Lead scoring: what it is, its importance and how to apply it

Lead scoring , also known as lead scoring , is a process that consists of classifying the level of interest of a lead.

In this process, the involvement of the sales and marketing teams is important, as they will agree on the “definition” of aqualified lead , or what could be conceived as the ideal customer standard.

This is when lead scoring is also conceived as a methodology that helps determine the value of potential customers, attributing values ​​to them based on their behavior . This is eventually related to their interest in a brand's products or services.

On the other hand, the importance of lead scoring lies in that it helps companies examine and determine which content is most attractive to customers. It also helps to know how many interactions there are between the company and the prospect to convert a person into a customer. In more concrete terms, this practice helps to improve the overall sales process of any company or brand.

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Another distinctive feature of lead scoring is that companies score their leads in a variety of ways, from assigning points (such as A, B, C, or D) to using terms like “mature,” “developing,” or “immature.”

What is it and what are the types of leads?

Leads are another way of referring to people, companies or organizations that show interest in the products or services offered by your brand or company. However, this term can have variations in the field of marketing and sales.

While in marketing leads are synonymous with potential customers (also known as "prospects"), in the field of sales leads are those customers who have already given their data to a company, either voluntarily or in exchange for something.

Types of leads scoring

There are three types of leads recorded, which are distinguished based on the moment in the purchasing cycle in which a customer is located.

• IQL – Information Qualified Lead

The Spanish translation of this lead is “qualified information potential client.” This is a potential client who gives up his or her data for the first time in exchange for content that he or she considers useful; from an e-book to any downloadable resource.

It is important to mention that this content must be related to what the company or brand offers. Or, in other scenarios, the content offered to the customer must be complementary to improve the person's experience.

• MQL – Marketing Qualified Lead

Known in Spanish as “qualified marketing clients”, they are a type of lead that has a special interest in what a brand or company can offer. Their genuine interest leads them to respond and take advantage of the marketing actions that the company employs; from interacting on social networks to opening emails.

They are potential customers who want to make a purchasing decision. They just need more content and marketing strategies to help them integrate (or become loyal to) the brand.

• SQL – Sales Qualified Lead

Finally, there is the “sales qualified lead,” a lead that has the greatest impact towards the end of the buying cycle. It appears at the moment of closing a sale through various offers. It can be said that it is the pinnacle of the process, since here we are talking about the clear interest that exists in acquiring a product or service.

What parameters are taken into account in lead scoring?

If you want to design and implement a lead scoring system, it is important to take into account certain parameters or elements in order to effectively assign points. Below, you will learn what these items or parameters are to take into account.

• Organization or company data

This parameter applies to B2B companies, since certain companies or organizations need to know data about the lead's company. This is done primarily to find out if what one organization offers is suitable for the other.

• Demographic data

Another area that must be covered is demographic data. This type of information helps to segment and discard those leads that do not complement or meet what the company is looking for. It is important to keep a record of each response and data provided by users.

• Behavior with emails

It is vitally important to pay attention to and analyze the behavior of users when faced with the emails they receive . In this sense, it is said that users who have a high-value interaction for the marketing and sales team can be easily identified.

• Social and online interactions

Just as you need to pay attention to email behavior, it is also important to keep track of interactions on the website and other social platforms. This is done in order to assess, from a positive perspective, the interest shown by users in the content offered.

Advantages of lead scoring

Below, you will learn about the advantages and benefits offered by lead scoring . This is in order to address the various improvements that this methodology has for your company.

• There is greater participation from the sales team.
• Helps to segment the database.
• It is an excellent complement that helps to do lead nurturing based on user interests.
• Organize large amounts of data.
• Facilitates the flow of potential customers towards the sale of the brand.
• Allows you to analyze the quality of leads.
• The effectiveness of marketing actions is increased, which is based on the user's Buyer Journey. This allows the customer to orient themselves in what they need at each stage.
• Reduce campaign costs.
• Identify the content that generates the most interest among users.

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How to create a lead score for your company

Creating a lead score for your company or organization is very easy. You only have to take into account the following four steps to get into the game:

Step 1. Create a “good customer” profile

As mentioned above, sales and marketing teams will need to create a definition of what a “good customer” or “ideal customer” is for your brand. We recommend establishing at least 3 parameters or traits that they have in common.

Step 2. Choose the scoring criteria

This step varies depending on the characteristics of what you consider to be a “good customer.” You will also need to choose criteria based on the data and information retrieved from your customers or users.

Step 3. Create a table of points by criterion

To do this, you'll first need to set up a points system. How do you plan to score your leads? Numbers, letters, or terms? Once you've decided, add or subtract customer points from the good customer standard you've created. Keep good records so you don't confuse the data.

Step 4. Automate scoring

You can look for software that allows you to automate this scoring process. Remember to configure it correctly so that there are no errors or alterations in the results.

Schedule a call with MHA and learn how to nurture your customers and sell more and better.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.