Maven Sales Group Blog

Lead Scoring for Better Marketing Automation

11/29/17 11:01 AM / by David Fletcher

Marketing automation through platforms such as HubSpot have become very popular in today’s marketing world. As a traditional marketer, you need to make the adjustment to automation and managing inbound marketing campaigns or your survival rate will be akin to that of the Dinosaur! 


For example, segmentation through automated marketing is not only essential but so much easier that methods used in traditional marketing! Not just because it lets you focus your programs on the buyers who will most likely be interested in your campaign, but it helps better understand the behaviors of your buyers by developing their “buyer personas”. Many marketers are unaware as to the insight that lead scoring can give them. Once the lead scoring is put into place, combined with accurate segmentation, marketing automation gives you the ability to personalize email responses and sequences providing higher open rates and better click through rates.

Although this blog post is not about segmentation, it's an important ingredient to our recipe for success. So I want to touch on it for a minute. It's important to understand, without the use of segmentation, each prospect is treated the same. They are treated the same from beginning to end, meaning all the way through the buyer's journey. If you are just sending campaigns and information to prospects using a hit or miss tactic, you are wasting a lot of valuable time (and money). We all know that sooner or later something will stick but honestly, with the power and capabilities that current marketing automation platforms offer us, we have to take advantage of them as marketers and small/mid-size business owners.

Make a Scoring Model

When you use demographic variables, points are assigned to your clients’ records according to their value to you in your marketing database. For instance, if a prospective business client located in the non-profit sector holds more value to you than one in the private sector, you would assign additional points to your non-profit prospect.

buyer persona workbook

Any Field in your CRM can be a Factor in a Scoring Model

Nearly any field in a marketing database can become a factor in a scoring model. Factors that may be valuable for B2B marketing include:

  • Revenue
  • Company size
  • Company location
  • Industry
  • Buyer Persona Vacancy
  • Small or Large teams in your niche offering

The great thing about using lead scoring models is that you don't have everything crammed into one model. For example, you can have a separate model for each of the following:

  • Small Business Prospects
  • Enterprise-sized Prospects
  • Your current business clients and another for prospective clients
  • Nonprofit organizations can have a model for donation prospects and another for regular donors
  • Reward Programs/Loyalty Programs

Another Reason for Scoring

Dynamic segmentation allows you to continuously assess the businesses you work with and potentially find new prospects. Of course, the ultimate goal is to increase your ROI.

Although lead scoring is great for segmenting and prioritizing our prospects, we can also use it to assess our client health as well as continuing to "delight" our clients/customers. Client scoring provides your management team with feedback on each of your clients. It also feeds the automation programs and synthesizes numerous data points at the same time. Marketing professionals are always in need of data that will provide them the insight needed to share the right content to it's customer base. Scoring like this makes it a great tool for business-to-business (B2B) and nonprofit marketers alike. Scoring your clients allows you to accurately allocate time and energy to the right businesses already in your database. 

These are just a few of the examples as to the how and why automated marketing,with Maven Sales Group as your strategic partner, can assist you with customizing your campaigns to target the ideal market, ultimately increasing your ROI.

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Topics: hubspot marketing automation, lead scoring

David Fletcher

Written by David Fletcher

David Fletcher is the Co-Founder and Chairman of the Maven Sales Group, a HubSpot Sales Partner and sales enablement firm located in the Washington, DC area. David is also the Sr. Global VP of Sales for ClearSale, Maven's largest client, which is a fraud management and protection services company. David is a graduate of The George Washington University, graduating with dual majors in Business Management and Criminal Justice. After graduation, David stayed in the DC area as a sales professional before starting his own systems integration firm. Once his firm was acquired, David moved on to become the President of a marketing agency providing HubSpot Consulting and inbound sales strategies to B2B clients. David has a unique perspective on sales and marketing in which David doesn’t approach issues as a “sales problem” or a “marketing problem”, but as a “revenue problem”. As a seasoned sales and marketing professional, David has worked with the HubSpot product development teams in an effort to create a better user experience for HubSpot customers. David enjoys reading, golfing, fishing and the outdoors. He lives in Lake Shore, MD with his business partner & wife Shannon, and their 5 sons.

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