LeadMagnetGeniusLet’s illustrate a possible workflow tying this together: 1. Opt-In: Lead signs up for a webinar on “5 Steps to Improve X.” 2. Immediate Qualification Ask: On the webinar registration form or in the webinar itself, you ask a question like “Do you currently use a solution for X?” (Yes/No). If yes, maybe ask which one. This could be a form field or a poll in webinar. Their answer is data: if they say no, they might be a newb (<-- maybe good, open to buying) or maybe have no budget. If yes, you know they’re already investing in something (so they see value, could switch to you maybe). 3. Engagement during Webinar: See who attends live, who asks questions, etc. Those interactions = higher score. Many platforms let you see that. If someone stayed till the end and heard your offer, they’re warmer than someone who left after 5 minutes. 4. Follow-Up Email Sequence: After webinar, send replays, more content. Track who clicks on the “schedule a demo” link you included. Anyone clicking that is pretty hot – sales can reach out if they didn’t actually schedule. 5. Score Compile: Over first week, one lead attended, asked a question, clicked demo link = lots of points. Another registered but didn’t attend or open any emails = low score. 6. Sales Action: High scorer triggers a rep to call them or at least a personal email: “Hey, thanks for joining our webinar. I noticed your question about Y. We actually have a solution for that – would you like to discuss?” Meanwhile low scorer might just get put into a general newsletter or maybe a re-engagement attempt a bit later (“Sorry we missed you at webinar, here’s replay if you want. Is there a better time to chat about Z?”). 7. Ongoing Nurture: Medium leads (maybe moderate score) keep getting value emails and maybe in a month another offer to jump on a consultation. If their engagement picks up (they start clicking more), they move up to high. 8. Disqualification: If some leads never engage despite several tries (no opens, etc.), mark them as cold. You might even remove them after a re-engagement campaign fails (pruning helps keep your list healthy).
This kind of multi-step approach is essentially treating lead qualification as a dynamic process, not a one-time event. A lead can move from cold to hot over time – maybe their budget freed up or their pain got more acute. Your system should catch that (via engagement spikes). Conversely, a lead could cool off – maybe they bought from someone else – they stop engaging, so you lower their score over time (some systems decay scores if no activity in X days).