Lead Scoring: How to Identify Degrading Scores

New mobile apps to keep an eye on

Hendrerit enim egestas hac eu aliquam mauris at viverra id mi eget faucibus sagittis, volutpat placerat viverra ut metus velit, velegestas pretium sollicitudin rhoncus ullamcorper ullamcorper venenatis sed vestibulum eu quam pellentesque aliquet tellus integer curabitur pharetra integer et ipsum nunc et facilisis etiam vulputate blandit ultrices est lectus eget urna, non sed lacus tortor etamet sed sagittis id porttitor parturient posuere.

Lorem ipsum dolor sit amet consectetur rhoncus ullamcorper ullamcorper
Mauris aliquet faucibus iaculis dui vitae ullamco
Posuere enim mi pharetra neque proin vulputate blandit ultrices
Posuere enim mi pharetra neque pellentesque aliquet tellus proindi

What new social media mobile apps are available in 2023?

Sollicitudin rhoncus ullamcorper ullamcorper venenatis sed vestibulum eu quam pellentesque aliquet tellus integer curabitur pharetra integer et ipsum nunc et facilisis etiam vulputate blandit ultrices est lectus vulputate eget urna, non sed lacus tortor etamet sed sagittis id porttitor parturient posuere.

Posuere enim mi pharetra neque proin vulputate blandit ultrices

Use new social media apps as marketing funnels

Eget lorem dolor sed viverra ipsum nunc aliquet bibendum felis donec et odio pellentesque diam volutpat commodo sed egestas aliquam sem fringilla ut morbi tincidunt augue interdum velit euismod eu tincidunt tortor aliquam nulla facilisi aenean sed adipiscing diam donec adipiscing ut lectus arcu bibendum at varius vel pharetra nibh venenatis cras sed felis eget.

Lorem ipsum dolor sit amet consectetur fringilla ut morbi tincidunt.
Mauris aliquet faucibus iaculis dui vitae ullamco neque proin vulputate interdum.
Posuere enim mi pharetra neque proin bibendum felis donec et odio.
Posuere enim mi pharetra neque proin aliquam mauris at viverra id mi eget.

“Eget lorem dolor sed viverra ipsum nunc aliquet bibendum felis donec et odio pellentesque diam volutpat.”

Try out Twitter Spaces or Clubhouse on iPhone

Nisi quis eleifend quam adipiscing vitae aliquet bibendum enim facilisis gravida neque velit euismod in pellentesque massa placerat volutpat lacus laoreet non curabitur gravida odio aenean sed adipiscing diam donec adipiscing tristique risus amet est placerat in egestas erat imperdiet sed euismod nisi.

What app are you currently experimenting on?

The key to successfully identifying sales-ready leads is having an effective lead scoring system in place.

However, over time lead scores can degrade as buyer behaviors change.

Therefore, it’s critical to consistently monitor changes in lead scores to identify downward trends and prevent revenue leakage.

In this article, we discuss best practices for identifying and addressing degrading lead scores to keep your sales pipeline healthy.

Spotting Degrading Lead Scores

Lead scores naturally go up and down during the buyer’s journey.

A sharp drop in lead score over an extended time can indicate low buyer intent or engagement.

But what’s the best way to identify such a drop in a timely manner?

These are just some of the data points you can analyze regularly to spot degrading scores:

Increasing number of days between marketing touches
Increasing number of days between product usage
Low engagement with marketing or sales outreach

If you notice any of the above with some of your leads, it likely signals that their scores should be degraded.

A data scientist can help you analyze and interpret your data on a daily basis, so you can make adjustments to scores and inform your sales reps quickly.

But if you don’t have a data scientist on your team, trying to manually identify such changes in lead quality can be anywhere from challenging to impossible.

A Smarter Way for Updating Your Lead Scoring Model

Rather than manually trying to identify lead scores that trend down, Savvy marketing operations teams implement predictive lead scoring.

Self-learning predictive scoring models automatically surface leads trending down (or up!) and notify sales reps instantly via tool they use daily like Salesforce or Slack.

Instead of trying to sift through data hopelessly, or using the help of expensive data teams, the latest innovations predictive scoring solutions:

Continuously learn and improve scoring accuracy as new data flows in
Instantly detect changing lead behavior trends
Require no manual model building or coding

Re-scoring leads based on real-time data allows you to feed sales reps with the right leads and accounts while reducing wasted efforts.

Beware of Bias

The accuracy of outdated scoring methods, like rules-based scoring systems bundled with HubSpot and Marketo, depends on a human arbitrarily making all the decisions and assumptions.

In a perfect world you would be able to build the degradation that is bias-free, using a model that is based on correlation with success in the past.

A machine learning-based lead score can do that automatically, but it's nearly impossible to do that manually for each scoring rule you implement.

If you can’t afford an AI-based, automated solution like Forwrd and already have data scientists on the payroll, then do that!

Your best chance is to get data scientists involved and have them help you understand the true likelihood of conversion for the various stages in your acquisition funnel.

This will ensure you eliminate bias and human error and put you in a better position to score prospects accurately and identify positive or negative change in said scores.