Lead Scoring for Beginners

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Lead Scoring has recently become a hot topic for marketers. The reason is simple: understanding a prospect’s profile is only half the battle. Figuring out their level of interest is the other half, and lead scoring can easily help you out here. So now the question becomes, “How do I create a score, and how do I score prospects?”

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You will need a few things to start: some type of software to help you score prospects (most commonly called Marketing Automation software, which includes lead scoring capabilities), and the “behaviors” that you want to score. Behaviors can be pageviews, downloads, email actions, or any digital touch point.

So let’s jump right in!

Step 1: Make a List.

Create an excel document (or a simple list) of all of the behaviors you want to have scores for. This will help you keep up with your scores and make your auditing process much easier later on.

Step 2: Look at each asset and use the following formula:

Percentage of Sales Readiness: This is where you are going to need your sales team. Ask your sales rep to think about a scenario in which their prospect only does one thing (engage with this asset). If that were the case, how sales-ready would that prospect be? I usually ask the sales rep, “If your prospect was in a vacuum and chose to read only this one piece of content, how ready would they be to speak to you?”

Ex: If they think that by reading this white paper someone is only 35% sale ready, then you have your answer, 35% x (Sales Ready Score) = score!

Sales Ready Score: This is the score you are using to determine when someone is sales-ready. I suggest just using 100 for this number. This would change based on your lead scoring model if you have one in place already.

Ex: When someone reaches a score of 100, we pass them on to sales. So for creating your score, 35% x 100 = a score of 35 points for the action.

Step 3:Try it out.

Once you have the score for each asset, put it into action! Remember this is going to be a living score, and it WILL change over time. While your first score will be a best guess, over time it will become a very accurate measurement.

I hope this helps, and please let me know if you have any questions.

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About the Author

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Mathew Sweezey

An adventure junky, Mathew is never far away from a thrill. Mathew specializes in B2B marketing research with an emphasis on Marketing Automation. He currently speaks on Marketing Automation and has spoken at Salesforce’s Dreamforce, and SugarCRM’s User Conference. He is an avid writer and writes for ClickZ.com, ExactTarget’s Blog, and is often a featured guest on many Marketing Blogs. You can follow Mathew on Twitter @msweezey.

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