"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
Lead scoring Best Practices
1. www.edynamic.net
Lead Scoring Best Practices
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3. What is Lead Scoring?
Determining the Buying Zone
Low level of engagement High level of engagement
(Low level of how much the lead wants (High level of differentiation driving
to talk to us) purchase intent)
The Buying Zone
High level of
Profile Match The only leads we should be
(High level of how feeding to the sales field
much we want to
talk to the lead)
Low level of
Profile Match
(Low level of how
much we want to
talk to lead) 2
4. Getting Started
Co-dynamic Lead Scoring
Define Profile Fit (Explicit) Score
Define Engagement (Implicit) Score
Map Scores to a Lead Rating
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5. Scoring Process
Feed into
Score Scoring
RESET
Send to
CRM
Sales Force
Explicit and Implicit
Scores Calculated
Inside Sales
Rating Assigned
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Nurturing
Nurturing
Program
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6. Split the Score
Score Description Marketing Action
Priority but may need
The right prospect but no
A4 specific “why now”
interest.
messaging.
Good fit and very Send to sales queue for
B1
interested. follow-up.
Not the idea prospect but Will they ever be a good fit?
C1
very interested. Continue to nurture.
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Fulfill request and segment
D4 Wrong Fit. No interest.
out.
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7. Over Time – Scoring as a Threshold
A1 A2 A3 A4
B1 B2 B3 B4
C1 C2 C3 C4 All go to sales
D1 D2 D3 D4
A1 A2 A3 A4
B1 B2 B3 B4
C1 C2 C3 C4 C2 – A1 go to sales only
D1 D2 D3 D4
A1 A2 A3 A4
B1 B2 B3 B4
C1 C2 C3 C4 A1 – A3, B1 – B2, C1 6
D1 D2 D3 D4 go to sales only
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8. Getting Started– Profile Fit
Category Ranking Weighting Define categories. Keep it
simple with 4 – 5
Pain / Need / Solution
1 30 %
categories max.
Interest
Rank importance.
Job Role 1 30 %
Determine % weighting of
Industry 2 25 % importance. Weighting
drives the calculation.
Lead Source 3 15%
100%
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10. Getting Started – Level of Engagement
Category Ranking Weighting Define categories. Keep it
simple with 4 – 5
High Touch Event
1 30 % categories max.
Participation
Rank importance.
Form Submission 2 25 %
Determine % weighting of
High Value
importance. Weighting
3 20 % drives the calculation.
Content Visit
> 3 Website visits 4 15%
Email Click-through 5 10% 9
Total Possible Points
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11. Next – Define Recency
Category Ranking Weighting Values Score
High Touch Event
1 30 % < 6 Months 30
Participation
3 Days 25
Form Submission 2 25 % 7 Days 15
30 Days 8
3 Days 20
High Value
3 20 % 7 Days 10
Content Visit
30 Days 5
3 Days 15
> 3 Website visits 4 15% 7 Days 8
30 Days 4
3 Days 10
Email Click-through 5 10% 7 Days 5 10
14 Days 2
Total Possible Points 100
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12. Co-Dynamic Scoring - Final Matrix
Profile Fit Rating
> 75% A
50 – 75% B
25 – 50% C
< 25% D
Level of Engagement Rating
> 75% 1
50 – 75% 2
25 – 50% 3
< 25% 4
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13. Scoring – Do Nots
1. Do Not score on too many criteria
2. Do Not score on open-text fields
3. Be wary of scoring on BANT questions
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14. Lead Scoring Best Practices Recap
1. Keep it simple.
2. Define criteria and set business rules with stakeholders.
3. Integrate with CRM to provide visibility and support follow-up
prioritization.
4. Develop appropriate follow-up actions based on scores.
Nurture leads that are not ready to buy.
5. Launch in a phased approach.
6. Continuous re-evaluation of the scoring system is essential. 13
Monitor / report on lead type and conversion rate. Assess
results quarterly and optimize when needed.
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