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