Lead Scoring and Grading

Explore lead scoring and grading in Insightly Marketing

Help your sales team become more productive by identifying high-quality leads. 

Lead scoring and grading are invaluable tools in a marketer’s approach to customer acquisition and conversion. These features are a way to systematically evaluate and rank leads based on the likelihood of converting to customers. Through a better understanding of lead quality, marketers can help sales prioritize their outreach efforts, save time, and win more deals. 

Lead scoring is available on all Insightly plans, with custom scoring models available on Insightly’s Professional and Enterprise plans. Grading is available on Insightly’s Professional and Enterprise plans. 

What is lead scoring? 

Lead scoring is driven by a prospect’s interaction with your brand. Lead scoring (also called prospect scoring) is a numeric representation of the actions and behaviors of customers and prospects. Behaviors might include the number of times that a prospect views a specific webpage, the pages they visit, and the forms they fill out. It might also be events they attend, webinars they register for and listen to, or eBooks that they download. The bottom line is that the prospect or customer has to do something or interact with your brand for their lead score to increase. 

How does it work in Insightly Marketing? 

Insightly Marketing enables users to create prospect scoring models to assign scores to prospects based on their engagement with each product and/or service, both cumulatively and individually. The lead score is made up of points assigned to every action a prospect might take with marketing assets, and this score can be viewed on each prospect record.

Scores change over time as a prospect interacts with marketing assets, and the score will change based on the prospect’s behavior. Points should be assigned to a prospect’s score based on actions that you deem the most valuable, such as visiting a pricing page or registering for a webinar. The higher the score, the more likely a prospect is to move forward in the sales process. Scoring models provide Insightly Marketing users the ability to model and track a prospect’s engagement and identify good candidates for sales outreach. 

What is lead grading?

This is another approach to qualifying leads and determining if a lead is worth passing from marketing to sales. Lead grading is exactly as you remember it from high school — a letter grade (from A+ to F) is assigned to an inbound lead based on a number of factors that represent an agreed-upon ideal customer profile your company wants to target. A higher letter grade indicates a better fit with the ideal customer profile

Why is an Ideal Customer Profile (ICP) important to this process? 

Most companies use something called an Ideal Customer Profile (ICP) to help their teams understand the right buyers for their products and services. It includes demographic, psychographic, and firmographic characteristics that define the ideal target audience. An ICP helps marketers and sales teams identify and prioritize prospects who are most likely to find value from their offerings and become loyal, long-term customers. It serves as a guiding framework for aligning marketing strategies, messaging, and sales efforts to attract, engage, and retain the most profitable customer segments. Ultimately, an ICP facilitates more efficient resource allocation, improved customer acquisition, and enhanced overall business performance.

Here’s an example of criteria to consider when building your ideal customer profile:

  • Job title (VP of Sales, CEO, VP Marketing — budget owners grade higher than managers or others without budget ownership)
  • Company size
  • Location

Insightly’s default grade equals D, and as marketing reaches prospects with the above criteria, scores will increase.

Potential examples might look like this: 

  • If you’re a customer in the US, grade increases to C
  • If you’re in the US and a VP of Marketing, grade increases to B
  • If you’re in the US, a VP of Marketing, and your company has 3000 employees, you become an A

How does lead grading work in Insightly Marketing? 

There are two key components to lead/prospect grades that are assigned in Insightly Marketing: profiles and prospects. 

Insightly users can create multiple profiles so that they can target different audiences and assign them an appropriate grade. If your company has multiple products and services, you probably want to have different ICPs for each product. For example, your buyer for Product A might be different from your buyer for Product B. 

Your marketing and sales teams should work together to create and refine your grading model based on how prospective buyers are reacting to marketing interactions and sales outreach. Don’t expect to set this and forget it – you’ll refine the grading process as you learn more about your market and your prospects. 

Every prospect must have a profile and a grade applied to them. Insightly accounts come with a default prospect profile that is assigned to all prospects automatically upon creation. When a profile is assigned to a prospect, the default grade for the profile is applied, then the rules of the profile are calculated to determine the final grade for the prospect. Any changes to the prospect field values will recalculate the grade and updates to grades appear within five minutes of an edit. If a new rule is added or an existing rule is modified or deleted, the prospects assigned to the profile will have the grade recalculated from the default grade. As you learn more about your prospects and what their interests are and update the prospect record with this information, their grade may be updated based on whether they are interacting more or less with your products and services. 

Frequently Asked Questions

Why is lead scoring and grading so important?

Without the ability to grade and score prospects and leads, it is hard to develop a strong rationale around the ideal customer profile, design targeted marketing campaigns, or how to evaluate a good lead from one that sales shouldn’t be bothered contacting. This technology ensures your team is immediately prioritizing the incoming leads that are most likely to convert based on criteria that you have pre-established.

Are Prospect Scoring Models available on Plus, Professional, and Enterprise Insightly Marketing plans?

Here’s specific detail on what’s available on each Insightly plan: 

  • Plus: The Default Scoring Model is the only model available for Plus subscriptions. Additional models cannot be created but the Default Scoring Model can have up to 13 rules added to it (the name or details of this model cannot be edited).
  • Professional: Four additional models with up to 15 rules per model can be created.
  • Enterprise: Nine additional models with up to 15 rules per model can be created.

How is a Prospect Scoring Model created?

A scoring model consists of rules determining when points are added to or subtracted from a prospect’s score. The scope of each rule can be triggered by a specific asset or by any activity of that type. For example, a rule that adds points to a prospect’s score for all redirect links they click could be configured. To learn more, please refer to the prospect scoring page at Insightly’s Help Center.

Do small and mid-sized businesses really need to use lead scoring and grading?

This functionality is table stakes in getting the most out of your marketing budget and saving the time and effort of your sales team. Smaller teams can benefit from this technology because it helps them hyper-focus on the best leads.