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Lead Scoring Rules Revealed (Part 2)

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Unlike explicit scoring criteria, implicit scoring rules are driven by actual prospect and customer behavior — revealing where a lead stands in the buying lifecycle and giving you a more objective read on how close they are to converting. Knight has compiled the most important implicit scoring dimensions across 12 major marketing channels.

A checklist of 50+ explicit and 200+ implicit scoring rules

Unlike explicit scoring criteria, implicit scoring rules are grounded in the actual behavior of prospects and customers. They tell us where a lead sits in the customer buying lifecycle — giving us a far more objective way to gauge how far away a deal really is. Knight has compiled the most important implicit scoring dimensions across 12 major marketing channels. (Note: the more mature a company’s digital marketing practice, the more channels it uses — and those channels tend to be deployed in an overlapping, cross-reinforcing way.)

200+ Implicit Scoring Factors to Consider

  • Livestreamed events
    • Registered for
    • Viewed
    • Commented during
    • Asked a question during
    • Reviewed the follow-up recording
    • Rated the event
  • Surveys
    • Visited
    • Completed
    • Viewed results
    • Participated in multiple surveys
  • Tradeshow / Webinar (company participates as attendee)
    • Attended
    • Visited the booth
    • Watched a product demo
    • Attended multiple tradeshows
  • Roadshow / Seminar (company hosts)
    • Registered
    • Attended
    • Attended multiple events
  • Microsites
    • Viewed
    • Shared via social media
  • Web pages
    • Viewed landing page
    • Filled out form on landing page
    • Used instant chat functionality
    • Used “request a callback” functionality
    • Viewed — any page
    • Viewed — pricing page
    • Viewed — customer stories or reviews
    • Viewed — multiple web pages
    • Viewed — multiple web pages within one week
    • Shared via social media
    • Browser used
  • Search activity
    • Searched for company name
    • Searched for product name
    • Searched for other terms (scored by term relevance)
    • Search engine used
  • Online courses
    • Viewed course information
    • Registered for a course
    • Completed a course
    • Registered for multiple courses
    • Completed multiple courses
  • Certifications
    • Viewed information on certifications
    • …

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