Fillable R2 L5 Lead Scoring Lead Routing Workbook HUBSPOT

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R2 L5 Lead Scoring Lead Routing Workbook HUBSPOT

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Creating a lead scoring system will help
your sales team identify and prioritize the
most qualified leads. Use this worksheet
to brainstorm and outline your lead
scoring details.
To
learn more about lead scoring,
r
eview the HubSpot Academy lesson
Lead Scoring and Lead Routing With HubSpot.
LEAD SCORING
WORKSHEET
Positive Attributes
Step #1 | Brainstorm attributes that indicate whether or not a lead is sales qualified.
Determine whether a lead is sales qualified based on positive and negative attributes. As an example, if your company
only sells within the Australian market, living in Australia can be a positive trait, while living outside of Australia can be a
negative trait.
If you're not sure what type of data to look for, focus on two main attributes: demographic traits and online behavior.
Demographic traits to consider include the lead’s location, company size, industry, or job title.
Online behavior to consider includes website activity, email behavior, sales rep engagement, or paid ads activity.
Lead Scoring Worksheet
Negative Attributes
- Example: Scheduled a meeting with a sales rep
- Example: Visited services page at least three times
- Example: Job title is VP of Human Resources
- Example: Located outside of Australia
- Example: Unsubscribed from all emails
- Example: Company size is less than 200
Lead Scoring Worksheet
Step #2 |
Provide a score for each attribute.
If numerical values are too tricky, you can also assign weights first.
Use a high-low system, such as “VERY HIGH” indicating a high positive score, “HIGH” indicating a semi-positive,
“LOW” indicating a semi-negative score, and “VERY LOW” indicating a low negative score.
Positive Attributes Score ScoreNegative Attributes
Example: Scheduled a meeting with a sales rep
Example: Visited services page at least three times
Example: Unsubscribed from all emails
Example: Company size is less than 200
VERY
HIGH
25
-100
LOW
Lead Scoring Worksheet
Step #3 |
Confirm criteria with marketing and sales teams and finalize your list.
Send your initial lead scoring list to relevant marketing and sales team members. This will help you gather helpful
feedback and align both teams on important and unimportant attributes.
Use the template below to create a final list of attributes and scores.
Positive Attributes Score ScoreNegative Attributes
Example: Scheduled a meeting with a sales rep
Example: Located outside of Australia
50
-75
Lead Scoring Worksheet
Step #4 |
Determine the HubSpot property that will track each attribute.
Familiarize yourself with the HubSpot properties and data you’re able to track in your account.
You can find your list of properties by going to Settings, then clicking Properties.
Positive Attributes Score HubSpot Property Name
Example: Scheduled a meeting with a sales rep
50
Example: - Form submission; has filled out Sales Rep
Meeting on Any Page
Lead Scoring Worksheet
ScoreNegative Attributes HubSpot Property Name
Step #4 |
Determine the HubSpot property that will track each attribute continued.
Example: Located outside of Australia
-75
Example: - Company property; County/Region is not
equal to any of Australia
- Contact property; IP Country is not equal to any of
Australia
Lead Scoring Worksheet
Step #5 |
Add your lead scoring attributes and scores into your HubSpot Score property.
Review this product tutorial to learn how.
Lead Scoring Worksheet
Step #6 |
Outline and organize your lead scoring system.
Use the template below to organize all of your lead scoring details in one place. Review example lead scoring systems
on the next few pages for inspiration.
Use the template below to organize all of your lead scoring details in one place. Review example lead scoring systems
Last Updated: ______________
Data Type Criteria Score Notes
Date
[Insert Company Name]'s Lead Scoring System
Lead Scoring Worksheet
Step #6 |
Outline and organize your lead scoring system continued.
Use the template below to organize all of your lead scoring details in one place. Review example lead scoring systems
Last Updated: ______________
Data Type Criteria Score Notes
Date
[Insert Company Name]'s Lead Scoring System
Lead Scoring Worksheet
EXAMPLE of beginner lead scoring for a fictional company called, The Wedding Academy.
Use the template below to organize all of your lead scoring details in one place. Review example lead scoring systems
on the next few pages for inspiration.
Data Type Criteria Score Notes
The Wedding Academy’s Lead ScoringSystem
Website Activity Visits blog 5
Downloads a resource 10
Add 10 points for each resource downloaded
Visits a service page 20
Requests a quote 30
Doesn’t visit website in 30 days -30
Demographics Located outside of the United States -50
- Company property; Country/Region is not equal to any of United States
- Contact property; IP Country is not equal to any of United States
Located in California, Oregon, or
Washington
20
Works in the wedding industry 35
Last Updated: ______________
5/11/2021
Email Engagement Subscribes to monthly newsletter 10
Subscribes to weekly newsletter 15
Engages with Wedding Services
promotions
25
Unsubscribes from receiving all emails -50
Seasonal promotions are not included
Lead Scoring Worksheet
EXAMPLE of advanced lead scoring for HubSpot solution partner, Tribal Vision
®
.
Use the template below to organize all of your lead scoring details in one place. Review example lead scoring systems
on the next few pages for inspiration.
Data Type Criteria Score Notes
Enters HubSpot
Email Behavior
Form Submission
50
Live Chat
50
Paid Social | Lead Generation
50
Webinar Registration
10
Manually Entered by Sales Rep
50
Open
5
Click
10
View Meeting Link
20
Add 5 points for each recorded email open
Add 10 points for each recorded email open
Sales Rep Engagement
Unsubscribe
-200
Bounce
-200
Meeting Outcome
N/A
Scheduled
Completed
No Show
Canceled
50
30
-50
-50
HubSpot Lead Score Program Rules
Lead Scoring Worksheet
EXAMPLE of advanced lead scoring for HubSpot solution partner, Tribal Vision
®
continued.
Use the template below to organize all of your lead scoring details in one place. Review example lead scoring systems
on the next few pages for inspiration.
Score
Sales Rep Engagement
Web Activity
Call outcome
N/A
Connected
50
No Answer
-20
Wrong Number
-50
Recent Sales Email Replied Date is known
50
Visits Homepage
5
Visits Product Filter Page
10
Visits Product A Page
10
This will tell us if a lead replied to a direct email sent from one of our conversation
inboxes
Adds an extra 10 points onto the product filter page view
Visits Product B Page
10
Visits Product C Page
10
Visits Service Filter Page
10
Visits Product A Page
Visits Product B Page
Visits Product C Page
Enters Checkout Process
10
10
10
100
HubSpot Lead Score Program Rules
Adds an extra 10 points onto the product filter page view
Adds an extra 10 points onto the product filter page view
Adds an extra 10 points onto the product filter page view
Adds an extra 10 points onto the product filter page view
Adds an extra 10 points onto the product filter page view
Data Type Criteria Notes
Lead Scoring Worksheet
EXAMPLE of advanced lead scoring for HubSpot solution partner, Tribal Vision
®
continued.
Use the template below to organize all of your lead scoring details in one place. Review example lead scoring systems
on the next few pages for inspiration.
Score
Web Activity
Live Chat Activity
Visits Reviews Page
5
Visits About Us Page
5
Visits Blog
5
Visits Frequently Asked Questions Page
5
Visits Terms of Service Page
20
Conversation by bot
10
Date agent joined the conversation
20
Number of visitor messages
N/A
In this scenario the initial chat messages are sent to leads via live chat bot - after that
they are connected to a rep
Number of visitor messages is 5
10
Number of visitor messages is equal or
greater than 10
30
Conversation duration
N/A
Conversation duration is 2 minutes
(120K milliseconds)
Conversation duration is 5 minutes
(300K milliseconds)
Conversation duration is 10 minutes
(600K milliseconds)
5
10
20
HubSpot Lead Score Program Rules
Number of live chat messages sent by a visitor during the duration of the
conversation
Number of live chat messages sent by a visitor during the duration of the
conversation
Amount of time in milliseconds the lead and rep chatted before the chat was closed
Amount of time in milliseconds the lead and rep chatted before the chat was closed
Amount of time in milliseconds the lead and rep chatted before the chat was closed
Data Type Criteria Notes
Lead Scoring Worksheet
EXAMPLE of advanced lead scoring for HubSpot solution partner, Tribal Vision
®
continued.
Use the template below to organize all of your lead scoring details in one place. Review example lead scoring systems
on the next few pages for inspiration.
Score
Paid Social Activity
Depreciation/Decay
Interacted with Ads from Facebook
Campaigns
10
Interacted with Facebook Campaign A
5
Interacted with Facebook Campaign B
5
Interacted with Ads from Google
Campaigns
10
Interacted with Google Campaign A
5
Interacted with Google Campaign B
5
Doesn't visit website for 30 days
-30
Doesn't visit website for 60 days
-30
Covers all campaigns run through Facebook
Covers specific campaigns that may be higher value
Covers specific campaigns that may be higher value
Covers specific campaigns that may be higher value
Covers specific campaigns that may be higher value
Covers all campaigns run through Google
Doesn't visit website for 90 days
-30
Doesn't engage with email for 30 days
-30
Doesn't engage with email for 60 days
-30
Doesn't engage with email for 90 days
Visits careers page on website
-30
-100
HubSpot Lead Score Program Rules
Data Type Criteria Notes
Lead Scoring Worksheet
EXAMPLE of advanced lead scoring for HubSpot solution partner, Tribal Vision
®
continued.
Use the template below to organize all of your lead scoring details in one place. Review example lead scoring systems
on the next few pages for inspiration.
Score
Depreciation/Decay
Lead Status:
N/A
Lost
-100
Reach Out In Future
-50
Customer Service
-50
Staff
-200
HubSpot Lead Score Program Rules
Data Type Criteria Notes
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R2 L5 Lead Scoring Lead Routing Workbook HUBSPOT

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Completed 8 March 2022

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