Lead scoring is a method used in B2B marketing to evaluate and prioritise potential customers (leads) based on their likelihood to engage and interest in a company’s product or service. This exercise involves assigning points to leads based on behaviour and interactions (e.g., downloading a whitepaper, visiting specific web pages, or attending webinars).
The goal is to identify which leads are most likely to convert into customers. This allows the sales team to focus on high-priority leads and optimise their time and resources effectively.
Applying lead scoring really makes a difference!
Lead scoring provides multiple advantages, particularly in B2B contexts where the buying process is often complex, lengthy, and involves multiple stakeholders.
Lead scoring boosts efficiency in the sales process. When scoring is implemented effectively, it helps sales and marketing teams make better decisions regarding their efforts in lead nurturing or follow-up. By concentrating on the highest-scoring leads, you essentially target those most likely to convert. This avoids wasting time on leads who are not yet ready for engagement, shortens the buying process, and accelerates sales cycles.
Additionally, lead scoring fosters better collaboration between sales and marketing. It necessitates discussions between both teams, as scoring is an iterative process. Sales provides feedback to marketing on which marketing-qualified leads (MQLs) have proven valuable. This helps refine the scoring model, ensuring the right leads are prioritised.
For example, should more points be awarded for downloading whitepaper X than for checklist Y, if the latter tends to lead to demos more often in initial sales meetings? These discussions create a mutual understanding between sales and marketing, improving collaboration. Both teams gain a clearer understanding of what defines a high-quality lead, strengthening the partnership and ensuring leads are handed off at the right stage of readiness.
Ultimately, this leads to increased conversion rates. By focusing on promising leads, you enhance the likelihood of converting them into customers. This streamlines the customer journey, increases conversion rates, and improves the return on investment (ROI) from marketing and sales efforts, leading to higher revenue.
As lead scoring is continuously optimised, it also provides deeper insights into the customer journey. Scoring reveals where leads are in their buying journey and helps businesses identify the right steps to guide them forward. This shift towards quality over quantity ensures marketing teams focus on strategic efforts, targeting the right leads rather than chasing volume without direction.
How to create an effective lead scoring methodology?
Developing an effective lead-scoring methodology requires a structured approach. Below are the key steps:
- Analyse behaviour: Examine behaviours that indicate a lead’s interest in your product or service. Examples include opening emails, visiting pricing or product pages, downloading whitepapers, or requesting a demo.
- Assign points: Assign points to various actions and characteristics based on their relevance. For example:
- +10 points for downloading a whitepaper;
- +20 points for filling out a contact form;
- +15 points for visiting a specific webpage, such as the pricing page;
- +5 points for clicking on a link in a marketing email;
- -5 points for a job role outside your target audience;
- -10 points for visiting your career page with job openings.
- Use tools and technology: Typically, you configure the scoring mechanism in your CRM, marketing database, or lead management system. These tools automatically calculate lead scores and update them based on new behaviours or data.
Note:
Before doing this, it is important to think it through carefully. Sales should be involved, and possibly other stakeholders as well. Together, agreements must be made about the scores and which factors should be “scored.” It is helpful to first use a Lead Scoring Card where you can freely add items, assign points, or remove them until you have created your ideal scorecard. Only then should you digitise and automate the scores. At the same time, your Lead Scoring Card serves as a reference for your assigned scores, where you can easily look everything up.
- Define a threshold value: Determine the score at which a lead is passed on to the sales team. This helps prevent leads from being followed up too early or too late.Keep in mind that you are doing business with companies for which you have contact with individuals, contact persons. The sum of the scores of various contacts at an organisation constitutes the score of a lead as an organisation. It is therefore important that you determine the minimum score for an lead organisation. Suppose this is 100 points. Then that 100 points be achieved by just one contact, but it could also be possible that 5 different contacts interact with you and all have scores adding up to that 100 points.
- Set a scoring timeframe: In addition to point scoring, you should also think about the timeframe in which you let lead scoring run for a lead. If 100 points is the treshhold, then after handing over to sales, you could take the score all the way back to 0 because the goal has been achieved. But it could also be that 75 points are achieved in a given period of time. If there is then no interaction at all in the coming months, should you continue counting at 75 after 5 months when there is new interaction, or should the counter then be back to 0, because a lot may have happened in the intervening period and the previous interactions are no longer relevant?
What are the requirements for implementing lead scoring?
Successful lead scoring relies on sufficient data, a robust marketing tech stack, a well-defined target audience, and continuous optimisation. Detailed data about leads, such as behaviours and interactions with your organisation, is essential. Adequate traffic and conversions are also necessary. If your website attracts only a few visitors monthly, immediate outreach may be more effective than scoring.
A solid tech stack, like Spotler’s B2B Solution, is critical for scalable scoring. This tool identifies companies visiting your website and tracks visitor activity, integrating it into a central database. Combined with CRM capabilities, it automates scoring based on behaviour and demographics. Without such tools, manual scoring isn’t feasible.
Lead scoring is done based on behaviour, but not every organisation is a match for your business, despite the fact that they might score well as leads. A clearly defined target group is essential to pursue besides lead scoring. You need to have a clear picture of your ideal customer (ICP = Ideal Customer Profile) and thus set ICP criteria that are important for your business. Many organisations therefore employ SDRs (Sales Development Reps) who “disqualify” leads that do not meet the ICP conditions and try to get in touch with those that do in order to schedule appointments for their sales colleagues.
Lastly, continuous improvement is essential, with regular analysis and updates to align scoring with evolving market needs.
Conclusion
Lead scoring is an indispensable technique in B2B marketing, enabling more efficient sales and marketing efforts. By prioritising leads based on their likelihood to engage and their interest, businesses can shorten sales cycles, enhance team collaboration, and increase conversion rates. A well-designed scoring methodology improves not only conversion rates but also the overall customer experience, fostering long-term success.
