Explore this comprehensive presentation from our recent webinar on 'Successful Lead Scoring Models in Marketing Automation'. The slides delve into the fundamental aspects of lead scoring, its benefits, different models, best B2B practices, and practical steps to build a lead scoring system using VBOUT. A must-have resource for marketing professionals seeking to improve their lead qualification and conversion processes.

1. Successful Lead
Scoring Models in
Marketing Automation

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4. ⚬ General Intro
⚬ Presentation
⚬ Q&A
Agenda

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7. Successful Lead
Scoring Models in
Marketing Automation

8. Defining Lead
Scoring

9. What is Lead Scoring?
• Lead scoring is a strategic approach used
by marketing & sales teams to evaluate the
quality of leads and prospects.
• It involves assigning values or scores
based on a lead’s demonstrated behavior
and interest in your product or service.
• This methodology empowers businesses to
identify valuable leads in their pipeline,
nurturing them through the sales funnel.

10. Lead Scoring
Benefits in
Marketing
Automation

11. Higher Conversion Rates
• Lead scoring enables marketers to
prioritize leads, increasing conversion
likelihood.
• Scores are assigned based on lead
behavior, demographics, and engagement
level.
• Higher-scoring leads are more likely to
become customers.
• Companies using lead scoring experience
a whopping 77% increase in lead
generation ROI (Source: Toplyne).

12. Increased Sales Efficiency
• With lead scoring, sales teams can focus
their efforts more effectively, avoiding low-
probability leads.
• It enables identification of a prospect’s
position in the sales funnel, allowing for
tailored outreach.
• For instance, leads at the research stage
receive nurturing marketing messages,
while bottom-funnel might be directly
contacted via phone call.

13. Increased Marketing Effectiveness
• Lead scoring provides vital
feedback for marketing teams,
highlighting which campaigns
generate high-quality leads.
• This insight pinpoints a lead’s
stage in the sales funnel,
enabling more personalized
future communication.

14. Reduced Lead Leakage
• Lead scoring minimizes the
risk of missing potential
opportunities.
• By diligently tracking all leads
and their respective
engagement levels, it ensures
promising leads are pursued
and monitored effectively.

15. Better Sales and Marketing Alignment
• Lead scoring enhances the
collaboration between
marketing and sales teams by
identifying sales-ready leads.
• Open dialogues about the
volume and quality of leads
transferred to sales assist in
evaluating and refining the
lead scoring model as
necessary.

16. Understanding
Lead Scoring
Models

17. Lead Scoring Model 1: Explicit Scoring
• Explicit scoring is a lead scoring model
that gathers information directly from
leads via opt-in forms, landing pages,
or pop-ups.
• Data used in this model typically
includes geographic, demographic,
and firmographic elements (i.e., job
title, level of expertise, company sizes,
industry, revenue).
Source: Cognism

18. Geographic Scoring: Region/Location
• Geographic scoring prioritizes leads
based on their residential region or
location.
• This method benefits businesses that
ship products to specific locations, or
those employing localized marketing
strategies such as targeted advertising
or events.
• It’s also useful for businesses offering
location-specific products or services,
like local restaurants, or those
operating with certain regions due to
legal or regulatory constraints.

19. Job Title/Seniority Level
• Understanding a lead’s job title and
seniority level can be crucial in lead
scoring.
• It helps in identifying decision-makers
who have a significant say in
purchasing decisions.
• This knowledge can guide how you
engage and nurture leads during the
sales cycle, allowing for more
personalized and effective
communication.

20. Company Type: Size, Industry & Revenue
• Recognizing the suitability of your
product for different company sizes
(SMBs vs. Enterprises) is crucial.
• For example, if you offer affordable
pricing plans, your product might
resonate better with SMBs.
• Similarly, if you operate in a high-stake
industry like cybersecurity, your
product may fall into the “high-spend,
high importance” category, suitable for
larger enterprises.

21. Lead Scoring Model 2 : Implicit Scoring
• Implicit scoring is an essential part of
your lead scoring model that focuses
on observing the behavior and
engagement of your leads.
• This includes actions such as visiting
your website, booking demos, signing
up for free trials, downloading ebooks
or whitepapers and attending
webinars.
• Implicit scoring gives you insight into
the potential intent to purchase by
tracking certain behavioral patterns
(Source: DemandZen).
Source: Cognism

22. Website Visits/Forms Fills
• Monitoring website visits and form
submissions: Implicit lead scoring relies
on tracking and evaluating the online
activities of potential leads.
• Prioritizing lead interest: Leads who
frequently visit key pages and actively
engage through form submissions
demonstrate higher levels of interest and
should be assigned higher scores.

23. Demo Bookings and Free Trial Signups
• The action of booking a demo or
signing up for a free trial shows an
important commitment from a lead. It
suggests that they’re considering your
product/service and want to learn
more.
• These leads have moved beyond the
awareness stage and are likely
considering a purchase.
• Such behaviors should be rewarded
with a high score as these leads are
potentially much closer to conversion.

24. Content Downloads (Ebooks, Whitepapers)
• When leads download content like
Ebooks or Whitepapers, it shows a
higher level of engagement and
interest in your offerings.
• This indicates that they are willing to
invest time to understand more about
your products/services or the industry
you’re in.
• Assign higher scores to these leads as
they are likely to be more serious
about their buying journey.

25. Webinar Attendance
• Event attendance is clear pattern of an
engaged and potentially high-quality
lead.
• Regularly attending your webinar
means the lead is interested in the
knowledge you share and is likely to
be more familiar with your brand.
• Such leads should be assigned higher
scores due to their consistent
engagement and potential to convert.

26. Email Activity
• Open rates and click-through rates are
essential indicators of email
engagement.
• A lead who regularly opens your
emails and clicks on the links within
them is showing a higher level of
interest in your offerings.
• This level of engagement should be
reflected in their lead score.

27. The Best Lead
Scoring Practices
for B2B

28. Create Ideal Customer Profiles
• Leverage explicit and implicit data to
craft ideal customer profiles, thereby
gaining deep insights into your leads’
needs, interests and challenges.
• By scoring leads based on these
criteria, you can identify the highest
scoring leads, who are most likely to
convert.
• This empowers you to target these
premium leads with tailored content
and messaging, encouraging similar
leads to engage and convert.

29. Identify Lead Touchpoints
• Prioritizing leads through touchpoints:
Understanding the various touchpoints
of your leads is essential for effective
prioritization.
• Guiding leads down the sales funnel:
Recognizing these touchpoints allows
marketing teams to guide leads toward
key interactions, nudging them closer
to conversion. For instance, reminders
can be sent to encourage actions like
downloading an ebook if a lead has
already shown interest by opening an
email.
Source: Outvio

30. Ensure Seamless Marketing & Sales Coordination
• Marketing and sales are intertwined,
and their collaboration enhances
efficiency.
• For instance, sales can share insights
on blog posts and case studies used in
closing deals, which the marketing
team can optimize or reproduce.
• Both teams should sit collaboratively
establish lead scoring criteria, analyze
data, monitor lead touchpoints, and
routinely evaluate and refine the
system for better results.
Source: Zoho CRM

31. Develop Your Lead Scoring System
• Identify relevant interactions and
activities for your business.
• Assign scores ranging from high to low
based on the importance and level of
engagement.
• For instance, assign higher points to
actions that indicate strong interest
(like webinar attendance – 15 points),
while less engaging activities (such as
opening an email or visiting a specific
webpage – 5 points) get lower scores.

32. Use Negative Scoring
• Distinguishing qualified leads: Negative
lead scoring is vital for differentiating
between leads likely to convert and those
with lower conversion potential.
• Deducting points for disinterest or
unpreparedness: Negative actions or lack
of activity, such as unsubscribing, email
bounces, spam complaints, inaccurate
form submissions, or extended inactivity,
result in the deduction of scores to
indicate disinterest or unpreparedness for
a purchase.

33. Example of a Lead Scoring System
• This slide illustrates how leads are
classified based on our established
lead scoring system.
• Points are accumulated for each lead,
reflecting their specific actions and
explicit data.
• Higher scoring leads are then
considered qualified and can be
assigned to the sales team or targeted
with personalized emails.

34. Example of a Lead Scoring System
• This funnel showcases the various
stages of leads according to their
position within the sales funnel.
• Stages and labels are determined
based on your unique criteria and
distributed across different score
ranges.
• A lead’s progression depends on their
total score, which accumulates as they
interact with your brand.

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