Hubspot Lead Scoring for MQLs
Due to the nature of the B2B model of JACS Solutions and the size of the average business deal, leads naturally have a longer lifecycle. This means many leads–whether offline or inbound–spend more time in the database prior to qualification (or disqualification). The decision-making process takes significantly longer as well, making it critical to have as much information as quickly as possible in order to know when to hand over leads to sales to be worked.
Coupling JACS Solutions nurture campaigns and automations with a scoring model based on database and Website activity gives much better insight into a lead’s level of interest in a product and partnership. Striking while the iron is hot with a lead scoring model and automation has given the sales team much greater accuracy in timing their messaging and calls with a lead that is ready to become an SQL.
By building a lead scoring model that reflects the goals of marketing and sales, JACS Solutions is able to trust MQL and SQL lifecycles by knowing their behavior down to the webpage view or email click levels. The MQL scoring property and model in Hubspot takes into account the timing and volume of interaction with the site, which then triggers automations to inform vertical-specific sales representatives for lead interest follow-up. This extends to mapping email engagement metrics and content-types so that sales not only knows a lead is ready, but they are prepared to follow up with customized content that builds upon the lead’s existing interests.