💡 How to create efficient lead scoring with automation

[Michaela]

Hey Makers

Hope the northern hemisphere folks are keeping warm
and the southern hemisphere peeps are using enough sunscreen

No matter where you’re located, come check out today’s story of wits and automation!

Here at Make, we love a high-quality problem – one where even the least desirable outcome is still pretty ok. A great example of a high-quality problem is a sales team having too many leads.

Sounds like a good problem to have, right?

But when your sales team is too small or spread too thin to manage these leads, some valuable business opportunities can fall through the cracks. And we don’t want that.

Make partner German Sayago developed a lead-scoring scenario for his client to address this high-quality problem in the most efficient way possible.

Featuring tools such as a form builder, Google Sheets, and a CRM platform, Sayago’s solution processes form submissions in a way that ranks prospects based on worthiness and level of interest. Thanks to this scenario, sales teams of any size can prioritize leads and increase their percentages of closings.


Read on and learn how he did it.

What problem were you trying to solve with your automation?

Leads Scoring

Why did the problem exist?

Because customers need to prioritize the treatment of the leads received, based on actions proposed after completing the form

How did you solve the problem? What does your solution look like?

When a potential customer completes a form on a landing page and then executes some of the suggested actions that allow us to evaluate their levels of interest, such as downloading a catalog, clicking on an email we send, etc, we are executing a central stage that receives all these events through a webhook, we process them and we update the potential client’s score in a Google Sheet or within a CRM such as HubSpot.

the ‘engine’ powering the process

What did your solution achieve?

The sales teams were able to optimize and save time managing new business opportunities, prioritizing the most interested first, thus achieving more attractive conversations and an increase in the percentage of business closings.

the man behind the automation - German Sayago

Helpful Resources

Google Sheets on Make
HubSpot on Make

[Mikejc]

Would it be possible to expand further in this, this is a problem that creates another problem because the full solution isn’t explained.

[wipargentina]

Hello!, I will try to summarize it!

When a new lead is received, the first route is responsible for processing all the data obtained from a landing page form and stores it in google sheet to carry out subsequent checks, for example if the email is valid or if it is corporate or not. , we also add the source and the means of the campaign that brought us the lead, etc. We also create the contact in hubspot and the business for the sales team to deal with. We also send a thank you email to the lead and then notify the sales team that a new business opportunity has been registered.

The second route is the one that is in charge of updating the lead’s score based on the lead’s behavior and interest based on several CTAs that we have prepared and that are displayed after the lead completes the form, such as downloading a catalog, a price list, playback of a video, initiation of a WhatsApp conversation, etc. We are updating this in the same google sheet form and in some clients we do the same in hubspot where we are moving the leads between different stages, for example, cold lead or hot lead, etc.

All these events, both registration and data updating, are captured from the landing page and sent to the stage webhook, which is responsible for processing them and generating all these actions.

Here I attach a sample of the google sheet

I hope I have clarified your doubts, I am at your disposal for whatever you need.

[Mikejc]

Thank you so much for the summary. Much clearer now.

A couple of questions:
How do you trigger the webhook? Eg , downloading a PDF
Do you also track if the visitor revisits the website

[wipargentina]

We develop our landing pages, which gives us the possibility of inserting codes in key places that allow us to activate triggers and events at any time and send them to the Make webhook and Google Tag Manager to set conversions and also generate personalized audiences.

The same thing when the leads returns to the site through a CTA that we include in the thank you email that we send them, we send them again to another page of the landing page and there we also capture that event and set the opening of the email, and that the email is correct.

If you use Google Tag Manager you can fire triggers and send Custom HTML Tags, and set up a basic fetch request (XMLHttpRequest because it doesn’t support ES6) to send data to a webhook and process that data there.

[Michaela]

Thanks a lot for the follow-up questions and welcome to the community @Mikejc

Also @wipargentina thanks for stepping in and giving us all the extra information