HubSpot’s automation software can help you pre-qualify leads. Lead scoring, as part of the automation process, provides a more detailed picture of potential customers.
This way, follow-up tasks are automatically routed to the right employee in marketing or sales. HubSpot Lead Scoring helps both teams identify highly qualified leads who are ready to buy. This automation software also makes it easier for you to stay on top of things.
What is lead scoring?
Lead scoring is the qualitative assessment of a lead. The goal is to determine how ready a new contact is to make a purchase. This means that different points or scores are assigned for various interactions.
Actions for which scores can be assigned in HubSpot Lead Scoring:
Filling Out an
Contact Form
Repeated visits to a specific product page at
Download a PDF
The point value varies for each action and each company and is determined through coordination between marketing and sales. This results in a scale within an automation tool like HubSpot that indicates how leads should be prioritized.
With HubSpot Lead Scoring, you can also see where a lead is in the decision-making process. This allows both teams to respond to leads at the right time.
When is HubSpot Lead Scoring the right solution?
HubSpot Lead Scoring helps your company pre-qualify leads and make your marketing and sales teams’ time more efficient.
HubSpot Lead Scoring is the right solution for your business if, for example:
- Your sales team often deals with leads that haven’t been prequalified or aren’t yet ready to buy.
- Your company lacks the budget and staff to follow up on all leads.
- You invest a lot in trade shows, but afterward you can’t tell whether they generated any leads
Why HubSpot Lead Scoring?
HubSpot Lead Scoring works best when you fully integrate your CRM system and automation into your marketing strategy. In order for leads to be scored, HubSpot must have access to all customer information.
Identify more customers who are ready to buy
HubSpot Lead Scoring helps you answer the following key questions to quickly assess the quality of a lead:
- Is the new contact a good fit for our company? You can use your buyer persona as a guide here .
- How interested is this person in our products or services? Here, you decide who on the team will be responsible for this potential customer.
With HubSpot Lead Scoring, you can easily answer these questions and assign the lead to the right team member.
Improve Your Marketing Automation Processes
Your lead scoring strategy makes your campaigns easier to measure. With Lifecycle Stages in HubSpot, you can see exactly how many customers are at each stage of the customer journey. For example, you can use this to determine, for reporting purposes, how many Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) you currently have.
Categorizing leads into these lifecycle stages enables targeted lead nurturing. In HubSpot, you can create campaigns that prioritize follow-ups. This way, your HubSpot lead scoring system helps you reach out to the leads with the highest purchase potential first.
Strengthen collaboration between marketing and sales
By collaborating on the development of HubSpot lead scoring, marketing and sales can work together effectively. This also ensures that both teams understand what the various scores and lifecycle stages mean and who is responsible for what.
Through HubSpot, employees are then automatically assigned only relevant contacts. This allows everyone to take the right steps to nurture leads.
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Automate your marketing activities and sales processes to improve efficiency in lead qualification and lead management.
HubSpot Lead Scoring in 3 Easy Steps
1. Lead Classification
First, classify the leads that come into HubSpot from a wide variety of channels. As you do so, ask yourself:
How do potential leads get in touch with the company, and how can they be assigned to a buyer persona based on that?
The following information is used to assign points in HubSpot Lead Scoring:
- Explicit data: This refers to demographic data that is often collected through forms.
- Implicit data: This refers to information about the various activities carried out by a first-time contact. Examples include interactions on social media or content such as white papers that have been downloaded.
When assigning points, base your decision on the action’s relevance to the sales goal. The closer the action taken brings the prospect to a purchase decision, the higher the point value.
Please note that you should specify only one classification factor per buyer persona. With HubSpot Lead Scoring, you can assign a score out of 1,000 to this buyer persona factor based on its importance.
2. Lead Qualification
To qualify leads, determine the criteria that your target audiences should meet.
As you do this, you ask yourself:
What characteristics should the customer have to ensure that everything runs smoothly?
The goal here is to identify characteristics that indicate how well a new prospect is a good fit for your company. A sale can only be closed if there is genuine interest.
Do not set more than 9 qualification factors in HubSpot Lead Scoring. Each of these up to 9 factors is worth 100 points.
3. Prioritization
Find out which contacts are a priority so you can filter out interested and already well-informed leads.
When prioritizing, ask yourself the following question:
How can I tell how much demand there already is?
Identify which interactions with your content indicate a high level of interest. When using HubSpot Lead Scoring, assign points for priority factors that do not exceed the double-digit range.
Test HubSpot Lead Scoring with LeadEngine
As a HubSpot-certified partner, LeadEngine offers customized marketing solutions. We provide comprehensive consulting throughout the entire sales funnel and support for both inbound and outbound strategies.
Talk to our specialists about HubSpot Lead Scoring, or learn more about marketing automation in our white paper. Discover how marketing automation can help you achieve your business goals faster.
