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It’s Gonna Be May…
Welcome back! The first month of Q2 is almost over. What have you learned about your business so far?
Now is a great time to prepare a mini-strategy and learn something about your audience. Maybe it’s a simple social media campaign or some micro-adjustments to your email flows. Either way, press publish on May 1. You’ll thank yourself next month!
This week, we’re deciphering how to know when a lead is actually ready for a sales conversation.
LET’S GO →
Lead Scoring Made Simple
The Problem Lead Scoring Solves
Without a scoring system, every lead looks roughly the same. Someone who signed up for your newsletter six months ago and has never clicked anything sits right next to someone who visited your pricing page twice this week. There’s no easy way to tell them apart.
Lead scoring fixes that by assigning point values to specific behaviors, so the leads that are genuinely warming up rise to the top of the list
The Three Categories of Scoring
A solid lead scoring model draws from three types of data:
Implicit intent: What they're doing on your website and with your content. Visiting your pricing page is worth a lot more than reading a blog post.
Engagement: How they're interacting with your emails and events. A webinar registration is worth more than an email open.
Explicit data: What they've told you about themselves. A VP-level title at a company that fits your ideal customer profile is worth more than a personal Gmail address.
The Fast Pass Rule
One rule that doesn't get enacted often enough is the fast pass rule. In other words, certain actions should bypass your lead score system entirely. If someone fills out a demo request form, books a call, or requests a quote, they should go straight to sales, regardless of their score. Don't make a motivated buyer wait!
Continuing Education
Everything we read and loved this week.
Action of the Week
Write down the five behaviors that most reliably predict that a lead is serious about your product. Those five behaviors are the core of your lead scoring model. Download the Lead Scoring Cheat Sheet below to build it out from there.
Until next time!
