Ready to build a lead scoring program? While there are many ways to go about it, RingLead and SnapApp created this infographic to provide one lead scoring hierarchy to get you on your way. Learn more at http://ringlead.com/lead-scoring-infographic & http://snapapp.com.

1. HOW TO BUILD A
LEAD SCORING
PROGRAM
LEAD SCORING
SAMPLE HIERARCHY
WHY LEAD SCORING
BOOST LEAD SCORING
WITH INTERACTIVE CONTENT
GET STARTED WITH CLEAN DATA
Clean, protect and enhance your marketing data.
Called sales
+30
Contacted sales
via web form
+30
Attended
sponsored
conference
session
+20
+20
Expressed product
need/preference
via SnapApp
content
+15
Installed a
free app
Downloaded
decision-stage
content
+10
+05
Visited pricing
page on website
+05
Mentioned
us on Twitter
+05
Came by
conference booth
Unsubscribed
from email list
-05
+05
Signed up
for the blog
+01 Visited any
site page
Downloaded
awareness-
stage eBook
+05
0 LEAD SCORE =
No engagement at all.
That’s usually a sign of
either no interest or
bad data, such as the
wrong email address
QUICKLY
RISING LEAD SCORE =
Indicates an immediate
handoff to Sales
SLOWLY ASCENDING
LEAD SCORE =
Signals promising Leads
that might respond to the
right promotional offer
NEARLY MAXED
OR MAXED ALL
POINTS =
Handoff to Sales
SCORING
INDICATORS
Even the most organized lead scoring program
is doomed to fail without clean, quality data.
Dirty data lives within your existing database,
and will continue to infiltrate your system as
your contact data changes. However, with
knowledge, planning and technology, you can
clean your existing data, and ensure the new
data coming in is clean as well.
of buyers say they will provide detailed information in
exchange for a white paper. With
interactive content, the whole experience yields detailed
information, which the user willingly shares.
68%
58%
37% 44%
of marketers
cite shortage of
data on which leads
to nurture as their
biggest challenge
of marketers
include 5 or
more touches in
a lead nurture
campaign
of successful marketers cite
lead scoring based on content
& engagement as most
responsible for improving
revenue contribution
&
Interactive content converts 2x better than static content
11%
ONLY
Interactive Content Just Works Better
Better calls to action
that deliver higher
click-throughs and
conversions
2-3x increase in lead
conversion rates in
comparison to lead-
gated static content
Better data for lead
scoring and faster
MQL creation drives
opportunity pipeline
50%of marketers
say the quality of their
email database inhibits
successful marketing.
Industry estimates
show that data
decays at a rate of
25%to 30%
per year.
of leads in the average
B2B contact database
are obsolete.
50%Over
1
1
18
4
13
6
10
15
2
173
19
7
16
6
13
9
12
5
20
<25%44% 32%
of marketers are
doing lead scoring
say their lead scoring
programs are ineffective
of leads are sales
ready, so nurturing
and scoring is critical
2015 State of
Marketing Survey
“A solid lead scoring approach not only
helps to rank prospects against one another,
but can smooth the lead flow and serve as the
baseline for building a range of business rules
that include ownership, role & activities.”
SiriusDecisions, What’s the Score
Scoring and nurturing leads can be a challenge
without engaging content. Use interactive experiences
like polls, quizzes, and calculators to collect valuable
data and reach out to your audience more often with
content tied directly to their buyer’s journey.
Ready to build your lead scoring program?
While there are many ways to go about it, here’s
one lead scoring hierarchy to get you on your way.
of participants in a DemandMetric study cited
"content doesn't create opportunities for interaction
& engagement" as their most frequently encountered
problem with content marketing.