Advanced Lead Scoring Techniques for B2B Tech Companies

About this Video

• Video Title: Advanced Lead Scoring Techniques for B2B Tech Companies
• Channel: Kiwi Creative
• Speakers: Jen, Emma
• Duration: 01:03:59

Introduction

This video provides a comprehensive guide to advanced lead scoring techniques within HubSpot, specifically tailored for B2B technology companies. The presenters aim to equip viewers with practical, actionable steps to implement lead scoring in their own HubSpot portals, improving lead qualification and sales efficiency. The session also covers cost-saving strategies related to HubSpot's marketing contact feature.

Key Takeaways

• Lead Scoring as a HubSpot Property: Lead scoring is explained as a simple, customizable contact property within HubSpot, not a complex algorithm. The challenge lies in defining which behaviors and characteristics merit positive or negative points.
• Three Buckets for Lead Scoring: The video suggests organizing lead scoring attributes into three categories: firmographic (company and contact demographics), behavioral (website activity, form submissions, email engagement), and negative attributes (characteristics that disqualify leads).
• Lead Scoring Matrix: A lead scoring matrix document is recommended for collaboration and documentation of scoring criteria, facilitating team alignment and future modifications.
• Workflow Automation: The video demonstrates how to create HubSpot workflows that automatically update lifecycle stages and assign tasks based on lead scores, streamlining lead nurturing and sales handoffs.
• Managing Marketing Contacts for Cost Savings: Techniques are shown for efficiently managing HubSpot's marketing contact status, minimizing unnecessary costs by identifying and removing unqualified contacts. This involves creating a list and workflow to remove the marketing contact status from inactive or unqualified leads.