Developing Behavioral and Demographic Lead Scoring (Part 1)
This is part 1 of a 2 part series on developing behavioral and demographic lead scoring. Lead scoring criteria can be categorized into two distinct types; behavioral and demographics. Every successful lead scoring campaign needs to weigh both sides of their lead’s profile to determine their individual potential for conversion. A lead could have all of the demographic characteristics of an ideal customer, but lack behavioral indicators that usually result in a sale. The same could be said for a lead that shows a genuine interest in a product or service, but doesn’t have the budget or authority to commit to a purchase. That is why both are necessary for effective lead scoring.
Developing Behavioral and Demographic Lead Scoring – Starting with Behavioral Lead Scoring
A behavioral lead score is when the lead is actively pursuing their purchase and researching their options. The more time a lead invests in researching a product or service, the higher the score for that particular activity. The following are common examples of behavioral-based lead scoring:
- Used specific keywords in a search engine to find your site
- Participated in a website or phone chat
- Opened an email message about a certain product or service
- Completed online company survey
- Read press releases
- Clicked on multiple pages during a single visit
- Visited a specific page multiple times
- Visited your website on more than one occasion
- Downloaded relevant ebooks, tutorials, or articles
- Participated in free trials
- Attended relevant trade shows
- Viewed or shared videos from your website
- Stayed on your website for a lengthy period of time
Based on the list given above, characteristics that require significant time and energy like “participating in a website or phone chat,” would describe someone who has demonstrated a greater interest than someone who has “used specific keywords in a search engine to find your site.” Each example needs to be ranked based on its relevance to a product or service, as well as the likelihood that the specific behavioral quality is a known indicator that the lead is ready to be converted into a sale.
