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