Study Notes - May 3, 2018

Study Notes - May 3, 2018

Lead Scoring 102 – Active Campaign Guide

  • A Review
    • Two locations to manage lead scoring
      • First is Manage Score tab, where you set rules that will run against all of your contacts
        • If a contact meets rule conditions, points are applied as designated
        • Points are not cumulative; as such, you should apply points in this section for actions that can be taken only once or for actions you want to score only one time.
      • All other scoring is accomplished in the Automations tab.
        • Using an if/else condition, you can easily segment which contacts are awarded points for their actions.
        • You can set points to expire to better keep track of cold leads
        • Awarding points in automations allows the flexibility to alter a score for an action, and assign points multiple times for a variety of actions.
  • Creating Scoring Categories
    • You can create multiples sets of rules, thus giving contacts multiple scores each with a different meaning.
      • Example: You want to score leads based on both online engagement and real life engagement.
  • Lead Scoring And Deals CRM
    • Once your contacts start hitting your predetermined thresholds, you can quickly and easily push that information to the Deals CRM.
    • You can use the “Score Changes” trigger to send contacts into certain automations when they reach a set score value.
      • Set automations to run multiple times to capture leads that may have dropped below the threshold due to expiring points
    • Once a contact triggers an automation, they can be sent into a Deals pipeline
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