How do you know what matters most?

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Talk to your customers.
While your sales team may claim certain content that converts customers, you may find that people who actually went through the sales process have different opinions. That’s okay — you want to hear it from both sides.

Conduct some customer interviews to find out what they think was responsible for their decision to purchase. Be sure to interview customers who had both short and long sales cycles to get diverse perspectives.

Study your analytics.
You should also complement all this in-person research with concrete data from your marketing analytics.

Run an attribution report to determine which marketing efforts lead to conversions across the funnel. Don’t just look at the content that converts leads into customers — what about the content people view before they become leads? You can award a certain number of points to people who download content that historically converted people into leads, and a higher number of points to people who download content that historically converted people into customers.

Another way to help you gather valuable content on your site is to run a contacts report. A contacts business opportunity seekers email list report will show you how many contacts—and how much revenue—have been generated as a result of certain specific marketing activities. Marketing activities can include certain offer downloads, email campaign clicks, etc. Make note of which activities tend to be first-touch conversions, last-touch conversions, etc., and assign points accordingly.

If you have one primary customer right now, a single rating is enough. But as your business scales, you’ll sell to new audiences. You might expand into new product lines, new regions, or new people. You might even focus more on upselling and cross-selling to existing customers, rather than seeking out new ones. If your contacts aren’t “one size fits all,” your scoring system shouldn’t be either.

With some marketing platforms, you can create multiple lead scoring systems, giving you the flexibility to score different sets of contacts in different ways. Not sure how to set up more than one score? Here are some examples to inspire you: