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In short, it’s a score you give your leads to rank them. Leads with higher scores are much more likely to become closed deals.

Lead scoring models

Types of lead scoring models

Before you get started with scoring models

Benefits of lead scoring

I manage lead scoring systems at Turtl and make sure we understand a lead’s intent and efficiently turn marketing qualified leads (MQLs) into sales qualified leads (SQLs).
Our goal is to help the Sales team prioritize those people who are further down the sales funnel. It’s not just better for you but for the leads themselves. If Sales understand where the lead is in their journey, it allows them to be more direct and accurate in their messaging.
Ultimately, lead scoring not only saves your team time but saves the business money by not wasting resources on dead-end leads.

Jenny Howe

Head of Marketing Operations, Turtl

Explicit vs. implicit lead scoring

Firmographic and demographic data

Types of lead stages that match intent

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Address audience problems in your content by using surveys and polls and look at engagement and behavior trends to learn more about them

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Retarget prospects with personalized content to make your product/service more relevant and serve content that differentiates your offer from the competition

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Engage directly with leads by using personalized pages or offers and make content easy to navigate

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Get close to closing with social proof, comparison charts, and personalized content experiences

There’s more: Online behavioral lead scoring

Engagement lead scoring

I use a combination of known reader data, and content insights extracted from each Turtl Doc, to score prospect’s interest level or sales readiness.

Jenny Howe

Head of Marketing Operations, Turtl

How to build a lead scoring system

A successful lead scoring model requires consistent feedback and buy-in from both the Sales and SDR teams.
All scores should be reviewed each quarter by Marketing and Sales in conjunction with conversion analysis to ensure your lead scoring model is producing the highest quality, sales-ready lead.

Jenny Howe

Head of Marketing Operations, Turtl

How we score leads at Turtl 

I use an online behavioral and engagement model rolled into one, focusing more on how a potential lead engages with our content and online engagement. This allows me to understand how familiar a potential lead is with our service and brand.”
With this data, our Sales teams can be more direct and accurate in their messaging to potential customers, minimizing the risk of wasted time or over-explaining subjects they may already have good knowledge of.

Jenny Howe

Head of Marketing Operations, Turtl

Unlike the typical scoring out of 100, I use a ‘Golden Number’ of 10 points, which would make the lead an MQL and ready to be passed along to our Sales team.

This could be achieved in one action; for instance – if they visit 10 of our web pages – that behavior shows considerable interest in the product, so they are assigned 10 points and instantly become a marketing-qualified lead.

Jenny Howe

Head of Marketing Operations, Turtl

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