In my previous article for MarTech, I offered advice for marketers looking to your-lead-scoring-strategy-for-2025/">revamp their lead scoring strategy for 2025.
In that article, I identified five best practices for ensuring an impactful and adaptable lead scoring model. Let’s quickly review them before we dive into the martech itself.
Incorporate engagement data for real-time insights. Engagement data is critical to understanding a prospect’s interest and readiness to purchase. It provides insights into how your leads interact with your brand and indicates their position in the buyer’s journey. Consider tracking engagement data from your website, newsletter, social media and events.
Use demographic data to identify fit. Demographic data is key in evaluating how well a lead aligns with your target market. Important data points to keep an eye on include job title, role, Industry and geography.
Integrate persona-based data for effective lead analysis. Using persona information for lead scoring ensures you’re focusing on leads that fit your ideal customer profile (ICP). Persona data includes journey stage, pain points, and communication preferences.
Use company attributes and ICP scoring. Company attributes are your compass to determine if the lead’s organization aligns with your target market. They include company size, revenue, installed tech, existing customers and growth trajectory and competitors.
Use negative scoring to avoid wasting resources. Negative scoring prevents wasting resources on leads with low potential or poor alignment with your company’s products and services. Examples include job titles not relevant to sales, unengaged leads, competitors and recent closed-lost deals.
Dig deeper: A scoring model your team will fall in love with
How to build your lead scoring into your CRM
In the video below I’m going to review lead scoring best practices and walk you through how to build out your lead scoring in two popular CRMs: HubSpot and Monday.com.
The post How to apply your lead scoring strategy in HubSpot and Monday.com appeared first on MarTech.
