The ranking used in lead scoring can vary. Some models use numerical points, some use letters like A, B, C or D, some use indicators like "warm" or "cold." Because your marketing team can specifically focus on the leads that show a higher sales readiness, they can optimize their efforts and increase efficiency.
Actions along the sales funnel – such as downloading materials, phone number list eaving personal details or contact information, sharing/responding, and engagement.
The interest shown – including website visits, keywords used and emails opened.
Demographics – industry, job title, beliefs and company size (especially for B2B)
How to determine the right lead score
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There is no quick formula that can help you determine the right lead score for your customers.
Of course, use the methods you implement to give your prospects points, attributes, or a score for each action taken in the sales funnel. The more a feature they responded to is conversion-motivated, the more points you give that lead.
The first important step in calculating the right lead score is to understand what features you have implemented in your sales funnel and which of them are most effective. These are the ones that help a lead score more!
When trying to determine the correct lead score, you first need to know the minimum and maximum score to award a lead. This is usually between 1 and 100.
The points you give your leads can add up based on certain actions taken. Some examples include:
Filled out a form on your website's landing page (20 points). This gives you access to data and details, so you can consider it a highly conversion-motivated feature. When a lead leaves their details, it means they're happy to be contacted by your company.
Engagement with your newsletter (15 points) – This is another high score. It means that interest in your lead remains over time and interaction with your company increases.
Social media engagement (5 to 10 points, depending on the action taken). A customer who follows your page or account might get 5 points based on their initial interest, but if you notice that they continue to interact with your posts or via direct messages, you can increase this to 10.
Website or blog visits (5 points). Especially due to an effective marketing strategy, many potential customers could click on your blog or website. However, not all of them will maintain such interest or leave their details. So just one visit or viewing could bring about 5 points.
Of course, there are many more actions a lead can take in the sales funnel. This depends primarily on how your marketing team has created such a sales funnel and what they expect from a lead while they are there. It could be opening an email, responding to a call to action or leaving your details.
Once you have assigned a point to each action, you can start tracking the lead's actions through special software. Now you can easily add up the points for each action. The last step is to organize the leads according to the number of points they received as a result of their actions.
