Lead scoring is the bridge between a marketing team that generates 'noise' and a sales team that closes deals. Without a trusted scoring system, your sales reps waste hours chasing cold leads, while your best Australian prospects sit cooling in your database.
In this guide, we’ll show you how to build a collaborative lead scoring model that ensures your sales team only spends their time on high-intent leads that are ready to convert.
Prerequisites
Before you start, ensure you have:- A CRM (like HubSpot, Salesforce, or Pipedrive) with lead scoring capabilities.
- Access to Google Analytics 4 (GA4) for website behaviour data.
- At least 3-6 months of historical sales data.
- A collaborative relationship with your sales manager.
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Step 1: Define the 'Ideal Customer Profile' (ICP)
You cannot score a lead if you don’t know what a 'good' one looks like. Sit down with your sales team and define the firmographic and demographic traits of your best customers. Screenshot Description: You should be looking at a spreadsheet or a whiteboard listing traits like Job Title, Industry, Annual Revenue, and Location (e.g., focusing on Brisbane-based SMEs vs. national enterprises).Step 2: Distinguish Between Fit and Interest
A common mistake is mixing 'who they are' with 'what they do'. Divide your scoring into two categories:- Explicit Scoring (Fit): Demographic data (e.g., Is their business based in Australia? Do they have an ABN?)
- Implicit Scoring (Interest): Behavioural data (e.g., Did they download a pricing guide? Did they visit the contact page?)
Step 3: Audit Your Historical Data
Look at your last 20 closed-won deals. What did they have in common before they bought? Did they all watch a specific webinar? Did they all come from LinkedIn? Assign higher points to the actions that actually led to revenue in the past.Step 4: Map the Point Values
Start with a scale of 0 to 100. Assign positive points for 'good' actions and negative points for 'bad' ones. For example:- Job Title is 'Director': +15 points
- Visited Pricing Page: +10 points
- Downloaded Ebook: +5 points
- Unsubscribed from Newsletter: -50 points
- Competitor IP Address: -100 points
Step 5: Implement 'Negative Scoring' to Reduce Noise
Sales trust is lost when 'junk' leads get marked as high priority. Use negative scoring for:- Student email addresses (.edu).
- Job seekers visiting your 'Careers' page.
- Out-of-service areas (e.g., if you only service Queensland, penalise leads from overseas).
Step 6: Determine the 'Sales-Ready' Threshold
At what point is a lead 'hot'? Usually, this is a score of 70 or 80. When a lead hits this number, they should automatically trigger a notification to the sales team or be moved into a 'Marketing Qualified Lead' (MQL) pipeline.Step 7: Set Up the Automation in Your CRM
Navigate to your CRM’s lead scoring settings. Input the rules you mapped out in Step 4. Screenshot Description: In HubSpot, this is under Settings > Objects > Properties > HubSpot Score. You will see a split screen with 'Positive' attributes on the left and 'Negative' on the right.Step 8: Create a 'Lead Decay' Rule
Interest fades over time. If a lead hasn’t visited your site in 30 days, their score should drop. This prevents sales from calling someone who was interested three months ago but has since moved on.Step 9: The 'Sales Feedback Loop' Meeting
This is the most critical step for building trust. Every fortnight, ask your sales team: "Of the leads that hit the threshold, how many were actually worth calling?" If they say "none," you need to adjust your point values immediately.Step 10: Pilot and Pivot
Don’t set it and forget it. Run the scoring in the background for two weeks without notifying sales. Check if the leads hitting the threshold are actually the ones you want. Once the data looks clean, 'flip the switch' and start the live notifications.---
Pro Tips for Australian Businesses
- ABN Validation: If you are B2B, add points for leads that provide a valid ABN. It shows they are a legitimate Australian entity.
- Time Zones: Remember that a lead from Perth might engage at 8:00 PM AEST. Don't penalise 'late' engagement if it aligns with their local business hours.
Common Mistakes to Avoid
- Over-scoring Email Opens: Just because someone opens an email doesn't mean they want to buy. Keep email open scores low (1-2 points).
- Ignoring the 'C-Level' Trap: Sometimes a junior staff member does the research (high interest) but the CEO has the authority (high fit). Ensure your scoring accounts for account-level activity, not just individual clicks.
- Setting the Bar Too Low: If sales is overwhelmed with 'Ready' leads, raise your threshold from 70 to 85.
Troubleshooting
- Problem: All my leads have the same score.
- Problem: Sales says the leads are 'junk'.
- Problem: Scores aren't updating.
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Next Steps
- Download your data: Export your last 50 leads and manually 'score' them on paper to see if your logic holds up.
- Interview your top salesperson: Ask them, "What is the one thing a lead tells you that makes you certain they will buy?"
- Need a hand? Setting up complex analytics and CRM workflows can be tricky. If you want a professional audit of your lead management process, contact our team at Local Marketing Group and we’ll help you align your sales and marketing engines.