The Ultimate Guide: How to Develop a Lead Scoring Model

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Anyone who starts with inbound marketing initially thinks primarily about how to generate as many leads as possible. However, once a certain quantity has been achieved, the quality of the leads achieved comes into focus - and with it inevitably the lead scoring method.


Overview

What does lead scoring mean?
Individual lead scoring models
Relevant data for a scoring model
Do you need more than just a lead score?
The lead scoring value
Conclusion
What does lead scoring mean?
Simply put, lead scoring is the mostly numerical uruguay whatsapp data evaluation of leads that have already been generated. The focus is on all the data already transmitted by the lead contacts and the classification of the leads into different parameters. The operational processes that leads carry out on your website are also taken into account in the evaluation. Thanks to lead scoring, leads can be prioritized. With the aim of increasing the sales conversion rate, this in turn helps the marketing and sales departments to respond constructively to leads.


Learn more about the concept of lead scoring in the following video:
There is no standard model for scoring leads. However, a common practice is to first analyze which of the previous contacts have already become customers and which have not. You also evaluate the information about the person that is known so far and the previous interactions with your content. This way, you can quickly see which lead fits your products or services or your business model - and which does not.

Individual lead scoring models
Based on the data collected, you can create your points system and thus your lead scoring model that defines the characteristics of your target group. Here we present you various lead scoring models based on the classification of data collected from users who are already engaged with your company:

1. Demographic information
First, consider which target group you want to address and use the answers to demographic queries to determine how well a lead matches your target personas. The better a contact matches your requirements, the more points you award the lead. Leads that do not or do not match your target group at all receive fewer points. If you notice that individual leads do not fit into your target category at all, you have the option of noting negative ratings. You can award additional points, for example, if interested parties provide data about themselves that was only requested optionally. This indicates an increased interest in your content.

2. Company data
You have probably geared your B2B business model towards specific companies that you want to address primarily or exclusively. So, in line with your evaluation system, ask about the industry of your contacts or the size of the company. This will allow you to differentiate the relevance of your leads accordingly.