How to Set Up Lead Scoring

OTime to complete: 2 hours over 3 weeks

This project will help you set up lead scoring rules to determine which leads to engage with in order of priority. 

If done well, lead scoring will:

  • Improve Sales efficiency and effectiveness
  • Result in smarter, cost-efficient marketing
  • Create tighter alignment between sales and marketing 
Step 1: Identify the qualification criteria you'll use for your lead score
Learn how

To-do

The most important part of an effective lead scoring strategy is coming up with the right criteria. What defines your ideal lead? What would you want to know about them?
  1. Write out a list of all the different ways a person might interact with your company online before becoming a customer. This could be anything from subscribing to your blog to downloading an ebook to requesting a demo all the way up to purchasing your products and services.   
  2. Write out a list of demographic and firmographic qualification factors. (industry, company size, location, buyers role) that your leads might possess. 

Pro Tip

Lead scoring works best when you have two types of data: Demographic information captured by forms, and lead intelligence on how prospects have engaged with your various marketing channels online
Curious about which qualification criteria to use?
Check out this blog post to learn more
Step 2: Determine point values
Learn how

To-do

  1. Set a point value for each of the demographic and engagement criteria that you identified in Step 1. Note that not all qualities and actions are equal. For example, you might prioritize them like so, giving more points to the heavier indicators of good fit and interest:
    • Trial > Demo > Consultation > Webinar Download > eBook Download > Email Click > Email Open > Pricing Page View > Random Blog Page View
  2. Write these scores down in the same place that you recorded the qualification criteria in Step 1. No need to hop into the tool just yet. 

Example

Pro Tip

For the best results, you'll want to stick to a 0-100 point scale and weight the points in relation to how ready that lead would be to talk to a sales rep.

Step 3: Set up lead scoring in HubSpot
Learn how

To-do

  1. Navigate to Lead Scoring
  2. You have the ability to assign positive and negative attributes to your contact to create a HubSpot Score for them. Select Add Positive Attribute to add points to their score and Add Negative Attribute to subtract points from their score. 
  3. Continue to add scoring for each of the criteria you identified in Step 1.
  

Example

Want in-depth instructions on setting up custom lead-scoring in HubSpot?
Click here to read the user guide
Step 4: Agree on what makes a sales-ready lead
Learn how

To-do

  1. Determine a score threshold that will indicate a that a lead is ready to be passed to sales (e.g 75 or higher). 
  2. Build a list of all of the leads that have at least that score
  3. Send the leads on that list to Sales for direct follow-up. See the next step for several different ways to send your leads to sales. 

Example

Pro Tip

It's worth checking with your sales team to see which method of transferring leads will work best for their team.

Step 5: Pass qualified leads to sales
Learn how

To-do

  1. Determine how you will pass these leads over to sales once they enter your list of sales-ready leads. You might export the leads, email them to your sales team, assign them with HubSpot or syncing them with your CRM. 

Pro Tip

Lead scoring exists for two reasons: To make your sales team more efficient through qualification and prioritization, and to inform your marketing team as to which types of leads they should pursue. The lead hand-off process is an essential part of seeing the value of your scoring efforts. 

Step 6: Analyze and improve your lead score
Learn how

To-do

  1. Set up a meeting between your Marketing and Sales teams to discuss the leads you have been passing to sales. Things to discuss: Is this lead flow sufficient for your sales team? What metrics will you use to know whether it is sufficient? Consider close rate, number of connect attempts and lead follow-up timeframe. The more data you have during this meeting the better. Some information worth having:
    • Build a list of leads with a very high score (90+ if you are using a 100 point scale). What similarities do they have? Which moved fastest from the lead to opportunity stage?
    • If your sales team sources leads, ask them to explain what type of leads they typically look for.
    • Look at the wins, losses, and stagnant deals in your sales pipeline. What can you extrapolate that could inform the way you score your leads?
  2. Taking the feedback from this meeting, consider:
    • Adjusting the lead score threshold to be higher or lower. If sales felt all the leads were of good quality, lowering the score would be a good idea. If sales felt as though not enough of the leads were of good quality, consider increasing the lead score threshold.
    • Changing the points you allocate to each quality or action. You need to ensure that you sales reps have enough leads to work, so the answer might be in the effectiveness of your scoring, rather than the threshold you've selected. 

Pro Tip

Your lead scoring will not be perfect the first time you set it up. Work with your sales team to make improvements to your scoring based on how effective it is at identifying high-quality leads. This is a great barometer to use when tweaking the marketing and sales handoff process.