What constitutes a qualified lead? This age-old question has plagued marketers for years. The phrase “dialing for dollars” is becoming less of the norm as digital inbound and outbound marketing has taken the lead qualification and made it much more effective. Understanding how to leverage both behavior- and a demographic-based lead scoring model will not only guarantee that the right leads are receiving the right content, but also ensures that sales is working with leads that are truly interested in the services or products being offered.

The Behavior lead scoring model involves identifying various sales-ready behaviors and actions, and associating point values when completed. Certain behaviors that should be associated with score values may include:

  • Opening emails
  • Clicking on links
  • Visiting specific web pages/landing pages

As these values continue to aggregate and grow, a lead becomes more familiar with the various products and services as they move through the research phase of their buyer’s journey. Once they reach the optimum threshold for their behavior score (i.e. 40 points), sales can then be alerted and should be ready to reach out.

The Demographic lead scoring model involves identifying specific profile criteria that correlates to the best representation of your ideal customer. Some examples of demographic criteria to score on may include:

  • Job title
  • Company size
  • Annual revenue

What is the process of Lead Scoring?

Lead scoring is the process of assigning a numerical value to a lead based on their behavior, demographics, and other factors that indicate their likelihood to become a customer. Behavior and demographics are two key components of lead scoring, and here are some steps to follow when scoring leads based on these factors:

  1. Define your ideal customer profile: The first step in lead scoring is to understand the characteristics of your ideal customer. This includes demographic information such as age, gender, location, job title, and company size.
  2. Identify key behaviors: Once you have defined your ideal customer profile, identify the behaviors that are most indicative of a potential customer. For example, visiting your website, downloading content, attending a webinar, and requesting a demo are all behaviors that indicate interest in your product or service.
  3. Assign point values to behaviors: Assign point values to each behavior based on its importance in the sales process. For example, requesting a demo might be worth more points than attending a webinar. You can use a scale of 1-10 or any other numerical scale that makes sense for your business.
  4. Assign point values to demographics: Assign point values to demographic criteria that are important for your business. For example, a lead who works for a large company might be worth more points than a lead who works for a small business.
  5. Calculate lead scores: Add up the point values for each lead based on their behaviors and demographics. The resulting score will help you prioritize leads and focus your sales efforts on those with the highest potential.
  6. Refine and adjust your scoring criteria: As you gather more data and insights, continue to refine your lead scoring criteria to ensure that you are effectively identifying the best leads for your business.

Overall, lead scoring based on behavior and demographics can help you prioritize your sales efforts and focus on the leads with the highest potential to become customers. By assigning point values to specific behaviors and demographic criteria, you can create a systematic and data-driven approach to lead qualification.

By understanding who the ideal customer is based on their profile traits, a marketer can further ensure that they are developing the appropriate content for their targeted personas. By combining both behavior and demographic scoring, marketing qualified leads will not only be easier to identify, but will also generate more ROI! At Vonazon, we specialize in building a successful lead scoring model tailored to your business and strategy. Contact us today!