Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Why is Lead Scoring Important?

By John Bonini

John Bonini also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

Why is Lead Scoring Important? Blog Feature

The following is an excerpt from IMPACT's ebook, "The B2B Marketers Checklist for Accurate Lead Scoring." For more expert tips on delivering more qualified leads to your sales team, be sure to check out the full ebook.

Perhaps the most notable trademark ofan inbound marketing campaign is its ability to drive more traffic, and generate more leads from your website.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

While this is certainly great news, the downfall is that many marketers and businesses alike are squandering these opportunities by attempting to sell to leads that simply aren’t ready to be sold to yet.

Lead nurturing? Simply overlooked in an effort to skip right to a sale.

In fact, according to Marketing Sherpas, only 21% of B2B marketers have actually established a lead scoring program.

This is precisely why lead scoring has become an essential aspect of any marketing campaign; it allows us to score leads based on their actions, giving priority to only the most qualified of leads.

Why is this important?

Well…it ensures that your sales team isn’t wasting their efforts on leads who aren’t yet ready to buy, and even worse, are unqualified.

How Lead Scoring Works

Using the HubSpot software, you can assign scores to leads who either: Meet certain demographic information, orPerform certain activities on your website.

While you can use any scale you’d like, we recommend keeping your points for any single activity between 0-100.

Using the custom lead scoring tool in HubSpot, you can assign a set of rules to be applied any time a lead completes an action that you deem important to the sales process.

For instance, perhaps anytime a lead visits your pricing page, the software will automatically assign them 40 points, as any lead who has taken an interest in your pricing structure is surely more qualified than those who have not, right?

By establishing a set of rules that automatically score your leads will have a significantly positive affect on your entire sales process.

Before You Get Started

This goes without saying, but before you can get started with any lead scoring strategy, it’s imperative that both your marketing and sales teams sit down and establish the criteria for what makes a qualified lead for your company.

Talk with your team and determine which demographics, activities, and behaviors make a lead more qualified, or what us marketing nerds like to call an MQL (marketing qualified lead.)

Which demographics are more likely to buy than others?

    • CEO’s or other C-Level executives?
    • Do they represent smaller or larger businesses?
    • What kind of revenue are they bringing in?

This is the information you should be gathering from you lead capture forms.

Setting Point Values

Once you’ve clearly identified what makes a qualified lead for your company, you can more effectively develop a points system to assign values to the certain criteria that makes a lead qualified.

Determine What Score Makes a Lead Sales-Ready

Once you’ve successfully assigned point values for the criteria and marketing activities you’ve identified as important in qualifying a lead, decide at which point total should a lead be considered sales-ready.

And remember, the whole goal here is:

    • To avoid scaring leads away before they are ready to speak with sales.
    • Make your sales process more efficient by enabling your sales team to work with only the most qualified of leads.

Continue reading the full ebook...

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Published on March 13, 2013