New Chart: Top factors used in lead score 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?


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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

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