I did spend some time setting up a lead score. I’ve got some history looking at inbound leads from our blog subscriptions, forms and CTA downloads. Plus, feed back form sales on inbound leads I’ve assigned them. The theory here is to use that lead score in the future as a way to define a contact as a marketing qualified lead and hand off to the sales team once the reach the number X.
I started in excel brainstorming characteristics that make someone good and bad. Tha list is also easier to share with a team than bringng up the properties tool in Hubspot. That made it easier to determin the points to add for each action preformed.
Keep in mind, the score is +100 to -100. Don’t forget about those negative numbers. Granted, I reserve negative numbers for people we shouldn’t contact like our competition or unqualified contacts.
I have 27 logic filters where a lead can earn points. I have 5 logic filters for loosing points. Here are some of my ideas:
Add points for:
+ persona/ job title closly tied to a sale or traditionaly an influencer of our sales.
+ associated company fits our ideal industry for sales (requires they provide a work e-mail)
+ contact compleated a longer form (contact us, sample request, demo request, webinars…)
+ contact viewed our products pages
+ Compounding points for multiple revisits to the blog & completion of short forms (name/email only) Lower points for the 2nd visit vs. the 5th.
+ hand entered by our sale team into the CRM
+ Contacts associated with a deal worth $X or more.
(I’d be intrested to see if there was a way to bost the score of a contact associated with ABM inatives. )
Subtract points for:
- Contact with a work email for our company or a competitor
- Contact with a personal e-mail (yahoo, hotmail, gmail…)
- I’ve considered lowering the score based on time lapsed since their last visit or contact with the company.
Hope this helps you think of ways to score your leads. Good luck!