What type of data can you use for lead scoring?
There are 5 types of data that you can use to score leads in HubSpot:
1. Company Details: To assign points to your target audience, you can ask questions on your landing page forms like if they’re a B2B or a B2C organization, or if they’re more interested in prospecting to companies of a particular industry, type or size. You could give a negative score to leads that don’t fit in the criteria that you’re looking for.
2. Demographics: Your landing page forms must contain demographic questions, again to determine your target audience. Upon receiving the answers, you could take away points from the leads of a certain demographic that the sales team does not sell to. Additionally, you could assign extra credit to leads that fill in the optional information fields on your landing pages.
3. Behavioral Pattern: The interaction that a lead has with your website helps you plenty in determining the level of their buying interest. Analyze your conversions as to how a prospect turned into a customer. Which pages did they visit on your website, how many times they landed on that page, and what all did they download? By this, you can give more weight to high-value pages/forms. In the same manner, you could give a higher score to leads based on the frequency of their visits on your web page, that is, the greater the frequency, the higher the lead score.
4. Email Pattern: You can’t assume the level of the lead’s buying interest based on a simple opt-in request. To get a clearer picture, you’d need to dig into the lead’s email engagement pattern with you via open and click-through rates. You’d want to give a higher lead score to leads that click-through on high-value email content, like case studies or demo requests.
5. Social Pattern: On the basis of the lead’s engagement with your brand on social media platforms, you can get a fair idea of the degree of their buying interest. Consider the number of times they click-through or share your posts, tweets, etc. The higher this number, the higher the lead score.