Ebook
Implementing an Automated
Lead Scoring System
How to Establish Automated Lead Scoring
Setting up effective lead scoring can feel overwhelming. However, following the steps outlined below will enable you to identify and prioritize the best leads for your business. Let’s get started.
Step 1: Analyze Potential Customer Behavior
The initial step is to understand what characterizes a lead as an ideal customer. Create a roadmap based on their behavior.
For example, a lead may visit your blog and later register for a product demonstration after engaging with your content. Post-demonstration, they might be interested in a trial of your service (if you operate in SaaS) or may want to schedule a conversation with your team.
Another scenario could involve a visitor browsing your site, accessing downloadable resources, interacting with a chatbot to answer qualifying questions, and subsequently booking a consultation with your team for further engagement.
Thus, monitoring potential customers' behavior is crucial. It sheds light on your prospects’ actions and helps you establish the attributes for your lead scoring system. Once you identify marketing qualified leads, your team can focus on converting them into customers.
Step 3: Assign Point Values to Specific Actions
After establishing qualifying criteria based on customer engagement, it’s time to define the scores for each action.
The lead scoring scale typically ranges from 1 to 100, where a higher score suggests a greater likelihood of purchasing intent. Leads with elevated scores are generally more inclined to make a purchase.
It's important to assign values to each engagement activity with your brand. For example, attending a product demo might earn a lead 15 points, while opening a newsletter could add 5 points.
Businesses create lead scoring models tailored to their specific needs, ideal customer profiles (ICPs), buyer personas, and behavioral traits to qualify leads for meaningful engagement.
A well-structured lead scoring model can enhance prioritization and qualification. Explore various effective scoring models implemented by top-performing companies.
You can monitor your sales pipeline to analyze conversion rates and track the entire customer journey, giving you insights for adjusting your criteria. Additionally, the marketing and sales teams should share insights on prospects’ behaviors, needs, and challenges, collaborating to enhance your lead scoring system.
Automated lead scoring
A robust CRM and marketing automation platform can offer an intuitive lead scoring feature to pinpoint high-quality leads.
You can set up automated lead scoring based on user interactions and engagement. Plus, it's simple to modify as needed.
For example, if a lead updates their contact information or engagement on social media, you can boost their score accordingly.
Consider this scenario: When timing matters in ongoing discussions, you can implement a scoring depreciation strategy to highlight the most engaged prospects.
In terms of business benefits, an integrated customer platform allows you to streamline your operations efficiently.
Streamline tasks such as…
Capturing leads from various channels into your CRM
Effectively managing leads to uncover more sales opportunities
Automatically qualifying leads and assigning them as needed
Conclusion
Automating your lead scoring is an effective method to save time and increase opportunities.
It allows you to effortlessly prioritize and manage your contacts. This approach improves your team's efficiency and frees up valuable time for essential tasks like converting leads.
To implement lead scoring automation, you need to develop a strategy that aligns with your business objectives.
Consider investing in a comprehensive customer platform that provides CRM, lead generation, and marketing automation tools, enabling you to manage all your marketing and sales activities in one place. Additionally, a CRM system will seamlessly transfer your leads to the sales department.