Lead scoring models: for companies who work in consulting, do you score marketing generated contacts based on their company and job title matching your ideal customer profile? What behaviors are you weighing highest for your scoring models? Seems like some orgs score based on a contact’s job title and company size (or name if it’s already identified as a target account) and others do not.

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In my experience, I have implemented lead scoring based on demographic data such as company type and role of contact coupled with behavioral actions taken. For example, downloading a white paper may get 20 points, clicking in an email 10 points, filling out a contact form would get 30 points. You would have a threshold of what constitutes an MQL. I have usually done a 50 point threshold with 30 coming from behavioral scoring and 20 from demographic.

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Have you done it both ways (demo scoring and hot list)? If so, which do you see as more effective?

You can do this either information based or behaviour based.

Information based; demographics or firmographics

Behaviour based; engagement and interaction. This can be; website page visits, content downloads, social media interaction etc.

When scoring a lead, do this whatever is relevant for your pipeline and business. If your target audience is really niche, then in my opinion it would make sense to value demographics/ firmographics more, as a niche audience would find your services more valuable and they are your sweet spot customers. But if your service is open to different customers, behaviour could be more beneficial as it shows some type of intent from the prospect. But can equally get good quality MQLs from both.

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