Components to include in our lead scoring model
Posted: Thu Dec 26, 2024 3:38 am
Setting the score to determine which segment a lead belongs to is arbitrary. But what criteria should we consider to evaluate the quality of a lead?
The criteria to follow are:
implicit and explicit criteria : their distinction is useful to understand our lead scoring system. To determine the qualification, the score involves the use of information provided by a lead, for example by filling out a form or module on a given web page. To understand the actual interest in purchasing, it is necessary to monitor the activity that drives the lead towards it.
In marketing, behavior and tracking are purely digital and verifiable operations , for example, the opening of emails, publishing posts on downloaded content or the honduras telegram phone numbers most visited pages. By analyzing both implicit and explicit criteria, we will begin to visualize which type of lead we should focus on and which of them stand out from the others;
Multi-level behavioral scoring : Lead automation is all about assigning different degrees of importance to lead actions. It’s a good idea to start organizing your criteria by compiling a list of lead behaviors in various categories, such as: website, in-person events, informational forms, webinars, email campaigns, premium content, interactions with company representatives, etc.;
Classify actions in each category by importance and give appropriate scores: will opening an email be as important as going to our stand at the fair? Answering this and other questions will create an effective scoring system;
Demographic Score : You can qualify leads based on their demographic background, based on their identity rather than their behavior. In this case, we will consider elements such as age, location, gender, industry, location, income, type and size of company;
- (negative score) : we start from the assumption that differentiating a qualified lead from one that is not will help us save time and money. Demographically, an unqualified lead will not be in our target audience, from a behavioral point of view, however, it will be the one who could trash our emails.
What results can we expect?
Lead scoring is an extremely useful tool to strengthen a lead nurturing strategy and ensure that the lead follows an easy and linear path.
To be sure of the result, first of all we must:
have a clear idea of what we want the objective of our campaign to be;
make sure we can collect contact information from users who visit our website and assign scores to leads;
create active segmented lists;
enroll them in targeted workflow active lists.
The criteria to follow are:
implicit and explicit criteria : their distinction is useful to understand our lead scoring system. To determine the qualification, the score involves the use of information provided by a lead, for example by filling out a form or module on a given web page. To understand the actual interest in purchasing, it is necessary to monitor the activity that drives the lead towards it.
In marketing, behavior and tracking are purely digital and verifiable operations , for example, the opening of emails, publishing posts on downloaded content or the honduras telegram phone numbers most visited pages. By analyzing both implicit and explicit criteria, we will begin to visualize which type of lead we should focus on and which of them stand out from the others;
Multi-level behavioral scoring : Lead automation is all about assigning different degrees of importance to lead actions. It’s a good idea to start organizing your criteria by compiling a list of lead behaviors in various categories, such as: website, in-person events, informational forms, webinars, email campaigns, premium content, interactions with company representatives, etc.;
Classify actions in each category by importance and give appropriate scores: will opening an email be as important as going to our stand at the fair? Answering this and other questions will create an effective scoring system;
Demographic Score : You can qualify leads based on their demographic background, based on their identity rather than their behavior. In this case, we will consider elements such as age, location, gender, industry, location, income, type and size of company;
- (negative score) : we start from the assumption that differentiating a qualified lead from one that is not will help us save time and money. Demographically, an unqualified lead will not be in our target audience, from a behavioral point of view, however, it will be the one who could trash our emails.
What results can we expect?
Lead scoring is an extremely useful tool to strengthen a lead nurturing strategy and ensure that the lead follows an easy and linear path.
To be sure of the result, first of all we must:
have a clear idea of what we want the objective of our campaign to be;
make sure we can collect contact information from users who visit our website and assign scores to leads;
create active segmented lists;
enroll them in targeted workflow active lists.