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A lead scoring template helps capture great leads by assigning structured point values to behaviors and attributes that indicate buying intent and ideal customer fit. It allows sales and marketing teams to quickly separate high-quality prospects (“hot leads”) from low-quality ones using consistent criteria. This improves targeting, prioritizes outreach, and increases conversion rates by focusing efforts on leads most likely to buy. If you’re connected to a CRM such as HubSpot, you can manage your lead scoring on the platform.
Frequently Asked Questions:
How to Build a Lead Scoring System
Lead scoring is often split into two core components: Fit Score (how closely a lead matches your ideal customer profile) and Engagement Score (how actively they interact with your brand). Some teams also use a combined score to unify both signals into one qualification metric.
Once you’ve defined your positive lead value attributes (values assigned to activities with historically high conversion rates) and your negative attributes (these values lower overall scores because they’re not the actions that show they’re sales), put the positive and negative attributes (for each lead) into a spreadsheet with an assigned value attached. Add points for positive actions and subtract them for negative. Your total values for each lead will help you determine whether the lead is hot or not.
How to Use Customer Data to Define Lead Scoring Criteria
Use the data you have available to you. Your past customers are a good resource for identifying effective marketing and how consumer actions online led them to buy from you. You can get more information from your past customers using surveys or tapping into the sales information your team accumulated during the conversion.
Lead scoring models ensure the values you assign to each lead reflect the actual compatibility they have with your product. Many lead scores are based on a point range of 0 to 100, but every lead scoring model you create will support a particular attribute of your core customer.
-HubSpot
Many teams use fifty-seven as a common “hot lead” threshold, but this value should be calibrated based on your own conversion data. You can use 57 or another number that makes sense for your business. Why 57?
“57% of the purchase decision is complete before a customer even calls a supplier.”
-CEB
When a lead reaches the defined hot threshold, HubSpot workflows can automatically update the lifecycle stage to Sales Qualified Lead (SQL) and notify the assigned contact owner to initiate outreach.
Lead Scoring Example Spreadsheet
Here's what a lead scoring template could look like when you get started in-house.
|
Lead |
Visited Certain Key Page |
Filled Out Form |
Opened Email |
Location |
Total Value |
|
ABC Co. |
yes 20 |
yes 20 |
No -10 |
within region 20 |
50 |
|
XYZ Co. |
yes 20 |
yes 20 |
Yes 10 |
outside region -10 |
40 |
|
MNO Co. |
yes 20 |
yes 20 |
yes 20 |
within region 20 |
80 |
MNO Co. has more than 57 points, so you can add them to your hot lead list.
Starting with a simple exercise, create parameters for defining a qualified lead. This helps the marketing team to better analyze their data and gives the sales team a chance to visualize their ultimate lead based on easily obtainable information.
Remember that your initial steps into lead scoring can be basic. Work together to use your internal knowledge (e.g., past customer information and close rates) to create baseline data you can build on while managing new leads. If you can save your sales team from pursuing leads that aren’t going to convert, that’s a win for you. Keeping the task as simple as possible also helps garner the cooperation of everyone.
How to Scale Lead Scoring Into Automation (HubSpot CRM)
Once you’re confident in your lead scoring capabilities, you might want to move to a more sophisticated process. You can automate your lead scoring through processes you define within the database on platforms such as HubSpot using the HubSpot Enterprise Marketing Hub.
HubSpot Lead Scoring now includes multiple models. Contact scoring evaluates individual leads, Company scoring evaluates organizational fit and engagement, and Deal scoring assesses opportunity alignment with your ICP. Most teams combine these models to improve accuracy across the buyer journey.
Ready to Delve a Little Deeper into Lead Scoring? Download the E-Book.
References:
https://blog.hubspot.com/marketing/lead-scoring-instructions
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