Automating Lead Scoring with Integromat

Automating Lead Scoring with Integromat [Article Summary]

Automating lead scoring with Integromat is a great way to save time and effort while also making sure your team can quickly identify the best leads for them to pursue.

Lead scoring is a crucial tool for sales teams. It helps them to prioritize and target the right prospects, and cut down on wasted time and resources. But manual lead scoring takes a lot of time and resources, and it can be difficult to keep up with current trends in the business world. Automating lead scoring is the best way to make sure that your team has visibility into important metrics, giving them an edge in their competitive market.

The following article was summarized from an article on the Integromat Blog

Automating Lead Scoring With Integromat

Each individual lead is a potential new customer. Scoring those leads to determine their quality and likeliness to convert is the next crucial step.

Automated cycles and funnels keep your leads up-to-date and their quality scores accurate. At any point in time, you want to be able to click on a lead in your CRM and have all the information you need to know whether they are worth pursuing.

A fully integrated system could standardize your data across all platforms, automatically update the relevant information in the relevant places, and keep your lead scoring consistent.

In this article, we’ll show you how to optimize and automate your lead scoring with Integromat.

Step 1 to Automating Lead Scoring: Define your funnel tracking plan

To begin the process, start by outlining the customer journey.

This can look different depending on your company and product, but by mapping out the steps users take from introduction to purchase, you can decide how best to support them along the way.

The better you understand the customer journey, the better you’ll understand the information you’ll need to valuably score each lead.

Step 2: Define your lead scoring criteria

Automating lead scoring criteria is made from the lead’s potential and intent, coupled with how well they fit the Ideal Customer Profile (ICP) and buyer persona.

Lead scoring isn’t only about prioritizing your leads, it also helps with providing a personalized experience, which is key to improve your B2B sales experience.

Step 3: Set up your event tracking

For each automated lead scoring event, you’ll probably have front-end or back-end tracking enabled.

These events could look something like this:

  • Ebook download
  • Newsletter sign-up
  • Free trial sign-up
  • Conference registration
  • Demo booked
  • User clicked “upgrade” call to action
  • User hits the trial limit
  • User creates first XYZ

Step 4: Incrementing the score

Once you’ve decided when and why a lead’s score will increase, you need to figure out the best way to track the lead’s scoring increments and feed it back to your CRM.

Step 5: Enriching your data 

This is where the magic happens when automating lead scoring with Integromat.

Every time the event is triggered, you can use additional data pulled from Integromat scenarios to score your leads.

For example, you might want to look for the following information:

  • Company’s LinkedIn profile page: number of employees, location, etc.
  • Company’s CrunchBase profile
  • The tools used by the company within their API
  • Their website’s traffic and authority if you’re in the Martech space.
  • The number of offices

You can then start looking for contact information, and for some contextual information specifically on the contact for your lead:

  • Lead’s LinkedIn profile: length of employment, job title, responsibilities, etc.
  • Lead’s contact information: phone number and email (you could use a tool like Kaspr or Lusha to obtain this).

Once you have the additional information you were looking for, you could create a new Integromat scenario that standardizes this data and pushes it back to your CRM.

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