How to Master Lead Scoring

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Companies invest a lot of resources into lead generation. Lead scoring helps businesses extract the most value from those efforts. In this article, we’ll cover the fundamentals of lead scoring methodology. We’ll also provide insights from industry experts. We’ll share how they’ve implemented lead scoring in their own businesses.

This article will help you determine:

the factors to include in your lead scoring model
how to assign scores
how to use lead scoring to improve sales and marketing outcomes
Table of contents
What is Lead Scoring?
Why Score Leads?
Lead Scoring Criteria
How to Score Leads
Implicit vs. Explicit Scoring
Implicit Lead Scoring
Pros
Cons
Explicit Lead Scoring
Pros
Cons
Negative Scoring
Benefits of Negative Scoring
Implementing Negative Scoring
Establishing Lead Scoring Thresholds
Segmentation Based on Lead Scoring
Real Life Examples
Mailmodo
Rocketseed
Hallmark Timmins
Common Challenges and Solutions
Best Practices and Tips
1. Collaborate with Sales and Marketing Teams
2. Define Your Ideal Customer Profile (ICP)
3. Use a Combination of Implicit and Explicit Scoring Criteria
4. Implement Negative Scoring
5. Continuously Monitor, Evaluate, and Adjust
6. Use the Right Tools
Increase Efficiency with Lead Scoring
What is Lead Scoring?
Sales and marketing teams use lead scoring to rank leads. The ranking criteria vary from business to business. The likelihood that a lead will convert into a customer determines the lead’s score.

Usually, the scores run from one to 100, but you use any scale you want. The scores uk whatsapp data help sales determine who to engage with and how. They help marketing determine how to nurture the leads.

Why Score Leads?
Companies score leads to increase sales efficiency.

The process helps them focus their resources on the most promising leads. That way their sales and marketing teams can engage with the most promising leads.

Lead Scoring Criteria
Lead scoring factors can be anything that makes sense, including:

Demographic information such as gender or age.
Online behavior such as what pages they’ve visited on your website.
Engagement level criteria such as social media engagement.
Customer journey stage such as the Awareness or Decision stages.
How to Score Leads
Lead scoring requires a scoring model. This model describes how you assign points to leads. Some organizations use a simple point-based system, others use more advanced algorithms. What you use will depend on your needs and resources.

Implicit vs. Explicit Scoring
The specific methodology used will influence the effectiveness of your lead scoring efforts. There are two main methodologies: implicit and explicit lead scoring.

Explicit scoring relies on information the lead provides (e.g., through a form).
Implicit scoring relies on observed behavior and engagement (e.g., website tracking).
Implicit and explicit lead scoring methods each have their strengths and weaknesses. You will maximize the usefulness of your lead scores if you use elements of each method.

Implicit Lead Scoring
Key factors considered in implicit lead scoring include:

Website activity
pages visited
time spent on the website
frequency of visits.
Email engagement
opens
clicks
replies
Content consumption
downloads
shares
Social media interactions
likes
shares
comments
follows
Pros
Provides insights into user behavior and interests.
Helps identify engaged leads who might be ready to convert.
Enables sales and marketing teams to tailor their messaging to specific audience segments.