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Lead scoring is a shared sales and marketing The first step in lead scoring is to determine
methodology for ranking leads in order to your ideal target. To create the ideal buyer
determine their sales-readiness. Leads are profile, Sales and Marketing must both agree
scored based on the interest they show in your upon the definition. Use this checklist as a
business, place in the buying cycle and their fit starting point to identify the key demographics
with regard to your business. that are relevant to your organization, as well
as the key behavior-based scores to consider
There are various ways a company can score as well as the bad behaviors that deserve
leads. Either by assigning points, implementing a negative score. We have listed dozens of
rankings like A, B, C, or D, or using terms like demographic, firmographic and behavioral
“hot,” “warm” or “cold.” The key point is that attributes to help you find the ideal scoring
by clarifying what exactly constitutes a sales- rules for your company.
ready lead, marketing and sales can increase
efficiency and productivity.
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Your Lead Scoring Worksheet
How to use this checklist:
Make copies of these pages for everyone who is going to help create your lead scoring model.
Check off the boxes you think should be included in the lead scoring model. Determine the score
for each attribute. Need a place to start? Check out the ones in bold.
3
Your Lead Scoring Worksheet
Behavior-Based Attributes to Consider
Community Roadshow/Seminar
Submitted an idea Registered
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Your Lead Scoring Worksheet
Behavior-based Attributes with Negative Score
While most activities get positive scores, there are actions that do the opposite. Activities that
deserve a negative score may include:
Score
Email unsubscribe
Non-product web visit
Career page
Press room
Investor page
Leadership page
No website activity for 30 days
Added to “Do Not Call” list
Spam complaint
Negative social media comment
Declines contract/warranty renewal
5
Your Lead Scoring Worksheet
Now that you’ve selected some demographic,
firmographic and behavioral attributes and assigned
scores to them, let’s look at an example:
# of Employees 10,000+ +5
5000-9999 +3
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Marketo, Inc.
901 Mariners Island Blvd, Suite 200
San Mateo, CA 94402