How Should You Score Webinar Leads?

 In Marketing Operations, Uncategorized

Webinar programs provide an exceptional amount of data about your audience. You can learn a great deal from the information your prospects provide and their behavior before, during, and after your webinar.

This information can be leveraged to help inform sales conversations and determine which leads to prioritize, through the use of a comprehensive lead scoring model that understands a prospect’s interest and weights it appropriately.

The data that demonstrates potential interest can be grouped into two buckets: demographics and behaviors.

Demographics

Demographic data is provided by your audience through the registration form they fill out before attending your webinar. How to score each of these categories within demographics depends on your target buyer.

For example, if you sell to CFOs at enterprise companies in North America, you should increase the score of any prospect who fits into those demographic buckets (C-suite job title, large company size, and North American region). But if you’re targeting IT managers at SMB companies in Europe, you would give points for anyone who fits into those specific buckets.

Behaviors

Behaviors demonstrated by your prospects provide a plethora of new information in addition to the demographic information from forms. These behaviors can be either positive or negative and do not all have equal value.

But you shouldn’t score prospects just on how they interact with your webinars. Instead, take into account their relationship with your company as a whole. If they unsubscribe from your emails or visit your product pages, factor in those actions as well.

Depending on the specific needs of your organization, demographic and behavioral data may be weighted differently. To see example numerical lead scores, download the BrightTALK Guide to Lead Scoring for Webinars.