How to implement an effective lead scoring strategy
Now that we have defined what it is, let's start by detailing the main steps to carry out this scoring technique:
Define the attributes that the lead must meet: to do this, it will be necessary to bring together the demand generation and sales teams so that they can agree on the factors that will make each prospect scale or stand out.
Develop a scoring table or matrix: This is a graphical interpretation of the lead scoring process for the algorithm by which the score is assigned. While each company has different goals, there are 3 basic criteria to consider:
Lead activity: Here we evaluate the behavior of each lead and the interaction they have had with our brand to determine what their real interest is. It analyzes metrics such as openings, clicks on emails, downloaded content, views, time spent on the page, among others.
Lead quality: This is determined based on the information that the user list of telegram users in korea has provided, such as their location, the name of the company they work for, and their position.
Criteria for a negative rating or low score: that is, determining the factors that will cause a lead to lower their rating, such as if they unsubscribe from your newsletter.
This categorization will help with proper enablement for the sales team.
Automate the process: Carrying out this process manually is almost impossible. Automating the matrix through your marketing tool will help you save time and money, and will also allow you to measure and optimize the results. Through HubSpot you can do this easily by implementing the contact property called HubSpot Score and assigning positive or negative feedback to the leads.
Iterate and iterate, the world is going to end: lies, it is not like that but analyzing and identifying the factors for which your lead scoring strategy is or is not working will allow you to rethink and perfect the process. Take all the details, reconfigure the tool if necessary and make sure to evaluate it quarterly.
A lead scoring strategy supported by the RevOps model
As you can see, this strategy always puts the prospect at the center, as does a RevOps model in general, which integrates people, processes and technology with the sole purpose of generating more value for customers and consequently more income for companies.
Using technology to automate the lead scoring process under a RevOps strategy will lead to better results, as the teams involved will have global visibility of the data to make decisions based on it.
