Advanced Lead Scoring Techniques for B2B Tech Companies
Go beyond the basics of lead scoring and learn advanced techniques to better quantify lead quality, such as: • Using negative attributes to deprioritize bad fit leads • Going beyond page views and email opens for behavioral attributes • Programming forms to automatically progress lifecycle stage, regardless of score • Understanding how lead scoring can affect your Salesforce or Dynamics sync • Reporting on the average score of closed deals to determine how well your formula is working • Bonus: implementing a marketing contacts automation strategy to save money on your HubSpot subscription Our HubSpot Director, Emma Washington, won't just be talking about these best practices…she'll actually be leading a screen-sharing demonstration, so feel free to follow along in your own portal! - - - This is the webinar recording from the December 2023 HubSpot User Group (HUG) for B2B Technology USA. Watch the video recording at https://youtu.be/120_w261WLI Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/
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Advanced Lead Scoring Techniques for B2B Tech Companies
- 1. Emma Washington HubSpot Director Kiwi Creative
- 2. HUG Agenda ● Introductions ● Housekeeping ● Presentation ○ What ○ Where ○ Why ○ How ○ Pro Tips ○ Bonus ● Q&A
- 3. About Your Host… Kiwi Creative We are a HubSpot Platinum Solutions Partner for growing B2B tech companies. kiwicreative.net Jen Lombardi Head Honcho, Creative Genius
- 4. About Me ● 5+ years HubSpot experience ● 30+ HubSpot certifications ● 3X HubSpot accredited (only Platinum partner in the world!) ● This is all I do! Emma Washington | HubSpot Director | Kiwi Creative
- 5. Housekeeping ● Goal > For you to leave with a Lead Scoring plan! ● Recording, you’ll get a copy ● Ask questions in the chat! ● “HubSpot Score” property ○ Requires set-up, not Predictive Lead Score in Enterprise tier ○ Available in Pro/Enterprise tier of all hubs
- 6. Answer in chat 👇 Do you use scoring today? To do what? How well is it working?
- 7. What ● HubSpot Score > just a field! ○ Out-of-the-box calculation property on Contact object ○ Adds or subtracts points based on YOUR predetermined attributes
- 8. Why ● Monitors slow burn leads and notifies you when they’re sales-ready ○ Remove manual processes ○ Avoid reaching out at a poor time ○ Deprioritize bad fit leads
- 9. Where ● Published Score updates ALL records ○ Affect your existing workflows/lists/settings? ● Relationship between Score, Lifecycle Stages, Marketing Contact Status ● Salesforce or Dynamics sync ○ *Bonus - 5 Steps to Take BEFORE You Integrate HubSpot and Salesforce
- 10. How ● 3 TYPES of scoring attributes ○ Firmographic > identify ideal customer ○ Behavioral > indicate interest, sales-readiness ○ Negative > weed out poor fit ● Where to start ○ What do your customers/opportunities have in common? ○ Talk to your sales and service teams!
- 11. How ● Firmographic ○ Industry, Job Title, Location, Annual Revenue ● Behavioral ○ Downloaded content, requested a demo ● Negative ○ Email domain contains competitor site, visited careers page ● Lead Scoring Matrix *Note - No “correct” number of points that indicate perfect lead > unique to you business!
- 13. Now what? ● Once you establish your Scoring… ○ Progress the Lifecycle Stage? ○ Alert a team member? ○ Add to a list? ○ Email a piece of content? *Note - Nothing is written in stone!
- 14. Let’s create a workflow!
- 15. Is it working? ● Review monthly/quarterly until you’ve nailed it ○ What are sales and service teams saying? ○ Average Score report ■ Per Lifecycle Stage ■ Per Closed Won Deal
- 16. Let’s create a report!
- 17. Pro Tips ● Set Lifecycle Stage on high-value forms, regardless of Score ● Create separate Score properties to monitor cross-sell opportunities, different types of customers ● Create custom Score property on other objects
- 18. 🌟Bonus🌟 ● Manage Marketing Contact Status automagically ○ Assign status ANYtime ○ Remove on 1st of the month ONLY ■ Same day HubSpot assesses overages 1. Create “Bad List” 2. Create workflow 3. Done!
- 19. More building!
- 20. Need more help? HubSpotActionPlan.com – 1 week start-to-finish turnaround time – 60+ page in-depth report – 90-minute consultation call to review – Prioritized list of must-do fixes “At 60+ pages, Kiwi Creative’s HubSpot Action Plan was a true deep dive into our CRM with actionable steps to repair, improve and elevate our processes, properties, automations, email health and more. If we were to have sat down and attempted this on our own, we would have still been struggling! Instead, our team is relieved and confident that Kiwi is in our corner.” Special offer: lock in 2023 pricing ($1,500) and complete after the holidays — Lauren, Lifecycle Marketing Manager Jackrabbit Technologies
- 21. Questions? P.S. Save the date for our next HUG