Each lead that is generated through your inbound marketing or outbound marketing funnel has a different journey and intentions for what they’re going to do next with your business.
Therefore, being cognizant of every single unique customer journey is vital for understanding what type of content converts better or where there might be friction.
But how do you keep on top of potentially hundreds of leads at any given time?
Knowing where your leads are coming from and figuring out their interest levels can be a challenging experience.
By implementing lead scoring into your digital marketing strategy, you increase the likelihood of learning about your customers in the best way possible.
Building out a definitive lead scoring process in your HubSpot CRM may be the difference in converting more of the leads that come your way.
- What is Lead Scoring?
- Factors that Affect a Customer’s Lead Score
- Calculating Your Customer Lead Score: Manual vs Predictive
What is Lead Scoring?
In regards to ‘what is lead scoring’, it is to assess the value of each customer coming through your sales funnel and evaluate what their customer behaviour is and the likelihood that they will continue to invest with your company. For example, if they don’t buy anything and never come back, it’ll be a low score and vice versa.
There are a myriad of ways you can process your leads and their value through lead scoring criteria and we here at Fuelius are going to give our perspective on which ones are most critical to low and high lead scoring.
Giving customers lead scores not only helps your sales and marketing team determine whom they should contact regularly with direct messages relative to their customer journey, but it will also help you stop wasting your time on leads that have potentially only visited your website, interacted once, and never came back.
Not every company's system is going to be the same, as people will have different factors that will be more meaningful than others. For example, if an enterprise bases its success on the amount of engagement it gets compared to revenue, lead scoring on HubSpot will differ based on a business-to-business preference.
Gathering all the information from your data inspections will then allow you to track each individual and determine whether they will be suitable for your company’s product or service.
After looking through and assigning their score, you will have a lead score, which will indicate who is engaging with and purchasing from your website. If you don’t know what aspects to focus on, follow along to see the crucial parts of formulating an accurate lead score.
Factors that Affect a Customer’s Lead Score
When selling through an online platform, you must have an ideal target audience that will suit your business. Every behaviour that you would want from a customer will be at the top of the lead score process. Here are some of the main elements that could affect their lead score through HubSpot's automated CRM software.
Location of the Customer
If you’re selling worldwide, this will not apply to you. However, if you’re a local brick-and-mortar business that needs local customers or clients through your CMS, this function will be immensely useful.
With your landing pages and web pages, you can create forms for your customers to fill out and include their demographic in the information sector. This way, using HubSpot's predictive lead scoring system, you will be able to increase a customer's score based on their demographics (whether it’s suitable for your target audience or not).
Website Interaction
If a customer or client is consistently viewing your website, moving from page to page, has joined your newsletter, has purchased from you before, and many more factors will all be major key points when ranking the leads score.
However, the lead score criteria can differ depending on what data you take seriously. If you have a service or collection page that is important to you, ranking people who view and interact with these specific pages higher will be vital.
Social Media Activity
If a customer or client is interested in your product or service, they often go to your social media (as well as your website) to get to grips with your brand. If they’re liking, commenting, and sharing your posts, this can be a great sign that they’re an engaged customer who could potentially move higher up your lead scoring procedure.
Email Marketing Engagement
A potential prospect who views your website and shows clear interest will opt in for all your email marketing promotions (no matter the software you use) and may be interested in your product or services. If their open rates, engagement rates, and conversion rates come to a sufficient amount, this could be a tell to boost their lead scoring in your HubSpot score sheet.
Calculating Your Customer Lead Score: Manual vs Predictive
You can use HubSpot’s predictive lead scoring software or you may decide to do it manually yourself through whichever CRM or marketing software you're using.
The HubSpot system makes it easy, allowing you to put your chosen criteria directly into your CRM and the scoring system will automatically optimise all your leads for you rather than you completing a manual lead scoring model.
However, before you create it manually or put your criteria into the predictive system, you must calculate what is important to your company. Speaking to staff and your customers and analysing your analytics will give you the best overall lead score system.
Speaking to customers about their experience and how they found your business - whilst discussing their whole customer journey will help you learn a lot about what you could achieve moving forward (especially if you find a pattern in the customer journey).
Communicating with your sales team to see how they’re viewing the lead journey is paramount. If your team is seeing something that is working, you will need to double down on it, and likewise with your analytics.
Further resources:
If you’re looking to use HubSpot predictive lead scoring for your business, along with many other HubSpot benefits from our advanced partnership, book a discovery call with our professional team and we’ll be more than happy to see how we can help your CRM and marketing systems today!
