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According to B-to-B lead generation research done by MarketingSherpa, follow-up calls made within 5 minutes of a lead’s online registration are 8-times more successful, and more likely to convert, than those follow-up calls made after 30 minutes. While this technique may work for companies who receive a dozen or so new leads each day, what happens if your company receives hundreds of new leads each day? Who do you call first and how will you possibly touch each new lead within 5 minutes? The answer lies in automated lead scoring…



For companies that receive hundreds of new Web leads each day, the 5 minute follow-up technique requires an automated lead scoring solution to prioritize leads based on quality. Automated lead scoring allows incoming leads to be instantly verified, corrected, and scored based on the individual requirements of your company.

The secret to successful lead scoring relies on the use of multiple data sources to match regional data, demographics, and behavioral profiles to the profiles of transactions that have proven to be successful for your company in the past.



According to MarketingSherpa, 25% of leads produced through smart landing pages are invalid due to falsified information (such as incorrect phone numbers and bogus names) provided by registrants who do not want to be contacted. Another 4% of leads come from outside the target geographic market of the business collecting them. 56% of leads say they are just looking for information, or have not yet evaluated the offer they have registered for. This leaves an astounding 15% of daily incoming leads that, if contacted within 5 minutes, have a high likelihood of turning into real sales opportunities.

There are several factors to consider when automatically scoring your leads:

1. Is the lead’s phone number valid?
2. What is the geographic location of the phone number?
3. Does the lead’s name match their address?
4. What is the geographic location of the lead’s computer address?
5. Is the phone number a Landline, Wireless, or VoIP?
6. What is the demographic profile for this lead?

The key to successful lead scoring is deciphering which of these factors is important to your company, and then coming up with the correct combination of rules to score your leads accordingly. Your scored leads will enable your sales department to prioritize their sales calls so that they touch the hottest leads first. Low scoring leads can be ignored or put on snail-mail tracks; thereby allowing your sales department to focus on the leads that are most likely to convert to sales.


Service Objects can help you achieve optimal automated lead scoring with our family of DOTS Web Services^SM. With Web Services ranging from DOTS Address Validation^SM to DOTS Phone Append^SM , Service Objects will find the operation, or family of operations, that will enable your sales team to determine which leads are best, and help your marketing team weed-out low scoring lead sources.

DOTS users can also customize lead scores to fit their unique and versatile business needs. For example, insurance companies may want to give a higher score to leads from a certain region, or similarly adjust the score based on average income.




When you can instantly identify your hottest leads it’s easy to increase sales and decrease your bottom line, and in today’s economy, that could make all the difference.