Understand what Lead Scoring and RD’s Note of Interest are and how to adopt them in your Inbound Marketing strategy.
To achieve successful results with Inbound Marketing, one of the techniques that cannot be left out is Lead Scoring. This is because it is used in the process of qualifying the lead base and identifying those who are most ready to make a purchase.
As a result, the teams working in the marketing and sales sectors become more efficient in defining funnel strategies and improving the approach to good business opportunities.
But if you still don’t know how this technique works in practice, don’t worry. In this article, we explain everything about Lead Scoring,, how to define scores by profile or note of interest, and analyze the results more easily, check it out.
What is Lead Scoring?
As we mentioned earlier, Lead Scoring is an essential part of Inbound Marketing work. That’s why it’s a feature that is always present in marketing automation tools for companies that wish to go further in lead qualification.
Its purpose is to define scores, hence the name includes the word score, meaning “score” in Portuguese, to help select contacts that are truly relevant to the business and can potentially become future clients.
These scores take into account both the profile of the lead, relevant data concerning the ICP (Ideal Client Profile), as well as the notes of interest, defined based on the lead’s interactions with your site, conversions made, and other digital marketing actions.
In other words, we can already understand that the Note of Interest is an important part of Lead Scoring, but it is not the only function used in the process. Below, we will explain better how it works and fits into the strategy.
Furthermore, we need to highlight that the configurations of Lead Scoring should be considered jointly by the marketing and sales teams, as the obtained qualification results impact the productivity of both teams.
Benefits of Lead Scoring
Now that you know what the Lead Scoring technique is, it’s worth highlighting some of the main benefits it brings to Inbound Marketing strategies, in addition to the efficiency of marketing and sales teams, of course. See what they are:
- practicality when it comes to qualifying leads and identifying the best business opportunities for the company.
- more precise segmentation of leads, enabling objective and personalized communication with the base,
- and delivering warmer contacts to the commercial sector who genuinely have an interest in the product or service that the seller will offer.
How Lead Scoring Works in RD Station
Basically, the Lead Scoring process works through the analysis of leads and defining scores according to the profile or interest they demonstrate in your business. In the case of RD Station, all this happens automatically based on the criteria configured on the platform.
In other words, just define which customer profile information is essential to qualify your leads and which actions taken by them show greater interest in the solutions offered by the company.
However, attention must be paid to one point: there is no single formula for configuring Lead Scoring in RD or any other tool. After all, each company has its ideal customer profile, objectives, and different marketing strategies.
Therefore, these particularities should always be analyzed from data that are part of your reality, as we will explain in more detail below.
Lead Profile
To start, we have the Lead Profile as one of the ways to define Lead Scoring scores in RD Station. This model uses the ICP as a basis to analyze and qualify the leads that arrive at the base.
Some criteria that can be defined include position, client location, business segment (in the case of B2B marketing), number of employees, revenue, among other data that can help determine whether it is a hot contact or not.
These pieces of information, called Properties, are aligned with the fields of the forms that leads fill out on the site or landing pages and should receive different weights, which helps define which data will be more relevant during the analysis.
Each of these properties also has individual settings that receive from 1 to 10 stars according to the relevance of the information provided.
Let’s suppose your company does B2B sales, and the ideal client should have a director position. In this way, options involving “Director” will have 10 stars, while “Intern” will have much less since it is a position that won’t make the purchase decision.
After that, RD will automatically calculate the relevance of that contact to your company and will distribute between a profile A (hottest) and a profile D (less hot). This way, it will be more practical to identify potential opportunities.
Note of Interest
Another way to perform the calculation is through the RD’s Note of Interest. As we mentioned before, it takes into account the lead’s interaction actions. They are:
- conversions on landing pages and integrated forms,
- opening and clicking on links of email marketing campaigns;
- engagement with automation flows, such as entering or completing the flow, opening emails, or clicking on links,
- lead tracking according to visits to top, middle, or bottom-funnel pages.
To configure, just define a group of activities with one of these objectives, the score received for each action within it, and list what is considered an activity.An important point for succeeding with the Note of Interest criteria is to create scores according to the stages of the sales funnel. For example, a lead that converted to request a software demonstration deserves a higher score than one that converted on a top-funnel rich material, right?
Lead Profile and Note of Interest are allied strategies
It is important to emphasize that the two scoring models offered by RD are complementary and together deliver a much more efficient result to the marketing and sales teams.
After all, a profile A with low interest can help identify that the lead is not yet ready for an immediate approach and needs to be nurtured first. Meanwhile, a profile D with high interest can be evaluated as a potential business opportunity.
Everything will depend on the company’s objectives and the criteria defined for efficient Lead Scoring.
How to analyze RD’s Lead Scoring with Reportei
One of the most important stages of Lead Scoring is the analysis of how the strategy works for the company’s success. By conducting this assessment, it is possible to understand how the qualification process is generating opportunities and what needs to be improved.
With the RD report available in Reportei, you have access to conversion tables based on the Note of Interest and Lead Profile, which helps visualize how many of the contacts are considered hotter and where you can act to improve these results.
Take advantage of this information to study potential adjustments in Lead Scoring properties or new activities that can be configured in the scores. Additionally, also think about strategies that help these leads advance in the funnel, such as personalized flows or campaigns.
Lead Scoring offers a range of resources for working with Inbound Marketing, and with Reportei, you can go further when defining the best strategies.
