Ease is now owned by Employee Navigator!


< Back to All Blogs

Insurance Lead Scoring Model to Prioritize Your Sales Outreach

November 26, 2018

Not all visits to your website, opened emails, or clicked links will convert into BORs. At least 50% of your prospects will not be a good fit for your agency, while others may not be ready to use your services immediately. In last week?s post, we dove into how a lead scoring process helps you prioritize your sales outreach and save time and money. In this post, we will guide you through creating an insurance lead scoring model.

What is your most valuable content?

Creating an insurance lead scoring model requires knowledge of your specific agency. You need a deep understanding of what downloadable content, marketing campaigns, or landing pages are the most valuable for your conversion purposes during the sales funnel. Get started by talking to your sales reps and current clients, looking at your data and analytics, and identifying the marketing efforts that lead to conversion.

You can start by looking at the point in the funnel where a lead became a customer, but also at the points where they became leads. Examine the data you have on your current clients and determine what they have in common. For example, did most convert after a demo of the online enrollment software you offer or an email about your different benefit offerings? Next, repeat the same exercise with leads that didn’t become clients and identify when those leads stopped interacting with your agency’s content. Once you have collected data from both sides, you will be able to see which attributes of each potential client are the most and least valuable for your agency.

An Insurance Lead Scoring Model Will Show That Not All Leads Are Equal

After you know what your agency’s most valuable content is, you can identify the attributes of your most promising leads. There are two categories in which we can sort attributes, and it is crucial to take into account both components to create an accurate insurance lead scoring model.


Demographic factors provide you with an understanding of each lead, detect what kind of benefits packages would be right for them, and how qualified they are to purchase your services. The most relevant demographics to look for might be job title, company size, industry, and annual revenue. For example, if you specialize in offering coverage to groups with under 50 lives in a specific region, then you can use those demographics to identify whether or not they are a good lead. Demographics can be an easy way to filter out the noise and discard unqualified leads.


Activity attributes are related to your lead’s level of engagement with your company. How are leads interacting with your website? Did they download any content? Are they engaging with your email campaigns? Each of these actions shows how interested a person is in your agency. For example, prospects subscribed to a newsletter about your services have shown initial interest, but looking at open rates and click-through rates will give you a better understanding of which leads are engaged.

Calculating Lead Scores

The method for establishing an insurance lead scoring model is dependent on your agency and what demographics and activities define a qualified lead. Based on your findings from the above, you can assign a value to each positive attribute that you want to take into consideration. Using a scale of 0-100, 100 being the most qualified, you should assign 5 to 20 points to most activities. But how do you know how many points to assign to each attribute?

    1. Choose Attributes: Based on your research, this can be the number of employees, location, and forms on your website successfully filled out.
    2. Close Rates For Each Attribute: Divide the number of successful sales by the number of leads and multiply the result by 100 for each attribute you have chosen. This percentage will be your closing ratio. For example, if you had 50 leads that requested a quote and 10 sales that came from these leads, the ratio is 10 divided by 50 multiplied by 100, which equals 20%.
    3. Overall Close Rate: Lastly, compare your overall close rate with each attribute’s close rate and assign values accordingly. For example, if your overall close rate is 5% and your ?downloaded brochure? close rate is 10%, then the point value would be the difference between the close rates, awarding 5 points to ?downloaded brochure?.

Insurance Lead Scoring Model In Action

Alexandra is the HR Manager at a tech startup. She visited your website and filled out a form to download a brochure about small business benefits. At this point, she becomes a lead and has a score associated with each movement.

Downloaded brochure = 5 points
HR manager = 10 points
Startup company (< 50 employees) = 10 points

Now, her lead score is 25. After including her email address on the form she filled out, she is automatically added to a nurture campaign you are running. After receiving an email, she clicks through, hits a targeted landing page and watches a video. This will update her score.

Opened email and clicked link = 10 points
Watched video = 15 points

With a score of 50, you can trigger an automatic alert to a sales rep to reach out and offer a tailored pitch based on the information you know she has engaged heavily with.

Final Thoughts About Insurance Lead Scoring Model

There are a lot of factors to consider while creating a lead scoring model for insurance agencies, and it is important to decide how much weight to give each of them. Your agency is unique and, therefore, your prospective clients will have specific attributes that make them qualified leads. There is no right answer or perfect scoring model, but learning to refine and tweak your model, can make it extremely useful. Marketing Automation software, like Hubspot, and CRMs, like Salesforce, have the capability to guide you in the creation process. All in all, lead scoring will help you gather insights into each lead, subsequently, improving your conversions.

You’re the expert on benefits. We make it easier for you to manage them.

Fill out the form to discover more.

Are you a current customer in need of support? Please visit the Help Center.