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Das Lead Scoring meint die ",{"bold":479,"text":629},"Klassifizierung von gespeicherten Kundendaten",{"text":631},", auch ",{"href":633,"type":634,"children":635,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Flead","link",[636],{"text":637},"Leads",{"text":639}," genannt werden. Dadurch können der Vertrieb und das Marketing zielgruppengerechter und effizienter vonstattengehen.",{"type":641,"children":642},"heading-two",[643],{"text":644},"Was beinhaltet das Lead Scoring?",{"type":624,"children":646},[647],{"text":648},"Das Lead Scoring ist ein Mittel, um die Reife von Leads zu bestimmen. Je mehr ein Interessent mit Inhalten von Unternehmen reagiert und je besser er anhand der Daten zum Unternehmen passt, desto höher der Wert.",{"type":624,"children":650},[651],{"text":652},"Dieser Wert, auch Lead Score genannt, umfasst neben den Eigenschaften des Leads an sich auch die Interaktion mit den angebotenen Inhalten. Sobald ein Unternehmenskontakt also mit der Marke interagiert, wird das erfasst. Das kann von der Öffnung einer Mail bis hin zum Vertriebstelefonat reichen. Erfüllt der Lead gewisse Kriterien oder führt er eine gewünschte Aktion aus, steigt der Wert im Lead Scoring. Fehlen dem Leadprofil bestimmte Attribute oder bleibt eine gewünschte Aktion aus, sinkt der Lead Score bzw. bleibt unverändert.",{"type":624,"children":654},[655,657,662,664,668],{"text":656},"Leads im ",{"href":658,"type":634,"children":659,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fb2b-marketing",[660],{"text":661},"B2B-Marketing",{"text":663}," können durch diesen Score einfach priorisiert werden (sieht Beispiel unten). Interagiert ein Lead öfter oder hat bessere Voraussetzungen, ist der Score höher. Je höher das Lead Scoring, desto eher ist er für eine Ansprache durch den Vertrieb geeignet. Auf diese Weise erreichen Unternehmen, dass sie Leads genau zum richtigen Moment ansprechen und gleichzeitig Ressourcen effizient einsetzen können. Die Daten der Leads lassen mithilfe eines ",{"href":665,"type":634,"children":666,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fcrm-customer-relationship-management",[667],{"text":305},{"text":669}," speichern.",{"type":624,"children":671},[672,674,679],{"text":673},"",{"href":675,"type":634,"children":676,"openInNewTab":479},"https:\u002F\u002Feducation.omr.com\u002Fproducts\u002Fcrm-customer-relationship-management-guide?utm_campaign=education-seo&utm_content=keyword-lead-scoring&utm_medium=button&utm_source=report_glossar_ad",[677],{"text":678},"Jetzt kostenfrei reinlesen",{"text":673},{"type":641,"children":681},[682],{"text":683},"Beispiel für das Lead Scoring",{"type":624,"children":685},[686],{"text":687},"Wie du das Lead Scoring aufbaust, bleibt allein dir überlassen: Sei dabei ruhig kreativ! Prinzipiell solltest du dir aber Gedanken machen, was deinem Lead nicht fehlen darf. Das sind zumeist explizite Attribute, die für dich unerlässlich sind.",{"type":624,"children":689},[690,699,701],{"src":691,"type":692,"title":693,"width":694,"handle":695,"height":696,"children":697,"mimeType":275},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002FcMe6gcaTK68BxYSkTCiQ","image","Das Lead Scoring besteht aus Qualifizierungs- und Priorisierungsfaktoren.",459,"clje0zbp725jq0auitqidfz5n",206,[698],{"text":673},{"text":700},"\n",{"text":702,"italic":479},"Beispiel: Das Lead Scoring kann aus Qualifizierungs- und Priorisierungsfaktoren bestehen.",{"type":624,"children":704},[705,707,709,711],{"bold":479,"text":706},"Ein Beispiel",{"text":708},": Du möchtest als Hemdenhersteller nur mit Kleidungsläden zusammenarbeiten, die in einer Stadt mit mindestens 100.000 Einwohnern liegen. Dafür bekommt der Lead 10 Punkte. Zusätzlich sollte die Stadt nicht mehr als 100 Kilometer von deinem nächsten Lager entfernt sein. Ist dies erfüllt, weist du dem Lead weitere 10 Punkte zu. Der Score von 20 Punkten könnte in diesem einfachen Beispiel der ",{"bold":479,"text":710},"Schwellenwert",{"text":712}," sein, den Leads erreichen müssen, damit sie sich qualifizieren.",{"type":624,"children":714},[715,717,719],{"text":716},"Zusätzlich dazu kannst du z. B. einen ",{"bold":479,"text":718},"Interessensfaktor",{"text":720}," einbauen. Wenn dein Lead auf deiner Seite etwa ein PDF-Dokument heruntergeladen hat, um sich zu informieren, kannst du ihm zwei Punkte zuweisen. Wenn er sich für den Newsletter anmeldet, bekommt er etwa einen Punkt. 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