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3 aspects of a well defined automated lead scoring system

Hossein Moghaddam,


Knowing who to address in your marketing communication is a must, but it doesn't mean what you get in the end would be what you exactly want! Allow me to simplify: You might create content focused on top level managers in growing companies related to legal issues during mergers and acquisitions, to nurture them so that you can close them as customers for your legal services offer. Law students might also like to know more about this subject so they might read and interact with your content, but they are not your target. Not only they can't afford it but also they don't own a business to worry about M&A.

Speaking in Digital Marketing terms, you need to have a system in place to evaluate if the visitors who convert to leads from this content are the right fit for your offering, so you can send your best closer after them! (Watch Suits if you haven't yet) Are you aware if your business has already an automated system in place?

There is of course a first step to take and that is defining your buyer persona. Assuming you have already done that here are 3 tips to help you score your leads and get them ready for your own Harvey Specter:

1. Decide on the positive attributes for your ideal lead:

We will use Harvey Specter from "Suits" TV series as an example in the following paragraphs. He is the best legal closer in town and he specializes in M&As. His ideal buyer persona is a senior partner or executive manager in a growing business which is hitting the turnover of at least 5 million euros every year. They have various patents or intangible assets that requires their case to be handled with delicacy. So Harvey asks his associate Mike Ross to put together a score-sheet so they can evaluate the leads they generate on their website.

Mike does some research on the firms existing customer database and comes up with 4 different factors that would positively score the leads and puts them in the table below. He also clarifies the range of the attributes:

Lead Scoring positive score table.png
He has identified the range of attributes more important to their business with higher score whereas the other ranges are still evaluated positively but with lower impact. So don't wait up! start creating your own positive attributes list now.

2. Roll out the negative attributes to be more effective

Like the student lead example for our law firm there are some attributes that you'd rather your leads not to have. Say a small startup that is hitting 800k turnover and is being acquired by a competitor might not be the exact fish you tend to catch! Therefore our friend Mike from the law firm worked on a negative list of attributes that could give them a better understanding of the value of their lead and put them together in the table below:

lead scoring negative attributes.png
So with the scoring system Mike proposed if the lead gets even more than 50% of the scores from the positive attributes but they are not eligible to be closed as a customer, then the score would drop significantly. Therefore they would only need to focus on leads which are valuable for them.

3. Automate the process

Well, truth be told, Mike is a damn good lawyer and spending hours behind a computer scoring leads takes too much of his time, which he can allocate to real legal cases that actually benefit the firm. So Harvey decides to use a software to automate this process. He first asks their IT department to add functions to the Excel file, but they still need to automate the inserting of leads into the file. So he decides to use HubSpot which is the leading inbound marketing platform and it comes loaded with tools that automate the process of lead scoring.


They follow 3 simple steps to create this automated system:

  • Create forms in HubSpot to catch the information they need to score the leads, so the process of collecting information is automated.
  • They add their positive attributes to the lead scoring system and assign scores to each attribute.
  • They add the negative attributes to polish up the contacts.

Once they apply the automated lead scoring they can see the score in the contacts list and of course filter them to give them a better focus. Here is an example of setting scores in HubSpot and testing them for a contact:

HubSpot Lead Scoring

Harvey was damn good at his job and using this automated lead scoring he efficiently focused his attention on the right sort of leads. Consider that the step before that for Harvey or any other business man is to learn how to increase the number of leads they generate from their online activities. 

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