Allows us to add or subtract points to our contacts based on actions or inactions
Purpose is to track contacts’ engagement
Points don’t matter until you create rules and objectives – “You can’t win without a plan”
Understanding the Basics
Points can be awarded for a variety of actions
Points can be awarded or subtracted, and can expire after a set amount of time
Expiring points can give us a good read of how hot or cold our leads are
Strategy First
Must first understand what’s important to our company before we can start assigning points
What kind of actions do we hope our audience will take?
What kind of communications do we send or events do we plan?
How do we determine if a contact is hot or cold?
Some actions may deserve small score values, but those actions in aggregate may add up to an engaged contact
Taking time to understand all of the different actions our contacts can take, and learning their tendencies, will help us provide more value to our audience
Data-Driven Planning
Look at our data to get a feel for any similarities between your contacts that ultimately convert
Look for patterns of behavior in highly converting leads
Awarding Points
Contacts only trigger rules in the Manage Score section one time, and the points are not cumulative
Best practice is to NOT put repetitive actions here
Can also set up automations that award points
Can set points to expire
For example: Small, low value actions are less meaningful, so it may be helpful to put an expiration date on them to help accurately track cold leads
Closing Thoughts
Lead scoring is a valuable way to individualize marketing automation, across all types of businesses
May also help us shake the cobwebs off unengaged contacts