Study Notes - May 2, 2018

Study Notes - May 2, 2018

Lead Scoring 101 – Active Campaign Guide

  • Introduction
    • 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
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