Lead scoring is one of the most effective techniques for assessing lead quality and prioritizing sales efforts.
In Magileads, you have the possibility to create a personalized scoring scale that corresponds exactly to your objectives and your prospecting strategy.
This feature allows you to better target your actions by assigning a score to each lead based on criteria that you define.
But how do you go about creating this tailor-made scale? Discover the steps to follow and best practices to optimize this functionality.
What is custom scoring in Magileads?
Personalized scoring in Magileads consists of assigning a score to each prospect based on various criteria that you determine yourself. These criteria may concern behavioral, demographic or firmographic data. The goal is to measure a prospect's engagement and relevance to your business. The more qualified a lead is according to your criteria, the higher it will receive a score, which allows you to prioritize prospects with the highest potential.
This scoring system offers you a total flexibility in the management of your leads, because you have control over how each action or characteristic is evaluated and weighted.
Steps to create a personalized scoring scale
1 – Identify the relevant criteria for your business
The first step to creating an effective scoring scale is to define the criteria that best reflect the quality of a lead for your business. This may include:
- Demographics : Position held, company size, industry, etc.
- Behaviors : Opening emails, clicking on links, attending events or webinars, etc.
- Interaction with your content : Downloads of resources, subscriptions to newsletters, visits to specific pages of your website, etc.
These criteria may vary depending on your business model, target market, and specific goals. For example, if your business focuses on large companies in the technology industry, you might assign more points to leads from that industry or size.
2 – Assign weightings to each criterion
Once you have selected the criteria, it is important to assign a weight to each criterion based on its relative importance to your sales process. For example, if a prospect downloaded a white paper or signed up for a webinar, this can be a stronger sign of engagement than simply opening an email. In this case, you can assign a higher score to this behavior.
Here are some examples of weightings you can apply:
- Email opening: +2 points
- Document upload: +5 points
- Registration for a webinar: +8 points
- Active participation in an online event: +10 points
Weights should be set based on the value these actions bring to your sales cycle. The goal is to create a scale that reflects the conversion potential of each lead.
3 – Set up the score calculation rules
Once the criteria and weightings have been defined, you must establish the rules for calculating the overall score of a prospect. Magileads allows you to configure the scoring scale so that the different criteria are automatically combined to produce a total score. This score will be assigned to each lead based on the actions they have taken and their characteristics.
This way, each prospect will be assigned a final score based on the criteria you have defined. For example, if a prospect opened an email (+2 points), downloaded a white paper (+5 points), and attended a webinar (+8 points), their total score would be 15 points.
4 – Set a lead quality threshold
Once scoring is configured, it is essential to define a quality threshold beyond which a lead will be considered sufficiently qualified to move on to the next step in the sales process. For example, you can establish that a prospect with a score above 20 points is ready to be contacted by your sales team.
By setting this threshold, you can ensure that only leads with high conversion potential will be supported by the sales team, while others can be nurtured by the marketing team through additional campaigns.
5 – Monitoring and adjusting scoring over time
Lead scoring is not a fixed process. As you collect new data and test your scale, you may need to adjust the weights and criteria. Magileads allows you to adjust your scoring scale in real time to align it with the evolution of your business objectives.
This means you can continually optimize scoring based on the performance of your campaigns and feedback from sales teams. For example, if you find that a certain criterion, such as subscribing to a newsletter, is not as relevant to your sales cycle as expected, you can reduce the associated weighting.
The advantages of personalized scoring in Magileads
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Creating a personalized scoring scale in Magileads allows you to:
Improve the precision of your prospecting campaigns by adjusting the scoring based on actual results.
Optimize your sales resources by focusing your efforts on the most qualified leads.
Increase conversion rates by ensuring your teams focus on already engaged prospects.
Align marketing and sales actions by sharing common criteria to evaluate the quality of prospects.
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