Lead scoring: how do you set it up?

Your marketing strategy is generating leads galore 🥳! But how do you judge the quality and maturity level of these contacts?
That’s where lead scoring comes in, identifying the lowest leads in the conversion funnel and transferring them to your sales,
based on an arbitrary and automatic scoring system. All that’s left to do is define the criteria to be scored in advance – follow the guide!

lead scoring sheet template

Download your lead scoring template to detect the contacts most likely to convert👇

What you’ll find in this lead scoring template

This template is ready to use: simply copy the tab and define your own scoring criteria, based on the concrete examples provided! Find out more about lead scoring just right here:

💥 Lead scoring development

  • Inbound marketing strategies generate large volumes of leads, but not always qualified ones
  • The advantage for marketing is to avoid wasting sales teams’ time with prospects whose maturity level is not sufficient to convert quickly

✌🏽 Two types of lead scoring

  • Behavioral lead scoring: points are awarded on the basis of the prospect’s actions on your site (page visits, content downloads, etc.).
  • Demographic lead scoring: by adding fields to your forms, you can classify your prospects according to function, location, company size, budget…

1️⃣2️⃣ Preliminary stages

  • Have a precise idea of your conversion funnel: you’ll classify the different actions that can be carried out on your website according to the prospect’s level of maturity to which each corresponds (discovery, evaluation, purchase)
  • Define your Ideal Customer Profile (ICP) and buyer persona: so you can assign points to the demographic criteria that count

3️⃣ Allocate points to each criterion or action performed

  • Keep in mind your conversion funnel: the most engaging actions or the most crucial criteria will receive a higher number of points. Don’t forget to use negative scoring for prohibitive criteria or actions.
  • Record all your points in a spreadsheet, with associated criteria, possibly divided into two parts (demographics/behavior)

Going further…

Okay, so you’ve thought about it, you’ve made your spreadsheet. Now what? We’re not going to lie, if you have to write down every prospect in a spreadsheet tab, you’re going to lose your mind fast 🤯
At Adrenalead, we pull up all the crucial demographic info and actions in Hubspot, in a dedicated field that concatenates all the results and sends an alert to marketing as soon as the desired score (40 in our case) is reached. In short, automation is the secret!
PS: article not sponsored by Hubspot, but 💙 about them anyway, because we love this CRM!