In this article, you’ll find an improved version of lead scoring and innovative ideas to optimize conversions and increase your company’s revenue!
Let’s start with the facts: having a lead scoring model can be the difference between a sales team operating in chaos and one that knows how to prioritize its efforts effectively. The end result? More deals closed at the end of the day.
But the big news is that HubSpot recently unveiled new lead scoring features, giving marketing and sales teams the ability to add up to 25 custom scoring properties. WOW!
This new feature will allow you to exponentially enrich your database. Yes, forget traditional lead scoring models—they’re just the tip of the iceberg! Now we’re able to go beyond demographic analysis (known as explicit scoring) and digital behavioral analysis (known as implicit scoring) that those models used to limit us to.
Scoring existing customers can be just as effective as scoring leads when it comes to identifying the best business opportunities. Simply understand your customers’ touchpoints and correlate them with renewal dates or opportunities to upgrade services or products.
Prospects are people with different needs. Consequently, the “Buyer’s Journey” won’t be the same for every prospect, right? So it doesn’t make sense to sell to all your contacts the same way! The CEO of a startup likely requires fewer interactions than the senior CEO of a multinational corporation. Understanding these nuances of your “Buyer Personas” will provide your sales team with a more logical approach to communication.
This approach allows you to define a specific score for your company’s offerings. It’s particularly effective for companies operating in diverse industries or facing extreme price variations across products or services. This scoring system will, in fact, measure a potential customer’s level of interest in a specific set of products or services. Let’s face it: with this level of sophistication, there’s no way your sales team won’t be making “hot” calls!
You can now set up two identical lead scoring models, but with different time periods. For example, a given time period can analyze interactions across more than one timeframe (for instance, a customer’s engagement over the past year compared to that same customer’s engagement over the past 60 days), and another time period can assign scores based solely on engagement over the past 30 days. You can take it a step further by setting up monthly, quarterly, and annual lead scoring models, and then compare how your top prospects are scored across each timeframe.
No, HubSpot’s new lead scoring features aren’t limited to individual contacts—you can now assign explicit and implicit scores to companies as well! Just make sure the score is recorded only for individual contacts, so the sales team can benefit from a holistic view.
Not 100% sure whether “industry” or “company size” are the best indicators of your prospect’s purchase intent? Don’t worry! You can now set up nearly identical lead scoring models that compare slight scoring adjustments against each other. When your sales team is closing more deals with customers who have a higher score than the other group, you can choose the most effective lead scoring model and use it from then on!
If you have any ideas to add, share them with us!
*Available only to Marketing Hub Enterprise customers