The Science Behind Lead Scoring

One of the features marketing automation users get most excited about is having their leads automatically scored. Each lead is automatically scored on sales readiness, based on actions they take on your site or interactions they have with your marketing.

This is a huge time saver for time-strapped marketers and sales reps. However, many users have questions about how to determine the value and score of individual pieces of content. Thankfully there is a science behind developing your scoring that will help you guarantee accuracy and effectiveness. There are many different ways to approach this question, however, I find the easiest is always the best.

You will need a few things to start: a list of your content (Excel or Google Docs works best), insight from a helpful sales rep, and about a half hour to complete the project.

Step 1

List it out. Create an excel document, or a simple list, of all of your assets you want to have scores for. This will help you keep up with your scores and make your auditing process much easier.

Step 2

Look at each asset and use the following formula.

Percentage of Sales Readiness: This is where you are going to need your sales team. Ask your sales rep to think about a prospect, and if they only do one thing (engage with this asset) how sales-ready would they be? I usually ask the sales rep, “If your prospect was in a vacuum and they chose to read only this one piece of content, how ready would they be to speak to you?”

Ex: If they think that by reading this white paper someone is only 30% sales-ready, then you have your answer. 30%!

Sales-Ready Score: This is the number you are using to determine when someone is sales-ready. I suggest just using 100 for this number. This would change based on your lead scoring model if you have one in place already.

Ex: When someone reaches a score of 100, we pass them on to sales.

Using a spreadsheet like Excel or Google Docs is a great way to calculate scores for your entire list simultaneously.

Step 3

Try it out. Once you have the score for each asset, put it into action! Remember this is going to be a living score, and it will change over time. While your first score will be a best guess, over time it will become a very accurate measurement.