Lead Scoring is a methodology that qualifies and prioritizes leads based on their conversion probability and value to the business.

What is Lead Scoring?

Lead Scoring is a methodology that assigns scores to leads based on specific criteria to determine their conversion probability and prioritize sales efforts.

Types of Scoring

Demographic

  • **Company Size": Company size
  • **Industry": Industry
  • **Location": Location
  • **Revenue": Revenue

Behavioral

  • **Website Activity": Website activity
  • **Email Engagement": Email engagement
  • **Content Consumption": Content consumption
  • **Social Media": Social media

Firmographic

  • **Company Type": Company type
  • **Technology Stack": Technology stack
  • **Growth Stage": Growth stage
  • **Funding": Funding

Scoring Criteria

Positive Scoring

  • **High-value Actions": High-value actions
  • **Engagement": Engagement
  • **Fit Criteria": Fit criteria
  • **Intent Signals": Intent signals

Negative Scoring

  • **Unqualified Actions": Unqualified actions
  • **Negative Signals": Negative signals
  • **Disqualifying Factors": Disqualifying factors
  • **Low Engagement": Low engagement

Implementation

Phase 1: Definition

  • **Scoring Criteria": Scoring criteria
  • **Weight Assignment": Weight assignment
  • **Threshold Setting": Threshold setting
  • **Model Validation": Model validation

Phase 2: Implementation

  • **Tool Selection": Tool selection
  • **Data Integration": Data integration
  • **Automation Setup": Automation setup
  • **Testing": Testing

Phase 3: Optimization

  • **Performance Monitoring": Performance monitoring
  • **Model Refinement": Model refinement
  • **Continuous Improvement": Continuous improvement
  • **ROI Measurement": ROI measurement

Tools

CRM

  • **Salesforce": Salesforce
  • **HubSpot": HubSpot
  • **Pipedrive": Pipedrive
  • **Zoho CRM": Zoho CRM

Marketing Automation

  • **Marketo": Marketo
  • **Pardot": Pardot
  • **Act-On": Act-On
  • **SharpSpring": SharpSpring

Analytics

  • **Google Analytics": Google Analytics
  • **Adobe Analytics": Adobe Analytics
  • **Mixpanel": Mixpanel
  • **Amplitude": Amplitude

Use Cases

B2B

  • **Enterprise Sales": Enterprise sales
  • **Complex Sales Cycles": Complex sales cycles
  • **High-value Deals": High-value deals
  • **Long-term Relationships": Long-term relationships

B2C

  • **E-commerce": E-commerce
  • **Subscription Services": Subscription services
  • **High-frequency Purchases": High-frequency purchases
  • **Personalization": Personalization

SaaS

  • **Software Sales": Software sales
  • **Subscription Models": Subscription models
  • **Freemium": Freemium
  • **Upgrades": Upgrades

Best Practices

Criteria

  • **Relevant Criteria": Relevant criteria
  • **Balanced Scoring": Balanced scoring
  • **Regular Updates": Regular updates
  • **Data Quality": Data quality

Implementation

  • **Start Simple": Start simple
  • **Test and Iterate": Test and iterate
  • **Monitor Performance": Monitor performance
  • **Continuous Improvement": Continuous improvement

Operation

  • **Regular Reviews": Regular reviews
  • **Model Updates": Model updates
  • **Performance Analysis": Performance analysis
  • **ROI Measurement": ROI measurement

Metrics

Performance

  • **Conversion Rate": Conversion rate
  • **Lead Quality": Lead quality
  • **Sales Velocity": Sales velocity
  • **Revenue Attribution": Revenue attribution

Efficiency

  • **Time to Conversion": Time to conversion
  • **Cost per Lead": Cost per lead
  • **Lead-to-Customer Rate": Lead-to-customer rate
  • **ROI": Return on investment

References