10 Ways AI-driven Lead Scoring Improves the Efficiency of Your Marketing Campaigns

Sales and marketing can suffer significantly due to poor lead prioritization, with missed sales objectives, discouraged sales teams, and destroyed teamwork. While 61% of marketing specialists rank lead generation as a primary challenge and dedicating 53% of their budget to it, poor lead quality can lead to sales burnout and high turnover, requiring further training and the hiring of additional salespeople to fill the pipeline.
Companies have used different marketing approaches for years, one of which, data-driven marketing, has developed to become the norm for improving lead generation, validation, and engagement. Businesses have used this method to make predictions about possible consumers based on criteria like demographics or firmographics. This data is gathered and evaluated to create a picture of where this lead is in their purchase process and what activities are required to help them along.
This method, along with a lead score system, has been used by marketing teams to categorize leads based on their sales readiness and determine when a sales professional must intervene and take over.
Predictive lead scoring uses big data and ML algorithms to assess specific behaviors of existing clients and prospects and rate them on a scale that can identify who is more likely to convert, stay, or purchase the products and services.

Marketing specialists can use AI to automatically select the best leads for a company and send them to the appropriate department. They may readily assess the effectiveness of each advertising medium. Operations can analyze open-ended text to automate and optimize each interaction.
Sales representatives can focus their time and efforts on the ideal contacts who will create the highest income, making their tasks much more efficient, thanks to AI automation. Also they can spend more time creating unique campaigns and strategies to expand their brand by automating routine work.

Predictive lead scoring driven by AI improves the efficiency of lead generation by intuitively selecting the most engaged and qualified leads. Predictive lead score analyzes how qualified a potential lead is based on demographics, social information, and behavioral data. Instead of waiting for periodic and out-of-date evaluations and recaps, companies can swiftly and efficiently modify the marketing funnel and expenditure.
Therefore, both marketing and sales teams will prioritize the most significant prospects and can quickly uncover which sources provide leads with the highest buying intent with enhanced lead scoring. Artificial intelligence (AI) makes it easier to examine the marketing strategies and campaigns and identify which features produce leads and which should not be included. The final results are consistent and illustrates progress from one campaign to another.
Consider the following scenario: The sales staff are working through 1,000 leads. It’s challenging to identify which leads to tackle first if they aren’t scored. The sales staff would know exactly how to approach the list with lead scoring backed by machine learning algorithms. During the process timing is crucial since according to a study, the sooner you contact a consumer, the more inclined they will be to set a meeting and convert.

When new leads are obtained, they are given a score that may not accurately reflect the lead’s preparedness or desire to meet with a sales representative. For instance, a lead may obtain a high score if they engage with bottom-of-the-funnel content, suggesting that they have completed their decision-making process and therefore are ready to buy. It results in an immediate transfer to a sales professional, leading to a ‘false positive,’ in which the lead is not prepared and was scored incorrectly, resulting in the lead being turned off and the opportunity being lost. On the other hand, a lead might be overlooked and therefore held at the top of the funnel, receiving no involvement from Marketing, resulting in a missed opportunity.