Before we get started, let’s first define what lead scoring is and why it is implemented by businesses. Once leads start getting generated from inbound marketing channels, a need for qualification arises. Not all leads are worth your time. While some people are really interested in buying your product or service, others are just having a walk around like buyers in a shopping mall. They do not buy everything they look at. Even in cases where the leads are somewhat interested, they may not belong to your ideal customer profile (ICP). Your resources are finite and your sales representatives can only talk to a limited amount of people in a day. This is where lead scoring comes into play.

Lead scoring is a method used to qualify leads based on their profile attributes and behavioral data. A lead having desired characteristics is given a higher score by the system. Leads with scores higher than the minimum set threshold are transferred to the sales team. Lead scoring can also be effective to identify future customers even before they buy.

Who is lead scoring for?

Lead scoring is ideal for B2B companies who generate more than a handful of leads per month and have difficulty in evaluating all inbound leads manually. Lead scoring is also valuable for companies who want to use sales and marketing automation to nurture and qualify leads.

Creating the lead scoring workflow

We have recently launched lead scoring for our customers. You can find it from the sidebar on your dashboard.



On the lead scoring page, use the Create Rule button to create scoring rules. You can create as many rules as you want. Before getting started on that, it is important to understand who your desired customer profiles are how you can consider a lead qualified. This is different for every business and is something you need to determine for yourself based on target profiles and past customer data. Here are the most used lead scoring attributes:

Location

Do your customers live in a particular geographic location? Do you prefer regional customers? Salespanel lets you score leads based on city and country. If your best customers visit from a particular set of countries or cities, you can create a rule to assign higher scores to leads from these areas. Eg: Create a rule to allot 50 points to leads from New York and California area.



Note: You can use city and country filters separately. It is not necessary to apply a country filter for the city you selected. If you can’t find a particular city or country in the drop-down list, it means that you don’t have any tracked leads from the area.

Lead Source

Some marketing campaigns can bring better quality leads than others. Looking at past lead data, you can understand which channels are bringing high-quality leads. It can either be a laser targeted Linkedin campaign that you are running or a Google search ad. Salespanel tracks where your leads came from. If you use UTM tracking parameters, it can also track which exact campaign/keyword/adgroup your visitor came from. In the source field, you can add a source that was automatically detected by Salespanel or a UTM Source that you suffixed to your URL. Eg: If utm_source=linkedinad is added to your Linkedin ad URL, add “linkedinad” in the source field. You can also Keyword/campaign ID/Adgroup ID/Ad ID or any other unique URL identified on the URL field for the same results. Contact us to know more on setting this up.

Use the Lead Source field to assign a higher score to leads who visit from your best marketing channels.



Company Size and Job Title

Does your product cater to a specific department in a company? Who has the power to make decisions and purchase a product for the company? It is crucial to reach to the right person. A new lower level employee might be very much interested in your product but may not have the power to make the company buy from you. This is why decision makers are prioritized. On Salespanel, you can assign higher scores to leads who have the preferred job role (eg: sales, marketing) or job title (eg: CEO, Director of marketing, VP of sales).

Is your product or service suitable for a particular company size? You can assign higher scores to leads who work at companies that fit your buyer persona. If you sell high ticket products and prefer leads who work at large companies, you can create a rule to reward these leads with high scores. You can also deduct points for companies who don’t fit your preferred company size. Spend your resources on real buyers with Salespanel.



Website Visits, URL visits, and Email Opens

The amount of time a prospect spends on engaging with your website and emails is a good indicator of how interested they are in your offering. On Salespanel, you can create a rule to score leads based on how many times they visit your website or how many emails they open. You can give lower scores to leads who don’t engage much with your product. This is essential to weed out lurkers.

You can also score leads based on the pages they read or the emails they open. This filter is used pretty often to qualify leads. Set up the rules based on pages that are important for serious buyers. This could be the pricing page or a specialized page. For example, leads who visit the enterprise solutions page on your website are likely to be big buyers. Or, you can also score leads who have already made a purchase for upsell opportunities. Use this filter along with other filters like company size to prioritize high ticket leads.



Determining what to use

All of these modules are here to help you create a lead scoring workflow that works best for your business. We should mention that there are no guaranteed data points that fit for everyone.

Audit your current marketing channels and existing lead and customer data to find out what has been working for you. The questions you need to answer are:

Which advertising campaigns bring the most qualified leads?
Which top of the funnel offers or landing pages attract ideal customers?
Which webforms have the best conversion rates?
Which pages do ICPs visit the most?
What is the job role of your ideal customers? Which types of companies do your customers work for?

At the end of the day, you will need to use data at your discretion to know what works for your company. Need help? Let’s talk!
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