Optimize Your Marketing Strategy with Lead Qualification System for Marketing

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hello fellow marketers welcome to another episode of directive r d today i'm joined by my good friend max serrado who's our senior ppc specialist here at directive as well as our helps with marketing ops for directive max how's it going what's going on dr bowie glad to be here not a doctor us but uh a marketing scientist but uh thank you so much for joining today so we have a fun topic for today you and i have gone through many trials with this but we're going to be talking about lead scoring so some quick back story we moved from marketo to hubspot for a lot of different reasons we're not going to get into but we needed to rebuild our lead scoring model to build something that's more robust so we know we knew which leads to nurture which ones they hand off to sales which ones would we have more personalized workflow automations for um so we needed to build a new lead scoring model that makes sense so i'm going to share my screen to kind of go through the model that we have and then i'll be asking max kind of how we built it and put it all together so adding my screen here max can you see my screen all right i'm good to go yeah all right so i'm gonna start off with our overview about our life cycle stages so can you break this down a little bit for us yeah so we kind of broke it down into different buckets right because when we first got started with lead scoring uh you know it was back when we had a pretty large sdr team but not a whole lot of inbound happening right a lot of our stuff was outbound base we were working a lot with content so we needed a way to like prioritize who to go after so this score right here we have on the left on the very left is like the hubspot lifecycle stage and then on the right side or in the middle there is like what they are considered in salesforce okay right so just normal contact we have their information they are people you know based off of our elite scoring have a score of less than 15 someone who's a lead in hubspot is score between 15 and 99 and then here's where we would get into like prioritization right if you know sdrs were you know doing their outreach they would prioritize people in the mql stage which would be over a hundred um and then after that right it's it's less on lead scoring and more of the action that they've taken right so sal is someone who you know fills out a request to have an intro call with us um and you know they're passed directly to uh a sales representative there and at that point they turn into a contact in salesforce um yeah cool yeah thanks for breaking that down and then um yeah so we chose this 100 score um as kind of our baseline for knowing where to prioritize we do ask certain other details so that we can personalize our nurture based on potentially what content they're interested in but how we come up with the scores we're going to jump into next there's two um kind of main segments or buckets that we use for scoring so i'm going to jump into the first one which is demographic and firmographic uh criteria so uh can you break this down for me a little bit here max yeah so what we have here is all of the different things that were we're looking for right over the years we've kind of figured out exactly where our sweet spot is who we're looking for um and so we assigned point values to those right so we wanted to make sure that combined with the behavior score you know at the very minimum met the demographic score they could mql um as long as you know they take uh an action right behavioral action that we're looking for right um so right here we have like title job title like maximum points minimum points uh country employees industry tier these are all like good good uh categories i guess that we we use in our scoring and then we on the flip side too right we have like disqualifiers through you know all the lead scoring and learnings we've done what do we know that we kind of want to avoid and we want to like instantly disqualify right so you see some like specialist customer we don't want like customer marketing people uh and interns stuff like that and then in terms of like industry too right we have certain industries that we know we don't want to uh have sales bothering or going after you know maybe they're just looking more for information and it's less so on uh like them needing our services and this still isn't a perfect science right we still are working on this i'm you know you can speak to this too right we we've got uh you know a whole bunch of different variations of this realizing like and one of the things we did in the past was you know trying to instantly disqualify people from using their um you know personal email right and find is you know we would get these like quality leads but because they use their personal email it would instantly disqualify them and you know they wouldn't be a priority for sales which is not ideal right and when you're using all these different technologies together for example linkedin lead gen forms right whatever else on file is the one you're going to get so we we had a you know did some learnings there and realizing that it's more towards i think rewarding people who are your ideal customer than you know being more aggressive trying to disqualify things that you don't want to see but again we're confident in these disqualifiers that we have here yeah you know yeah that makes sense and um i think a lot of this is going to be sample data and we've actually evolved since this these numbers that we've had here but for your own for listeners um you know it will definitely depend uh in terms of what firmographic criteria you want to reward or discount we even have some of our own unique kind of labeling of certain accounts and things like that and something to take note of of in the beginning here we saw that mqls had to be a hubspot score of at least 100 or more and what this is saying is that if you meet all the right criteria based on the data we have around each lead if they don't take a significant action they won't become an mql is that right yeah that's completely correct because right we don't want to consider someone an mql just for being the right person right we need we need to make sure that it's that balance of behavior and firmographic makes sense cool i'm going to jump into the next tab here for behavior again very sample and it's going to vary based on you know accompanying to company strategy to strategy in terms of what uh behaviors or interactions you track but can you walk me through a few of these and um that we see here yeah so just like we saw with um you know with the demographics on the behavior side too we don't want to just you know prioritize someone and consider them an mql just because they took an action on our site you know that as i mentioned earlier they could just be looking for information but you know maybe a competitor or uh maybe you know a startup that's not really a good fit but you know still doing their own research so we want to make sure that one specific action doesn't automatically mql someone and we do see here that like website get quote submitted is a hundred so that technically is enough to hit that well threshold right but if they aren't the right person or their company size isn't big enough they are gonna receive those dings from our negative uh negative scores just you know push them under that mql threshold so these are just kind of the actions that we deemed as valuable um on our website you can see it's like a mixture of you know marketing activity email activity visiting specific pages as well you know joining our slack group uh signing up for uh you know a free trial of our um lms uh software yeah so there's a there's a whole bunch of different things here that you know we we want to track and that we want to contribute to uh our lead scoring makes a lot of sense yeah something that's always evolving right yeah yeah and yeah i'm sure we've actually tracked way more than that like what and essentially anytime we come out with a new piece of content or any sort of thing any sort of new campaign that's also being tracked uh on our behavior scoring as well makes sense um i know we were talking about demographics and and some of our viewers might might be asking how you get this information do you have to ask for it all or do you use enrichment or something like that so can you speak to that a little bit on how we kind of gather that data for us and maybe for for other people excellent question yeah it's definitely important on the back end to have that information that valuable information that you need to use to like analyze whether or not like a specific person is quality so you can build like lead scoring system and obviously having all of these questions on a form would absolutely like murder your conversion rate um so luckily for us right like a lot of inbound comes from linkedin where you can get pretty much all this information on the back end without the user having to fill it out um something we did right for our like web forms was hubspot uh enriches uh like company data for you so it'll take like whatever the website right yeah the website is or all domain and it'll take that and then it'll populate right the the industry the company size location uh you know essentially all the company information too uh yeah yeah and then i believe where we ask for like um job title on our forms so that's you know we have to ask some of the questions some of the stuff hubspot's not gonna know but um you know if you do have enrichment solutions you know whether it be like clearbid zoom info seamless one of those and you are able to you know enrich your contacts in real time right you may only need to get their their email um to get all this valuable information um and then another thing that you had mentioned earlier right was uh we do ask questions that aren't even on here right that we use for score or that we don't even use for scoring like you mentioned uh for like specific drip campaigns um asking what they're interested whether it's paid media conversion rate optimization search engine optimization uh you know we have like a question like that just to kind of understand once we do deem that they are valuable and they are an mql and we want to you know start reaching out to them and sending them you know relevant uh email content that we have information already yeah that makes sense you know same thing goes for knowing what level they are and it just adds more dimension to your content strategy and your nurture strategy so i'm gonna jump out of this sheet here um really quickly but yeah thanks so much for all that really valuable information um is there anything that you know our viewers can do to keep getting better at at this process that you'd recommend yeah i mean it's constant tweaking um it's not just a set and forget uh it's got to be something that you're constantly looking at um and analyzing um and then being cognizant of the fact that when you change your lead scoring model everything is affected right it's a big shift for us with hubspot right we this is probably our third or fourth different model that we we've been through right because we're always learning we're always you know getting better and tinkering with it but you know one of one of the first things we realized once we changed was people i i want to say our old mql threshold was like 50 points and we scored everything differently yeah we upped that to a hundred right there were still people who were below a hundred but who had already been marked as an mql and you can't go backwards yeah age right hubspot's not automatically going to see that and be like oh the criteria has changed now we got to change this person i won't do that um so you know for reporting and everything right when we're pulling an end to quarter like oh mql report look how many we got yeah really you know you got to make sure that you're adjusting your criteria to to meet what the what the new scoring model is and then um you are able to like manually go in and hubspot and you know clear that life cycle stage uh to get a fresh start but uh just know that it's not gonna automatically do it for you yeah that makes sense and i think something we've learned is just to make sure everyone's aware of the changes from your team in sales and you're all on the same page when you're coming up with this model in the first place that's probably the most important thing and then making sure that if you're making any changes you note it and everyone understands that when looking back um but yeah thanks so much for the valuable information i'll be if you want a example of this sheet that you can copy i'll be um dropping a comment in and feel free to reach out if you want it a sample but thank you max for all that information and for joining us as always please leave any comments if you have any questions and we'll see you on the next 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