Changing lead scoring from Job Title to a role/function score?

[MikeVizibl]

Hey all,

Struggling to find guidance on this topic so hoping someone can help here! We've got quite a complex manual lead scoring model that does work, for the most part, but the biggest problem we have is that we have very specific, targeted personas that we're scoring for, including what their role and function is.

Up to this point we've created huge lists of potential job titles people could have that we'd score for, but because we need to do exact matches on job title keywords or phrases, some people are falling through the net. There are obviously infinite configurations of job titles and we can't possibly capture them all - eg we will score on VP Sustainability, but if someone puts "Vice President for EMEA, Sustainability" we won't, unless we happen to have considered that exact job title as something that might appear. Also, spelling mistakes, which happen fairly often, also break our model.

We can't broaden our terms because then we'd have the issue that lots of people who'll never buy from us will start getting scored - eg we can't score based on their title containing "VP" because a VP Sales will never be our buyer. We have to get specific, but it obviously comes with huge limitations.

So, rather than scoring on key terms within people's written job titles because it's becoming a monster we can't manage, we'd like to move to a Role and Function job title score, where if someone is a VP they'd get a certain score, and then if their function is one from a set that we'd define, they would then score further - and if not, they would score zero overall. My question is, how do we go about making this move without it being a huge manual exercise?

Thanks for your help!

Mike

[06845]

It sounds like you're on the right track with your proposed approach of scoring based on role and function rather than specific job titles. To make the move to this new approach, you could try the following steps:

1. Identify the key roles and functions that are relevant to your target personas. This could involve looking at your current lead database and/or conducting research on your ideal customers.

2. Create a scoring system that assigns points based on these roles and functions. For example, a VP might get 5 points, while someone in a sustainability role might get an additional 3 points.

3. Use automation to apply these scores to your leads. Depending on what tools you're using, this could involve setting up workflows, rules, or scripts to automatically assign scores based on role and function.

4. Continuously monitor and refine your scoring system. As you gather more data and feedback, you can adjust your scoring system to better reflect the qualities of your ideal customers.

Overall, the key to making this move without it being a huge manual exercise is to leverage automation as much as possible. By setting up a scoring system that can be applied automatically, you can avoid the need for manual data entry and save time and effort in the long run.

Thanks,

Bhakti

[EmmaAtKiwi]

Hi @MikeVizibl! One thing you could do that won't be a manual burden on your team, depending on how you capture your leads, is asking about job role and function on any "contact us" or content download forms. Once you define your roles and functions, presenting those fields on your HubSpot forms will take the weight off your team and instead require the actual contact to provide that info. 

Now as far as updating the data you already have in your CRM, I think you will be stuck doing the manual work. Whether you create a workflow that places "job title contains sales" in the "Sales" function, or you specify that criteria via list or lead score, you gotta tell HubSpot what to do somewhere!