For example, you can use a LinkedIn profile or a LinkedIn company page (or the website) to make an assessment of the persona, what function the contact has in the company, how you assess their role in the purchasing process, what industry the company operates in and how high their turnover is.
You can also use the HubSpot Insights database , which you do it manually can automatically enrich company data with data that is freely available on the Internet. Although this is a possible addition, it is only partially available and is not always of reliable quality.
The clear recommendation at this point is to albania phone number data check and add data manually. Yes, that takes work. But it’s worth it!
In addition, you can now use implicit data
In our practical experience, however, especially in the B2B sector, you can only draw very limited conclusions about the likelihood of a sale from this implicit data. Just because a contact has only made a single download on a landing page, but then has not visited the website, opened the newsletter and hardly interacted in any mistake“why should i do this?” other way does not mean that there is no interest in the services – and vice versa.
Our practical experience is that the quantity
Of interaction usually says little to nothing about the quality of the lead! We have already seen contacts unsubscribe from all emails and call a week later to arrange an appointment. So you should be careful here and not give these factors too much weight.
The implicit interaction data is basically “nice to you do it manually have” in order to prioritize the contacts classified as top leads based on explicit data.
There are various ways to technically implement lead scoring in HubSpot. First of all, as many of the values mentioned as possible should be present in property fields of contact and company records. What you do with them is a matter of personal preference – according to the motto “There are many ways to Rome.”
Options for the technical implementation of HubSpot Lead Scoring:
Use HubSpot’s scoring functionality and calculate a value
- Segment top leads, for example, in an active list (the term in HubSpot for lists defined dynamically based on filter criteria). The betting email list basis for this is certain explicit and/or implicit properties – these can be self-defined or predefined properties (e.g. lifecycle phase, persona, role in the company, telephone number known, certain minimum turnover of the company, certain minimum number of employees, …)
- Filter contact overviews – according to you do it manually previously defined criteria – and display the top leads. The principle here is identical to list segmentation, just a different form of output
- Define certain trigger criteria in workflows (automation processes), use if/then branches and, based on this, fill a self-created and defined lead score property value (e.g. top lead, priority A, 10/10 …)
It can be helpful to first carry out separate evaluations for contact, company (explicit data in each case) and implicit (interaction) data and then use this to determine an overall score.