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Implement lead scoring with a marketing automation tool like HubSpot

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Implement lead scoring with a marketing automation tool like HubSpot

As you may know, the scoring lead and lead nurturing techniques are marketing automation as part of the third phase of all inbound marketing strategy, that is, the phase of education.Once you have managed to attract traffic to your page and that users share their data, these are automatically converted into leads. But not all leads are the same, of course.To classify these leads based on the level of interest they have, we precisely carry out the lead scoring process . In this way, in our Algeria Phone Number List we can identify at what point in the purchase process our leads are and offer them useful, valuable and specific content for their phase. Are you interested in getting closer to your customers with the perfect content for them? Well, keep reading!list_altIndex of contents
What are the benefits of lead scoring?
What types of lead scoring are there?
How to automate the lead scoring process with HubSpot, step by stepWhat comes after lead scoring?
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What are the benefits of lead scoring?
Imagine a list of data from potential clients, one after another, without any information or classification. Something that looks a lot like an old phone book, with the chaos and waste of time that this implies when it comes to finding something.

Algeria Phone Number List

The difference between that and an efficient database is lead scoring . Implementing a process as simple as lead scoring in your inbound marketing strategy will bring you great benefits, among which we can highlight:The segmentation of your database.
The facility to develop and disseminate much more personalized and impactful messages , cultivating and accompanying each potential client.The improvement of the return on investment (ROI) of our marketing and advertising actions.
The Marketing team will carry out a much more focused and intelligent work , at the same time that the sales team will receive increasingly better and more prepared opportunities for the purchase.The planning and execution of very specific actions aimed at specific user groups.Do you like what you are reading? Subscribe to the blog!
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What types of lead scoring are there?
Depending on the way in which we carry out the process of classifying leads, we can say that there are two main types of lead scoring:Manual: in this type of lead scoring, a perso is dedicated to classifying the records in the database, following previously designated Betting Email List rules as a reference. If the database is large, this can be time consuming. In addition, it can be difficult to unify and analyze the results to optimize the criteria and the leads themselves.
Automatic: with automatic lead scoring, we “educate” a tool so that it automatically classifies all the records in the database, also according to previously created qualification rules. Once this system is implemented, it only requires the review of results and criteria from time to time.Do you already know everything about lead nurturing and lead scoring? Access the full PDF!
How to automate the lead scoring process with HubSpot, step by stepNext, we will explain how to apply a lead scoring strategy with a marketing automation tool . In our case, we will use the HubSpot tool .

To begin with, we are going to divide our leads into three phases corresponding to three types of MQL (Marketing Qualified Lead). We have prepared a tutorial for each of these phases, since the criteria applied in each stage are usually quite different:

MQL 1
Contacts classified as MQL1 are those that match the buyer persona : that is, those that fit perfectly with the prototype of your ideal client. In this case, these contacts will be found in the TOFU part of your funnel.

The first thing we do is write down the lead classification rules in an Excel sheet. What criteria can we use when verifying if a contact fits your buyer persona?

Geographic location
Age
Sex
The sector in which you work
Your interests
Etc
This short tutorial will show you how to apply these criteria by automating the lead scoring process of your MQL1 in HubSpot , step by step. In summary, we can say that the key points are:

Define well the fields of your TOFU forms in order to receive the necessary information, using the smart form functionalities and custom properties.
Create a dynamic list that segments your database based on the responses.

MQL 2
The users classified as MQL 2 are those that we identify because they have knowledge about the company and some engagement. Basically, they are those contacts who already know about us and are in the MOFU part of the funnel. To classify them, we use the functionalities of dynamic lists with criteria such as, for example:

Visits to the web
Clicks on certain links
Email open rate
Content downloads
Interactions on social media
In the next tutorial, we will show you how to automate this ranking in the HubSpot tool:

Creating a list for each criterion.
Forming a single list with the MQL 2. We can unify the dynamic lists and thus segment the database based on engagement and interaction with the brand.

MQL 3
In this third tutorial we will identify, through a marketing automation tool, the “hottest” contacts, those who are close to the purchase process , in the BOFU part of our funnel. For this we will also use the functionalities of dynamic lists.

In Excel, we again define the criteria that show us when a user is closer to the purchase process. Some examples:

You have visited certain pages on the web, such as the pricing page
Has visited LP BOFU
You have downloaded a BOFU downloadable
How do we identify these users with the HubSpot tool?

Creating a list for each criterion (following the same steps in the previous video).
Creating a single list with the MQL 3. We unify the dynamic lists and, thus, we can segment the database based on the interaction.

What comes after lead scoring?
Now that we have our database well organized and we know our records better, it is important to take advantage of and analyze this information. The marketing automation process does not end here. To achieve the best results it is essential to follow the next steps:

Lead nurturing
Once you have all your contacts classified in relation to the phase in which they are within their buyer’s journey, you can create and implement a lead nurturing strategy . In this way, your leads will interact with your brand in a personalized way until they reach the decision phase and must decide whether to buy your product or service.

Review of the results
Although an automatic lead scoring process can save you a lot of time and you get to implement your lead nurturing strategy quickly, it is important that you carry out a review of the results to check the quantity and quality of classified leads.

Our recommendation: carry out a monthly performance review on your marketing automation tool and check with your sales team as well. It is important that you take into account the following keys:

The conversion rate from MQL1 to MQL2
The conversion rate from MQL2 to MQL3
The conversion rate from MQL3 to MQL4
The conversion rate from MQL to SQL
The conversion rate from MQL to client

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