Implementing a Tiered Lead Qualification System in HubSpot: Seeking Insights on Approach and Steps

[JOnwah]

Hello HubSpot Community,

I’m currently navigating a challenge in optimizing our lead qualification process to better identify and engage with high-potential leads. Given a substantial contact base of ~10,000 B2B partners with significant data gaps across our Ideal Client Profile (ICP) criteria, I’ve embarked on a strategy to refine our approach. The goal is to enhance lead segmentation, nurturing, and ultimately, conversion rates, while addressing the missing data dilemma.

Here’s a brief overview of our current scenario:
*Takes deep breath*

• ICP Validation: Our ICP has been validated to target wellness clinics in the USA and Asia, focusing on those with a hybrid business model, offering specific interventions, and having a certain employee and revenue threshold. However, we’re facing a challenge with incomplete data across these ICP criteria, impacting our ability to fully leverage our contact database.

• Lead Scoring Framework Refinement: We’ve developed a lead scoring framework based on positive and negative engagement behaviors. This framework aims to better score and prioritize leads but is hindered by the same data incompleteness.

• Data Gaps: Specific to criteria like Service Role, Business Models, Interventions, etc., there’s a noticeable lack of comprehensive data for a significant portion of our contacts.

To address these challenges, I’ve proposed the following steps:

1. Implementing a Tiered Approach: Segmenting leads into tiers based on how closely they match our ICP, their engagement levels, and current activity status, with specific milestones set for transitioning leads between tiers.

2. Refining the Lead Scoring Framework: Adjusting our scoring model to align with the tiered approach, ensuring leads are accurately scored based on updated criteria.

3. Implementing Progressive Profiling: Utilizing HubSpot forms to gradually collect missing data from leads over time to fill in the gaps in our database.

4. Automating Workflow Optimization: Creating automated workflows in HubSpot for each tier to trigger appropriate engagement strategies.

My Questions to the Community:

• Based on the steps outlined above, am I on the right track to effectively refine our lead qualification process within HubSpot?
• Are there any additional recommendations or adjustments you would suggest to ensure the success of this tiered approach, particularly in dealing with significant data gaps?
• Has anyone successfully implemented a similar strategy and willing to share insights or potential pitfalls to avoid?

*Breaths and drops mic*

Your insights and experiences would be incredibly valuable as we navigate this optimization process. Thank you in advance for your support and recommendations!

[Jnix284 · Accepted solution]

Happy to share a few thoughts @BérangèreL, thanks for all the background @JOnwah!

It sounds like you have a pretty solid framework and you know exactly who you want to target - I'd like to flip the question though.

Instead of changing your lead scoring framework to adjust for gaps in your data, why not fill the gaps in your data?

You should check out the clearbit integration for HubSpot - they were recently acquired by HubSpot and help provide the company insights, it is still a separate paid service.

There was an event this week with the former CEO of Clearbit (now part of the HubSpot team) for the Admins HUG, the recording isn't out yet, it should be available in the community here soon.

It'd at least be worth exploring the option before restructuring your lead scoring model. Either way, yes, you're absolutely on the right track.

[danmoyle · Accepted solution]

Hey there @JOnwah and welcome to the HubSpot Community. 

From your in-depth description, I'd agree with @Jnix284 here that you seem to have a comprehensive approach to scoring and segmentation. Further focusing in on smaller segments with the tiers you describe would maybe work if yur sales team is getting overwhelemed with top notch leads and you need to only give them "the best." 

However, I'd instead look at the possibility of adding data. Tools like ZoomInfo and ClearBit (as Jennifer mentioned) can help. Plus you could enploy virtual assitants to do research and try to add to your efforts. 

You could also send a series of surveys asking folks to give you info as you "update records." That's not as big of a payoff as it used to be, but it could help (your point #3). 

I think it's more of a data challenge than segmentation at this point, FWIW. 

Best to you on the challenge!  

[BérangèreL]

Hi @JOnwah, I hope that you are well!

I love your post, that's exactly why the Community is here for, thanks for asking!

First, I'd like to share this article "Customer Segmentation: How to Segment Users & Clients Effectively" that might be of interest to you.

Also, I'd be happy to put you in touch with some of our Top Experts on this subject:

Hi @stuartbalcombe, @Jnix284 and @danmoyle do you have insights and experience you'd like to share with @JOnwah, please?

If anybody else has anything to add and/or share, please feel free to join in the conversation 🙂

Thank you so much and have a fantastic day!

Best,
Bérangère

[JOnwah]

Thank you very much for suggesting the article, will definitely go through it. Happy to hear your thoughts  @stuartbalcombe, @Jnix284 and @danmoyle

[Jnix284 · Accepted solution]

Happy to share a few thoughts @BérangèreL, thanks for all the background @JOnwah!

It sounds like you have a pretty solid framework and you know exactly who you want to target - I'd like to flip the question though.

Instead of changing your lead scoring framework to adjust for gaps in your data, why not fill the gaps in your data?

You should check out the clearbit integration for HubSpot - they were recently acquired by HubSpot and help provide the company insights, it is still a separate paid service.

There was an event this week with the former CEO of Clearbit (now part of the HubSpot team) for the Admins HUG, the recording isn't out yet, it should be available in the community here soon.

It'd at least be worth exploring the option before restructuring your lead scoring model. Either way, yes, you're absolutely on the right track.