What is lead scoring and how does it work?
Posted: Wed Jan 08, 2025 4:46 am
One of the most sought-after features in marketing automation, lead scoring allows sales teams to focus on the highest quality leads. Find out how it works.
Lead scoring is one of the most appreciated advantages of marketing automation , and it could not be otherwise: the number of contacts generated daily as a result of an inbound marketing strategy is large, but not all of those contacts are at the same stage of the life cycle , or are a good candidate to become clients of your company.
Lead scoring is a form of contact segmentation that scores prospects based on predefined and customizable criteria, such as a lead's proximity to your buyer persona , or their demonstrated interest and involvement in your products and services.
Scoring helps your teams identify priority leads , so that they can improve contact management and better focus their efforts when working on more specific marketing campaigns and actions. The highest-scored leads will be the ones most likely to become quality customers.
How to implement a lead scoring system
Lead scoring can be applied to any type of company that has a volume of SQLs that is difficult to manage , or where the sales team cannot easily evaluate contacts one by one.
From a methodological standpoint, the key to implementing a lead scoring croatia phone number protocol is knowing which indicators determine the quality of a contact for your business; by “quality” we mean the probability that said contact is interested in purchasing your products or hiring your services and also has a suitable profile for your company. In addition, this is a good practice when working to improve B2B sales .
Consider these questions: did the person visit your website several times in the last week? What is the size of their company, and what characteristics does it have? Did they download at least one content offer? Did they fill out a contact form requesting more information, or a call with a sales representative? Did they open all your emails and click on the resources with additional information that you sent them?
This type of online behavior can be considered, broadly speaking, as a sign of interest; but some quality indicators vary depending on the sector, the company and the solution offered, especially with regard to the minimum requirements for the lead to be considered a potential client suitable for your company's needs. Each company therefore needs to define its own .
The information used to establish quality indicators is recorded daily by marketing automation systems and used to enrich the CRM database . Once there, any company that wants to score contacts only needs to define them and configure the tool.
With Hubspot, you can assign all kinds of attributes to define scores. This includes demographic data, business information, online behavior, and different types of interaction with your website. Once the criteria are established in the platform, the system evaluates the contacts in the database and establishes a score for each one.
To learn in detail how Hubspot works with its lead scoring system, we recommend watching the video recording of this webinar . Some valuable texts are also listed in the resources section of the talk.
Lead scoring and marketing automation
Lead scoring can save sales teams a lot of time , especially for companies that already have good visibility within their niche and receive new leads on a daily basis. This means salespeople can spend more time analyzing their prospects' business.
In fact, marketing automation platforms like Hubspot have been built specifically so that salespeople can focus less on chasing leads and more on building a business relationship with the right people for a company.
Lead scoring is one of the most appreciated advantages of marketing automation , and it could not be otherwise: the number of contacts generated daily as a result of an inbound marketing strategy is large, but not all of those contacts are at the same stage of the life cycle , or are a good candidate to become clients of your company.
Lead scoring is a form of contact segmentation that scores prospects based on predefined and customizable criteria, such as a lead's proximity to your buyer persona , or their demonstrated interest and involvement in your products and services.
Scoring helps your teams identify priority leads , so that they can improve contact management and better focus their efforts when working on more specific marketing campaigns and actions. The highest-scored leads will be the ones most likely to become quality customers.
How to implement a lead scoring system
Lead scoring can be applied to any type of company that has a volume of SQLs that is difficult to manage , or where the sales team cannot easily evaluate contacts one by one.
From a methodological standpoint, the key to implementing a lead scoring croatia phone number protocol is knowing which indicators determine the quality of a contact for your business; by “quality” we mean the probability that said contact is interested in purchasing your products or hiring your services and also has a suitable profile for your company. In addition, this is a good practice when working to improve B2B sales .
Consider these questions: did the person visit your website several times in the last week? What is the size of their company, and what characteristics does it have? Did they download at least one content offer? Did they fill out a contact form requesting more information, or a call with a sales representative? Did they open all your emails and click on the resources with additional information that you sent them?
This type of online behavior can be considered, broadly speaking, as a sign of interest; but some quality indicators vary depending on the sector, the company and the solution offered, especially with regard to the minimum requirements for the lead to be considered a potential client suitable for your company's needs. Each company therefore needs to define its own .
The information used to establish quality indicators is recorded daily by marketing automation systems and used to enrich the CRM database . Once there, any company that wants to score contacts only needs to define them and configure the tool.
With Hubspot, you can assign all kinds of attributes to define scores. This includes demographic data, business information, online behavior, and different types of interaction with your website. Once the criteria are established in the platform, the system evaluates the contacts in the database and establishes a score for each one.
To learn in detail how Hubspot works with its lead scoring system, we recommend watching the video recording of this webinar . Some valuable texts are also listed in the resources section of the talk.
Lead scoring and marketing automation
Lead scoring can save sales teams a lot of time , especially for companies that already have good visibility within their niche and receive new leads on a daily basis. This means salespeople can spend more time analyzing their prospects' business.
In fact, marketing automation platforms like Hubspot have been built specifically so that salespeople can focus less on chasing leads and more on building a business relationship with the right people for a company.