For most modern-day marketers, lead scoring is a vital part of their game plan. It helps you identify your prospects, prioritize them and make an effort to qualify them. It helps you assign scores to your leads, depending on their actions on your website. When a score reaches a certain threshold, that lead immediately qualifies and Sales can follow up on it at that very moment.
If you are already using lead scoring to streamline your marketing or considering to use it, then this list will help you out with your endeavors. These are the top 10 positive lead scoring parameters that you can use to identify hot prospects in your lead pool.
1. Sign-up Form Fields
A clever way of identifying hot prospects is through opt-in forms. While a name and email address are more or less mandatory when it comes to opt-ins, you can add a few non-mandatory and hidden fields as well. These fields would give you additional information in case the leads choose to fill it up.
However, if they do fill it up, then it is a good sign. This is because they did not really have to fill these fields but they are probably committed to your brand, so they did. Also, the hidden fields can pass data like location, source, and other relevant details, which can be used as a qualifying criterion too.
2. Job Title
Job titles often reveal the decision-making ability of your lead. It reveals the role that they play in the decision-making process of an organization. A lead in the C-suite always has more power when it comes to purchasing decisions than someone who is in middle management.
3. Source of Traffic
Your website traffic has multiple sources. While some leads come from emails, some come through organic search results, while others make their way from referral websites and the rest might be coming from social media.
Some of these sources have greater conversion rates from the others. Dig into your past conversion data and configure it into your lead scoring model. Depending upon which lead source is more effective, you can leverage it for better conversion.
4. Total No of Page Visits
Lead scores reveal a lot about your lead. A lead who has visited twenty pages of your website will have a greater score than one who has visited only two. It reveals that this lead is interested in your brand and probably wants to know more. So engage accordingly.
Improve the lead scoring model by also adding minimum time spent to eliminate casual visitors and bots.
5. Number of Revisits
When it comes to visiting your website, there are a lot of situations and parameters to take care of. On one hand you could have a lead, let’s name it Lead X who comes to your website and visits twenty pages at a go. Another lead, let’s say Lead Y comes to your website and visits two pages at a go.
However, lead X never returns to your website and grows cold while Lead Y keeps revisiting your website, visiting 2-3 pages at times. Lead Y might seem to be disinterested, but soon Lead Y will have a greater lead score than Lead X. So, keep in mind that revisits often reveal that a lead is becoming interested in your brand over time.
6. Specific Page Visits
Another lead scoring parameter and perhaps one of the best would be the number of visits to specific pages like the pricing page, product demo page, case studies and testimonials page, etc. The more a lead visits your pricing page, the better.
Usually frequent pricing page visits would indicate that a lead wants to make a purchase and is considering of becoming a customer. Multiple visits are a positive sign, and you should proactively try and convert that lead.
7. Activity
Search activity on your website reveals a lot about your leads. Someone who is visiting pricing pages are thinking about making a purchase. Someone who is visiting the “downloads” section is looking for things to read up. A lead who is visiting the “contact us” page is looking for assistance so that they can learn more about your product from your sales team.
Tracking search activity reveals opportunities and helps you understand how you can make the entire experience better for your lead.
8. Social Media Engagement
Take a look at what your leads like on social media. What brands do they follow in your industry? What posts do they like? Use this information as leverage to create campaigns that will make your lead fall in love with your brand. Use this to score your leads, and prioritize accordingly.
9. Email Interactions
Emails have always been a trustworthy method of digital marketing. An email open speaks a lot about your lead. If a lead opens your email then it is a good sign. It is a sign that ensures that leads are interested in your communication.
You can also add clicks, forwards and page views as supplementary email lead scoring parameters.
10. Content Downloads
Do your leads download resources from your website? Sharing long-form content like eBooks, PDFs, and white papers is often a great way of engaging leads. It also reveals their interests and can help you convert them using a content strategy.
We hope, these lead scoring parameters will help you go a long way in scoring leads, and you will start generating more leads, and close more deals as a result.
Do you use a marketing automation tool with an in-built lead scoring module? If not, how do you score leads? Let us know.
Also Read: 10 Negative Lead Scoring Parameters to Eliminate Cold Leads