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February 10, 2016
Automation  |  5 min read

4 Steps to a Better Lead Scoring System for Your Business

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Justin Roberts

Over the past four years, I’ve worked with hundreds of businesses that wanted to set up a way to determine which leads are most likely to buy and which aren’t. One of the biggest pitfalls you can fall into is relying on your gut, or on what someone else says will make a hot lead. This guide shows you how to set up a lead scoring system that will help you avoid those pitfalls.

For those not in the know, lead scoring is an effective model that attaches values to a business's leads, or potential customers, based on their interest in your service or products.

Pro tip: You'll also want to use automation software that employs a personal touch when following up with a qualified lead—Infusionsoft lead scoring is just the thing.

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Lead scoring basics in 4 easy steps

1. Get key marketing & sales stakeholders involved

This is easier as a solopreneur since you play both roles. But as you begin to grow and hire specialists, it becomes more important to get input from sales and marketing so you’re working collaboratively.

Marketing typically has a better beat on the potential customer's behavioral data, which they then share with sales to help customize customer conversations.

2. How to find your best customers and what they have in common

There's something to be said about having the luxury to pick and choose who you want to sell to or work with. Here are a few things to look for when determining your best customers:

  • Their loyalty to your business
  • How much time it takes to support their needs
  • Your rapport with the customer
  • Does their personality jive with yours?

Once you’ve figured out who fits the criteria, find out what they have in common. Keep the following questions in mind:

  • What type of buyer are they?
  • What products or services are they interested in?
  • What products or services have they purchased?
  • How did they find you?
  • What web pages have they visited?
  • What type of information do they request from you?
  • How often do they interact with you?
  • What is their purchasing timeline?

The list could go on. Ultimately, you're looking for a pattern with your best customers that you can apply to leads.

3. Create your lead score formula

You have your list of ideal customers—now it's time to get strategic. Ask yourself these three questions:

  1. What type of scale are you using? Choose one that clearly differentiates the quality/readiness of your leads, but is not overly complex. A 5- or 10-point scale should suffice.
  2. How do you weigh your lead scoring criteria? For example, someone who has told you they want to purchase in the next week should show as a hotter lead than someone who has requested a how-to guide.
  3. Are older leads still revelant? A resounding yes. Don’t discount someone who opened an email six months ago, as they may still be interested in your service.

In Infusionsoft, you decide how many “points” will equal five flames (a five-flame lead is your hottest lead), and how many points each lead scoring action contributes to that overall score. It also employs the scale approach, so you can easily rank flames and give the right amount of attention depending how they rank.

You can also choose specific activities or qualities (measured using tags) to increase or decrease the leads score, and how long that particular element should effect the overall score.

4. Analyze and refine

Now that you have a solid lead formula, don’t be afraid to test and modify it based on what's working and what's not. You may be tempted to make this a one-and-done activity, but those who are truly great at lead scoring will frequently challenge their lead scoring system and make changes when necessary. Your business is going to evolve, and your lead scoring needs to as well.

Pro tip 2: If you're having a hard time deciding what is important to measure, you can always start with behavioral elements. Include the following in your lead scoring system:

    • Unsubscribes. If someone is saying they don’t want your emails, then they probably aren’t interested in what you’re offering. Take points away for this one.
    • Web form signups (for any lead magnets you are using)
    • Email opens
    • Links clicked (in your emails) 

 Justin Roberts.jpeg

Justin has a passion for entrepreneurship and helping small business. A former Infusionite, he managed a team of expert consultants that have helped thousands of customers implement Infusionsoft in their businesses. When not working, Justin spends as much time as he can with his wife and kids, being outdoors.  


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