8 Implicit Lead Scoring Criteria «

In order to determine online behavior that indicates a propensity to buy, you need to go beyond the traditional BANT measures - Budget, Access to Power, Need and Timeframe. There are other types of online behavior that you can track. These “implicit actions” indicate a propensity to buy. These metrics were taking from the extremely popular white paper How to Find New Customers. You can download a free copy by clicking that link.

Type	Criteria
Website visits	1. Website Visit: Scores website visitors within the last N days. Recent visitors are scored, and return visitors in the following week are re-scored. 2. High Value Web Content Visit: You may tag a variety of content (HTML pages, videos, catalogs, etc.) that represent high propensity for conversion. Scores all visitors downloading what you deem as high value web content in the last N days. 3. Visited Minimum of N pages ever and Returning Visitor: Evaluates contacts who have reached a predefined threshold of page views (say 30 page views) and have been on the website as a returning visitor within a given timeframe. Scores contact interest based on both frequency and recency.
Forms	4. Form Submit: Checks if the contact has submitted one of your forms within a given timeframe. This implicit attribute does not consider the data submitted in the form, simply if the form was submitted.
Search Engine	5. Search Engine Keyword: Contacts are scored if they enter a particular keyword in any search engine and return as a website visitor within a given timeframe. Examples of keywords that can trigger higher lead scores might include names of product lines or solutions.
Email	6. Click-through from Campaign to Website: Similar to above, except that contacts that click-through all email in a specific campaign are scored. This is valuable if a campaign is used to aggregate all related content (product releases, newsletters, etc.) and score contacts based on interest level in that content. 7. Opened any Email from Campaign: Evaluates if a contact has opened any email brochure from a specific campaign folder more than N times.
Event	8. Webinar/Tradeshow Attendee: Event attendees can be scored at any time.

This is but a small taste of what you will find in the highly acclaim and simple guide to business to business lead generation called How to Find New Customers. Download it now. It’s free.

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Find New Customers helps business develop and implement programs to drive more sales leads by improving the way they find and acquire new customers using best practices in lead generation.