Two leads just came in this week on your website. (Awesome right!)
One lead downloaded 3 ebooks then submitted their information on your pricing request page, with information about their company, industry and use case.
The other lead found you on Google, came in straight away and requested a demo.
Both leads are likely now on your sales team radar, but should they be? How do we know they’re worth your closer’s valuable time?
Without a detailed lead scoring methodology and defined lead stage funnels such as Marketing Qualified Leads (MQL), Sales Qualified Lead (SQL), Sales Accepted Leads (SAL) or others, your sales team might spend their time chasing unqualified leads instead of closing deals.
While not every business is going to have anywhere near the same lead scoring mechanics, building one from scratch can be hard. Below is the lead scoring methodology we use at Structurely that’s run on over 50k contacts.
Contact fills out the Contact Us form on our website
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Website Contact Us Form Contact and Pricing Pages = 10 pts
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“Technology you use” field is one we have an integration with = 15 pts
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“Technology you use” field is one we have an integration with through a third party provider = 15 pts
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“Technology you use” field is in an industry niche = 10 pts
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“Technology you use” field is one we do not have an integration with = 5 pts
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“Technology you use” field is unknown = 0 pt
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“Technology you use” field is other = 5pts
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“Industry you’re in” form field is in a market expansion target niche = 25pts
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“Industry you’re in” form field is in an existing core market niche = 15 pts
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“Industry you’re in” form field is other = 2 pts
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Monthly estimate Structurely product usage is 0 = 0 pts
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Monthly estimate Structurely product usage is 25 - 100 = 5pts
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Monthly estimate Structurely product usage is 100 - 200 = 10 pts
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Monthly estimate Structurely product usage is 200 - 500 = 15 pts
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Monthly estimate Structurely product usage is 500 - 1000 = 18 pts
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Monthly estimate Structurely product usage is 1000 -2500 = 18 pts
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Monthly estimate Structurely product usage is 2500 -5000 = 18 pts
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Monthly estimate Structurely product usage is 5000+ = 18 pts
Content Download Form (HS Landing Pages)
- any time no matter how many = 1 pts
Webinar
- contact registers for one of our webinars = 2 pts
Test AI Assistant
- contact fills our form to test our AI Assistant = 3 pts
Podcast
- contact fills out the subscribe field on the podcast = 3 pts
Supplemental Info gathered during demo
“Role in Company” = Team Lead, CEO, Founder = 5 points
“Role in Company” = ISA, SDR, Inside Sales = 3 points
“Role in Company” = Agent, LO, Jr LO = 1 point
Has an ISA/SDR/Inside Sales Team = No = 1 point
Has an ISA/SDR/Inside Sales Team = Yes = 2 point
Number of old/existing Database Leads = 0 - 200 = 0 points
Number of old/existing Database Leads = 200 - 1,000 = 2 points
Number of old/existing Database Leads = 1,000 - 5,000 = 3 points
Number of old/existing Database Leads = 5,000 - 10,000 = 4 points
Number of old/existing Database Leads = 10,000+ = 5 points
Segmenting the sales and marketing flywheel using lead scoring
Total Leads = All Leads who fill out a form
MQL = Lead score is ≥ 45
SQL = MQL and demo completed + sales qualified
Here’s how to set up your lead scoring system (like above) in HubSpot
- Describe the Workflows we set up to make all of the above methodology actionable in HubSpot
- Talk about how to use HubSpot’s Predictive Lead Scoring
Image source: Structurely HubSpot account