How to Create a Lead Scoring Model with Marketing Automation

Lead scoring is a segmentation method that evaluates prospects and customers using various criteria. Each contact is assigned a score based on a Lead Scoring Model, which determines the triggering of a specific communication campaign at a specific time. The content and timing of the campaigns are tailored based on the score assigned to each contact.

Creating a Scoring System

The first step is to establish a clear, simple, and objective lead scoring model. This system should rely on reliable data collection. Your CRM or marketing automation software should be able to generate these scores multiple times a day without compromising performance. The scoring system is based on two elements: the “quality” of the contact and their buying behavior.


Contact "Quality"

To ensure the campaign’s effectiveness, it is important to categorize all contacts and exclude those who are initially not relevant for reactivation or nurturing campaigns. First, you need to filter the contacts:

  • Those who do not wish to receive communications
  • Those without an email address
  • Those who are not properly categorized
  • Those who have not completed their onboarding process

Then, a “quality” score can be assigned based on the contact’s profile, including:

  • Location
  • Type of purchase
  • Budget

Buying Behavior

It is essential to collect all contact activities throughout the buying process. To do this, you need to create a list of these activities, along with the communication support or software used for tracking. Then, you will need to organize these activities according to their order of appearance in the buying process and rank them by importance. For example:

  • Viewing a product page: 5 points
  • Adding a product to the shopping cart: 10 points
  • Making an online purchase: 25 points
  • Making a second online purchase: 50 points

On one hand, you can consider that a contact with only 5 points will receive a reactivation campaign exactly 6 months after their last product page visit. On the other hand, you can send a voucher to all customers with 50 points if they haven’t made any new purchases in the last 6 months.

Implementation of the Lead Scoring Process

Effectively identifying and prioritizing potential customers is crucial. The implementation of a Lead Scoring Model through a marketing automation system is a powerful strategy that can significantly enhance customer targeting and campaign success. This approach involves assigning scores to leads based on their interactions with your brand and subsequently tailoring marketing efforts according to their engagement level.

Documentation: Building a Solid Foundation

The first step in implementing a Lead Scoring Model is to create comprehensive documentation. This documentation should outline the entire lead scoring program, including its objectives, criteria, and the factors that will be considered for assigning scores. This documentation serves as a reference point for the entire team and ensures a unified understanding of the lead scoring process.

Data Collection: Gathering Relevant Information

Collecting information about contact activities is crucial for accurate lead scoring. This data encompasses a wide range of interactions, such as website visits, engagement with customer support, and interactions on social media platforms. Every touchpoint provides valuable insights into a lead’s level of interest and engagement.

Scoring Update: Keeping Scores Current

Regular updates to lead scores are essential to maintain accuracy. As contacts continue to interact with your brand, their engagement level may change. Therefore, it’s crucial to integrate real-time data updates into the lead scoring process. This ensures that each lead’s score reflects their most recent interactions.

Segmentation Refinement: Targeting the Right Groups

Using the updated lead scores, it’s time to refine target groups and segments. Leads with similar scores can be grouped together based on their behavior and engagement. This segmentation allows for more personalized and effective marketing campaigns that resonate with the unique interests and needs of each group.

Campaign Creation: Tailoring Strategies for Success

Armed with segmented leads and their corresponding scores, it’s now possible to create highly targeted marketing campaigns. These campaigns can be designed to activate when a specific score threshold or a combination of scores is achieved. This approach ensures that leads receive content and offers that align with their demonstrated level of interest.

To implement an optimal lead scoring system, you would need...

Database management
Integrations using APIs
Good understanding of your CRM tool
Excellent command of your Marketing automation tool
SQL Requests
Google Analytics
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