December 19, 2018 Last updated December 18th, 2018 1,647 Reads share

Proven Practices for Lead Gathering and Scoring

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Capturing leads that are never going to convert is a waste of time. CRM software will not just streamline and automate the process but can also make lead gathering and sourcing more focused and rewarding. Let’s see how CRM software can transform the lead gathering and lead scoring process.

Changing the Lead Gathering Process

Earlier, sales reps used to search in the telephone directory and get involved in the cold calling process to get lead details. Salespeople had to really work hard to get to know what the prospect really needs. Time has changed, and salespeople should have a system in place, which can help them identify leads with a better chance of conversion.

Fortunately, today’s sales reps have got CRM software to better negotiate the lead gathering process. CRM software has significantly changed the sales process for the better.

Gathering Leads

Sales and marketing departments should closely collaborate with each other to generate the right lead calls. CRM software actively focuses on marketing campaigns and allows you to directly deal with the leads aligned to sales objectives. The software allows you to easily walk through different phases of the lead generation process and allows you to keep track of leads at any point.

Here is how CRM can help Get Leads

Landing Pages

Add customized landing pages and the information filled by visitors is transferred directly to the CRM software. The key benefit of a landing page is that it ensures that the lead is partially qualified as they show interest in your business. Once the lead details are imported into the CRM system, you can list the lead sources enabling better lead scoring. The landing pages are considered as templates and be assigned to a website.


You can automate the lead capturing process with WordPress forms and CRM software. The solution allows you to link WordPress website with the CRM account. Visitors can then fill up forms to access the website resources such as white paper, videos or tutorials. The details entered into forms are then automatically imported into sales CRM software. This process ensures that leads generated are of high-quality.


LinkedIn is considered one of the best sources to generate leads. LinkedIn Shuttle, when used with CRM solution, allows you to extract the lead information in a click of a button. Customer information such as name, email address, company size, and number automatically saves the sales department’s time in spending on the tedious manual entry process.


Send automated marketing and lead emails directly from the CRM system through MailChimp. MailChimp allows you to export contact lists, track user activity and import list of subscribers into the CRM solution.

Data Import

Data entry will eat up most of sales department’s time. CRM software allows you to quickly migrate contacts from external sources such as CSV files, XLS documents, Google contacts and more. The quick data import option not only saves you time but also minimizes the risk of duplicate contacts.

API Solutions

Open API can help determine how various applications communicate and interact with each other. Using API with CRM system allows you to create features, which can automate lead sourcing process.

How CRM Helps in Scoring Leads?


Once the leads have been sourced and imported into a CRM application, lead scoring can help organize leads based on the priority.

Getting every lead on the CRM contact list would be futile. The leads need to be scored or ranked to make them qualified for deals.


To prioritize leads, first, you have to assign a score to the lead. The score can be specified through location, company size, spending budget, contact, and any other criteria. Points are awarded for each criteria resulting in an overall lead score.

Lead Scoring

CRM solution allows you to set rules for scoring leads using the criteria. These leads can then be scored by closing the deal from each stage of the sales pipeline. With this score, leads that convert to deals and stay long in the sales pipeline can be eliminated from the process.

CRM lead scoring can help the marketing department figure out strategies that work and help trigger automated actions.

The Future of CRM Lead Tracking

Technology is growing at a faster pace and CRM technology is no different. Let’s see what leads the future of CRM software:

Artificial Intelligence

Natural-voice robotic conversations to engage potential leads. Identify data patterns and make strategic business decisions at the right time.

Augmented Reality

Feature 3D virtual demonstrations of services to attract leads

Custom Lead Sourcing

Social media management and the use of big data can help businesses to focus on lead generation activities.

Lead Filtering

Artificial intelligence could hold the key to lead filtering based on the analysis of data collected.

Detailed Analytics

Big data can help understand the process of online engagement and helps marketing and sales department to better target on lead closures. Better numbers, better profits.

AI can help with lead interaction by creating customized and automated notifications based on the analysis of the potential client’s data. AI is slowing making its mark in the world of CRM sales and marketing. Integrating CRM solution with other applications makes lead gathering and scoring process even more effective.

CRM = Improved time and productivity

Anything that saves your sales department’s time and helps improve the sales strategy is worth considering. CRM software that dramatically improves lead gathering process enables you to manage and prioritize leads that add value to the sales efforts. With CRM solution, you will not just streamline marketing-to-sales activities but also track each activity end-to-end. Leverage CRM system to sell smarter, faster and regain and retain long-lasting relationships with customers.

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Emma James

Emma James

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