Attributes of a successful lead scoring model

1. Define your scoring threshold

2. Explicit scoring

  • Job title
  • Role
  • Seniority
  • Industry experience
  • Industry
  • Company size
  • Company revenue and;
  • Geographical location

3. Implicit Scoring

  • Site visits
  • Social media engagement
  • Email opens/clicks
  • Newsletter subscriptions
  • Contact requests
  • Contact form submissions
  • Content downloads
  • Webinar interest
  • Demos/free trials

4. Negative scoring

  • Unsubscribers
  • Visiting your careers page (likely to want a job, not your product or service)
  • Job titles such as student or retired or from an industry not currently or expected to be served by your product or service. This suggests they’re likely interested in your content for purely academic or informational reasons
  • A rival company (suggesting that the person is just researching the competition)

5. Score degradation

Bonus tenet

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Venture Investor @ Elbow // Practice Lead @ Radically Digital // Web3 Enthusiast

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Nik Nicholas

Nik Nicholas

Venture Investor @ Elbow // Practice Lead @ Radically Digital // Web3 Enthusiast