Lead scoring with Snitcher

The ability to quickly pull together lists of the most engaged leads on your website is an important part of driving sales with Snitcher.

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 leads to work without needing to search. Plus retargeting campaigns can be made more relevant and drive better results.

When you are done implementing Lead Scoring, we recommending bringing your team up to speed on how to book meetings with leads.

1️⃣ Company attributes

Does the lead match your defined criteria for being a potential customer?

Here's what this looks like for us:

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 = trigger

List out the behaviour stages for your business. If you already have an established customer profile and buyers journey, it's easy to input this information into the filtering.

If you aren't familiar with Segments, Automations and Pipeline stages then check out the guides below as you'll need them all.

Automatically filter for relevant (ICP) leads

Full guide to pipeline stages in Snitcher

Using AND OR logic in Segments

Here's the logic behind what we are about to set up 👇

Segments are used to create or groups of leads that match behaviours or company attributes that you can use to score leads.

Here's an example of a Segment that's used to filter for all of the companies visiting our website that are within our target market.

When you're ready, go ahead and save the segment - we like to use the name 'All ICP'

Next up, define what behaviour qualifies as low, medium and high intent.

It's important to remember that every website is unique.

For example, websites with extensive content will naturally have visitors spending more time browsing, while those with many bottom-of-funnel pages may attract visitors ready to convert quickly.

Conversely, sites with mostly top-of-funnel content may have shorter visits as users gather initial information. Because of this, lead scoring filters should not be treated as one-size-fits-all.

Here's an example of the Segment for high intent 👇

Edit the company attribute (All ICP segment) by adding the behavioural filters and then save as a new Segment to avoid having to repeat adding in the company based filters.

It's a good idea to speak with the sales team to find out if there are other behaviours they would like to be added to the scoring.

It's worth repeating this step for medium and low intent behaviour for two reasons:

1️⃣ If there aren't enough 'High Intent ICP' leads for sales, use leads from the Medium intent group.

2️⃣ Check the conversion rates between the stages to see where the biggest drop off is occuring.

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 high intent behaviour.

Here we are filtering for 'All ICP' that found the website through Google Ads search term 'Snitcher'. We know when a leads finds our website through a branded search term, there's a lot of intent as they were specifically searching for us so it's worth following up.

Once you have created all of the pieces of the puzzle it's time to pull everything together to meet your lead quality requirements.

In this example, we are looking at 'High Intent ICP' leads that came through the one of the following sources:

1️⃣ Search term 'Snitcher"

2️⃣ Search term 'Sales Software

3️⃣ From the referrer G2

The leads in this group have what we consider to be the highest possible score:

👉 they are all in our target market

👉 seriously looked at our solution

👉 came through sources indicating they searched specifically for us, our product or in the case of G2, are assessing different providers.

Reiterate that each website is different, for websites that have a lot of content it takes longer to read and so by extension they would spend more time on the site and some websites have a lot of bottom of funnel pages and some websites have a lot of top funnel pages and so you need to go and set the filters accordingly. Don't use these filters as a one size fits all, always consider your own prospects journey

As always, please drop us a message to say hello, talk through ideas or get some help. Team Snitcher signing off 👋