Using Lead Scoring to Find Hidden Customers

Nobody’s signing up for our newsletter… We just aren’t getting any calls… Our site just isn’t converting enough leads…

Have you looked at your visits to leads to sales conversion rate and said any of the above?

We have many times.

As an Outdoor Inbound Marketing Agency, our number one job is to help get more people outdoors. That means more sales, more donations, and more leads for our clients.

We understand that anyone who lands on a site is a potential lead or sale waiting to happen. Sometimes, they need a little help getting there. That’s why we use content to teach, guide and nurture them along their buyer’s journey.

We see too many missed opportunities because clients assume their customer’s buyers journey is linear.

For Example: Customer lands on the website > They sign up for a coupon > They buy something.

But that’s not how the majority of visitors use a website. It is far too simplified in today’s digital world. First or second-time visitors to your site aren’t ready to buy yet, so a coupon won’t do them much good. They are still trying to figure out why they even need your product.  Or if your product will solve their problem

Visitors who are most ready to buy were probably going to purchase today and because of the coupon, you just lost an easy deal.

That’s not a great business strategy. We need a way to deliver specific content to leads at just the right time in their “Buyer’s Journey”

The first step for building out a Buyer’s Journey is mapping out the process from visit to conversion.

Instead of a straight line, your buyer’s journey is a complicated process of various touch points spread out across all your digital marketing efforts. To fully understand how your customer is interacting with your site, you need to walk in their shoes. Spend some time on your site adding things to your cart.

How did it feel?

Did you address any of their concerns or pain?

Does your content leave you wanting more?

We like to map a buyer’s journey in a graphic. This helps us understand how our visitors are interacting with different marketing efforts across all our channels. In addition, it lets us group pieces of content together for future retargeting efforts.


Once we’ve done this we are able to identify where our customers need “help” to cross hurdles and then automatically assign them a lead score based on their readiness to buy.

Higher lead scores mean more opportunities for engagement on your website and are more likely to buy. Lead scoring through HubSpot then allows us to give first-time visitors different content from buyers who are ready to purchase today. Our visitors are happier because we are able to deliver content that educated them, our clients are happier because we are able to convert more visits to leads and leads to customers, and we’re happy because it gives us many more opportunities to nurture and educate visitors at various touch points along their journey.

Finding Hidden Customers

The first time we turn on lead scoring for our clients using HubSpot we always find hidden customers who are waiting to have that final question answered before they purchase. They often just need a little nudge to get off the fence.

Lead scoring pulls those customers to the forefront and we are all able to see these missed opportunities. Once we have a handle for where they are we are able to deliver more targeted messages to their inboxes, or deliver more specific ads to them via social media, or simply pass them onto a sales team for further nurturing.

Generally speaking the more refined you can get in your message the more likely you are to find success.

Experiment and fail often

Lead scoring is a dynamic process that needs to grow over time. Treat your first foray into lead scoring as an experiment. You need to work closely with your sales team to make sure the leads you are identifying are really qualified to purchase. If you don’t have a sales team, then you need to monitor your data closely for any sign that it’s underperforming or that potential customers are abandoning.

Evaluating each lead in this manner will help you dial in your scoring and build a robust accurate tool you can use to find hidden customers on your site.