Organizations using lead scoring experience a 77% increase in lead generation ROI. This typically progresses to organizations spending more time with actual, qualified sales ready leads, while automating dynamic messaging to leads that are not yet ready for that personal touch.
If you are strugging on the "where do I start" part of setting up lead scoring - you're not alone. The great part of SharpSpring is our lead scoring engine is configured based on information or activities that are important to your business, not some out of the box algorithm that makes assumptions on what should be important. Let's take a look at some best practices with lead scoring to help move you in the right direction on how to get the most out of the feature.
All Lead Scores Are NOT Created Equal
The value in SharpSpring's lead scoring tool is the level of personalization a company can configure with it. What works as an indicator for one organization will not always work for another, so using a "canned" lead scoring method really doesn't hone in on the interactions that are uniquely important to you.
When navigating to the lead score rules page, the first section of the page shows our lead score ranges. This bar is valuable as it allows for us to segment leads into groupings based on the score value, with a color categorization showing next to the lead to allow sales to quickly identify who is hot and who is not.
If we are on the initial lead scoring setup, feel free to move past this section and return to it once our rules have been configured. You can adjust the sliders at any time, so as your lead scoring tactics adjust over time you can make sure that you are still segmenting leads in the most effective way possible.
If you have read through how to configure lead scoring but still need some ideas on how to best utilize the feature, you've come to the right place. Consider the below in the initial lead scoring setup.
- Start by identifying your target audience. If you have enabled personas, then you've likely spent a good amount of time on this already. If we are not laser focused on who we plan to market to, then our lead scoring will be less than valuable. This is a great opportunity to sit down and answer the question: "Who should use our product/service?"
- Don't over inflate Completeness rules. Completeness in SharpSpring lead scoring refers to the information that we have gathered from a lead. This information can come from a variety of tactics (form submissions, phone calls, polling, etc.), but the method is not what's important here - it's the information. There are 10 data points that we look for in Completeness, but do not feel as if you must attribute a high point score for every one of them. For company's that provide varied service based on geographic location, attributing points to the State section makes sense, but for an online service provider who is geographic agnostic, knowing the location may not provide much value in the context of our scoring system. For each section you should be asking yourself "is this important to know" and if so, "how important is this?"
- Get Engaged. The Engagement section is your best friend in regards to truly personalizing lead scoring based on what leads do on your website. Engagement rules happen incrementally, meaning that every time a lead has an engagement (e.g. "Site Visit") they will accumulate points. The point values here have a lower cap than the Completeness section as the incremental nature of the scoring system leads will cause these numbers to become quite large over time.
- Use Custom Tracking Rules. Nested in the Engagement section, we have Tracking. Use Tracking to create page rules and attribute point value based on uniquely important pages that a custom may hit. A pricing page or contact us page are great examples of pages that, if a lead were to visit, we may want to attribute a higher point value than normal based on the context of those pages.
- Make your Media work for you. The Media section lets us attribute point scores based on the trackable assets we've created in the Media Center. If you have yet to create a trackable asset, feel free to come back to this section at a later time to add them.
- Make sure the Fit is perfect. If the Engagement section provides powerful personalization based on what leads do, the Fit section provides powerful personalization based on what leads tell us. Fit rules are a great opportunity to sit down and say "what does our company uniquely find important, that should be tracked". Fit rules will be vastly different across organizations as each has unique Key Performance Indicators for their sale and marketing teams on what qualifies a "good" lead. Spend some time on the Fit section, and again do not feel forced to add rules just to add rules here. Part of marketing is discovery, and as we uncover more indicators of sale, we can add those field values here to optimize our lead scoring tool.