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Lead scoring and qualification

Define your own custom scoring metric to qualify and prioritize leads.

Lead scoring is an effective model to identify, which prospects are potentially most valuable to the company and its current sales funnel.

The main challenge with the lead score calculation is getting a full view of all customer interactions. Users are interacting with businesses across an increasing number of digital touchpoints If you are not able to connect the different data sources, calculating a valid lead score can become a key challenge.

With Intempt Platform you can track leads from many different sources. Connect & aggregate them into one database. Gather data from:

  • Web sources
  • Email tools
  • Existing leads & customers in your sales & support CRMs

Intempt can connect to all your tools, tracking & databases with a variety of integration methods, and create a unified lead profile.

The following use case serves as a reference point to begin building your own lead scoring strategy with Intempt.

Step 1: Connect your data source

First, you will need to make sure that your customer interaction data is properly sent to Intempt Platform. Go to Sources -> Create a source and set up an Intempt JS tracker on your website.

Step 2: Create events

To start tracking lead actions, you will need to create specific event collections. Selected events will depend on your business – each company should have its own uniquely designed scoring strategy that meets particular objectives and targets.

Here are specific events we will track in this use case:

  • Downloaded an ebook
  • Searched within the website
  • Watched a webinar
  • Opened an email
  • Visited the pricing page on the website

Step 3: Build your lead scoring metric

To create a lead scoring metric we will need to assign different weights to the created events (based on their importance), calculate their individual scores, and combine all values into a single lead scoring metric.

Go to “Metrics” -> Create a new metric, define the period you want to analyze, select the format and chwoose the required metric creation options from the dropdown:

Let’s assign and calculate different scores to the funnel events:

Visited pricing page + 20

Formula: Visited pricing page event count / 100 * 20

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Downloaded e-book + 5

Formula = Downloaded e-book event count / 100 * 5

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Opened an email + 3

Formula = Opened an email event count / 100 * 3

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Watched a webinar + 10

Formula = Watched a webinar event count / 100 * 10

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Conducted site search + 2

Formula = Site search event count / 100 * 2

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After saving all the metrics you will 5 have different event-type metrics.

Next, we will need to combine these metrics into a single lead scoring metric.

Choose metric type “Metric” and add the created metrics A (Visited pricing page), B (Downloaded e-book), C (Opened an email), D (Watched a webinar), E (Conducted site search) and sum them.

Formula: A + B + C + D + E

The final result will reflect the lead score of different events with assigned weights.

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Step 4: Analyze the metric graph

Look at the created “Lead score” metric graph – what tendencies do you notice? If you notice that the lead score metric increases over time – it means that the current strategy is working. However, if you see and downward trend you should try different acquisition strategies and A/B test which of those increase the lead score metric over time.

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Step 5: Analyze different segments against the metric

Use the segment comparison graph to analyze how different segments (e.g. “Users from Facebook Ads campaign” or “Organic search visitors”) compare against the “Lead score” metric over time. Identify high performing segments and focus your acquisition strategy based on the findings.

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Step 6: Engage your leads based on the metric values

You can target your leads and create campaigns based on the varying „Lead score” values. To do that, first, create a segment with a “Lead score” metric and assign filters for different values (e.g. 0.5-1, 1-2, 2-3). Every segment can have a different lead score value assigned. (e.g. “High lead score performers” could have a score of 2-3).

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After that, you can build messaging destinations that can be triggered with users entering or exiting the different lead score segments.

For example, for the “High lead score performers” segment you might consider sending emails with the final product or service offering.

For the “Low lead score” performers you can focus on providing more general, nurturing type content (link to a latest blog post, e-book etc.) to progress the user down the funnel.

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