With lead tracking, your leads’ behavior is tracked, giving you insight into your leads and what they find interesting, relevant, and of value. This makes it possible to tailor relevant and personal marketing to each individual lead so that you communicate with a lead in the best possible way.
Lead scoring is today a popular tool used by many B2B companies. This is not without reason because with lead scoring you can make your sales processes much easier and more targeted.
LeadScore automatically manages all leads, so you only need to focus on leads that have a greater chance of becoming customers.
Based on their lead score, they will be automatically divided into different segments and then targeted marketing will be sent according to the segments.
Lead scoring allows you to prioritize your sales efforts by prioritizing leads according to a points scale.
Fastbase LeadScoring gives you an overview of all your leads and based on this, shows you which leads are hot and which are cold.
How is the lead score calculated?
Each page view can earn points, for example, a ‘call to action’ page view gets 10 points, product page view gets 5 points and if the lead reads emails we add 3 points.
Lead scoring is a method of monitoring and scoring the leads’ behavior on your website so you can see who is most likely to buy your products. You find hot leads who are ready to take the next step in their buying process by setting up your own leadscore rules.
We score a leads behavior based on what pages they visit on your website. You can give page views from -10 points to +10 points. When we setup lead scoring for a client, (yes, you can engage our support team to implement for you) we look at how many page views there are typically per visit and which conversion paths we can see in Google Analytics. You can decide which pages you want your leads to be scored on, however, the most common way to score is as follows:
On the pages that encourage your lead to make a purchasing decision. (e.g. a contact page, book meeting page, shopping cart, etc.)
On the pages that give your lead specific information about your products or your service.
On the pages that give an overall overview of your products or service but do not go into detail.
On the pages that do not provide specific and detailed information regarding your products or service such as your landing page.
On the pages that are internal. This includes pages such as ‘vacancies’ or login pages.
Thus, leads collect points when they click around on the website and when they reach a certain score e.g. 30 points, then they are ready for follow-up (if they have not already requested themselves). It can vary from website to website when a lead is ready for follow-up. This should be tailored to your site and business.
How to setup lead scoring rules
You can add rules to quickly add scores to all the page on your website. For most sites it’s probably enough just adding 10-20 keyword rules.
Basics rule: demo
Scores on every page URL with keyword “demo”. For example:
Basics rule: (blog|tour)
Will add score on page url with either keyword “blog” or “tour”. For example:
Lean to build more advanced rules https://regexr.com/
Exampel on complete lead score setup
Possible actions on lead score
When a lead reaches X number of points, either on the lead score or the profile score, then you can activate the following:
- Change the customer journey stage
- Add and remove to segments
- Start Mailflows
- Set Tasks for users
With these actions, you can build very advanced marketing automation programs
- Loyalty mail flow to old customers
- Resell email flows to old customers
- Educational mail flow for product orders
- Follow up mail flows to leads who order info material
Marketing Automation on lead scores
Through automated and personalized email campaigns as well as newsletters, you increase your leads’ engagement.
Marketing automation is about using website and email marketing to communicate with the right leads at the right time and deliver the right messages – AND ultimately qualify them as ready-to-buy leads.
For example, the following amounts of points will trigger certain activities:
Starts mail flows with general content. The purpose is to get the lead back on the website. Typically, 2-5 mails in this flow over 1-3 months
Starts mail flow with targeted content. The purpose is to communicate purposefully and add value around the lead’s interest that we have tracked.
Sends a targeted and personal email from a consultant / salesperson who invites dialogue.
An email notification is sent to the Sales Executive to contact this lead.