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The success of any inbound marketing strategy depends on lead generation. Due to the large number of leads coming in, it can be difficult to determine which ones are worth pursuing. HubSpot lead scoring provides a solution to this problem by assigning a score to each lead based on their level of engagement and interest in your company.
A lead-scoring model can increase deal closing rates by 30%. In this blog, we'll dive into the five key metrics you should be focusing on when building your lead-scoring model in HubSpot.
Demographic Insights
Demographic data points in the HubSpot lead scoring model include information such as the lead's location, job title, company size, and industry. This information can help you better tailor your outreach efforts and messaging.
For example, if you have noticed that leads from a particular industry or geographic location are converting at a higher rate, you can focus your marketing efforts on that specific audience.
Email Engagement
The key metrics to evaluate email engagement are open rates, clickthrough rates, and overall engagement rates. By analyzing these metrics, you can identify which leads are most engaged with your content and which ones may need further nurturing.
For example, if you notice that a particular lead has opened every email you've sent and clicked through to your website multiple times, they may be a high-priority lead that is ready to be contacted by a sales rep. Alternatively, if you notice that a lead has not opened any of your emails or has only clicked through once, they may need to be further nurtured before they are ready to make a purchase.
Social Engagement
Social engagement metrics such as social media followers, likes, shares, and comments can help you identify leads' level of interest and highly engaged leads who may be ready to make a purchase. These metrics can help you make more informed decisions about how to prioritize your sales efforts and drive revenue for your business.
Behavioral Data
Behavioral data refers to the actions that a lead takes on your website or in response to your marketing efforts, such as downloading an eBook, subscribing to your newsletter, or attending a webinar.
By tracking these behaviors, HubSpot's lead scoring model can assign points to leads based on the level of engagement they have with your brand.
Company Information
Company information provides insight into the size, industry, and location of a lead, which can impact their buying behavior and decision-making process. By considering company information in lead scoring, HubSpot can help businesses identify leads that are a good fit for their product or service.
For example, a business that specializes in providing software to small businesses may prioritize leads from companies with fewer than 50 employees. Gain a deeper understanding of your target audience by incorporating company information into your lead-scoring model. Check out this article to learn more about HubSpot lead scoring.
Want to optimize your lead prioritization process and increase your sales productivity? Let the experts at Avantduo help you out - Our team of experienced professionals will work with you to set up a lead scoring system that identifies and prioritizes leads based on your desired criteria, streamlining your lead generation process and optimizing your sales funnel. Get in touch with us today!