How does Lead Scoring work?

What is Lead Scoring?

Lead Scoring is a tool used to automate the qualification of your Lead Base.

Based on automatic evaluation of the characteristics of each lead and how they interacted with your campaigns, RD Station Marketing assigns a numerical value (score) to each lead. This score allows you to determine whether a lead is ready to be approached by your Sales team or not.

Lead Scoring assigns two different grades to a lead:

• Lead's profile
• Interest

1. Lead profile

The first, which is alphabetical, refers to the Lead Profile. The profile represents the demographic characteristics of the lead, such as: position, age and sector - it is the information of the lead present in the form fields that he answered and that have identical custom fields in RD Station Marketing.

Ideal lead profile for your business

A crucial aspect of this feature is to determine whether a lead has the adequate profile to purchase your product/service. In practice, Lead Scoring classifies your leads into 4 different profiles: A, B, C or D, with A being the most ideal profile.

The profile is related to demographic characteristics of leads, such as job title, age and industry. These data are collected whenever a lead fills in one of your forms.

See the example below

Lead Scoring is set up as follows: the Job Title field has a weight of 100%, while the State field has a weight of 50%.

When determining the weight of each field, you must also determine the score to be assigned to each possible answer:

In the image above, the State field responses are scored as follows: SC is assigned 10 stars, RJ 5 stars, and SP only 1 star.

The responses for the Job Title field are scored as shown in the image below:

Based on these settings, a profile is assigned to a lead according to the following equation, where the real weight of each field is calculated based on the total weight of all fields combined. For example:

• The total weight is the sum of the weight assigned to Job Title (100%) plus the weight assigned to State (50%), adding up to a total of 150%. Therefore, the real weight of the Job Title field will be 100% divided by 150%, resulting in a real weight of 67%. Based on that same rule, the real weight of the State field will be 33%. The real weight of both fields combined should add up to 100% (67% + 33%). You do not have to worry about having your field weights add up to 100%. RD Station Marketing will take care of that for you.
• A lead's profile score is equal to the real weight of the field multiplied by the score of the lead's response for that field. A lead whose job title is president (10 stars) and lives in the State of RJ (5 stars), for example, will have the following calculation:

Therefore, the profile assigned to a Lead depends on the Lead Score (835) and the following scale:

• 0-249 = Profile D
• 250-499 = Profile C
• 500-749 = Profile B
• 750-1000 = Profile A

Thus, based on the values above, a lead with the job title of president that lives in the State of RJ is considered Profile A.

2. Interest

The second note is the lead's interest in your business, how close it is to the time of purchase. It's a sum of the interactions that the lead makes with you, either through emails, automation flows and, also, conversions on landing pages and other forms.

Points of Interest are cumulative, in which the lead will earn the score according to each action he takes. That is, if he fulfills two criteria that are worth 10 points each, he will receive the 20 points. If he fulfills the same criterion more than once, he scores only on the first action.

For every new email clicked, flow completed or converted landing page, for example, you can give it new points.

Ideal lead interest

You can measure how much the leads are interested in your product or service, through the groups of activities that these leads carry out.

When your lead takes an action, such as: downloading certain content from your company, opening an email campaign or completing an automation flow, they will receive the score only once for each action taken. Thus, it is possible to measure how interested that lead is in your product or service.

In the example below, an Activity Group for Conversions was defined:

For a Conversion Activity Group, you can define the events that will be part of this group. The defined value will be attributed to the lead's interest score in case he converts to any event in this group:

The higher the lead score, the greater the interest shown in your product or service.