HubSpot Lead Scoring
Before learning more about Inbound Marketing methodology used by Hubspot, you may have a question about how to define the leads in a systemized way. Once you have got a sufficient number of leads, knowing more about their properties and figuring out who would be more interested in your services or product is important to sustain the efficiency of marketing. In order to get more into the marketing automation, HubSpot Lead Scoring can be used in the process of searching for leads customers and how they are “qualified” as leads. Therefore, you can make marketing plans to nurture leads to different extent to expand the base of customers.
Lead scoring is the process of assigning value, usually in the form of numerical “points,” to each lead for your business. You can score prospects based on a variety of attributes, including the professional information they submit to you and how they interact with your website and brand over the Internet. There are six different lead scoring models in order to ensure the data collected reflect the compatibility of the leads towards your business,which are:
1. Demographic Information
Depending on the feedback of demographic questions you asked in the forms on your landing pages and you can use your leads’ answers to see how much they fit in with your target audience.
2. Company Information
For the B2B (Business to Business) organizations, you may be targeted in selling to organizations in certain scale, type or even industry questions like these can be asked on your landing page forms and therefore you can easily find out who is your target audience.
3. Online Behavior
It is also important to know how your leads interact with your business websites, for example, how long did they stay in the websites, which page would they click on the most and which kind of offers would they download the most. You can also define which page is the higher value page like the price page and have a look at who will spend more time on these pages to find out who will be more likely to become a customer.
4. Email Engagement
Open and clickthrough rate of the promotion emails you sent can help your sales team know the level of interest of a lead and so they can focus on the ones who seemed more engaged and nurture them to customers.
5. Social Engagement
If your business is being active on the social media platform, handling a set of data on how people interact with your social media account is important like the rate of sharing your posts and the number of clicks in your social media page.
6. Spam Detection
This is a negative score to leads who filled out landing page forms in ways that could indicate they are spam, such as not capitalized last name/first name and company name. If you are targeted in selling to business organizations, you can take points away according to the email domain people filled on the form. As a result, the efficiency of your marketing process can be sustained.