Simplify Your Lead Scoring Process
Instituting lead scoring mechanism using marketing automation helps quantify and qualify the value of converted prospects and place them in the appropriate lifecycle state of your sales funnel. Although essential for getting the most value out of your inbound marketing efforts, lead scoring can be a time-consume endeavor if the parameters are unclear and technology employed is out of date. In fact, statistics show that only 21% of businesses actually employ a lead scoring program. Guides to effective lead scoring are pages long and require you to evaluate one piece of data after another in order to assign a lead a score. What's more, keeping up with all of this constantly-changing data is a challenge, to say the least.
Having a solid marketing automation platform is a prerequisite for measuring marketing effectiveness and increasing sales efficiency and effectiveness. Outlined below are some of the ways well-designed workflows and automated tools can help you simplify your lead scoring process.
Creating Workflows to Aid in Lead Scoring
Creating a set of workflows to aid in lead scoring won't completely automate the process, but it will make it much more efficient. The first step in creating a lead scoring workflow is to assign point values to certain actions your leads take that indicate interest in your company and product/service as well as a point total at which the lead becomes a marketing qualified lead (i.e. when a lead has shown enough interest in your company to merit a personal touch, rather than just be enrolled in workflows) and then a sales qualified lead (i.e. when a lead is ready to be passed off to your sales team).
For example, downloading an eBook or completing another action on your site may earn a lead ten points, visiting your website more than once may earn them five points and so on. In order to be considered a qualified lead, the lead must reach a total of twenty points (or thirty, or fifteen, or whatever total you decide works best for your scoring system).
Actions and criteria that can be considered when assigning point values to your leads include:
- Job title/role
- Company type/ industry
- Company size
- Number of pages viewed
- Number of visits
- Top of funnel actions taken (like downloading an eBook or reading a blog)
- Middle of funnel actions taken (this could be webinars joined or product pages read)
Once you have point values in place, you can begin designing a workflow meant to keep track of these point values and automatically separate your leads into one or more groups. For example, you could create a workflow with three separate categories: Leads with ten or fewer points would automatically go into the first category, leads with ten to twenty-nine points would go in the second category, and leads with thirty or more points would be marked as a marketing qualified lead and sent to your sales team.
What's nice about using workflows to create multiple categories for your leads is that doing so not only allows you to easily separate marketing qualified leads, it also allows you to identify leads that are close to being qualified but need more nurturing.
In the example above, leads in the second category (ten to twenty-nine points) are leads that are showing promise but are not yet ready to send off to your sales team. It may be beneficial to have these leads automatically sent to a second workflow where they can be notated as needing more nurturing. These leads can then be nurtured until they become qualified.
It's important to note that using workflows to simplify your lead scoring process does not equate to complete automation, which, in some ways, is a good thing. Your personal judgment about what value should be given to different actions and criteria is still factored into the equation. Likewise, some of these point values must still be manually uploaded. Nevertheless, creating workflows helps streamline the lead scoring process and makes keeping track of all these different values much, much easier.
Other Lead Scoring Tools
Here at Cleriti, we use the workflows and lead scoring tools offered by HubSpot, but there is no shortage of other tools available that are designed to help automate the lead scoring process. Most all of these tools can be accessed for a small price, and though they are extremely similar in their objective, each one comes with its own unique set of features and advantages. For example, some tools may offer the ability to receive automated email alerts when a lead crosses a certain threshold. Other tools are designed to automatically integrate with Salesforce or other CRMs in order to draw from data that is already present in your CRM history and further simplify the lead scoring process.
Which of these tools will work best for you is entirely up to you and the needs of your company. Just know that if one option doesn't seem like a good fit there are plenty of other options available to choose from. Take your time and research what's available before you make a decision about which tool to use.
Start Scoring Leads Today
Far too many companies that should be scoring their leads neglect to do so because of the hassle the process represents. Thanks to automated lead scoring tools and workflows designed to drastically streamline and simplify the lead scoring process, though, this doesn’t have to be the case.
If you are just venturing into the world of lead scoring or if you have been manually scoring leads for some time and are searching for a better way to go about the task, we highly recommend you look into the automated lead scoring options that exist. Through these tools and techniques, lead scoring can be turned into an efficient and effective process that improves the quality of your lead nurturing and provides your sales team with a steady flow of interested, qualified leads.