Once you’ve assigned the points, you combine the different factors to obtain the final score for each lead. With each answer, you can assign 4 possible scores. ![]() Leads Qualified for Demand Generation Actionsīusiness2Community has a very simple example of lead scoring for B2B businesses. The matrix is based on the answers that the users give to 4 questions: job position, department, company size, and type of company.Dead Leads (those who have little interest and do not require attention).The difference is that their final classification system has the four following categories. It features a template with 16 different possible combinations of interest and suitability. Sliverpop’s system is similar to what we use. They are the ones we are most interested in and who we should be Hot Leads: These leads are very active.Warm Leads: They are more active than cold leads but they are not yet at the optimal combination of both parameters.Cold Leads: We don’t know much information about them or they are inactive.We can assign different “temperatures” to each category to get a better idea of how to handle each case. A lead can be considered inactive, less active, active, or very active.īased on this table, we can have up to 16 different possible lead combinations. The behavior of the lead, including the interactions they had with our website and our content.We then classify the lead into different categories such as stranger (someone we don’t have enough data on), unsuitable, suitable, and highly suitable. The demographic profile of the lead, obtained from the data the lead left while downloading a form, for instance.Using this score, Merodio categorizes the lead into different groups (cold, warm, hot) or if they are ready for more marketing (MQL) or sales activity (SQL).Īt Cyberclick we have designed our own lead scoring matrix based on two parameters. The final lead score should be a sum of the PAIN score and FIT score. For example, if the lead has the economic resources to acquire your solution and apply it effectively. The FIT score represents how close the user is to your company’s buyer persona or ideal client. You can assign a score from 0 (the lead does not have a problem) to 10 (the problem is very pressing for the lead and they need a solution soon). The PAIN score represents the intensity of the problem or pain point that the client is facing. Merodio’s lead scoring matrix is based on two different scores: the PAIN score and the FIT score. In this case, the lead would have a total score of 40 points. Visited the prices page on the website: +20 points.Downloaded an ebook and left their data: +5 points.Lead Pilot uses artificial intelligence to quantify the leads, but users can also adjust the scores if needed.įor example, suppose you have a financial product website and a user takes the following actions: The algorithm takes into account how the lead has interacted with content, the actions they’ve taken on the website, the amount of time they’ve spent, and other factors. The higher the score, the more qualified the lead is. ![]() The way it works quite simply: each lead is assigned a score between 1 to 100, and the score is changed and updated in real-time to take each of their actions into account. Lead Pilot is an inbound marketing tool for financial advisors that has its own integrated lead scoring tool. The following models serve as a good reference point to begin building your own lead scoring strategy. For instance, you would not approach someone at the top of the conversion funnel with the same type of content and attention as someone at the bottom of the funnel.Ī few lead scoring best practices include assessing how often a lead has interacted with your business, noting how many times they have visited your website, and evaluating how prepared they are to receive sales materials. It is important to know how to calculate a lead score because not all leads are created equal. Lead scoring is the process of assigning a numerical value to each lead that you receive in order to assess how you should treat it. In this article, we have gathered 5 different examples of lead scoring models to help you strengthen your lead nurturing strategy. Even with the inherently individual nature of predictive lead scoring, it is beneficial to have a few examples in order to build your marketing strategy and figure out how to best calculate a lead score.īut don't worry, you don’t have to reinvent the wheel. Each company has its own uniquely designed scoring strategy that fits its particular objectives and targets. Lead scoring is not a one-size-fits-all system.
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