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How to Use HubSpot's Lead Scoring to Prioritise Your Sales Efforts and Close More Deals

As businesses grow and acquire more leads, it can become difficult to determine which leads are most likely to convert into paying customers.



HubSpot's lead scoring system provides a solution to this problem by allowing businesses to prioritise their sales efforts on leads that are most likely to result in a sale.


What is HubSpot's Lead Scoring System?

HubSpot's lead scoring system is a method for assigning a numerical value to leads based on their behavior, engagement, and demographic data. The system takes into account various factors, such as the pages a lead has visited on a company's website, the types of content they have downloaded, and their email engagement. These factors are assigned point values, and the cumulative score determines how likely the lead is to convert into a paying customer. Why Use Lead Scoring? The primary benefit of using HubSpot's lead scoring system is that it allows businesses to prioritise their sales efforts on the leads that are most likely to result in a sale. By focusing their efforts on high-scoring leads, businesses can increase their conversion rates and maximise their return on investment.

According to research by Aberdeen Group, businesses that use lead scoring experience a 77% increase in lead generation ROI, a 25% increase in sales productivity, and a 20% increase in sales revenue.


How to Set Up Lead Scoring in HubSpo Setting up lead scoring in HubSpot is a straightforward process. The first step is to identify the factors that are most likely to indicate a lead's likelihood to convert into a paying customer. Some common factors that businesses might consider include:

  1. Website Behavior This can include factors such as the pages a lead has visited, the amount of time spent on the website, and whether the lead has filled out a contact form.

  2. Email Engagement This can include factors such as whether the lead has opened or clicked on emails, and how frequently they engage with the emails.

  3. Demographic Data This can include factors such as the lead's job title, company size, and industry.


Once these factors have been identified, HubSpot users can assign point values to each factor and create a formula to calculate the lead's overall score. This can be done using HubSpot's lead scoring tool, which allows users to assign point values to specific behaviours and create rules for calculating a lead's overall score.


Using Lead Scoring to Prioritise Sales Efforts Once lead scoring has been set up, businesses can use the scores to prioritise their sales efforts. Leads with high scores can be identified as "hot leads" and given priority in the sales process, while leads with lower scores can be nurtured and engaged with until they reach a higher score.

According to research by Gartner, businesses that effectively prioritise their sales efforts see a 15% increase in revenue growth compared to those that don't prioritise effectively.

By using lead scoring to prioritise sales efforts, businesses can ensure that their sales team is focusing their efforts on the leads that are most likely to convert into paying customers. This can result in increased revenue and a higher return on investment for the sales team.


Conclusion HubSpot's lead scoring system provides a powerful tool for businesses to prioritise their sales efforts and increase their conversion rates. By identifying the factors that indicate a lead's likelihood to convert, businesses can assign point values and create a formula to calculate the lead's overall score.


This score can then be used to prioritise sales efforts and ensure that the sales team is focusing on the leads that are most likely to result in a sale. With the statistics showing the increased ROI and revenue growth businesses have experienced by implementing lead scoring, it's clear that this is a valuable tool for any business looking to optimise their revenue funnel.

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