Building Your Lead Scoring Matrix: What to Include

Building Your Lead Scoring MatrixInclude key items when building your lead scoring matrix. Before you can determine a lead score for a marketing contact, it is important to determine the criteria that will be used to calculate that score. A typical lead scoring matrix will rank leads according to explicit (demographic) and implicit (activity) criteria. Explicit scoring criteria define who has been contacted and provide fundamental data that reveals whether the contact is relevant to your business. In many lead scoring programs, explicit criteria is assigned a grade, such as A, B, C, etc. Types of demographic grading criteria should include:

  • Company Name
  • Location
  • Revenue
  • Industry
  • Title
  • Number of Employees
  • Products Purchased
  • Competitors
  • Relationship
  • Lead Source
  • Partners
  • Timeframe
  • Environment Technologies (CRM, ERP, etc)
  • Email Type (personal, professional)

Implicit criteria are used to score activities which a lead has performed that are relevant to your business. Most lead scoring programs will assign points for implicit criteria, such as 0-10 points. A lead scoring matrix should include:

  • Website traffic – Frequency of website visits, which pages have been viewed, and the duration of each visit/view.
  • Phone calls – Number of phone contacts with representatives and duration of conversations.
  • Press release views – Number of views, article type, and article sharing activity.
  • Books/eBooks requests – Publications viewed, ordered or downloaded.
  • Content requests – White papers, infographics or product manuals viewed or downloaded.
  • Content subscriptions – Requests for newsletters, updates, news or other ongoing content.
  • Video views – Viewing frequency, video tag searches, and duration of viewing.
  • Webinars attended – Number of webinars attended, duration of attendance, and most recent event attended.

Negative criteria should also be included. Typically, decremented scoring adjusts a lead’s rating for factors that make a lead less desirable, such as a lack of response to marketing messages. Negative scoring criteria include:

  • Unsubscribing from an email list
  • Lack of website product pages visited
  • Request to be added to Do Not Contact list
  • Inactivity period

There are many other factors that can be included in a scoring matrix. One model may not fit all companies, but it is important to include essential scoring criteria that can clearly differentiate a hot lead from a cold one. To learn how our lead scoring software can help prioritize your leads, contact Lead Liaison for more information.