Lead Scoring is a system used to rank and prioritise potential customers or students based on their behaviour and interactions. The system assigns a score to each lead based on their level of engagement, the actions they have taken and other factors such as demographics, interests and location. This information can help organisations focus their efforts and resources on the most promising leads, rather than those less likely to convert.
Before you can begin scoring leads, have a clear idea of what your ideal student looks like, including information such as age, gender and location, interests, goals and their reasons for applying. A scoring system can then be created that aligns with your ideal student profile to help identify those leads most likely to be a best fit. Be aware that ideal student profiles may vary across different locations.
Once the ideal student profile is defined, create a lead scoring system that reflects their characteristics and behaviour, which involves assigning points for specific actions such as visiting your website, completing a form, or attending an event. The scoring system should reflect the importance of each action in relation to your goals.
Lead Scoring allows you to prioritise your outreach efforts and focus on the leads that are most likely to convert. By assigning scores to leads based on their engagement with marketing materials (e.g. website visits, email opens and social media interactions) you can swiftly identify the most interested and engaged prospects.
Once a list of scored leads has been created, the information should be used to prioritise outreach efforts. Leads with higher scores (those more likely to convert) should be contacted first as this can help focus outreach efforts and ensure optimisation of your resources. Contacting the most promising leads first increases your chances of converting more students.
Lead Scoring can be used to improve your marketing strategy. By analysing the behaviour of high scoring leads you can identify which marketing channels and tactics are most effective in generating successful student recruitment. This information can then help you allocate your resources and budget more effectively.
Once you've identified your most qualified leads, you can use Lead Scoring to create targeted, personalised nurture campaigns that help move them through your admissions process. By understanding the specific interests and pain points of each lead, content and messaging that resonates can be created to encourage them to take the next step in the enrolment process.
To get the most out of Lead Scoring in HubSpot, try following these best practices:
To get the most out of your Lead Scoring strategy in HubSpot, here are a few tips to keep in mind:
While website visits offer a general sense of interest, lead scoring becomes far more valuable when it analyses the type of content contacts engage with. This deeper insight allows you to prioritise leads who are actively consuming content relevant to their stage. Someone downloading a document on the admissions process indicates a higher sign-up intent compared to simply visiting the homepage. By focusing on content engagement, lead scoring paints a clearer picture of a lead's needs and readiness to convert, enabling you to target efforts towards the most qualified leads.
Lead Scoring is a powerful tool for education organisations looking to attract and enrol new students using HubSpot. By assigning scores to leads based on their engagement with your marketing materials, it is possible to swiftly identify prospects that are the most interested and engaged, prioritise your outreach efforts, and create targeted, personalised nurture campaigns that help move them through the enrolment funnel. To maximise the benefits of lead scoring in HubSpot, it's important to follow best practices for setting up lead scoring, testing and refining your scoring model over time, and optimising your lead scoring strategy using personalisation, monitoring, alignment, and automation. By using lead scoring effectively, you can improve the efficiency and effectiveness of your enrolment efforts and, over time, drive growth in student enrolment.