Setting up lead scoring - Video Guide

00:00:00

Lead scoring has to be one of my favorite features in VBOUT

00:00:05

That's because it simply works

00:00:08

Now lead scoring is a simple way of me looking at a lead, looking at a score, and then determining if that lead is ready to purchase

00:00:15

Very simple

00:00:16

In this video, I'm going to show you what lead scoring is, the framework we follow, how you can set it up on VBOUT, and how you can unleash a better and smarter funnel for your business

00:00:27

If you're wondering what lead scoring is, I can show you right here

00:00:30

I have my lead score column and lead status

00:00:34

They're all zero right now because I don't have any data

00:00:38

But if I would pull a richer account with more information, you can see how my entire database coming every day literally have a different phase for the lead

00:00:50

Some people are in the decision phase, and although they submitted information today, they've accumulated enough data to be close enough to make a decision

00:00:57

And that's really, really powerful for us

00:01:00

We can focus on people who are closer to buying

00:01:04

We can send them different messages because someone who knows exactly what they want, they're closer to making a decision, definitely consume content in a slightly different way than those who are earlier in the stage

00:01:18

And not only that, in VBOUT, once you set up your scoring, you can have two awesome funnels

00:01:24

One of them is for your contacts, which looks like this, showing you that you have, for instance, here, 9,000 people in the consideration phase, 3,000 in the decision phase

00:01:35

And this is really, really important

00:01:37

We'll also have an anonymous funnel

00:01:39

These are people who haven't really taken any action, and they're still browsing around

00:01:45

But at the moment, they give us their email via form or via some API endpoint

00:01:52

We can merge the information together and then bring forth that history of data

00:01:58

To set up your lead scoring, you need to have that on your account, of course

00:02:04

But before I do that, I want to briefly share with you a framework that we use

00:02:09

The way we look at lead score is as simple as this

00:02:12

You have different stages of the buyer

00:02:15

You have an early stage where someone hasn't done much

00:02:19

You have very little information on that person

00:02:21

And they probably don't have any score associated with their profile

00:02:25

The moment they start visiting your website, spending some time, and maybe even filling out a form or two, they're now moving from an early stage to an awareness phase

00:02:37

And that's what we estimate, right? And all I'm sharing with you right now are best practices and estimation

00:02:43

So feel free to adopt it to your own business and what you think is best for you

00:02:49

Now anything beyond 40, we consider them in our case, in the consideration phase

00:02:56

This means they know enough about you

00:02:58

They probably consume case studies, comparison charts, and that sort of stuff

00:03:03

And then they move forward to the decision phase

00:03:05

This is where between 71 and 100 is a really critical area or period of the lead

00:03:12

They're probably close to making a decision, yes or no

00:03:16

They're exchanging some conversations with your team or maybe even with their own team internally if you have a low touch product

00:03:24

Now after that, there might be a buffer time, we call it the conversion time, or conversion stage, where people are still engaging, but maybe due to your sales cycle, it's taking a little bit longer to close that lead

00:03:38

And that's what we just give it a time between 100 and 200

00:03:43

If you have a shorter closing cycle, maybe you can shorten the conversion, and I've seen people even remove it completely from their funnel

00:03:53

And after that comes retention

00:03:55

This is where people are still going back and forth and they're consuming your content, they're buying over and over

00:04:03

And this is really the best place to be in

00:04:07

So that's how we kind of structure our funnel in Vibout

00:04:12

And if I would just go into my account from the left under contacts, lead score, you'll be able to see how we followed that same structure

00:04:23

Taking in poor data has below one score

00:04:27

Between one and 10 is an awareness phase

00:04:31

Consideration is 11 to 50

00:04:34

Now all of these are fully configurable, meaning I can change this from 1 to 40

00:04:43

And now the following consideration phase has changed

00:04:47

So that means in the consideration phase now I have 966

00:04:52

So that impacts really how you parse your leads and it gives you better visibility

00:04:59

Feel free to create your own stages, we call them statuses

00:05:03

And feel free to also change the labels, descriptions, colors, so this funnel will be branded to your own needs

00:05:12

Couple of important things on this view

00:05:14

When I access my lead scoring, I can see that I have 20,000 contacts in the database and have 51,000 anonymous visitors that I don't know who they are

00:05:25

These are people who are browsing around and doing things

00:05:28

And in hopes that at some point when they convert, all that information will be carried over back to us

00:05:35

I have a leads tab

00:05:37

This is where I'm really gathering data on anonymous

00:05:41

And you can see here how I do have anonymous in this phase, retention phase, which could look a little bit confusing or perhaps inaccurate

00:05:52

But the fact is some people are advocates of your brand, even though they haven't bought and they haven't given you any details

00:06:00

The beauty about VBOT, I can click on that lead and I can dive deeper into pretty much the entire history of this lead

00:06:10

All the things that I score them on and I can remove what I think is not accurate

00:06:18

Again, this is a set it and forget it process

00:06:21

VBOT is doing all that heavy lifting in the background

00:06:25

All you need to do is set up your scoring rules, which is the video I'll be covering next

Transcription