Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Join our thousands of weekly newsletter readers:

Best-of Weekly
Chart Of The Week
 

We value your privacy. We will not rent or sell your email address.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
Apr 05, 2011
Article

New Chart: Top factors used in lead score calculations

Email to a Colleague   Post a Comment   Permanent Link   Print Version   Free Newsletters  
SUMMARY: We asked more than 900 B2B marketers to share what information they use in their lead scoring methodologies. In this week’s chart, learn the most commonly used factors in lead scoring calculations.
by Jen Doyle, Senior Research Manager

Factors of lead score calculations

Q. What actions or traits are currently considered in your lead scoring calculation?

View Chart Online
Click here to see a larger, printable version of this chart

Lead scoring is the process of adding or subtracting points as a result of various lead attributes and behaviors that identify sales-ready leads. Any lead that submits contact information to an organization should be assigned an immediate score based on attributes and initial behaviors.

The lead will then receive additional points over time for any new information that indicates desirable traits or by executing desirable actions. The lead should also have points subtracted for undesirable traits or actions.

Lead scoring is an area that presents great opportunity to B2B marketers. The results of our study show that only one quarter of respondents are executing the best practice of identifying a sales-ready lead, based on the lead’s expression of interest over time and reaching a particular lead score.

Lead behaviors, such as these, are excellent indicators of engagement, interest, and ultimately lead quality, which is why they should be included in lead scoring methodologies. Marketing automation applications enable organizations to score leads based on demographics and attributes, as well as behaviors or activity, such as visiting a website or opening and clicking through on an email.

Determining a magic number for your sales-ready lead score will take plenty of trial and error. Much like your universal lead definition, your lead scoring methodology will evolve over time.

For additional research data and insights about B2B marketing, download and read the Free Excerpt from the MarketingSherpa 2011 B2B Marketing Advanced Practices Handbook.

Useful links related to this chart

Members Library -- Special Report: 8 Criteria for Choosing a Lead Scoring/Marketing Automation Vendor

Members Library -- Special Report: When to Adopt Lead Scoring, and How to Justify the Investment

Members Library -- Lead Scoring: 6 Strategies to Partner with Sales to Rank, ID Prospects

Subscribe to the complimentary B2B Marketing and Chart of the Week newsletters




Email to a Colleague   Post a Comment   Permanent Link   RSS   Free Newsletters  
See Also:

Comments about this Chart

Apr 07, 2011 - Russell Kern of The Kern Organization says:
Excellent chart. Based on 25 years of B2B experience at the Kern Organization I am in 100% in agreement. Like the inclusion of explicit and implicit data combined for lead scoring. Thank you.


Apr 08, 2011 - jennilia of http://www.marketingresumes.org says:
Well written blog.



Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*
→
Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve your marketing

Join our thousands of weekly Case Study readers:
Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions
Improve your marketing -- and save money on every purchase

Sign up today for a MarketingSherpa Membership.

Benefits include:

  • Get every Special Report for FREE (usually $97 each)
  • Get every 30-Minute Marketer for FREE (usually $47 each)
  • Save 20% on every purchase
  • Ask the Librarian for help in locating marketing research
  • Enjoy other member-only perks
Get more info and sign up for a MarketingSherpa Membership here.
MarketingSherpa Community
Join thousands of marketers and get FREE access to practical Case Studies, research and training on email, demand gen, SEO, social media and more.
Join


Upcoming Webinars
  • Content Marketing: A discussion about McGladrey's 300% increase in content production

    Wed., June 5, 2013
    2:00 - 2:30 p.m. EDT
    Register for our next Free Webinar
New Research
Latest SherpaBlog Posts
Upcoming Events

Marketing Research Chart of the Week:
New every Tuesday

Click to view this article

Sherpa Sponsorship Opportunities

Weekly Book Giveaway


Questions? Contact Customer Service at (877) 895-1717 (outside the US and Canada please call (401) 383-3131), service@sherpastore.com

Email Marketing Delivered by ExactTarget

Web Analytics powered by Omniture

© 2000-2013 MarketingSherpa, LLC., ISSN 1559-5137
Editorial HQ: MarketingSherpa LLC 1300 Marsh Landing Parkway Suite 106, Jacksonville Beach, FL 32250

The views and opinions expressed in the articles of this website are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees.