Big and diverse data is difficult to understand. In fact, most companies do not struggle to get information - they struggle to extract meaning from it, to separate what is important from all the noise that can be generated. After all, data is only useful if it helps solving Marketing and Sales’ age-old challenge: understanding people.
A good way to focus on the most relevant elements of customer information is to build profiles based on the characteristics that are relevant to your business. But profiles should not reflect just the online persona of your customer - that is why BySide allows you to use information from any touchpoint in order to build profiles that provide a 360ºC view of your customer.
Another useful way of classifying your leads is through lead scoring. Lead scoring consists on ranking your leads according to the value that they have for your organisation: the higher the value, the further they are in the buying stage. Successful lead scoring enables marketing to establish priorities, send sales-ready leads to the sales team and create marketing automation workflows to nurture the “colder” leads until they are ready to convert. With BySide’s Lead Scoring you can score a lead based both on aspects you already know about the lead (location, organisation, device used, …) and on aspects that you can infer from a visitor’s behaviour (visit frequency, visit origin, click-throughs, …). You can also set multiple goals, such as the download of a catalogue or a contact request, and score the leads based on goal achievement.
BySide’s Profiling and Lead Scoring operate in real-time. This means that whenever the visitor has new interactions or you collect new relevant information about one particular lead, the profile/score is automatically updated. Profiles and scores are a great way to organise lead information and use it to offer a fully personalised experience. They can also work as triggers to lead nurturing initiatives, such as email marketing or an outbound call, all set up within the BySide platform.
Rank your leads according to the value that they have for your organisation