Now that you have an idea of how lead scoring works, it's time to put it into practice. Six steps for setting up Lead Scoring in HubSpot are listed here:
Step 1- Identify Criteria For Lead Score
This refers to the point at which an action should be counted towards the lead score. For example, a single website visit doesn't tell you much about your lead. Someone may have accidentally stumbled onto your site--this doesn't mean that they are marketing qualified. However, should someone return to your website multiple times, then you can count it towards their lead score. Identify the criteria for these actions. For example, maybe a lead has to visit your site on at least three separate occasions for the action to be attributed to their score.
Step 2 – Determine Point Values
Because not all attributes have the same value, determine how much value you want to assign to each attribute. For example, downloading an eBook has more value than visiting your website three times. Once you’ve identified your criteria, assign point values to your attributes. This is where doing research into past customer actions will help.
Step 3 – Set Up In HubSpot
Setting up your score properties in HubSpot isn't difficult. Just choose the settings icon in the main navigation bar and select Properties. Select HubSpot score and click on name. From there, scroll down to Calculations and click Add new set next to the Positive Attributes or Negative Attributes. Add as many sets as you need for both Positive Attributes and Negative Attributes. Keep in mind that the lead will have to meet all of the criteria you list for the attributes to apply.
Step 4 – Determine Criteria For SQL (Sales Qualified Leads)
Next, determine the threshold at which a lead becomes a sales qualified lead. For example, if you're scoring leads from 1 to 5, you could designate 5 as the score at which they become a sales qualified lead. If you're scoring from 1 to 100, track the actions of previous customers and determine what their score was based on your current attributes and point values. This can give you a good idea of what scores your previous leads had when they made a purchase. Choose a number based on these scores to identify current leads as sales qualified.
Step 5 – Give SQLs To Sales
Once your leads have reached the score at which they're identified as sales qualified, marketing should hand them over to your sales team. It's at this point that your leads will be ready to be engaged.
Step 6 – Improve Lead Scores
You will probably not get it perfect right away. Even if you do, things change over time--your products may change, your marketing may change, your customers may change. Continually trying to improve your lead scoring efforts is never a finished task.
Important Questions To Ask To Continue Improvement
The best way to improve your lead scoring is by continually asking yourself these questions:
- Are there enough leads for your sales team?
If your sales team isn't being productive because they don't have a regular stream of SQLs to engage with, then the criteria you've established to identify SQLs may be too strict.
What do our best SQLs have in common?
Identify which SQLs your sales team has no problem closing as well as those that make additional purchases. Look into their score to determine what actions they took and what personal information they have. You may want to add value to the attributes that your best SQLs have in common.
How can we generate more SQLs?
Use the attributes that your best SQLs have in common to determine how they engage with your brand. Then leverage that information to improve your marketing efforts. For example, if they all downloaded an eBook linked from a specific blog post, consider finding ways to link to that eBook offer more often and to write content that's similar to that blog post.
Does the SQL threshold need to be higher or lower?
If you aren't closing a high percentage of your SQLs, then your threshold may need to be higher. But if you're closing all of them or you're not getting enough of them to your sales team, the threshold may need to be lower.
Do the points allocated to each of your lead score criteria need to change?
Based on your SQLs scores and who you're closing, you should be able to identify if you're allocating too many (or not enough) points to certain attributes.