Lead Scoring Best Practices – Active Campaign Guide
Synonymous with the lifecycle stages of your sales process.
Contacts will move up or down between stages based on their actions
Example thresholds could include:
Prospect – Potential Contacts
Lead – More engaged leads
Marketing Qualified Lead (MQL) – The most engaged leads and the contacts your marketing team should be creating opportunities to get them to sales. They do this by giving these leads something to interact with that proves their level of interest and engagement.
Sales Qualified Lead (SQL) – The primary target for the sales team. Sales should spend majority of their time on contacts identified as SQLs.
Example scoring system – 100 Point System
This gives flexibility so adjustments can be made easily
In a 100 point system, sales team should be working any contacts with a score of 100 or above.
Again, sales team should spend most of their time on SQLs
Assign Threshold Points
Leads will work their way up to 100 points as they continue to take action throughout the customer journey
Begin by identifying the number of free offerings (or lead magnets) you currently have available in order to capture contact info.
Example point distribution
Becoming a Prospect – 10 Points
A prospect is defined as anybody that has taken action on a free resource
Becoming a Lead – 50 Points
The point value required to become a lead is equal to the number of free offerings you have times the Prospect score.
Any prospect that takes action on ALL free offerings will be qualified as a lead
Becoming an MQL
Simply the Lead score plus 25
Becoming an SQL
Again, simply the MQL score plus 25
There will be some trial and error in the process of learning how your contacts behave
Don’t worry about getting it just right immediately, the basic framework is all you need to begin
Set Lead Score Rules
Continuing with previous example point system
The actions contacts can take that correspond with each threshold that’s been defined:
Prospect – Downloaded a free offer
Lead – Filled out a contact form
MQL – Scheduled time (or registered for an event)
SQL – Attended an event or meeting
To break this down further:
Every free offer is worth 10 points. If a contact downloads your free offer they become a prospect.
The contact form is worth 50 points. If a contact fills out a contact form, or downloads all 5 of your free offerings, they become a lead.
The opportunity to put time on the calendar to talk is worth 75 points. If a contact schedules time to discuss your product with you, they become a MQL
Event attendance is worth 100 points. Once a contact attends a meeting to discuss your product, they become a SQL (Hot Lead)
Remember, that the framework is meant to be a guide, it’s important to consider what actions contacts take that are most valuable to your business when setting up your lead scoring system
Finally you would need to set up your scoring rules in the manage score page
These actions are only counted once toward your contacts.
Identify Other Actions Worth Scoring
Some actions are worth scoring multiple times
For example, it’s safe to assume a contact who opens all of your emails and visits your website five times is more engaged than a contact who only opened one or two of your emails and never visited your website, so it makes sense to score these actions more than once.
How you might divvy up points for these kinds of actions
Email Open/Read = 1 point
Email Click = 2 points
Website Visit = 3 points
Lead score rules are only applied to contacts once, but you can use a series of automations to award points every time a contact takes certain actions.
After you create your automations, they can be organized with custom labels/folders on the side of the automations page.
Determine Point Decay
This is an important part of your lead scoring framework because if your contacts don’t stay engaged, they’re no longer hot leads after a certain point. There scores should decrease in value over time to reflect that.
You determine this point decay when you create Lead Score Rules in the Manage Scores page
In general, it’s good practice to give contacts two months of no activity before you begin to subtract points from their lead score.
Ultimately your point decay rate should be based on the length of your sales cycle.