When someone’s waltzed through the entire email nurture sequence and still isn't ready to whip out their wallet, I find myself scratching my head and peeking at my lead scoring setup. These folks didn’t just wander in off the street; they signed up from somewhere, so they know who we are—or at least they did at some point (unless we’re sneaking in names from a list we bought at the digital flea market!). So, why are they just hanging out like it's a waiting room?
This might be a neon sign flashing "Your lead scoring is on the fritz!" And no, I'm not saying you bungled the setup. What I'm getting at is that the bar you've set for an MQL is so high, even a kangaroo on a trampoline couldn't reach it, especially with the current nurture content and CTAs.
Here is what we are going to do next:
Is anyone even paying attention?
Let's look at the engagement with your nurture emails. Are your leads clicking and downloading and replying? Yes? Ok so they are doing 'stuff' but not enough of it to become qualified.
Hard hard is it to be qualified?
Do I have to open every email, click everything and download at least 5 pieces of content before you consider me sales-ready? Yikes! Take a look at what it takes to reach the MQL score and what that experience looks like with your nurture.
Is sales happy and busy?
Another thing we do not want to ignore is looking at the volume of MQLs we are handing over to sales. We may be inclined to think nurture is not doing what we want it to do, but sales is getting the volume they need. Can they handle more? Less?
Once you've tackled these 3 questions, you'll be in tip-top shape to figure out if your lead scoring needs a makeover. Then, it's time to roll up your sleeves and get cracking!