In my previous article for MarTech, I offered advice to marketers looking to revamp their lead scoring strategy for 2025.
In this article, I’ve identified five best practices to ensure an impactful and adaptable lead scoring model. Let’s quickly review them before diving into martech itself.
Integrate engagement data to gain real-time insights. Engagement data is essential to understanding a prospect’s interest and willingness to buy. It provides insights into how your prospects interact with your brand and indicates their position in the buyer’s journey. Consider tracking engagement data from your website, newsletter, social media, and events.
Use demographics to identify fit. Demographics are key to assessing how well a prospect aligns with your target market. Important data points to monitor include job title, role, industry, and geography.
Integrate personality-based data for effective lead analysis. Using personal information for lead scoring ensures that you focus on leads that match your ideal customer profile (ICP). Personal data includes journey stage, pain points and communication preferences.
Use company attributes and ICP rating. Company attributes are your compass for determining whether the manager’s organization fits your target market. They include company size, revenue, installed technology, existing customers, growth trajectory and competitors.
Use negative scores to avoid wasting resources. Negative scoring avoids wasting resources on prospects with low potential or poor alignment with your company’s products and services. Examples include job titles unrelated to sales, unengaged prospects, competitors, and recently closed and lost deals.
Dig Deeper: A scoring model your team will fall in love with
How to integrate your lead scoring into your CRM
In the video below, I’ll review lead scoring best practices and show you how to grow your lead scoring in two popular CRMs: HubSpot and Monday.com.
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About the author
Brianna Miller is an accomplished digital marketing and demand generation expert and owner of Being Your Brand, a specialist marketing consultancy agency. With a focus on small and medium-sized businesses, our agency excels in developing and implementing inbound marketing strategies. By leveraging an integrated marketing approach, we enable your marketing efforts to drive growth in your sales processes and customer loyalty.
With over 10 years of experience implementing and optimizing HubSpot, Brianna helps businesses maximize the potential of the HubSpot platform. This optimization improves their sales, marketing and customer service programs.
Currently the 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. Additionally, her role as Marketing Director involves the creation and implementation of the annual marketing plan, aligned with product launches and sales promotion calendars. Brianna also manages the production and publication of various marketing resources, including blogs, videos, articles, e-books, social media content, email campaigns, webinars and marketing support materials. sale. By tracking marketing campaign results and KPIs, she formulates strategies to constantly improve marketing performance and exceed goals.
In addition to her professional accomplishments, Brianna shares her expertise as an assistant professor at the University of Missouri St. Louis. She teaches courses such as Introduction to Marketing, Social Media Strategy, and Advanced Facebook Advertising in the College of Business Undergraduate Program, Honors College Program, and Digital Marketing Certificate Program. Brianna also actively contributes to the marketing advisory boards of the UMSL College of Business and the St. Louis Magic House.
Brianna holds a Masters in Business Administration and a Certificate in Digital Marketing from the University of Missouri in St. Louis. She received her Bachelor of Science degree with a double major in Consumer Behavior/Marketing and Management from Tulane University.
