I am currently working on lead scoring here at ReadyTalk. The first step for me was to sit down with the sales team and decide on what constitutes a qualified lead. This in terms of demographic profile (title, industry, function) as well as behavioral attributes (visiting web page, attending a seminar or downloading a whitepaper).
Most of the literature I read about lead scoring has you assume that at a certain lead score, a potential buyer is ready to be called upon. On the surface, this seemed relatively simple to me. Add up the behavior score and add it to the demographic score and voila you have a magical number that decides whether a customer gets a call from your salesperson.
Is this necessarily true? If a prospect never truly raises their hand should they be called? For example, if I attribute 1 point for every web page visited and 5 points for every white paper downloaded, should I be wasting time on the person who likes to browse our community section and read our content but has no interest in purchasing our service. My point is while these behavioral actions are good indicators they are not the best. A stronger indicator would be a raised hand in the form of a info request or demo request.
What I am struggling with is are there any actions besides "hand raising" that should trigger a phone call. If so, what are those actions? This is where an open conversation with the sales team can be immensely helpful. Also, knowing that lead scoring is an on-going project that is constantly adjusted with feedback from the sales team.