What makes a lead hot or cold?
Your company might choose to score leads by assigning points, using rankings like A, B, C or D, or using terms like “hot,” “warm” or “cold,” but what exactly constitutes a qualified sales lead, and can your marketing and sales departments’ productivity, efficiency and synchronicity get better with a scoring system?
Does quality lead scoring there are rules you need to decide upon such as:
•What your ideal buyer profile is
•What a prospect has to explicitly tell you in order to move forward in the buying cycle
•What activities must be observed for a prospect to move forward in the buying cycle?
If lead scoring methodology is shared between sales and marketing and a qualified ranking of those leads is made to determine their sales-readiness sales should go up with less wasted time for the sales staff. Leads can be scored based on interest they show in your business, place in the buying cycle, and their ﬁt with your business.
The ﬁrst step in lead scoring is determining your ideal target. Creating this perfect buyer proﬁle requires sales and marketing to sit down together (now there is a new concept) and come together on the definition. Then you can use both an explicit and implicit scoring to create a picture of each lead’s value. Explicit scoring is based on the information the prospect tells you, whereas Implicit scoring is based on the information that you observe, or infer, such as their online behaviors.
Use this checklist as a starting point to identify the key demographics that are relevant to your organization, as well as the key behavior-based scores to consider. We have listed more than 50 explicit scores and more than 200 implicit scores to help you ﬁnd the ideal scoring rules for your company.
How to use this checklist:
Check off the attributes you think should be included in your perfect customer. Next to each attribute mark whether it is critical, important, inﬂuential, or negative.
Relationship scoring rules:
Number of direct reports
Level of manager (to whom do they report?)
Years of experience
Type of email used (Gmail, corporate, Yahoo)
Years at current position
Honors and awards received
Social network participation
Social network connections
Social network influence
Affiliations - groups and associations
Rankings/Stock Indexes: Fortune 500/Inc 500, etc
Number of employees
Revenue growth (growing, declining, etc)
Company financial viability
Number of divisions
Number of products sold (SKUs)
Account type (Potential vs. Actual)
Organizational structure (proprietorship, partnership, corporation)
Geographic markets served
Fiscal year end
Complimentary technologies used (CRM, ESP, ERP, CMS, MRM, MA)
Did everyone on your Sales and Marketing team the same attributes? We all look at things from our own personal perspective. Discuss and see if you can come up with the perfect relationship as a team.
200+ Behavior-Based Scores to Consider:
Budget defined (Monthly, Quarterly, Annually)Timeframe (Project completion deadline)
Phone area code
Headquarters or satellite
Location of branches
Size of branches
Search Activity Podcasts
Online courses Videocasts
Participated in multiple surveys
Searches for company name
Searches for product name
Searches other (scored on term)
Search engine used
Listened multiple times
Viewed information on
Registered for multiple
Viewed multiple times
Viewed information on
Received multiple certifications
Attended multiple tradeshows
Livestreamed events Web pages Community Additional Behaviors
Asked question during
Reviewed follow-up recording
Viewed landing page
Fills out form on landing page
Uses instant chat functionality
Uses request a call back functionality
Viewed - any
Viewed - product specific
Viewed - pricing
Viewed - customers or reviews
Viewed - multiple web pages
Viewed - multiple web pages in 1 WK
Shared via social sharing
Submitted an idea
Submitted multiple ideas
Read about best practices
Read about ideas
Visit knowledge base
Read about product information
Asked a question
Asked multiple questions
Answered a question
Answered multiple questions
Shared a best practice
Shared multiple best practices
Attended multiple events
Shared via social sharing
Again ask did you all mark the same attributes? Discuss any that don’t match and figure out what really matters. There might be some major disagreements but you need to get on the same page!
Bad Behaviors (Implicit data)
Non-product web visit
No website activity for a long period of time
Change in purchase timeframe
No progression in buying cycle
Added to “Do Not Call” list
Negative social media comment
Declines contract/warranty renewal
While most action items give positive scores, there are actions that don’t. Don’t ignore these negative pieces of the sales and marketing process when building your model. You need to be honest with yourself. The only one you will be hurting if your not is yourself. If you this information to your advantage in conjunction with other scoring methods.
Larson Notes & Satire: If you this information to your advantage in conjunction with other scoring methods you may as an individual have developed you will start to find areas of attack where your odds of winning are stacked in your favor. Being a cherry picker from way back I like to pick the low handing fruit.
“We don’t sell lists, we find customers.”
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