5 Lead Scoring Best Practices

09/07/19 14:15 by Nuno Bento

Lead Scoring Tips1

What if there was a way to classify visitors to your website based on the interest they show in your services or products? Where would you know those who are most interested in buying?


Lead Scoring does that. It is a way of punctuating the leads according to predefined criteria. Each lead interaction is assigned a score (positive or negative depending on the action) and the higher scores show more interest and predisposition of the lead to buy.


A well-implemented Lead Scoring system therefore enables more efficient communication and more sales.

In so far as it allows to separate the wheat from the chaff (so to speak) so that the sales team can devote attention to people who show interest in buying from those who have not yet shown enough interest to qualify as potential buyers - qualified leads.
 
At the same time we identify the precise timing to get in touch with the leads, to clarify doubts, to provide information, to encourage the sale.

Choose the right punctuation criteria.

Identifying the most useful and relevant scorecard criteria for the business is essential to successfully implement a Lead Scoring methodology. There are three basic types of criteria: explicit, implicit, and negative.

Explicit criteria

Are those that translate into information provided intentionally by visitors, by completing a form, for example:

  • Name;
  • Company;
  • Location;
  • Activity sector;
  • Function;
  • Billing volume.


The implicit criteria

Consist of the information given by the leads in a non-direct way. For example, your digital behavior, that is, if you visited the price page more than 3 times in the last week, may indicate that you are close to a purchase decision. Some examples of implicit criteria:

  • Number of visits to the website;
  • Content you consulted (services and products that interested the lead);
  • Subscription to a newsletter;
  • Visualization of a webinar;
  • Visit a page with prices;
  • Presence at company events.

 
Negative criteria

In turn, help to filter the interest of the lead by adjusting the score by actions that show little or no interest, as well as if it does not correspond to the buyer personas of the business, for example:

  • The lead does not respond to marketing and sales requests;
  • You want to unsubscribe from the newsletter;
  • Has no decision-making power for the purchase (B2B);
  • Visit the "Careers" or "Jobs" page on the website;
  • The function is student.


Score accurately.

For each of the explicit and implicit criteria that you define, you must assign a score. For negative criteria, define negative numbering.

Score accurately. Do not score lightly. Set the scores accurately, being the highest for what is really relevant, which manifests actual lead interest or perfect identification with your buyer people. Opening only one email, for example, does not justify a score. On the other hand, if the lead has visited the price page several times in the last week, it expresses interest, so this interaction should correspond to a higher score.


Define the score value that determines when a lead is qualified.


Marketing and Sales teams must define the cumulative score that determines when a lead is qualified together, thus allowing the alignment between the sales needs and the marketing strategy (SMarketing). For example, teams can define that when a lead reaches 60 points out of a maximum of 100, the lead is considered qualified. Due to the sum of the scores and interactions he had with the company / brand, enough interest was shown to be relevant to the lead being worked by the Sales team.


Automated process.


Successfully implementing the Lead Scoring methodology manually is an arduous task, if not impossible, for companies with a large volume of contacts. Have you ever imagined assigning scores for each lead interaction with the website in a spreadsheet?

On a Marketing Automation platform, the score is automatically made by the system, according to the criteria you define. Thus, it is important for your team to have access to a platform with these capabilities.


Analyze and adjust as necessary.


It is difficult to improve what we can not measure. So if you're not getting the expected results, look at the defined criteria, see what's failing and where you can improve. If the Sales team is still contacting leads that are not willing to buy, and are not interested in receiving information or clarifying questions, something has gone wrong over the lead score to become qualified.

Get feedback from Sales and Marketing teams, analyze results, and review processes. If you are having good results, keep up the good work, but remember there is always way to do better.

Topics: Lead Scoring, conversion, content marketing, digital marketing

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