Share on LinkedIn122Tweet about this on TwitterShare on Facebook0Google+16

Lead Scoring 101: How to Build a Hierarchy [Infographic]

More and more marketers are implementing lead scoring programs to rank prospects against one another, smooth the lead flow, and build a range of business rules, from ownership to activities. In fact, 44% of marketers have a lead scoring program in place, according to Lattice Engines.

If you haven’t yet begun your lead scoring program, or you’re in the process of building one out, a sample hierarchy is a great place to start. While there are many ways to go about it, you can always build from a basic hierarchy, and add and tweak from there.

Here are some scoring ideas for behaviors or interactions a lead may have with your brand:

  • Contacted Sales via web form: 30 points
  • Called Sales: 30 points
  • Attended a sponsored conference session: 20 points
  • Expressed product need/preference via interactive content: 20 points
  • Installed a free app: 15 points
  • Downloaded an ebook: 10 points
  • Visited a pricing page: 5 points
  • Mentioned you on Twitter: 5 points
  • Came to your conference booth: 5 points
  • Visited your website: 5 points
  • Unsubscribed from your email list: -5 points

Depending on how they score will help you determine what to do next, as well as their potential for becoming a customer. For instance:

  • 0 lead score = no engagement at all. That’s usually a sign of either no interest or bad data, such as the wrong email address.
  • Slowly ascending lead score = signals promising leads that might respond to the right promotional offer
  • Quickly rising lead score = indicates an immediate handoff to Sales
  • Nearly maxed or maxed all points = handoff to Sales

In this infographic created by RingLead and SnapApp, you’ll get more details on creating a lead scoring hierarchy.

How does this differ from the lead scoring program you have in place? Share your thoughts in the comments.

Download this infographic.

Embed Our Infographic On Your Site!