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
Content Download Form (HS Landing Pages)
Test AI Assistant
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
Image source: Structurely HubSpot account