How to Get Lead Scoring Right
To avoid mistakes and tap into lead scoring’s full potential, all you need is the right framework.
1.Set the right expectations
Start out by asking yourself netherlands girls whatsapp number how many MQLs should become sales-qualified leads (SQLs)? The standard answer is about 70 to 85%, but no more and no less.
If you’re below that range, analyze which leads aren’t making it to the SQL stage. Is it because they’re not qualified? Or because they’re being ignored? (Best practice: leads should be followed up with within 2 business hours.) In that case, either adjust the lead scoring or speak to sales and make sure they’re explaining why they’re disqualifying leads.
If you’re above the 70 to 85% range, then it’s time to adjust lead scoring. Give fewer negative points and more positive points, and look at leads that didn’t make it to MQL and figure out which of those might’ve been a good fit for sales.
At least at the beginning, lead scoring can be a trial-and-error process to find what makes the most sense for your business, but the payoff is worth it!
2.Account for what matters
When it comes to lead scoring, it’s crucial to account for properties that really matter. Those include:
Engagement: Did someone visit a website page? Download a resource? Attend a webinar? Click an email? Those are all examples of engagement that should be positively scored. Some engagements should be scored higher than others, like visits to a pricing page or a case study page. (Pro tip: don’t gate your case studies!)
Demographic: Job titles, functions, departments, and seniority are all things to consider. Don’t forget to assign negative points for job titles, too.
Firmographics: What's the size of the company? How much revenue does it make and what’s its industry? With HubSpot, you don’t have to ask for this information on a form – it's automatically filled out. Target account lists are also helpful here, so you can give points to leads who are from accounts you’re actively pursuing.
3.Be positive! (and negative, too)
Don’t just assign positive values to your lead scores. Negative points will help you filter out junk leads, job seekers, and wholly unqualified or unrelated people, so no time and effort have to go towards anyone with a minimal chance of converting.
Conclusion
Effective lead scoring can be the change your pipeline needs. Prioritize leads that are most likely to close and stop spending time on people who aren’t qualified, and you’ll see revenue rise in no time.
If you want to implement a lead scoring strategy that’s effective and powerful, a HubSpot marketing agency that knows the ins and outs of lead scoring can help.
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