Introduction
While the fully automated SalesWings Predictive Score 🔥 does not look at the quality of the lead, the SalesWings Point Lead Score allows you to define various scoring models, taking into consideration any data that you have about your leads and contacts.
You can leverage the Point Lead Score and "Scoring" in general to measure a range of things, depending on what insights you're looking for.
How to go about scoring:
From a strategic perspective, the following approach is recommended:
Establish an initial scoring model together with your team and your customer success manager, and observe what scoring levels your leads and contacts show
Your Customer Success manager is available to support your team
Look at the detailed activity and data from several of your leads, to see whether the scoring makes sense
Fine tune and enhance your Scoring approximately every 3 months
A simple 3 step approach for your initial scoring model:
Step 1 - List the various personas that engage with your business digitally. The kind of people and accounts that you are marketing too, and who interact with your website, ads, emails and further content
Step 2 - Think about what a typical customer journey would look like, for a potential buyer who is evaluating your business, your products and services, as they are going through their buying journey. Of course, also think about the kind of things you would like them to do. Because there are millions of possible combinations, you will want to stick to the most important assumptions which you can rely on.
Once you've described the journey in a few simple sentences, break it down into individual lead activities and events. Don't think yet about "how will I track this", just think about the concept with a free spirit.
Step 3 - List your events on page "Step 3" in the cheat sheet, and give it a weight from 1 to 10, based on how relevant you find the lead activity in their buying journey.
There, you can also note what would give the input for the score:
Page views
UTM parameters for campaign engagement and clicks
Zapier for interactions with other client-facing apps (chat, document tracking etc.
Things you should NOT score:
Only some of the activity that you are tracking is indicating buying interest.
We distinguish between lead activities which...
signal buying intent and evaluation
show interest in specific aspects (topics, pains, needs)
should trigger immediate attention from sales via alerts
are important for reporting purposes
A pricing page visit, for example, should be score, could trigger an alert, and you may want to tag it for you to highlight it to sales.
Others may be purely for segmentation or identification of needs, such as a read on a key blog post.
In general, you want to stick to a limited number of scoring inputs, we recommend setting an initial threshold of 10 to 25 scoring inputs, depending on the size of your company.
If you find yourself going too much into detail, you run a risk of making assumptions, which are inaccurate. The scoring accuracy will not benefit from it. Furthermore, a score should be transparent and easy to interpret. Communicating the scoring in a credible and common sense manner to your team and sales reps, will indicate that you did a goo job.
You should NOT score:
Blog posts, and top of the funnel content, unless they are explicitly promoting you or address a very key pain point or desire that you can solve perfectly well
Too general company pages
Home page visits
Other activity where you can't say with high accuracy that it's relevant for a buying evaluation around your services and products
Examples of quality interest and activity to score are:
Visits to pages indicating interest to contact you:
Form submissions
Contact us pages
Sign-up pages
Visits to pages indicating interest in understanding costs of buying from you:
Quote request pages
Pricing pages
Options and plans pages
ROI related pages
Product and services related pages, indicating they're looking at what you're offering:
Customer review pages and case study pages
Product pages
Product brochures and downloads
Service pages
Campaign engagement, showing a reaction to your campaigns:
Visits from google search (SEO)
Clicks on email campaign, particularly strong promotional or closing-oriented
Clicks on Facebook, LinkedIn, Instagram ads
Campaign engagement, showing a reaction to your campaigns: