As the quantity of leads increases. A it becomes more important to bring a certain amount of automation into lead scoring. A as otherwise you will be overwhelmed with manual work and “can’t see the forest for the trees”. Of course. A you should also ruins HubSpot lead scoring benefit from the software’s automation options wherever it makes sense to do so.
In principle. A the reason why lead scoring approaches often don’t work with HubSpot is completely banal and simple:
It is a fatal mistake to leave out important costa rica phone number data explicit data from the contact (lead) and company (account).
However. A this is exactly what often happens. But why?
Many people want to rely on scoring numbers that are calculated completely automatically. A believing in “marketing automation” . After all. A you have purchased expensive. A modern software. A so it should work! That is completely understandable. The only question is whether you have a sufficient (explicit) database of acquired leads . This is often not the case.
In our experience. A most companies generate B2B leads by asking for a few fields in a form (often for gated content. A such as a building an email list: how to get your 1,000+ subscribers white paper). Ultimately. A the lead data consists of title. A first name. A last name. A email address. A and possibly company name ruins HubSpot lead scoring or a few other properties. This data is usually not handled. A processed or enriched manually. That would mean work and it is usually simply unclear who should do that or there is no one in the company who can take on this task.
So you create a lead score based on what you have – mostly implicit data . You might then assign a very high score to a lead who has had the following interactions:
Whitepaper downloaded
- Registered for webinar
- Participated in the webinar
- 3 nurturing emails opened
- 2 CTAs clicked in the nurturing emails
- 7 times the website was visited
Wow. A that all looks like a “hot lead”. A doesn’t betting email list it? But is he or she really one? Hard to say – maybe yes. A maybe no. Because what is left out here is the explicit data – both about the person and the company (in the B2B area). And that’s exactly the mistake!
In order to assess whether a lead and
Their company are a good fit for you. A you usually need 5-10 additional characteristics (see above). However. A these can hardly be requested via ruins HubSpot lead scoring forms. A as the hurdle would be too high. A which would significantly reduce the conversion rate.
At most. A if a contact converts multiple times. A i.e. fills out multiple forms. A you can gradually request additional data (in HubSpot this is called “progressive form fields”). However. A this is more of a theoretical possibility because many leads may only fill out one form sooner or later.
So what to do?
What helps massively here is to add explicit data or make your own assessment. Very few people make this effort. But you should! Lead scoring does not work – at least in the B2B sector – without taking explicit data into account. It is of no use to you if the contact is diligently consuming your marketing but works for a company that is completely useless to you and the lead has a completely irrelevant function in the company.
In addition. A from a data protection perspective. A it is currently difficult to rely heavily on data such as email openings or website visits. A as this cannot always be tracked.