Lead Score Models
Example Lead Scoring Models
From the prior lead score best practices article, here are two sample lead score models.
The first lead scoring model below shows example explicit and implicit criteria and score values.
| Explicit Score (Demographics) | Implicit Score (Behaviors) | |||
| Company Size: 0 to $10M (< 100 staff) |
-5 points
|
Search by company name |
10 points
|
|
| Company Size: $10M-$100M (100-1K staff) |
5 points
|
Website visits: 10+ minutes |
5 points
|
|
| Company Size: $100M+ (1000+ staff) |
15 points
|
Website visits: 20+ minutes |
5 points
|
|
| Contact Title: C-level executive |
15 points
|
Website visits: 30+ minutes |
5 points
|
|
| Contact Title: Project Manager |
10 points
|
Website visits: Each unique visit |
2 points
|
|
| Contact Title: External Consultant |
0 points
|
Each unique visitor (same company) |
10 points
|
|
| Contact Title: Executive Assistant |
-5 points
|
Website visit: 15+ minutes on careers |
-50 points
|
|
| Department: Sales or IT |
15 points
|
Website search query on ‘price’ |
10 points
|
|
| Department: Finance or Support |
5 points
|
Website visit to pricing page |
5 points
|
|
| Department: Marketing |
0 points
|
Form or landing page conversion |
10 points
|
|
| Department: Purchasing |
-5 points
|
Sign up for news letter |
5 points
|
|
| Industry: Retail |
25 points
|
Sign up for test drive |
25 points
|
|
| Industry: Not Retail |
0 points
|
Read nurture campaign email |
2 points
|
|
| Location: Outside North America |
-50 points
|
Click link on nurture campaign email |
4 points
|
Sales Ready Lead =
Explicit score of ______ ; or
Implicit score of ______ ; or
Composite score of ______ .
The above sample lead scoring items are typical, but for illustrative purposes only. In this example a sales ready lead may be identified using the Explicit score, Implicit score or mostly like a composite score (combining both values).
The second lead scoring model below expands upon the first to show how lead scoring can mature using additional subject criteria and over multiple phases.
| BANT | Buyer Profile | |||
| Budget: Project budget is disclosed |
20 points
|
Buyer Goals: Clear |
20 points
|
|
| Project is formally budgeted |
10 points
|
Buyer Goals: Unclear |
0 points
|
|
| Budget: Project is not budgeted |
-5 points
|
Buyer Objectives: Revenue/Growth |
15 points
|
|
| Authority: We have access to power |
15 points
|
Buyer Objectives: Margins/Cost Savings |
5 points
|
|
| Authority: We have no access to power |
-25 points
|
Buyer Objectives: Mix of Revenue & Costs |
10 points
|
|
| Authority: Power unidentified |
0 points
|
Decision maker persona: Quite Confidence |
15 points
|
|
| Need: Growth or Trouble |
40 points
|
Decision maker persona: Novice |
0 points
|
|
| Need: Over Confident or Even Keel |
-30 points
|
Decision maker persona: Cowboy |
-10 points
|
|
| Timeline: Schedule of dates/compelling event |
10 points
|
Decision maker experience: Veteran |
10 points
|
|
| Timeline: No schedule or event/artificial date |
-10 points
|
Decision maker experience: Practiced |
5 points
|
|
| Decision maker experience: None |
0 points
|
The explicit and implicit criteria are generally captured entirely through digital lead tracking using a marketing automation system. A lead threshold score based on these two categories triggers an outbound sales call by a telesales/inside sales person in order to further qualify leads largely based on the BANT questions.
The BANT criteria can be obtained digitally using progressive profiling or similar marketing software features, or may be achieved from telesales conversations. The information acquired will update the BANT scores, which combined with the prior explicit and implicit scoring may reach a new lead score threshold value which transfers the lead to sales for additional qualification (pursuant to the Buyer Profile items).
The buyer profile criteria is generally obtained from a sales person discovery call, although some of the information can be obtained from inside sales/telesales or even digitally using social media channels. These criteria may be used in both lead scoring and opportunity scoring and will clearly help prioritize the best sale opportunities. Compare these criteria in win/loss exercises for review and adjustments.
Understanding each of these lead score categories and how they collectively calculate a composite score gives sales and marketing multiple vantage points to determine the best criteria for identifying a sales-ready lead, and fine tuning the lead scoring model.