Effective time and budget allocation is an important component in acquiring new customers, which is why we created lead scoring.
Before getting to the implementation, it's helpful to outline why we score leads and what it means 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 profile. They also provide a measure of their awareness on who we are, what we can do for them and why a conversation makes sense, plus of course how they found us.
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. It's also possible to see efficiency gains in the sales outreach process as reps can easily understand which cadence a lead should be added to. While retargeting campaigns can be made more relevant.
1️⃣ Company attributes
Does the lead match our defined criteria for being a potential customer?
👉 Company industry = computer software, information and technology or marketing and advertising.
👉 Company size = 1 - 200 employees
👉 Locations = worldwide but we prefer Europe and the US as historical data indicates customers from these regions typically stay longer at larger values.
We are looking for leads taking a series of actions that signify they are moving through awareness stages. We then assign an event (point) to each action along the journey, such as pageviews.
When enough events (points) are hit, actions can be triggered signaling that a lead has reached the point at which it makes sense to contact them or enroll the company/contact in a relevant retargeting audience.
👉 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
With this is mind, go ahead and lay out a framework that makes sense for your team and business before getting started. If you already have an established buyers journey then it will be easy to take the steps you already use.
What do you need before getting started?
1️⃣ The framework I just mentioned.
2️⃣ Tag a lead with each of the points you plan on implementing within your scoring.
Here's the logic behind what we are about to set up.
Segments will be used to create groups of leads that match the events we would like to use to score leads.
Automations are created to trigger actions (in this case tags) to mark leads based on the segments.
In the examples below, the Segment and corresponding Automation are shown together. If you would like to speed the process up, create all of the required Segments and then Automations for each.
Let's get started with company attributes such as size and industry.
You can find the corresponding Segment and Automation that needs to be created for each of the company attributes 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.
Moving on to behavior.
🚨 In this example, we used event = new session to track when a new or existing leads had enough pageviews to match the criteria.
When you're ready, add the rest of the segments and automations required to complete your behavior scoring.
If you would also like to keep track of the campaigns, channels or ads that leads interact with for lead scoring purposes or analysis, we can add that in.
It's valuable to build up a picture of the campaign, channels and ads companies interact with over time for a few reasons.
💡CRM's are limited to contact engagement e.g. within reporting and attribution you can only see the paid initiatives contacts that have already converted engage with. Providing they have not cleared their cookies or changed devices. This in turn provides a very limited picture on the customers (companies) journey.
💡Pull a list of all of your won deals and filter for the common paid touch points to see what had the most impact.
💡Do the opposite to find paid initiatives that did not attract customers or ideal companies.
💡Find companies that are regularly engaging with paid initiatives but not converting. Are they bouncing off your site aka is the ad triggering them but the landing page or supporting content not engaging them? Are there unknown companies that regularly engage with your ads that fall outside of your target company profile?
💡Reps get a wholistic picture of what's been attracting visits.
Once you have all of the pieces of the puzzle in place (scoring actions), 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 (accepted or rejected) that need to be processed by the sales team.
Different combinations can be used to achieve the results you and the team are looking for.
👉 Qualified but not assigned + 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
👉 Specific target company segment + e.g. technical content consumption = notify + assign the relevant rep or team
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 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 👋