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The Big List of Lead Scoring Rules

Lead scoring is a methodology shared by sales and marketing that ranks leads to determine their sales-readiness. Leads are scored based on interest they show in your business, place in the buying cycle, and overall fit with your business.

Whether companies choose to score leads by assigning points, using rankings like A, B, C or D, or using terms like “hot,” “warm” or “cold,” by clarifying what exactly constitutes a qualified sales lead, they can increase their marketing and sales departments' productivity, efficiency and synchronicity.

The first step in lead scoring is determining your ideal target. Creating this ideal buyer profile requires sales and marketing alignment, as both must agree upon the definition. From there, you can use both Explicit and Implicit scoring to create a picture of each lead's value. Explicit scoring is based on the information the prospect tells you, whereas Implicit scoring is based on the information that you observe, or infer, such as their online behaviors.

Use this checklist as a starting point to identify the key demographics that are relevant to your organization, as well as the key behavior-based scores to consider. We have listed more than 50 explicit scores and more than 200 implicit scores to help you find the ideal scoring rules for your company.

How to use this checklist:

Make copies of these pages for everyone who is going to help create your lead scoring model. Be sure to include some team members from sales and some from marketing. Then, have each person:

  • Check off the boxes they think should be included in the lead scoring model.
  • Next to each checked-off score, mark whether the attribute is critical, important, influential, or negative.

Lead scoring is a methodology shared by sales and marketing that ranks leads to determine their sales-readiness. Leads are scored based on interest they show in your business, place in the buying cycle, and overall fit with your business.

Whether companies choose to score leads by assigning points, using rankings like A, B, C or D, or using terms like “hot,” “warm” or “cold,” by clarifying what exactly constitutes a qualified sales lead, they can increase their marketing and sales departments' productivity, efficiency and synchronicity.

The first step in lead scoring is determining your ideal target. Creating this ideal buyer profile requires sales and marketing alignment, as both must agree upon the definition. From there, you can use both Explicit and Implicit scoring to create a picture of each lead's value. Explicit scoring is based on the information the prospect tells you, whereas Implicit scoring is based on the information that you observe, or infer, such as their online behaviors.

Use this checklist as a starting point to identify the key demographics that are relevant to your organization, as well as the key behavior-based scores to consider. We have listed more than 50 explicit scores and more than 200 implicit scores to help you find the ideal scoring rules for your company.

How to use this checklist:

Make copies of these pages for everyone who is going to help create your lead scoring model. Be sure to include some team members from sales and some from marketing. Then, have each person:

  • Check off the boxes they think should be included in the lead scoring model.
  • Next to each checked-off score, mark whether the attribute is critical, important, influential, or negative.

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