1. Lead Scoring: Cutting Through The Noise
for Your Sales TeamPhoenix HubSpot User Group
10 2018
July HDCDIGITAL.COM

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REVOLUTIONIZING THE WAY COMPANIES THINK ABOUT & APPROACH GROWTH
ABOUT HEATHER COOAN
Heather is an entrepreneur, author, international speaker, & an
ex-roller girl. She founded HDC Digital, a Phoenix-based digital &
demand marketing agency. Over her career, Heather has served in
digital marketing roles both in-house and agency-side, spanning
the full funnel, across many verticals, both lead generation, and
eCommerce.
2
BACKGROUND INFO
HEATHER COOAN

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Lead ScoringCUTTING THROUGH THE NOISE FOR YOUR SALES TEAM
3
WHAT & WHY
• What is lead scoring?
• Why should I use it?
• What can it do? HUBSPOT HOW TO’s
• Manual vs. predictive tools
• How to build an algorithm
• How to automatically route leads
Q & A
• Open question & answer

4. Marketing & Sales Should be Besties!

5. Instead…
Two teams enter, but only one will leave…

6. 73% of Leads are Lost
Without a prioritization system reps struggle
with leads that are not sales ready.
https://www.marketingsherpa.com/article/case-study/lead-scoring-effort-

7. Lead scoring enables marketing automation,
improves efficiency of Sales and Marketing,
and increases revenue.

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LEAD SCORING BENEFITS
22
Sales Productivity
Instead of wasting their time cold-calling and following up with
unqualified leads, your sales team can have rewarding conversations
and invest their time in activities that actually yield results (issuing a
free demo, giving a price quote, etc.).
By filtering out bad or cold leads, a scoring system can also shorten
the sales cycle (from sales-ready to purchase).
A pure and concise conversion process means you can win more
business opportunities with fewer sales reps.

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LEAD SCORING BENEFITS
22
Marketing and Sales Alignment
According to SiriusDecisions, B2B companies with aligned marketing
and sales departments experience 24 percent faster revenue
growth.
Lead scoring provides the perfect opportunity for the two
departments to collaborate.
• Sales specialists can tell marketers what kind of content will help
them start conversations and which metrics are actually
indicative of purchase intent.
• marketers can use this insight to improve their efforts and create
targeted programs.

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LEAD SCORING BENEFITS
22
Improved Conversion Rates & ROI
A Marketing Sherpa study showed those using lead scoring had a
77% boost in lead generation ROI over those not using scoring.
A recent Kentico study found 38% of businesses surveyed
experienced higher lead to opportunity conversion rates thanks to
lead scoring.
68% of “highly effective and efficient” marketers pointed to lead
scoring as a top revenue contributor.

11. WHAT IS LEAD
SCORING?

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Lead Scoring Criteria
AUTOMATICALLY FILTER &
QUALIFY
22
• Assign a score to each fit and interest
measurement (unique to the business)
• Determined by and agreed upon by marketing &
sales
• Always changing – must be maintained
Interest Score - Behavior
Data
• Website Activity
• Visits to Key Pages
• Content Consumption
• Forms/Offers
• Channel Source
• Email Activity
• Events Attended
Fit – Ideal Customer
Data
• Annual Revenue
• Years in Business
• # of Employees
• Industry
• Website Presence
• Business Email
• Job Title
FITSCORE
INTEREST SCORE

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THINGS TO LOOK OUT FOR
LEAD SCORING MISTAKES
22
Neglecting Negative Scoring Criteria
In some situations, it may be necessary to subtract points from the
lead score.
Common examples:
• When a lead visits your company career page (they’re interested
in working for you, not buying from you)
• When a lead initially earned a lot of points, but hasn’t reengaged
in quite a while (“gone cold”). If you count only positive actions
as points, you may end up with leads that falsely register as
qualified.

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THINGS TO LOOK OUT FOR
LEAD SCORING MISTAKES
22
Using One-Dimensional Scoring
Your scoring system should allow for differentiation between
elements such as behavior, demographics, firmographics, etc.
If all these factors are lumped together in a single value, it can
present a skewed picture.
For example:
A lead could have a very high score from reading/downloading
content, but be from the wrong industry or company size to match
any of your products.
Most companies use at least two scoring dimensions.

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THINGS TO LOOK OUT FOR
LEAD SCORING MISTAKES
22
Not Running Point Scenarios in QA
The points scale can be tricky. Run lots of combinations and test
contact records against the algorithm to ensure the scores are
accurate.
• Make sure there is enough room in your point ranges to account
for all combinations of points that you want to hit the threshold.
• Make sure there is enough room between point ranges, but not
too much.

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THINGS TO LOOK OUT FOR
LEAD SCORING MISTAKES
22
Inaccurate Lead Information
Not every prospect gives correct information.
• They don’t know their budget yet
• They aren’t a decision-maker and so are not privy to the data
• They want to avoid unwanted contact
Prioritize what information you actually need, and don’t bombard a
prospect with questions on first contact.
• Progressive Profiling
• Purchase Data Appends

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THINGS TO LOOK OUT FOR
LEAD SCORING MISTAKES
22
Not Analyzing & Adapting
Lead scoring isn’t designed to be static.
• It’s important to continuously evaluate your criteria, get
feedback from sales, and adjust as necessary.
• You’ll also need the right tools for tracking leads from capture to
close, in order to know which metrics succeed and which don’t.
• Closed-loop reporting and marketing automation technology will
play huge role in the analytics process.

19. Automatically Manage
Lifecycle Stages & Lead
Routing
Lead scoring will dictate when someone gets escalated to a sales rep. Based
on the funnel metric definitions and Sales & Marketing SLA.

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LEAD SCORING EXAMPLEAUTOMATICALLY FILTER & QUALIFY
22
C
B
A
1 5432
D
FITSCORE
INTEREST SCORE
95+
86-90
91-94
81-
85
26-3031-
35
41-45 36-4046-50
51-55
56-60
61-65
66-70
71-74
75-80
0-
10
<011-
15
16-
20
21-
25
Threshold Range Action Owner
A1 95+ Route
Directly
to SE’s
Sales
A2, B1-2 81-94 Route to
SDR’s
Sales
Dev
A3-5, B3-
5, C1-5,
D1-3
10-80 Nurture Marketin
g
D4-5 10 Groom &
Scrap
Marketin
g

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ALIGN LEAD SCORE WITH
FUNNEL METRICSAUTOMATICALLY FILTER & QUALIFY
22
MQL
Opportunity
Won
Lead
Subscriber
Visitor
SQL
Awareness
“Why Buy?”
Consideration
“Why Buy Now?”
Decision
“Why Buy From Us?”
Hand Off

22. The Role of Lead Scoring in
Marketing Automation
Lead scoring will dictate when someone gets entered into—or removed
from—a nurture stream.

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MARKETING AUTOMATION BY
FUNNEL METRICAUTOMATICALLY SEGMENT BY SCORE
22
Awareness Awareness
Consideratio
n
Consideratio
n
Decision
Making the
selection
Awareness Knowledge/education/lead
gen
Lead gen/pipe development
Create
awareness
around a new
problem
Help buyer
identify
needs in
solving the
problem
Align
solution
with
specific set
of business
needs
Demonstrate
core
features
and
functionali
ty
Align
problem
with
business
issues;
drive
urgency
Validate/
reinforce
choice
Suspect
Campaigns
Prospect/Opportunit
y
Campaigns
MQL SQL OPP ClosedLeadSubscriber
Welcome
Campaigns
Customer
Campaigns

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Marketing Automation by Metric &
Lifecycle StageAUTOMATICALLY SEGMENT BY SCORE
22
Welcome Email
Pre-MQL
General Tracks
Pre-MQL
Themed Tracks
Sales Dev
Sequence
(working a
MQL)
Sales Dev Turn
Back
Sales Turn
Back
Zombie
(inactive)
Audience: new
subscriber
responses in
database with no
known product or
area of interest
who has not
reached Lead
status
Treatment:
Welcome to the
Virtuous
Ecosystem!
Tracks:
Audience: new
Leads in
database with no
known theme of
interest who has
not reached MQL
status. Also the
“catch all”
nurture.
Treatment:
educate about
value prop &
differentiate
brand; engage to
further profile
MQL
Tracks: Topical
Theme Based
Flowchart:
Email Copy:
Audience: new
Leads in
database with
known theme of
interest who has
not reached MQL
status.
Treatment:
educate on
selected theme;
engage to
further profile
MQL
Tracks: Topical
themed emails
sent out weekly
then added to 3-
part mini track
Flowchart:
Email Copy:
Audience: MQL
who is being
actively worked
by sales dev. If
MQL does not
turn into
opportunity
...sent to sales
enablement
nurture.
Treatment: 8-
phase cadence
nurture.
Tracks: 5 emails
sent from the
record owner –
written by sales
Flowchart:
Email Copy:
Audience: a MQL
routed to sales
dev that has not
been qualified
according to
predefined
reasons.
Treatment:
defined by
disqualification
lead status
Tracks: Need to
build based on
dispositions.
Flowcharts:
Email Copy:
Audience: an
opportunity
routed to sales
that has been
closed lost with
a reason.
Treatment:
defined by
closed lost
reason
Tracks: Need to
build based on
dispositions.
Flowchart: Need
to build
Email Copy:
Audience: MQL
contacts that
have not taken
action for 180+
days.
Treatment:
provide value by
offering an
educational
asset – try to
re-engage. Put
them to sleep
for 6 months and
try again if
they do not
engage.

25. HUBSPOT HOW TO’s

26. Manual or Programmatic
Tools
Who’s in control?
Well…how much data do you have and how clean is it?

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HOW CLEAN IS YOUR DATA?
HUBSPOT LEAD SCORING
OPTIONS
15
MANUAL PREDICTIVE
• You’re completely in control
• You can utilize any data in the MAP or
CRM
• You can change the criteria and
rescore the database at any time
• No minimum amount of data or
lifecycle ratios required
• You have been storing both engaged and
unengaged contacts in HubSpot.
• You have been marking contacts as customers
for at least three months.
• You have at least 150 customers who existed
in HubSpot for more than one day before
becoming a customer (or further along in the
funnel, such as Evangelist or Other) and who
have submitted at least one form.
• You have at least twice as many non-customer
contacts (Subscriber, Lead, MQL, SQL, or
Opportunity) as you do customers.

28. Building Lead Scoring Algorithm,
Lists, and Workflows
Add The Criteria & Point Values to HubSpot and set up lead routing!

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• Just enter your positive
and negative attributes
with their corresponding
point values.
• https://knowledge.hubspo
t.com/contacts-user-
guide-v2/how-to-use-
manual-lead-scoring-to-
automate-your-lead-
qualification

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• Just enter your positive
and negative attributes
with their corresponding
point values.
• https://knowledge.hubspo
t.com/contacts-user-
guide-v2/how-to-use-
manual-lead-scoring-to-
automate-your-lead-
qualification

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• Save
• The database is
automatically scored and
you’re set.
• Note: the entire database
is automatically scored
each time you save.
• https://knowledge.hubspo
t.com/contacts-user-
guide-v2/how-to-use-
manual-lead-scoring-to-
automate-your-lead-
qualification

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• Don’t forget your negative
attributes!
• https://knowledge.hubspo
t.com/contacts-user-
guide-v2/how-to-use-
manual-lead-scoring-to-
automate-your-lead-
qualification

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• QA
• Test contact records
against the algorithm to
make sure the point
combinations fall in the
correct range and
coincide with your
metric definitions

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• Create smart lists for each
lead score range or segment.
• As scores change,
records will migrate
between lists.

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• Create workflows to set lifecycle stage and route leads based on lead score using the lead score lists.

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• Create workflows to set lifecycle stage and route leads based on lead score using the lead score lists.

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• Create tasks that inform your sales
team of the lead score with a lead
status of new so they can prioritize
their queue.
• Each sales rep should have views
set up to segment high score leads
from the other leads they are
working so they can get to them
ASAP

38. Flow & Bi-Directional Hand-Off

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40. Flow & Bi-Directional Hand-Off

41. 41

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