Did You Know – Lead Scoring

Research shows only 25% of leads are legitimate and should be advanced to sales.

But if you’re generating hundreds, sometimes thousands of leads for your clients, the question is… how do you know which leads fall into that 25%?

That’s where Lead Scoring comes in.

Lead Scoring lets you assign point values to your leads based on their lead data. That way, you (and your client) can easily see which leads are worth engaging with, reporting on, or sending over to sales.

And when combined with Lead Intelligence, you can easily create Lead Scoring rules that automatically create scores based on:

• Source
• Call Length
• Location
• Spotted Keyword
• Or any of the other 70+ data points WhatConverts captures

For agencies that need to qualify lots of leads, this is a massive timesaver.

What You Can Do With Lead Scoring

Let’s say you’re running a plumbing company’s Google Ads that generate 800 leads a month.

In order to mark a lead as quotable or not, you need to take into account:

• Where a lead came from (organic, PPC, social)
• Which zip code they’re located in
• How long the inquiry call was
• What was said on the call (which service they’re interested, if they scheduled an inspection, etc.)

The problem is some of these details are more important than others—if they’re in your client’s service area, if they confirmed they’re interested over the phone, the value of the service they’re interested in.

As a result, determining whether a lead is quotable can be a pretty complex task.

Now, you could go through all of this manually 800 times a month (about 65 hours of your team’s time).

Or you could use Lead Scoring and Lead Intelligence to handle it all automatically and instantly.

For example, you can set rules for:

• +10 lead score if they came from Google Ads
• -50 lead score if they’re four zip codes away
• +100 lead score if they mentioned “appointment”, “inspection”,  or “schedule” on a call
• -30 lead score if the call was less than 30 seconds

Plus, you could set it up so that leads with a score above 80 will automatically be marked quotable, sent to your client’s CRM, and reported as a conversion in Google Ads so you can attract similar leads.

And again, you can do all of this without lifting a finger once you’ve set up your rules.

That’s the power of Lead Scoring with Lead Intelligence.

How to Use Lead Scoring

There are two ways you can use Lead Scoring to make qualifying leads easier.

1. Manually within the Lead Manager
2. Using Lead Intelligence rules (only on Elite Plan)

Manual Lead Scoring

Manual Lead Scoring is simple:

1. Sign into your WhatConverts account, select the appropriate account, and go to the Lead Manager in the main navigation.
   
2. Find the lead you’d like to add a Lead Score to and click the “View Lead” button to see the lead details.
   
3. Assess the quality of the lead using the lead data (source, customer journey, call data, etc.) and add a score that reflects the lead quality.
   

That’s it!

Automatic Lead Scoring

You can use Lead Intelligence to create rules that will score your leads automatically.

Rules can be applied to new leads, existing leads, or both.

1. First, log in to your account and select “Lead Intelligence” from the left-side navigation.
   
2. Select “+ Add Lead Intelligence Rule”.
   
3. Name your new rule. You can only assign a single Lead Score per rule. So if you want to make multiple Lead Score adjustments (e.g., add 60 points for a spotted keyword, subtract 20 points for calls under 30 seconds), you’ll need to make multiple rules. As such, it helps to add a descriptive name for each rule.
   
4. Scroll down and choose whether you want to activate your new rule after saving, trigger the rule with new leads, and/or trigger the rule when a lead is updated.
   
5. Set conditions and actions for your rule. You can add multiple conditions and actions using the “+ Add Group” and “+ Add Action” buttons. When your rule parameters are set, click “Finish” to save the rule.
   
6. You’ll find your new rule on the main Lead Intelligence screen. You can also apply your rules to existing leads using the button in the upper right.
   

For more information on Lead Intelligence and how to use it for lead scoring, check out the guides below.

• Lead Intelligence: The Smarter Way to Score, Qualify, & Value Your Leads
• Help Center: Setting Up Lead Intelligence Automation Rules

Need Help?

Our support team is happy to help you set up your Lead Scoring.

Get in touch today and we’ll walk you through it.