Lead Score

Hi, it's Amelia from Digital Reach and today I'm gonna give you some tips and tricks to fill out this lead score document for us.

Also, I'm gonna tell you why this matters. So do you have a lot of leads coming in, but maybe a smaller sales team that you wanna make sure focused on the best fit?

Do you just have a lot of leads? Um, do you find your sales team are wasting time chasing down leads that are actually disqualified?

Well, if any of those sound like you, then lead score's probably a good fit. Um, basically lead score allows you to take certain criteria and add or subtract a point value from an individual or a company giving you a final number that tells you how good of a fit for business this is.

How do we set this up? Uh, we need a little help from you and that's why we've got this document here.

Basically, we just need to know what things make a good lead versus what things make a bad lead for your company.

And then we can go ahead and input it in the system and we'll be off to the races. If you already know what this stuff is, great, go ahead and put it in there under Positive Drop, all of the things that represent the best fit lead for you, um, under negative, anything that could disqualify anyone.

If you need a few ideas of how to get started because this is a whole new world for you, go ahead and stick around.

I'm gonna give you some tips on the positive side. Usually what I recommend is tell me about your ideal customer.

Typically, your business has already sold to at least someone. So if you are have been working in HubSpot previously or if you have a different crm, go ahead and visit a record of someone that you've sold to and look at what they look like.

Um, maybe I noticed that people purchase my Waffle Irons, um, are folks who are from the Midwest and they own a diner or a restaurant.

So, okay, that gives me some information about region and as well about um, like certain demographic information. Maybe I noticed that they interacted with some of the recipes that I put out on my website to try and entice people.

So thinking about all of those different things first, what does the best fit person look like? If your marketing team has identified marketing segments, they may already know some of this information.

Um, and then the other piece, thinking about region and thinking about the types of stuff that they might be engaging with.

So you'll see this over here, like have they clicked on blogs? Have they viewed pages, Um, that kind of thing.

And it can be as simple as like they just need to be in these states and we need to have an email address, right?

Like even that can work as positive scores if you're dealing with a very muddy crm. On the negative side of things, uh, usually what I recommend doing here is first tell me disqualifying factors.

So say, uh, my waffle iron business is only able to ship within the continental United States. So unfortunately if someone's from Europe or from the Philippines, I'm not gonna be able to mail them the waffle iron.

They are disqualified, they won't be able to purchase from me. Um, so simple things like that can start you by painting with broad strokes.

Um, and then from there we can think about some other things. Like great example here is unsubscribe from all email.

If we can't email them, if we don't have a phone number, uh, how are we Gonna par possibly market to these people, right?

So, um, some things to think about there. Sometimes job title or if we're talking about companies here instead of contact, cause we can score both.

Um, maybe thinking about well, if they don't have a certain revenue or higher, they couldn't even buy the thing I'm selling.

So that's kind of how I recommend thinking about each of those sides. Now the points, so numbers don't worry about it, not a big deal.

Basically we just need to tell us how important each of these lines of criteria are to you. So if you are a big numbers person and you already know what you'd like to do, I recommend agreeing on a range first.

So usually folks either choose to do zero to 10 or zero to 100, Uh, that at least gives you some guardrails to operate within and you know that like 100 is really good or 10 is really good.

Um, instead of just kind of throwing numbers out there and hoping for the best, um, if you're still not sure, don't worry about it.

Just tell us like how important it is. So if someone has to be in the United States for me to send them a waffle iron, if I set up a criteria that says, um, leads must be in the United States, if the negative score item says lead is not in the United States, that would be negative like a hundred because I can't possibly sell to that person.

Totally disqualified. So that's how important that is, right? Like this one really matters. Whereas, you know, if they haven't read a marketing email in the last 90 days, maybe they get like negative 10 15.

I don't want 'em to be the first person my sales team's focused on, but they're not totally disqualified, right? So if you're having trouble with the numbers, contact your DR representative, tell them how you could do low, medium, high, and then they can do something and, and go ahead and work out the numbers for you.

Once all this is done in HubSpot, digital reach will do this for you. We'll go in and set up your lead score property.

So once all of this stuff is input in here by us, uh, it will automatically populate that property on your contacts or companies.

Um, and you'll get information from us about that. But the moment it, uh, it's automatically populated in there, you're ready to start doing things like filtering.

Um, for anyone with a lead score greater than 25, um, it all should be pretty instantaneous. Um, and it is something that you would be able to make changes and tweaks to in the future.

Um, but just getting started with the first rendition of it is always good and then revisiting it in a couple months to kind of say, is this lead score still working for us?

Makes a lot of sense. Um, good luck and happy scoring.