The Complete Guide to Lead Generation – Lead Scoring (Part 4)

Do you have too many leads? Are you one of the entrepreneurs who lack the time to contact all your prospects? Or, do you have too many unqualified leads in your sales funnel? This is a reality that affects many businesses. Good news! Lead Scoring could very well be the solution to your problem!

If you are not one of those businesses, Lead Scoring can still be a good practice to implement in your company. Why? Because if you use an effective CRM or an automated marketing tool, setting up a Lead Scoring system takes little time. Thus, if your flow of leads increases rapidly, your system will already be in place to manage them well. But basically, what is Lead Scoring?

What is Lead Scoring?

Lead Scoring involves assigning points to leads and clients based on actions taken with our content and ads. For example, if one of our leads opens an email during one of your Inbound Marketing campaigns, we can give them 5 points. If they click on a promotional link, we should, in principle, give them a higher score, for instance, 10 points.

On Gro's site, we have a tag (also called a Pixel) from our automated marketing software Autopilot. This tag allows us to know if our leads have visited our website. When they visit our website, 15 points are added to them.

What is a lead?

A lead is when someone exchanges their information for an HVCE (High Value Content Element), for example, an eBook. In our system, we have 3 types of leads:

1. Cold leads (0 to 99 points)

2. Warm leads (100 to 299 points)

3. Hot leads (+300 points or if you have requested a service)

If you have downloaded my eBook, you are a cold lead in my system. If you visit my website more than 5 times, you become a warm lead because you will have reached 100 points. It’s up to you to decide what a lead is in your business! It varies depending on your field and your strategy in general.

Here is a super simple example of a Lead Scoring process for a newsletter:

What can we score?

You can score pretty much anything as long as the action is performed on the internet or on your CRM. The important thing is to keep in mind that Lead Scoring is there to save us time and to offer a better experience to our leads. Should you contact a lead if they download an eBook from your site or if they open 2 of your emails? Generally, no.

But if a lead downloads your eBook, opens some of your emails, visits your site 3 to 4 times in a month… personally, I would pick up the phone to ask if I could help them and what they think of my content!

How to do Lead Scoring?

Lead Scoring is an extremely relevant approach, whether you are alone in your business or a member of a sales team. However, you will need to have certain digital tools in place for this to be possible. You should preferably have a CRM and a Martech tool (Automated Marketing).

There are certain CRM or Martech software that combine the two (CRM and Martech), like Hubspot, Salesforce, or Active Campaign. In the case of Hubspot and Salesforce, however, you need to budget more than $1500 per month to access these features.

At Gro, we use Pipedrive CRM and Autopilot (Martech) in synchrony, so the two software work together. The management of Lead Scoring is done exclusively in Autopilot. Depending on the funnels, a score is assigned to my leads based on the actions they take with my content or ads.

This information (The score and actions) is directly inserted into my CRM. Based on the score of my leads, tasks are automatically created in the CRM to contact them directly. Imagine the time saved! We only contact the right people, with the right approach.

Lead Scoring is one of the most cost-effective practices. The time invested versus the benefits for sales and marketing is minimal.

Setting up a Lead Scoring system typically takes about ten hours maximum unless you have a lot of products and services. For example, for a car dealership, setting up a Lead Scoring system will take between 10 and 20 hours maximum. For a service business, such as a marketing agency, generally 10 hours are sufficient.

If you have a CRM, do Lead Scoring

The time invested in setting up a Lead Scoring strategy is minimal compared to the benefits of such a practice. If you have more than 5 leads entering your CRM per day, you absolutely need to start doing Lead Scoring.

Generally, 3 to 4 hours of consultation with us is sufficient for you to be able to properly set up your system. You will then be able to focus your time on the right leads and, most importantly, contact them at the right times!

Feel free to get in touch with us!

See you soon!