“A good lead score leverages the past to predict the future, today.” – Liam Bogar-Azulay. Since its inception, lead scoring has always been an effective way to rank potential customers based on their engagement with your business. But, when strengthened with the capabilities of HubSpot, which offers powerful tools to help you streamline the process, lead scoring can become a game changer for businesses. In this blog, we’ll look at the most powerful tools HubSpot offers to bolster your approach to lead scoring strategy. We’ve also included some of our best-performing secrets to help you optimise your lead scoring strategy.
The Lead Scoring principle
Lead scoring involves ranking potential customers against a points scale that represents how engaged each customer is with your business based on their behaviour and interactions with your brand. The whole process of defining lead scores is a great chance for your marketing and sales teams to align and collaborate and ensure that the highest-quality leads are passed to sales for follow-through.
So how can you maximise lead scoring using HubSpot? As the leader in CRM, HubSpot has made lead scoring a dynamic process that continuously updates scores as new information becomes available. But this is only possible if you’ve established the perfect customer for your business and effectively assigned scoring to engagements. Let’s get into it –
Maximising your lead scoring set-up
Precise customer profiles
The best way to get accurate and useful scores is to have a clear understanding of your ideal customer. HubSpot defines this as an ideal customer profile (ICP). The more accurately you define this profile, the more effectively you’ll be able to assign scores.
Use predictive lead scoring
HubSpot Enterprise (HubSpot’s highest package) offers a predictive lead scoring feature that leverages machine learning to analyse your existing leads and identify patterns that indicate a high likelihood of conversion. This feature automatically updates lead scores based on new data, providing a more accurate and dynamic scoring model.
Key engagement metrics
Key engagement metrics indicate a lead’s interest and readiness to buy. When identifying yours, focus on key engagements rather than a comprehensive list of potential engagements. Make sure your key metrics include:
- Website visits, including frequency and recency of visits.
- Content downloads, including ebooks, whitepapers, case studies, etc.
- Email interactions, including opens, clicks, and replies.
- Social media engagement, including likes, shares, and comments on your posts.
- Webinar registration and attendance
Not all clicks are alike. Engagements with the job portal on your site, for example, would indicate that someone has no intention of purchasing and just wants to work for you – in which case they would receive a negative score.
Assigning scores effectively
With your ICP and key engagement metrics defined, your next goal is to assign scores to these metrics as effectively as possible. In HubSpot, you can use positive and negative values to fine-tune your scoring model.
Segmenting leads
Segmentation is a massive part of effective lead nurturing. Use lead scores to segment your leads into different categories, like hot, warm, and cold leads. This allows you to tailor your marketing and sales communication to each segment, which will drastically increase your chances of conversion.
You can achieve this in HubSpot by creating ‘active lists’ of contacts with a lead score within a certain range. Contacts who belong to these lists can then trigger workflows, receive emails, or be retargeted with ads.
Regularly review and adjust scores
Lead scoring is not a ‘set-it-and-forget-it process’. Regularly reviewing your scoring model will ensure it aligns with your current business goals and customer behaviour. Analyse the performance of your lead scoring rules and adjust them based on insights from your sales and marketing teams. Regular monitoring will also help you identify any anomalies or patterns. This can help you spot potential issues with your scoring model and make necessary adjustments.
Your Platinum HubSpot Partner
HubSpot’s powerful tools and automation features make it easy to implement and refine your lead scoring strategy. To really get the most out of HubSpot, there’s no better way than by working with someone who has an expert understanding of every tool and how to maximise its efficiency.
As a Platinum HubSpot partner, Pixeld has worked with countless businesses, assisting them in lead scoring optimisation. “Effective lead scoring is an essential part of a strategic sales approach. By quantifying the likelihood of conversion through targeted attributes, businesses can not only streamline their sales efforts but also focus their resources on the most promising prospects, enhancing overall conversion rates and sales efficiency.” – Nathan George, Managing Director, Pixeld. Get in touch with us today about how we can make HubSpot work harder for you and maximise your lead scoring strategy to supercharge your sales, starting today.
