Back in 2011, I was a fairly hot prospect for Pardot.
My lead score was off the charts (still is, actually). I had perused almost every section of the website and downloaded every piece of content that I could get my hands on. But I had absolutely no intention of paying the company any money — in fact, I was hoping that they’d soon be paying me.
It’s a perfect example of why businesses need to look at more than just prospect activity when qualifying leads. A list of page views, while it can provide a great deal of insight into a prospect’s specific areas of interest, leaves some important questions unanswered when it comes to identifying prospects with buying intent. Lead grading allows you to spot the leads that are actually a good fit for your product — eliminating the eager job applicant and the college student downloading resources for their next research paper, and saving your sales reps a significant amount of time.
So how does it work? Lead grading looks at a number of criteria and adds and subtracts from the base letter grade, based on how closely that lead’s criteria align with your ideal prospect profile. In order to see the most value, your grading model can (and should) be fully customized to your business’ specific buyer personas — and this can require a certain amount of preparation. Luckily, our Scoring and Grading Handbook can help. See the worksheet below to get a sense of how setting up your grading model will look during implementation, and be sure to download the full handbook for more tips, best practices, and worksheets!