In this article you will find an enhanced version of Lead Scoring and disruptive ideas to optimize conversions and increase revenue for your company!
Let's start with the facts: Having a Lead Scoring model can be the difference between a sales team living in anarchy and one that knows how to prioritize their efforts effectively. Final result? More closed deals at the end of the day.
But the great news is that HubSpot has recently unveiled new Lead Scoring features, giving marketing and sales teams the ability to add up to 25 custom scoring properties. WOW!
This new feature will allow you to exponentially enrich your database. Yes, forget the traditional models of lead scoring - they are just the tip of the iceberg! We are now able to go beyond the demographic analysis (referred as explicit score) and the digital behavioral analysis (referred as implicit score) to which these models used to restrict us.
1 Score your customers for Upselling
Scoring existing clients can be as effective as giving a rating to leads in order to identify the best business opportunities. You just need to understand your customers' touch points and relate them to renewal dates or service/product upgrade opportunities.
2 Try a Buyer Persona based score
Leads are people with different needs. Consequently, the Buyer's Journey is not going to be the same for all leads, right? So, it does not make sense to sell the same way to all your contacts! A CEO of a startup probably requires less interactions than a senior CEO of a multinational. Knowing these complexities about your Buyer Personas will provide a more logical communication opportunity for your sales team.
3 Score your products or services
This approach allows you to set a specific score concerning your company's offer. It is particularly effective for companies dealing with various industries or with extreme price variations between products or services. This scoring system will in fact measure the level of predisposition of a potential customer to a specific set of products or services. We have to admit: with this level of sophistication, it's impossible for your sales team not to be warm calling!
4 What about scoring with different timelines?
You can now set up two identical lead scoring models, but with different timelines. For example, a given timeline can analyze interactions on more than one period of time (eg. engagement of a customer in the last year versus engagement of that same client in the last 60 days), and another timeline can score based only on the engagement of the last 30 days. You can take this a step further, setting up monthly, quarterly, and annual lead score models, and then compare how your best prospects score on each timeline.
5 Lead Score on Accounts
No, HubSpot's new Lead Scoring features are not limited to individual contacts - you can now assign explicit and implicit scores to companies too! You just have to make sure the score is only recorded on individual contacts, so that the sales team benefits from an holistic view.
6 A/B test your Lead Scoring
So you aren´t 100% sure that "industry" or "company size" are the best indicators of your potential customer's purchase intent? Worry not! You can now set up almost identical Lead Scoring models that put some score adjustments against each other. When your sales team is closing more business for customers with a higher score than the other, you will be able to choose the most effective Lead Scoring model and use it from then onward!
If you have any ideas to add, bring them on!
*only available to Marketing Hub Enterprise customers