When your operation Lead Scoring increases the volume of leads generated daily. The volume of unqualified leads usually increases as well. And this is common, especially when you are optimizing marketing acquisition campaigns.
The problem is that this process often impacts the sales team, potentially overloading your sales representatives with leads that will not advance in the purchasing journey at this point.
In these cases, it is possible to use some mechanisms to qualify leads before they reach the sales team.
If your company works with HubSpot CRM on the Professional plan or higher, you can use more than simple filters to deliver qualified leads to the sales team.
You can use a feature called Lead Scoring (or Contact Scoring in HubSpot).
And if you use another CRM that has this Lead Scoring function, you can use this article to learn how to set up your planning using our exclusive spreadsheet .
Lead Scoring: Exclusive spreadsheet for readers of the Data Management Blog
The need to use Lead Scoring in growing operations
Although there are mechanisms that phone number list can solve the problem of lead disqualification, such as filters in CRM, these mechanisms only separate the leads that answered the right questions on your form, without understanding whether they are prepared to receive contact from your salespeople, in a more contextual scenario.
Therefore, we use a more complete solution to qualify a contact, Lead Scoring.
Lead Scoring is a methodology that aims to discover, based on the explicit and implicit behaviors of your contacts, which of them are most prepared to receive an approach from your sales team. Advancing through the pipeline in a faster, more assertive and natural way.
But how do you start a Lead Scoring project from scratch?
But with this article and the help of a tool that we will make available to you, we are sure that this work will become easier.
Now, let’s take a step-by-step guide if an institution really wants to explore technological to implementing Lead Scoring in your CRM and start qualifying your leads!
Step 1: Use existing Marketing resources to get started
Before you think about qualifying criteria for your leads, it’s important to plan. And good planning starts with a good audit of internal materials to help you create and list your qualifying criteria.
Below are some examples of materials
> Persona description : this is the most valuable material you can count on to start your Lead Scoring project. This material already contains characteristics that you can list in your planning. Within HubSpot, these characteristics will be transformed into contact properties .
> Form qualifying questions : Many forms email list on your marketing or sales team contain important information to qualify leads, especially if they were created for mid- or bottom-of-funnel conversions. Therefore, it is important to gather this resource as well.
> SLA with the sales team : if your marketing and sales teams already have an alignment on what constitutes a lead qualified by marketing and capable of receiving contact from the sales team, this can also be used to build Lead Scoring.
Find other resources from your marketing team who can help with this first step.
Criteria classification and scoring
After listing what information each team needs to qualify the lead, it’s time to classify and score this information.
Remember that, in Lead Scoring, we can score explicit and implicit information. And in our view, implicit information can help a lot in anticipating the sales team’s approach to the contact. Let’s define each of them:
Explicit information: this is data that the lead explicitly provides to you, whether in a form, on a phone call or in any other contact with your company. They usually provide this data in exchange for information of value to them, such as an ebook or tool.