Jul 16, 2018 4:25 PM
Ok. So long story short. I need to implement a new lead scoring strategy. Can anyone out there explain how they completed their lead scoring? perhaps show some examples? I guess I am confused on how people can only receive points for each rule ONCE? How do you work around that?
Like I want people to earn points when they open an email but I dont want to create a new rule for each email if that makes sense.
Looking for what is working for you to qualify your records for your sales teams! Thanks in advance!
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Jul 16, 2018 9:36 PM - edited Aug 26, 2019 9:30 PM
I think Phil's post, Simple lead scoring strategies for B2B SMEs, sums it up nicely @ErinK
He also includes a few formulas in this HCF post, Lead Scoring Cumulative Form Submissions
We typically use a 10-99 scoring system so the vast majority of valid lead scores produced result in 2-digit numerals. This is mostly for sorting purposes when used in Task Views to help sales reps prioritize large numbers of tasks quickly.
Other than that, the weight of specific criteria is pretty audience-dependent. Meaning, in some portals completing a 'free trial' may lead to a purchase >20% of the time. That means we'd weight a free trial very heavily in that portal.
In other portals webinar attendance may be a better indicator of purchase behavior, so we'd weight it more heavily.
Finally, forms submissions, meeting bookings, repeat webpage visits tend to be good indicators of interest in all portals. However, 'interest' (or engagement) isn't necessarily an indicator of ideal buyer fit.
That being said, we typically prefer to look at actual customer behavior data when setting up Lead Scoring. This approach tends to yield higher ROI on the lead score investment.