click +New User Field to create a new customer field. Name it "Lead Score" and set the type to Number.
Back in the process, you want to create an action to set the lead score. For example, we want to see who might participate in the conversation this year, so we will start with the following:
- Add actions to the "Wow-I can't wait!" call-to-action.
- Set "Custom Field" to "Potential Customer Score".
- Increase or decrease points by specific numbers.
For this leading scoring demonstration, we will give 10 points to everyone who is excited about the conversation.
For those who are dissatisfied with the dialogue (why are you not willing?), we will lower their lead score by -100.
You can add these actions throughout the process based on how people interact with the robot. Over time, you will see their scores increase or decrease in order to reach the goal at the best time.
Rule-based lead rating. #
Some builders may have multiple processes with the same defined actions. You can create rules that automatically update points without trying to insert action blocks in each task item.
For example, if you are the owner of a gymnasium, you can set the following rule: "If someone has booked a free training appointment, give them 2 points." You can set rules for any trigger, including booking location tours, providing email addresses, and even canceling appointments.
Now you can add these triggers to your bot from anywhere in the robot, and the user score will rise. The scoring speed of setting rules is faster than entering a single process and adding this step each time.
Set up a potential customer scoring system immediately. Get a ManyChat Pro account to get started.
What prospect ratings mean for your marketing efforts. #
With the lead scoring tool, you can also use it to improve positioning and promotion. The potential customer scoring feature allows you to filter your audience based on their purchase likelihood and send relevant offers via Messenger, SMS or email.
Reduce the cost of paid messages. #
Whether you use scores to determine loyalty or limit potential customers, the idea is the same. Filter your audience based on their scores and send offers that they cannot refuse in response to their past interactions. This helps you improve your positioning when sending broadcasts, text messages and sponsor messages. When paying to send promotional content, you want to know who is valuable to your customers.
Provide exclusive discounts for loyal customers. #
Pro tip: Do you really want to impress your customers? If their score is high, please set an action to give them a 5% discount at the end of the purchase order. This may help give them additional buying impetus. You can also divide discounts based on loyalty scores or provide discounts via SMS.
Provide more relevant content. #
Each user will be at a different stage of purchasing the product. Use potential customer scores to tailor content based on these stages; for example, you can invite users with a potential customer score of 50 to join an exclusive SMS list or webinar. Or ask people with a lead score below 15 to provide feedback on how to improve their experience.
Integration with Google Sheets. #
Staying organized is important for businesses of any size, which is why you can log every action performed in Google Sheets. This is useful for agencies or marketers who want to show their prospect records to customers.
Potential customer ratings make your life (and marketing work) easier. #
When you can identify potential customers who are considered eligible, Momentum will generate agency-level marketing effects through Messenger bots. You can discover more insights about customers to create more personalized experiences for them, and develop potential customer scoring tools to do the work for you.
Set up a potential customer scoring system immediately. Get a ManyChat Pro account to get started.
