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Stop Guessing & Start Selling with HubSpot’s Predictive Lead Scoring

Maggie Georgieva

Sr. Product Manager, HubSpot

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Maggie Georgieva

Product Manager on Contacts, Workflows, Campaigns. A sugar addict.

1. What’s Wrong with Standard Lead Scoring?

2. Demo Time: A Dive into HubSpot’s Predictive Lead Scoring

3. Empower Sales & Marketing with Predictive Lead Scoring

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Lead scoring is a mechanismof assessing your highest and lowest quality leads.

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What’s Wrong with Standard Lead Scoring?

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Standard Lead Scoring is heavy & burdensome.

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It takes a lot of work.

You don’t have the time or resources to set it up.

PHOTO CREDIT: JD HANCOCK

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…what's been holding us back is just not having a good understanding of the actions that people take and what value to assign to them…

HubSpot Customer

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It’s hard to validate.

How do you test its accuracy and make adjustments based on that?

PHOTO CREDIT: JAMES BLUNT

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I'd like to be able to easily go back in and assess the real quality of leads to decide whether our scoring criteria is accurate.

HubSpot Customer

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It’s too simplistic.

You’ve set up something but you know it is not even half of what it could be.

PHOTO CREDIT: ΡANAYOTIS

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We are excited about setting up a more complete system and have plenty of ideas...but day-to-day tasks never end.

HubSpot Customer

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Sales & Marketing still disagree.

Even when you have set up lead scoring, the chances are the marketing and sales teams disagree on it.

PHOTO CREDIT: TAMBAKO THE JAGUAR

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68% of B2B organizations with marketing automation score their leads. Only 40% of them reported that their sales teams agree that lead scoring adds value.SiriusDecisions

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There must be a better way…

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WELCOME TO A PREDICTIVE WORLD.

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A grade or score calculated based on historical data that

shows how likely a contact is to close into a customer.

It can be used by Marketing to create more qualified leads

and by Sales to focus effort on the most valuable contacts.

Predictive Lead Scoring

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Why HubSpot? Why now?

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Solve for the customer.

It addresses our customers’ pain points and empowers them to grow faster.

PHOTO CREDIT: CORY DOCTOROW

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We have the technology.

HubSpot hosts your contacts data already. We have the technology & knowledge to come up with predictions.

PHOTO CREDIT: TEXTURE X

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We power Marketing & Sales.

With HubSpot Marketing and HubSpot Sales, we have created an ecosystem to power both teams.

PHOTO CREDIT: GINNY

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“…whether predictive modeling will be a "feature" embedded in other systems or a "product" sold on its own. My intuition is it's a feature: marketers simply want to select on model scores the same way they’d select any other customer attribute, so scoring should be baked into whatever marketing system they’re using.”

David Raab, Industry analyst

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• Aren’t sure which contacts in your database are high quality.

• Have at least 500 contacts in your database.

• Have contacts in your database who are Customers.

• Have historical data in your HubSpot account.

• Are or aren’t using standard Lead Scoring currently

You are a good fit if you…

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2 Demo time: A Dive into HubSpot’s Predictive Lead Scoring

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Now together let’s explore:

• Where you can find this tool

• How to activate it

• What the data shows you

Demo time!

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3 Empower Sales & Marketing with Predictive Lead Scoring

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How do you empower Sales?

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Build a view for Sales.

First things first. Ensure your sales team has the most qualified leads.

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Send visit notifications.

Notify Sales when high quality contacts visit your website.

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Watch the leads on social.

Set up Social Streams and watch your most qualified leads on Social to engage with them further.

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Set up a Sales workflow.

Set up a workflow or sequence for Sales to enroll these most qualified leads in.

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Find the owners of the best leads.

See who owns the most qualified leads in your database and if there are any you should re-assign.

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How do you empower Marketing?

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Find your best channels.

Find out which channels bring you the most qualified leads and leverage them.

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Find your best offers.

See which conversion events contributed to generating your most qualified leads.

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Nurture less qualified leads.

Create a workflow to nurture leads who sit in the middle.

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Use smart content.

Customize the content these contacts see in order to qualify them further.

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(general blank slide)We have got the data.

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(general blank slide)We have got the data. We got the technology.

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(general blank slide)We have got the data. We got the technology.

GO GET ‘EM!

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THANK YOU!