Marketing qualified lead criteria for Human Resources

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foreign [Music] fellow hubspotters this is Emma with kiwi creative and today we're talking about lead scoring we'd all love if every lead that we ever encountered fit into our ideal customer profile or they all requested to be contacted right away unfortunately that's just not the case but with lead scoring you can actually monitor leads that aren't quite as enthusiastic and reach out at the right time hubspot's lead scoring feature is actually just a regular old calculation property based on your predetermined attributes lead scoring will add or detract points from a contact the benefits of lead scoring is that it allows HubSpot to do the work and monitor your Slow Burn leads and then with the help of a workflow we'll actually notify you when a lead appears to be sales ready based on their behavior and engagement with your site and content so those leads that don't request to be contacted right away that's all right HubSpot will keep an eye on them for you so a member of your team doesn't have to so what we're talking about specifically today is the lead score property that you have to set up not the predictive lead square field that HubSpot AI populates okay the lead scoring field is available in all hubs but only Pro or Enterprise tiers so if you're free or starter this won't apply to you here are a few things to keep in mind as you begin thinking this through number one once you publish your lead scoring field it will automatically and retroactively update all the contacts in your CRM so some contacts May suddenly have a ton of points some will have negative points will this affect your lists your workflows your Salesforce inclusion list number two another thing to keep in mind is what then once you establish your lead scoring then what do you want context with a certain number of points to automatically progress to the next life cycle stage or alert a member of your sales team what's the whole punchline of having these points and then the final thing to remember is that nothing is written in stone and as a matter of fact it's best practice to routinely re-evaluate your scoring model to determine if you're handing out too many points or if you're missing the right moment to reach out because you're not giving enough points at kiwi creative we focus on three types of scoring attributes Pharma Graphics behavioral and negative for each type of attribute the best place to start is to consider what your current customers and opportunities have in common so how do you decide what info and behavior should be included in your model talk to your sales and your service team those are the folks that are working with leads and opportunities and customers every single day and can help you determine the commonalities that you should be watching out for The Good The Bad and The Ugly below this video I've linked an example of the lead scoring Matrix we use to help our clients identify the following attributes so for firmographics that breaks down into demographics and Company info is your target audience in the manufacturing industry do they get more points is your ideal customer the CIO or director do you only do business in certain geography should you hand out points to the U.S but maybe not Europe regarding your behavioral category did most of your current deals or customers download the same piece of content maybe that's an indication that a lead is showing sales Readiness or did most of them request a demo do they usually visit the same landing page not only do those attributes indicate interest it could indicate fit as well just as importantly is the negative attributes category what attributes do lost deals and customers that aren't really good fit or leads that are dead in the water share maybe if your email domain contains.edu that indicates a student not the right fit uh maybe contacts that visit your career page on your website aren't the folks that you want your sales guys calling up once you determine your attributes you can actually start clicking buttons and building your lead score something I'll leave you with before we get into our demo is that there is no correct number of points that your contact needs to hit before being valid whatever best fits your business process that's correct so if you only need a couple behaviors to indicate sales Readiness it's perfectly fine to have 10 points um push the lead to the next stage of your process versus a hundred so let's dive into the actual button pushing exercise of it all I'm here on my CRM dashboard you can see that none of my contacts have a score well surprise I never set one up right if I visit the settings COG and in the left hand column I'm going to go ahead and scroll down to properties and this is a contact property so a lot of folks think lead scoring is some magical feature hidden within the bowels of the HubSpot administrative dashboard it's not it's actually HubSpot score and it's right there in your contact properties so we'll simply simply edit that and you'll notice the score has nothing no positive no negative nothing so we can go ahead and add our criteria remember we've already determined our criteria based on firmographic behavior and negative attributes we've talked to the sales team the say the service team and we've determined hey these items this list of criteria indicate a sales ready lead that's the whole punch lineup building a lead score right we're monitoring these leads so members of your team don't have to manually watch them and this is how HubSpot will raise its hand after a lead has done a little bit of digging on your site with your content as opposed to simply filling out a form and saying contact me right so we see here we have um all these radio buttons you'll probably recognize this very similar list from when you build workflows right when you're adding criteria for your enrollment trigger but in this case I always like to start with thermographic so I don't get confused and mixed up so I'll simply say if the country is equal to United States that indicates to me it's a better fit for my ideal customer profile I'll apply the filter and I can change the score you can keep everything once and just kind of like really desirable behaviors or traits twos threes or you can make this ten I mean your score can hit ten or a thousand whatever best works for you there's not a correct number so I'm just going to go ahead and leave that at one I can clone this trait I can also simply add another one and as you notice too in that action strap down you can also delete attributes if you're like oh never mind that's not working so perhaps I'll put in another formographic uh in this instance tell you what I'm going to use my persona oh you know what this is a demo portal I don't think it's in there I'll say job title it's equal to any of CIO I.T director I'm pretending I like the IT department for my demo portal right it manager okay and I can say that's also one point and while I'm at it I'm going to go ahead and clone this you notice populated right underneath when I edit it I can say contains any of so maybe I can catch some stragglers in in formation technology all right any job title that includes information technology all right maybe that's all I need for firmware graphic I can add a new criteria and this is where it starts getting you're having to be thoughtful about what assets you have out there right I can say form submissions so maybe it's not call me today please I'm raising my hand but maybe we can say oh they submitted one of my forms and you can specify what page so if you use a singular contact us form on many landing pages you can specify oh I know if they submitted on the pricing landing page that's more valuable for me versus someone that says contact us on the careers page I can also refine the condition by the number of times so did they visit your site at most five times exactly three times things like that I can also refine by date and this can get really valuable it HubSpot does not really love when we try to make someone go backwards for leads a life cycle stages similarly the same with lead score so short of you kind of creating these work arounds that take away points after a certain amount of time you can simply say they exhibited this Behavior they submitted by example inbound form less than 30 days ago so potentially them doing it 30 days ago and maybe downloading a piece of content is indicating sales Readiness right there's no tried and true exact formula maybe this I give a few more points to and I can hit set okay I can continue down this row you'll notice we can look at additional contact properties and we can say things like marketing email open date right has it been recently uh how many marketing emails have they clicked that's usually a good metric they're clicking they're hitting the buttons they're following your calls to action we can also say things like they've viewed certain pages this can be an external site it can also be your landing page we can also say um they interacted with our social ads or Google ads so this is where we can kind of get into that behavior that's indicating once again sales Readiness right delete this one and then we're going to head over remember we have that third type negative attributes and that's in its own column here you'll notice we have positive here's all the good stuff we want to track here's the negative here's where we're going to detract points so the example I gave prior was if the page view contact his view containing careers maybe the URL contains careers well they might be a great hire but not a great contact for sales to call and if it's someone you really want to knock out of the running for your lead scoring give them a large negative number so 50 points are being taken away if you go to my careers page don't want sales to call you I can also say if the Company headquarter location is somewhere where I potentially don't do business right so I don't do business in Canada those lovely folks in Canada right and if you're in Canada well um you're not the right fit for my business okay okay so no no points for you so once we have those negative attributes right and that should be a hefty enough number unless of course the behaviors not a deal breaker right um we could save that and once we save this score field like I mentioned before it's going to kick in right away so if I visit my contacts now we had some folks that have one point right so our lead score was really minimal we didn't for the purpose of demonstration didn't add a ton a ton of attributes but oh some of these folks there are no go on our list right so now what we can start talking about is okay can I make a workflow that will automatically let somebody know because what's the value of getting 100 points if no one does anything about it so we are going to make a contact based workflow and the trigger for this workflow will be can be of course depend on your process contact properties because of course HubSpot score is a contact property it's not some secret thing behind the curtain right and I'm going to say this score is greater than or equal to one so potentially I want to range right if you have a million points I'm not going to say your mql but maybe if you have between one and I'll say HubSpot Source greater than one and maybe I'll put a range HubSpot score is less than 10. so everything one to nine okay so that's my trigger in this instance and I'm going to save it and what I'll do now is I can actually set my life cycle stage property if you'd like if that's helpful for you guys potentially maybe your Salesforce inclusion list says anyone that's mql pushover right maybe one to nine points indicates mql we're going to want that updated so they can push over so I'll say okay these contacts I'm going to go ahead and set them to mql now of course that's considering they're either a subscriber or a lead if they're a customer we're not going to bump them back to marketing qualified lead he can't do that via workflow right so we'll save that so okay I set the property and you know what I also want to go ahead and I want to either send an internal email notification or maybe create a task for the appropriate sales person to follow up I'll say new mql that needs follow-up okay and I'll say I always like including some info so that way when my sales rep sees this there it's very easy for them to go ahead and operate directly from their inbox if they prefer and I'll just go ahead and use some personalization s that way it'll automatically pop update with the data our human doesn't have to go in there and do it right that's the whole story is we don't want to be manually doing this it's not sustainable we will have that assigned to the existing owner right so that little quick run through was an example of the three types of attributes you could be considering when building your lead score a few of the limitations some of those Hang-Ups you have to think of and keep in mind and always always try to think sustainably if you if your business does great and makes millions of dollars this year and hires 20 new people can your lead score keep up or conversely if you streamline will it be will you be inundated right and then of course what you can do once you have that score foreign [Music]