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Lead scoring

  • Updated

Lead Scoring and Hot Lead

Topics Covered

 

  • What this is about
  • What are hot and cold leads?
  • Where can you see your hot and cold leads
  • Configuring the Scoring System
  • Sub-departmental settings

 

What this is about

Lead scoring is a frequently used method for qualifying leads, or deciding whether to transfer a lead from your marketing team to sales. Users can use various actions to contribute to a lead’s score, including the number of emails sent, clicked, opened SMS, SMS link clicked, and incoming calls received. These factors make up a lead-scoring model.

 

What are hot and cold leads?

The leads are of various types. Depending on a potential customer’s level of interest, it may be Hot or Cold. So here is the difference:

 

  • Hot leads are interested leads who need the product or service you offer and are interested and able to buy from you very soon.

 

  • Cold leads are people or organizations who show comparatively less interest in your business. They may need you to educate them about your offerings and convince them they need to buy from you.

 

Where can you see your hot and cold leads

  • Task Page: 

You can see the Hot leads on the top of the Task page or you can search it by filter on that particular page. All leads that aren't hot leads are cold leads by default.

 

 

  • People Page:

On the People page, you can see the leads by filtering Hot Leads.

 

 

  • Cadence People Page:

You can see the Hot and Cold Lead on the Cadence People page.

 

 

Configuring the Scoring System

You can set your scoring system so that agents can prioritize their tasks.

There are a few steps to start with the scoring system. The steps are shown below:

 

  • Step 1: Go to the Settings page > General Setting > Scroll down to Lead Scoring.

 

 

In this section, there are various fields where manually entering some values is necessary. The fields are:

 

  • Email clicked: When a user adds a custom link in the mail and sends it to the inbox of the lead and the lead clicks on the particular link then points are to be added to the lead.

 

  • Email Opened: If the lead opens the email received by a Cadence user, it will increase the lead's score. Email Replied: If the email sent by the Cadence user gets a reply from the lead, then that will add some points to the lead.

 

  • Incoming Call Received: If an incoming call is received from the lead's end, this action would add some points to the lead. SMS Link Clicked: If the lead clicks the SMS custom link sent by the Cadence user, the lead is given points.

 

  • Outgoing Call Duration >= A time threshold can be set for incoming calls. When a lead receives an outgoing call from the user and the duration of the call exceeds the time limit specified in the field, the lead is given a point. Here, in this picture, is the threshold of 10 seconds.

 

 

Demo Booked

Demo booking confirmations happen via the interface by using Calendly premium links. If the user does it from the interface, points are added to the lead if the demo is booked successfully

 

  • We have taken an example value of 10 points for Demo Booked.

 

 

Status Update

The status update feature is only available for HubSpot and Salesforce. There are two types of status updates:

 

1. Lead Status Update: Depending on the lead's contact status update, points can be given to any lead. Only Salesforce users are able to use this functionality. You can only see the fields that have been set in this field, which has a few options that the user can set using field mapping.

 

Here we have four types of variations of the lead status, and you can change the status multiple times.

 

  • Closed - Converted: This value is the qualification value. The status Closed Converted means the lead is closed because the prospecting was successful.

 

  • Closed -Not Converted: This is actually the disqualification value. The status Closed Not Converted means the lead is closed because the prospecting failed.

 

  • Open - Not Contacted: This simply means the Lead is either new and/or has not been contacted by a sales representative yet.

 

  • Working - Contacted: This indicates that the lead has been assigned to sales and sales have started outreach with the lead.

 

Lead status update with an example

To explain how it works, we are taking some example values.

  • At first, if the status of the lead is set to Closed - Not Converted, the score of the lead becomes 0 in the Lead - status update part.
  • Then changing the status of the lead to Open - Not Contacted ,now the score goes from 0 to 4 in the Lead - status update part.
  • Next Up the user changes the lead of the status from Open - Not Contacted to Working - Contacted so the score becomes 7 in the Lead - status update part.
  • Now two things can happen if the status is set to Close - Converted then the score of the lead becomes 8 else if the status of the lead is set to Closed - Not Converted the score becomes 0 in the Lead - status update part.

 

2. Contact Status Update: The contact status update changes at the time of direct interactions with the contact. This feature is available for HubSpot only. There are a few variations in this field that are set by the user through field mapping, so you can only see the fields that are set.

 

 

  • Converted: This status means that the prospecting of the contact was successful. 
  • Interested: This status means the contact seems to be interested.
  • New: This status means the contact is new to the Cadence. 
  • Not Interested: This means that the contact seems not to be interested.
  • Ongoing: This status means that the prospecting of the contact is still running.

 

The explanation for Contact Status Update goes exactly the same as for Lead Status Update.

 

Availability of the features

  • For Salesforce there are two types of Status Updates:

 

 

  • For Hubspot also, the feature Status Update is available:

 

Lead Score Reset Period

If a lead has become a Hot Lead, but the user doesn't want to keep it as a Hot Lead for an indefinitely long period of time, he can enable the feature and set up the time span, After the specified amount of time, the Hot lead becomes a cold lead if there is no further interaction from the lead during the specified duration.

 

 

For example, if we have set the time period of 10 days, after 10 days the Hot Lead will again become just like a normal lead. In case a Hot Lead exists:

 

  • The timer is now running, and the reset period is set to 5 days.
  • The old timer will be discarded and a new Lead Score Reset Period will be set if the time period is once more reset from 5 to 2 days.

 

Lead Unsubscribed To Cadence

In case the lead has unsubscribed to the Cadence any user can put some point to it. You can put negative points also

 

Mail Sent To Lead Has Bounced

If the mail sent by the Cadence user has bounced then you can assign a point to the particular lead which ideally should be negative.

 

Set As Hot Lead If Points >=

This field determines whether or not any lead will be considered a hot lead or a cold lead. You can set some value to the field; if all points of the lead are greater than or equal to this specific field value, the lead becomes Hot Lead, else Cold cold lead. Here in this field, the example value is set to 10.

 

 

Exceptions

You can add exceptions in two different ways:

 

  • User Exceptions: In this particular case you can add exceptions only for a specific user, this will cause an exception just for one specific user at the time of lead scoring. These are the steps to add a User Exception. 

 

Step 1. Go to Settings page> Settings> Add a User Exception

Step 2. Click on Select User.

Step 3. The further process is as same as the setting page flow, continue the steps:

Step 4: Click on Save. 

 

 

Group Exceptions

In this particular case you can add exceptions for an entire group of users, this will cause exceptions for every member of the group at the time of lead scoring.

 

Step 1. Go to Settings page > Settings > Add a Group Exception.

Step 2. Click on Select Group.

Step 3. The further process is as same as the setting page flow, continue the steps.

Step 4. Click on Save.

 

 

Removing Hot Leads

Cadence allows you to even remove the Hot Lead tag, so if you want to remove the tag follow these steps:

 

From Task Page

 

Step 1: Go to the Task page> Click on the Hot Lead click on hot lead tag above the Lead Name as indicated in the image below

Step 2: Hover over the hot lead tag of the task on the right-hand side > You can see the Remove option > Click on it.

 

 

Step 3: There will be a pop-up saying, “Are you sure you want to remove the Hot Lead Status”, Click on Delete.

 

 

From People Page

 

  • Step 1: Go to the People page > Click on any Hot Lead on the page
  • Step 2:Take the cursor to the Hot Lead tag on the right-hand side > You can see the Remove option> Click on it.

 

 

  • Step 3: There will be a pop-up saying, “Are you sure you want to remove the Hot Lead Status” , Click on Delete.

 

 

Sub-Department settings

You can add exceptions to influence the lead scoring in the field of Sub-Department settings.

You can add exceptions in two different ways:

 

  • User Exceptions: In this particular case you can add exceptions only for a specific user, this will cause an exception just for one specific user at the time of lead scoring. These are the steps to add an User Exception:

 

Step 1. Go to Settings page> Settings > Add an User Exception.

Step 2. Click on Select User.

Step 3. The further process is as same as the setting page flow, continue the steps.

Step 4. Click on Save.

 

(*If there is any group exception set by the company, then the default settings of the Sub Department is going to be that group exception. )

 

Everything that happens when a lead is turned hot

Now let's find out what happens when a lead is turned into a Hot Lead.

 

  • Mail: Every time the lead becomes a Hot Lead the user gets a mail saying “This Lead is reacting positively to your Outreach”.

 

 

  • Notification: A notification pops up on the left side of the screen in Cadence that the Lead has been converted to a Hot Lead.

 

 

  • Lead Tag: On the task page and individuals page, the lead that develops into a hot lead will be marked with the tag Hot Lead.

 

 

  • Activity: The moment a lead becomes a Hot Lead there will be an activity on the right-hand side of the Task page, People page, and Live Feed.