Lead scoring in HubSpot is one of our favorite tools in connection with B2B sales – and part of our Sales as a Service. Read to learn more about why lead generation is relevant and how to optimize the use of lead scoring.
Lead generation within B2B is a process in which information is collected about potential customers who have shown interest in the company through the traffic on the website. For example, signing up for a newsletter, downloading an e-book, or by reading your content and searching for your products.
It’s a relevant process for anyone who wants to ensure that the sales department spends its time on the right leads. As you probably know, it takes time to process the customers, and with lead generation and lead scoring, you can measure how far in the buying process a given lead is and whether it’s time for the salespeople to act.
But lead generation is not simple. Not all leads are valuable, which is why lead scoring is an eminent tool. We use HubSpot as always. Below we introduce you to lead scoring and explain how you can use the system most effectively.
How to score in HubSpot
Not all leads are created equal. Some are more interesting than others, and it is important for an effective sales process to quickly assess which leads are the hottest.
With a marketing automation system like HubSpot, you can use lead scoring to give you an overview of your leads in order of priority. That way, it becomes easier for salespeople to figure out where to start.
But for your lead scoring system to work, you need to define how many points a lead should be awarded for its actions on the website. Maybe they click a link in an email or sign up for your newsletter. Each action on the site should give points. In addition, you can award points based on industry, company size, and demographics.
Based on the individual leads score, HubSpot ranks all leads on a scale with the hottest at the top and the coldest at the bottom. This gives you an overview of the customer potential while sales can reach the leads with the greatest opportunity to start a conversation.
RELATED ARTICLE: Use lead scoring in HubSpot to increase B2B sales
Determine point values for your lead scoring
If your HubSpot scoreboard is to work as intended, you need to define the point values your leads can achieve by performing certain actions. We recommend that you use a scale ranging from 0-100 so you have plenty of room to differentiate the respective criteria for scoring.
When determining the point values, prioritize which factors should give points and how many they should give. Write a list based on actions on the website and make an overview based on explicit data such as company size, industry, budget, etc.
With the completed lists, it’s time to assess what factors should give what number of points. At the same time, you need to assess how many points a lead needs to have before it can be defined as hot.
Be aware that HubSpot allows positive and negative points, so you can also give minus points to leads that, for example, fall outside the target group.
Need help getting started with from HubSpot Partner?
Lead scoring is the perfect tool for sales and marketing but mastering it on your own can be a difficult discipline. Your lead scoring model needs to be set up and it needs to be continually re-evaluated, integrated, and adapted to match your needs. We at Radiant have used massive investments to function effectively in our sales ecosystem, which is the digital backbone of our Sales as a Service.
If you don’t have experience with the tool – or with HubSpot in general – we recommend that you get help to get started.
FURTHER READING: 3 ways HubSpot can strengthen your sales process