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Using Radius Scoring for Prioritizing Leads

Learn how you can leverage Radius scores and behavior scores to help Marketing improve the quality of leads that are passed on to Sales and identify leads that need nurture campaigns. With effective scoring, Sales can focus on the right opportunities and reach out to the prospects most likely to buy.

Firmographic Scores vs. Behavior Scores

  • Firmographic lead scores capture explicit data, such as geographic location and company size, to show you how fit an incoming prospect is for your product or service. 
  • Behavior scores capture implicit data, such as website visits, form submissions, and email clicks to show how engaged a prospect is with your company and their buying intent.

Align Sales and Marketing

Marketing and Sales need to work closely together to define the qualities and behaviors of their best leads. Then, they need to discuss sales bandwidth, lead volume, and lead quality, since those factors  are all a part of Marketing and Sales metrics. Working together is key to maximizing conversion rates and influencing your prospects purchasing decisions. 

Here are some ways to get started.

  • Start simple. You can always add to your scoring model later. It’s much easier than deconstructing a complex system. 
  • Map your buyers’ behavior and tie their engagement attributes to customer personas. This approach helps you decide on how to rank and weigh different types of behavior activity.
  • Know how your Won/Lost criteria are configured in Radius. Radius scores are based on your goals and historical success.
  • Use negative scoring and score degradation for behavior scores. You should have factors in place to prevent scores from getting disproportionately high. Implementing a recency component to your scoring model, for example, is a great way to make sure your highest scored leads are highly engaged. 

Predictive Lead Scoring with Radius

Rather than offering an intuition-based or point-based approach for lead scoring, Radius scoring takes a fit-first approach to score customers who have explicit interest as prospects with the highest propensity to convert. We do this by applying firmographic data from the Radius Business GraphSM to calculate a predicted score for each prospect. You can then group Radius scores into grades so Sales and Marketing easily understand what action to take on each lead. For example, if you want to identify leads that are most likely to convert to Closed Won, you can set your range so that all lead records with a score of 80 to 100 get a grade of A. 

Create a Scoring Matrix and Map Actions

Combine both Radius grade and behavior grade to create a scoring matrix. Marketing and Sales should use this scoring matrix to align on what follow-up action they should take on each combination of Radius and behavior grade. For example, you can send A1 leads to your CRM for Sales to immediately follow up with, or move C1 leads into your long-term nurturing program. 

By separately grading lead score and behavior score, Marketing and Sales have better insight into what the rating means as well as what action they should take. If you don’t have behavior scores and grades, we strongly recommend creating them so you can rank prospects on both fit for the product and their engagement with your company. 

Best Practices for Creating a Scoring Matrix

  100-70 69-50 49-30 29-0
100-70 A1 B1 C1 D1
69-50 A2 B2 C2 D2
49-30 A3 B3 C3 D3
29-0 A1 B2 C4 D4

Best Practices for Scoring Matrix Actions

Here are some best practices around mapping lead ratings and actions. Letters represent fit grade and numbers represent behavior grade.

Lead Rating Description Action

A1

A great prospect and very interested.

Hot lead! Reach out immediately.

A4

A great prospect but shown no interest.

Priority lead. May need specific “why purchase now” messaging.

B1

Good prospect and very interested.

Send to Sales for 24 hr follow-up.

C1

Not an ideal prospect but very interested.

Nurture to see if they are a good fit.

D4

Wrong fit. No interest.

Fulfill request and segment out.

Evaluate, Measure, and Optimize

Predictive prioritization isn’t a set it and forget it solution. It is a continuous process that requires regularly collecting feedback and measuring your model’s performance to find opportunities for improvement. We recommend reviewing your model every 30 days until you’re satisfied with your results. Then, you should create a reevaluation schedule that aligns with the length of your sales cycle. 

To start, you should know your benchmarks by reviewing and measuring your conversion rates, lead quality, and lead and opportunity volume. You should also know your average deal size and the cost of time and dollar spend for both your Sales and Marketing efforts. These metrics help determine if your new scoring program is efficient and help you reach your Sales and Marketing objectives. As you review the conversion rates across your funnel and continually modify the model, you’ll reach the best conversion rate and ideal lead volume for your organization. 

Here are some things to consider

  • What percentage of A leads are closing?
  • What percentage  of B and C leads are converting from MQL to SAL?
  • What is the percentage for sales acceptance rate?
  • What are the reasons for disqualification or reject for MQLs?
  • Have the number of days in the sales cycle decreased?
  • Has the average deal size increased?
  • What are the total number of MQLs by week?
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