Need Lead Scoring Advice

Marketing & Content Hub Lists, Lead Scoring & Workflows
1

Hi all - I want to update my lead scoring and wondered if anyone has any advice for tweaking what we’re doing. Additionally, we move lifecycles based on score, so 0-10 is a subscriber, 10-50 is a lead and 50 move to MQL and then after researching it becomes SQL and hopefully an opportunity. What does everyone else do?

Some things I am thiking are removing points for free email, adding points for ideal job title, adding points for company email, negative points for no activity for 6 months, adding points for ideal company size, positive points for lead source being organic or direct, negative points for offline sources.

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2

At the end of the implementation, lead scoring is about identifying the right leads at the right time. Based on getting points for every download, it is very possible a free email that you don’t want, who downloads everything will end up in your MQL queue to be followed up with. What I would look at in your model is to determine is whether some of your negatives are better served in your points structure or as an active list to prevent leads, regardless of their score, from surfacing into your pipeline.

3

Hi @SLocken

I’ve set-up quite a few lead scoring systems for my clients in the past and some successes I’ve seen are having a variety of score that then make up a greater overall lead score, and based on scores categorising them further, for example Cold, warm, hot, very hot leads to help visualise ‘lead temperature’ more easily in HubSpot.

The different lead scoring properties could be:

- Marketing score (purely based on intent, engagement with marketing assets)

- Demographic score (information held purely at the contact level, e.g. persona, age, job title, country)

- Company score (information help at the company level, e.g company size, revenue, location, industry)

- Overall score (adding all score above together to see a complete score

I then guage the averages of the above and categories contacts/companies into Lead Score temperaturs (as mentioned above). Some clients want their lead scoring to also dictate their Lifecycle stages as you do, and some don’t - this is business preference.

It’s tricky to advise completely on what things you should include or not include in your score without knowing the ins-and-outs of your personas, ICPs, marketing assets etc but I’m more than happy to see if I can assist further.

Many thanks,

Matt Aire
HubSpot Freelancer | Founder @ pocketpros
Let's chat HubSpot - book a meeting

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