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In my previous article for MarTech, I offered advice to aspiring marketers modify your scoring strategy for 2025.
In that article, I identified five best practices for providing an impactful and responsive lead scoring model. Let’s quickly review them before diving into martech itself.
Include engagement data for real-time insights. Engagement data is key to understanding a potential customer’s interest and willingness to buy. It provides insight into how your prospects interact with your brand and indicates where they are in the buyer’s journey. Consider tracking engagement data from your website, newsletter, social media and events.
Use demographic data to determine fit. Demographics are key in assessing how well a prospect fits your target market. Important details to look out for include job title, role, industry and geography.
Integrate persona-based data for effective prospect analysis. Using persona data to score leads ensures that you focus on leads that match your ideal customer profile (ICP). Person data includes journey stage, pain points and communication preferences.
Use company attributes and ICP scoring. Company attributes are your compass for determining whether a prospect’s organization aligns with your target market. These include company size, revenue, installed technology, existing customers and growth trajectory, and competitors.
Use negative scoring to avoid wasting resources. Negative scoring prevents resources from being wasted on low-potential leads or a poor fit for your company’s products and services. Examples include job titles that are not relevant to sales, unengaged leads, competitors, and recent closed-lost deals.
Dig deeper: A scoring model your team will fall in love with
How to incorporate lead scoring into your CRM
In the video below, I’ll review lead scoring best practices and walk you through how to build lead scoring in two popular CRMs: HubSpot and Monday.com.
Contributing authors are invited to create content for MarTech and are chosen for their expertise and contributions to the martech community. Our associates work under supervision redaction and contributions are checked for quality and relevance to our readers. The opinions expressed are their own.
About the author
Brianna Miller is an experienced digital marketing and demand generation expert, as well as the owner of Being Your Brand, a specialist marketing consulting agency. With a focus on small and medium-sized enterprises, our agency excels in the development and implementation of inbound marketing strategies. By leveraging an integrated marketing approach, we empower your marketing efforts to drive growth in your sales processes and customer retention.
With over 10 years of experience implementing and optimizing HubSpot, Brianna helps companies maximize the potential of the HubSpot platform. This optimization improves their sales, marketing and customer service programs.
Currently serving as Director of Marketing at Protenus, Brianna is responsible for overseeing the development and execution of cross-departmental inbound marketing campaigns. These campaigns are designed to nurture and expand Protenus’ customer base. In addition, her role as Marketing Director includes the creation and implementation of an annual marketing plan, aligned with product releases and sales promotion schedules. Brianna also manages the production and publishing of a variety of marketing resources, including blogs, videos, articles, eBooks, social media content, email campaigns, webinars and sales support materials. By tracking marketing campaign results and KPIs, she formulates strategies to consistently improve marketing performance and exceed goals.
In addition to her professional accomplishments, Brianna shares her expertise as an adjunct professor at the University of Missouri St. Louis. He teaches courses such as Introduction to Marketing, Social Media Strategy, and Advanced Facebook Advertising as part of the College of Business’ undergraduate program, the Honors College program, and the Digital Marketing Certificate program. Brianna also actively contributes to the marketing advisory boards for the UMSL College of Business and St. Louis Magic House.
Brianna holds a Master of Business Administration degree and a Certificate in Digital Marketing from the University of Missouri St. Louis. She earned her Bachelor of Science degree with a double major in consumer behavior/marketing and management at Tulane University.”