Presentation slides for Nordics SaaS HUG: How to build a successful lead scoring model: A framework for SaaS companies. Hosted December 14, 2022 by Lotte Lauridsen from Helion B2B.

1. Nordic SaaS HubSpot User Group
How to build a successful lead scoring model:
A framework for SaaS companies
Lotte Nedergaard Lauridsen
Co-Founder & SaaS Lead
Helion B2B
lnl@helionb2b.com

2. Nordic SaaS HubSpot User Group
As a member of the Nordics SaaS HUG you will:
● Learn from proven cases of inbound-driven success
● Get to share the HubSpot practices that support your
growth journey
● Meet fellow 'Inbounders' who share industry-specific
challenges and aspirations
The Nordics SaaS HUG is a community-led, non-commercial
initiative adhering to the official HubSpot User Group principles.

3. Lotte Nedergaard Lauridsen
● Co-Founder & SaaS Lead at Helion B2B
● +7 years experience with HubSpot and
Inbound Strategy for B2B SaaS
● HUG leader
Hi everyone 👋

4. Agenda
● How to build a successful lead scoring model (25 min)
● Q&A (15 min)

5. How to build a successful lead scoring model

6. Metrics to consider
4 key metrics to build into your lead scoring**
1. ICP data*
2. Demographic information
3. Engagements
4. Buying intent
*You can enrich HubSpot with ICP data from third party data
enrichment tools such as Vainu, Bisnode, Similarweb, Apollo etc.
**Always remember to score based on recency. Essentially we
don’t wanna chase leads that reached a certain amount of points
a year ago.

7. Lead behaviour to score

8. Lead behaviour
What type of behaviour or engagement indicate buying intent?
Without a defined set of actions, you might hand over leads
that aren’t ready to move on to the sales process.
● ICP data such as revenue, no. employees, industry, web technologies etc.
● Demographic data such as business email, phone number, job title, buyer persona
● Unique form submissions (top, mid or bottom funnel)
● Emails opened and clicked
● Page views overall
○ Mid funnel page views (product/solution/cases)
○ Bottom funnel page views (pricing)
● Product engagement such as product tours, signing up for freemium or trial
● Recency (last marketing email click date, website last visit, last product engagement etc.)
● Trigger events (contact sales, book demo, calculate price etc.)

9. Lead scoring framework

10. HubSpot lifecycle stages
Lead
MQL
PQL
SQL
Opportunity
Customer

11. Lead score framework: Radar, Research, Revenue
Definition:
These leads have not yet
shown any real purchasing
intent or have accrued negative
score through inactivity or bad
fit indicators. They should
remain part of our marketing
audience with no further sales
action until showing a more
clear intent to purchase
(accruing more points).
Owner:
Marketing (inactive owner)
Actions:
We will let the marketing
machine work on these (by
sending newsletters and
targeting them with ads)
Lifecycle stage:
Lead
Lead
<25 points
Definition:
These leads are starting to
show an interest in our
products. They should be on
our radar, but likely still need
some nurturing.
Owner:
Marketing
Actions: Manual
Monitor the leads weekly to get
an idea of the marketing
pipeline.
Actions: Automatic (email)
Enroll in Lead Nurturing Email
Flow and target with
product/feature specific ads
Lifecycle stage:
MQL
Radar
25-49 points
Definition:
These leads are actively
showing interest in us and our
products and might already
have been engaging with our
product.
Owner:
Inside sales
Actions: Manual
Actively monitor. Do research
on who they are, how they got
here and whether we need to
gather additional info.
Actions: Automatic (sequence)
Enroll in Book Demo or Start
Trial Sequence in the name of
the lead owner.
Lifecycle stage:
MQL → PQL
Research
50-74 points
Definition:
These leads continue to show
buying intent. If they are not
already customers or talking to
sales, they should be.
Owner:
Sales
Actions: Manual
Assess fit. If good, hand over to
sales. If bad, put in quarantine
(if timing is not right) for
further nurturing.
Actions: Automatic (sequence)
Let sales work their magic.
Lifecycle stage:
PQL → SQL
Revenue
75+ points

12. Lead scoring matrix
Example of lead scoring

13. How to set up HubSpot score
Navigate to Contact Properties, search for “HubSpot Score”, open
it up, and define your rules for positive and negative scores.

14. How to test your lead scoring model

15. How to test lead scoring
What to look for in test period:
We recommend a minimum testing period of 4 weeks running through all research
and revenue leads weekly or biweekly depending on your scale of incoming leads.
● Quality of research and revenue leads
○ Are they matching the definitions of the RRR framework?
○ Are they ready to be vetted by inside sales (research)?
○ Are they ready to be worked by sales (revenue)?
● Adjustment of points
○ Do we need to adjust our points up/down to make sure leads are
nurtured correctly?
○ Do we need additional trigger points for negative scoring based
on patterns in bad fit leads?

16. Q&A

17. Thank You!