Lead scoring and lead nurturing are two inbound marketing techniques that go hand in hand to help you increase sales. With lead scoring we identify which of the users who have left us their data are more interesting as a potential customer. With lead nurturing, we accompany all those potential customers until the purchase to make sure they don't get lost along the way. The benefits of lead scoring and lead nurturing are undeniable.

But for them to work, you have to create your own lead evaluation system that makes sense for your company: the lead scoring matrix. Do individual email list you want to know how Hubspot works and its benefits as a CRM for your company? Learn how the most successful Inbound Marketing tool will help you. Click here and download our free course. In this video we explain what lead scoring is and how you can use it in your Inbound Marketing strategy to get more qualified leads. How to create a lead scoring matrix? A lead scoring matrix is ​​a graphical interpretation of your lead scoring process, that is, the algorithm by which each lead is assigned a score .

Although the case of each company is unique, there are 3 main criteria that should be included: The quality of the leads . This value is calculated based on the information that the user has voluntarily left us, for example, through a registration form, such as location, company name, position, etc. Lead activity . This value is calculated based on the behavior of the lead and their interactions with your brand, as this can give us an idea of ​​their real interest. This would include elements such as form submissions, openings and clicks on emails, downloaded content or pages visited. Negative or discard criteria . We have to include the factors that cause the quality of a lead to drop in order to have a realistic view of the situation. For example, we will deduct points if a lead unsubscribes from our newsletter.