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Introduction to Lead Scoring: Marketing Automation Basics

To take a page (sort of) from the nation’s founders:

We hold these truths to be self-evident, that all leads are not created equal and your company’s sales team undoubtedly spends way too much time chasing and courting leads who are never going to buy from you.

What if, as a marketing professional, you could rank each lead, thereby letting your sales colleagues know which lead is a quality lead? Wouldn’t your sales team love to spend more time following up with those leads – the ones that have the best chance of becoming actual prospects and then customers?

There is a way. It’s called “lead scoring.”

Inbound marketing – a form of digital marketing that Ingenex offers Detroit-area businesses – is all about nurturing the leads that come in through the inbound marketing process. What’s more, inbound marketing strategies ensure that your sales team members get only the warmest and most qualified of leads. Lead scoring is a way to step up your inbound marketing game!

What is Lead Scoring?

Lead scoring – in particular, using the Hubspot inbound marketing software we love – takes a lead you’ve recruited and scores it based on the lead’s chance of converting based on their actions (downloading a free e-book, calling for more information, asking for a demonstration, etc.). The scoring system is one that you create, by setting up guidelines based on the attributes of your best leads from past conversions. The real beauty of it is that your marketing follow-up is automated, via the inbound marketing automation software.

5 Reasons to Score Your Leads

  1. As mentioned above, leads are scored instantly and follow up-happens automatically, sending leads information based on where they are in your sales funnel.
  2. You’ll be able to track where the best leads originated. Is it Adwords or your blog? Is it Facebook or LinkedIn? And so on.
  3. Move away from using those channels without a good ROI. Are leads that eventually convert coming from your blog and not from your PPC campaign? Perhaps you should cut down on the amount of money you spend on paid advertising and hire some more writers to write more blog posts.
  4. Once you determine where your most valuable leads come from, how do they interact with your website? For example:
    • Do they like your social media channels or your blog more?
    • Do they prefer to use email, or do they pick up the phone to call you?
  5. Your marketing and sales departments need to work together to set the best lead criteria for the system. Both departments may now work together, focused on generating the right type of leads.

Lead Scoring Tips

We highly recommend you either use Hubspot’s system yourself, or hire our inbound marketing agency to do the lead scoring for you.  Here are some lead scoring best practices we follow:

  • Provide website visitors with free information in exchange for their email address. This content could include ebooks, infographics, checklists, whitepapers, etc. they find of value because the content helps them research their options and answers their questions.
  • Now watch what they do, and score them on :
    • How many pages they visit (the longer prospects stay on your site and/or the more pages they view, the better).
    • The pages they’re visiting. Reading informational content is all well and good, but those visitors looking at your pricing page? Phenomenal!
    • How many times do they return to your site? The more they return, the more they’re interested.
    • How many free downloads do they access? What types of downloads (someone who downloads a whitepaper may be more interested in your offerings than a lead who downloads a free checklist).
    • Are they engaging with you consistently on your social media channels? If so, how often (regularly)? Which channels?

Lead Scoring Can Be Automated, But that Doesn’t Make it Simple.

Hubspot’s marketing automation platform is phenomenal, but it does take some expertise in lead scoring to make sure the parameters are set up well. This is where Ingenex Digital Marketing comes in. We are a Hubspot Inbound Marketing Agency Partner and we know the platform upside down and sideways. You can – of course! – work with Hubspot yourself, but the learning curve can be long….and great leads don’t wait! Contact us today.

3 thoughts on “Introduction to Lead Scoring: Marketing Automation Basics

  1. Thank you for posting this informative blog on how to score leads. I gained a lot of new info about the latest automated techniques for lead scoring developed by Hubspot. I can’t wait to try this technique on my own. Looking forward to read your next post.

  2. That sounds really cool. Can it be done in other marketing automation platforms? I’m considering something more fit for smaller companies, like Getresponse.

    1. Hi Jake,
      Multiple Automation Platforms have this type of lead scoring. Ingenex has worked with Infusionsoft and HubSpot primarily; however, there are others. We recommend HubSpot, as the process is easy to setup/maintain and works well with all types of companies.

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