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Lead Scoring Usecases Outside Lead Qualification

Picture of Niels Rossipaul

Lead Scoring in traditional marketing

Everyone in marketing understands lead scoring as a qualification methodology but only after having set up multiple iterations of it one sees the areas of use throughout an organization's commercial activities.

The status quo usecase is traditionally the Marketing-Sales handover (or better to define the MQL criteria). Yet even inside the most common area are levels to this:
  • Lead qualification
  • Lead assignment priorization
  • Lead disqualification (do you use it for a disqualification list?)
The best leads can be streamlined by scoring to the best closers in your sales team. Sounds difficult on the interpersonal level? Not when it's clearly communicated and earned by merits. Then your sales performance can reach new peaks over time. At the other end of the qualification spectrum leads will be either sent back to marketing for further nurturing or to be disqualified. The latter could be assigned as non-marketing contacts. Nowadays CRM like HubSpot charge you additionally on a per-record level. 

Top 6 non-traditional lead scoring areas - outside lead qualification:

  1. Lead nurturing - time based acceleration of content in both quantity and level of difficulty
    • Scoring accelerated retargeting
    • Scoring delayed re-engagement
  2. Account management / Customer scoring -
    • Evangelist program: identify the most engaged leads for referrals
    • Churn prevention: notify account owners of the least engaged customers
    • CLV activities: score for deal size and customer longevity  
  3. Lead generation - use scoring to find the best leads outside your CRM 
    • scored lookalike ad audiences
    • scored web visitors tracked via a website pixel
  4. Revenue forecast - to increase the forecast's formula precision (deal amount x deal quantity x deal score x owner confidence x deal stage)
  5. CRM health check - discover bottlenecks in your funnel, segment leads better 
  6. Marketing budget - lead scoring saves money

Just to elaborate on one of these major areas. Lead scoring can be used to upgrade an organization's paid lead generation. Here you can re-engineer your best CRM contacts (no not just your customers) to be rediscovered in for example linkedin or google. Also MQLs and SQLs could be retargeted in higher acceleration here. Well if you think this further ... if an organization continues to spend their budget on retargeting all its web visitors without an adamant and updating audience filter here it will not really get further. The growth approach here would be to spend that money instead on a lead scoring set up to truly retarget the correct leads the next month around, save money longterm and by that increase your next budget to get more real leads and not spam. 

Lead Generation:         

lead gen scoring options-1-1     

Customer activation: for some teams recurring revenue is higher than new business - shouldn't it deserve it's own focus? A scoring triggered Evangelist program can activate otherwise non-used customers to their true potential.  

 Evangelist program

In conclusion

All of these six non-traditional lead scoring usecases showcase strong growth potentials - used together it's the foundation to scale. Especially when all rev ops departments work aligned on this.  Each of the points could be elaborated further but I assume the point came across that lead scoring's strengths  also exist outside lead qualification and how it is imperative for an organization's ambitions to scale. 

 

 
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