The ability to quickly pull together lists of the most engaged leads on your website is an important part of driving sales.
We like automating things, so we created Lead Scoring.
Before getting to the implementation, it's helpful to outline why we score leads and what scores mean to us, so you can best apply the logic to your teams needs.
In essence, scores signify a leads fit in comparison to our target company profile. They also provide a measure of how far in the buying process they are.
This in turn allows us to drive more revenue by prioritizing who we reach out to or enroll in retargeting campaigns.
If leads are effectively grouped by company attributes and behavior. Sales receives a big efficiency boost as reps can quickly see which cadence a lead should be added to.
Plus retargeting campaigns can be made more relevant and drive better results.
Metrics to score leads
1️⃣ Company attributes
Does the lead match your defined criteria for being a potential customer?
Here's what this looks like for us:
Company Industry | Company Size | Locations |
Computer software | 11 - 50 | Europe |
Information and Technology | 51 - 200 | United States |
Marketing and Advertising | 201 - 500 | Australia |
2️⃣ Behaviour
We look for leads taking actions signifying they are serious about the solution and not just a one off browser. We then assign an event (point) to each action along the journey.
When enough events (points) are hit, actions can be triggered signaling that a lead has reached a point at which it makes sense to contact them or be added to a retargeting audience.
Here's a couple examples of events to score:
👉 Pageviews = 3, 5, 8, 12 and so on
👉 Time on site = 2mins, 5mins, 10mins etc
👉 Pages viewed = pricing, real-time API etc
👉 Campaign source, medium, term = intent data
List out the behaviour stages for your business. If you already have an established customer profile and buyers journey, it will be easy to input this information into the scoring.
Getting started
If you aren't familiar with Tags, Automations and Segments then check out the guides below as you'll need them all.
Here's the logic behind what we are about to set up 👇
Segments are used to create 'filter blocks' or groups of leads that match behaviours or company attributes you want to use to score leads.
Automations are used to tag leads when they match 'filter blocks'.
Segments are used again to combine different 'filter blocks' to build lists of leads depending on what you want to see.
The big advantage here is the system is dynamic and it's easy to mix and match different parameters and events without needing to constantly repeat certain filters.
Company attribute filter blocks
You can find an example of the Segment and Automation that needs to be created for each of the company industry filter blocks below:
🚨 please note: for the segment filters we use OR for each step and within the automations select new lead (since we are looking at company attributes). From there, you can assign the relevant tag you created e.g. ''target industries".
Repeat this process for company sizes and locations to complete the company specific scoring.
Behavior filter blocks
In continuing with the concept of 'filter blocks' it's helpful to define what behaviour qualifies as low, medium and high intent.
Intent level | Aggregated behaviour | Specific behaviour |
Low | < 1 minute on site and 2 pageviews |
|
Medium | > 1 minute and < 5 minutes on site and 4 pageviews | Visited e.g. services page |
High | > 5 minutes on site and 4 pageviews | Visited e.g. Case study and pricing page |
Here's an example of the filter block and automation for high intent 👇
💡 It's a great idea at this stage to speak with the sales team to find out if there are other specific behaviour that they would like to be added to the scoring. This can be for new or existing leads.
Add the rest of the segments and automations required to complete your behavior scoring.
Track campaigns, channels or ads that leads interact with
You might also like to include the source of a leads visit within the scoring. For instance, if specific ads on LinkedIn or Google search terms signify bottom of funnel or high intent behaviour.
Combining filter blocks
Once you have created all of the pieces of the puzzle (filter blocks), it's time to pull everything together.
Here's an example of how we use lead scoring to capture new companies that have not yet been qualified using our Lead Management Process.
Different combinations can be used to achieve the results you are looking for:
👉 New ideal lead + high intent actions = assign immediately (use notifications)
👉 Assigned + high intent = notifications to lead owner
👉 Not in target market + high intent = double check if worth assigning owner
👉 Lost deal + any action = notification
From a marketing perspective, you can mix and match scoring actions to create different groups or segments of leads that you would like to drill down into or use for retargeting.
Or as mentioned above, pull list of won or lost deals to look for common journey points that can help to better inform your strategies and tactics.
As always, please drop us a message to say hello, talk through ideas or get some help. Team Snitcher signing off 👋