Note: Lead scoring is only available in the Corporate Marketer package


Lead scoring in ActiveDEMAND is a powerful subsystem that allows you to customize lead scoring to fit your particular sales/marketing model. 


Basics


Lead scoring for any contact is a number between 0 and 100 (the lowest being zero, the highest being 100). The lead score accumulates and is reduced either by manually editing the lead score on a contact, or automatically as the prospect engages with marketing assets.  The concept is simple, as a contact engages, the lead score can potentially go up or down. 


Basic Concepts:

  • Contact Lead scores are between 0 and 100
  • Lead scores are a calculated total of individual history transaction scores (including modifiers ... see score multipliers below)
  • Lead scores can be manually adjusted
  • Lead score changes are not stored, only the current total for a contact is available
  • Organization lead scores are an aggregate average of the organization accumulation


In ActiveDEMAND, anything a prospect does that is tracked creates a Contact History object. All contact history objects can be viewed on a contact's timeline. Each history item creation can have an impact on the lead score.


The lead score accumulates as the prospect engages with assets (and hence creates scored contact history items).  The basic process of lead scoring in ActiveDEMAND is based on a default set of lead scores assigned to each contact history item. The defaults can be viewed in the lead score admin page (Administration->Lead Scoring). To change the default history lead scores, click on the number to edit the element



Lead Score Erosion

There is a concept of lead score erosion which can be used to penalize a prospect if they stop engaging with the marketing assets. The erosion is a constant downward pressure on the lead score to ensure the most currently and consistently active prospects maintain a higher lead score.



The erosion is applied to the score on the configured time interval. In the above example, the lead score of all contacts will decrease by 1 every week.


Lead Score Contextual Multiplier

You can adjust the lead score based on a contextual multiplier. 



The score of a current history item is multiplied by the queried multiplier when the history item is created.


Lead Score Workflow Action



Packages: 
Corporate Marketer

Type: Action

Visibility: Autoresponders, Drip/Nurture Campaigns, Lead Processing Workflows

Functionality: This action will add/subtract the configured value from the in-process contact's lead score. Lead scores cannot go over 100, or less than zero.


You can adjust a lead score using a workflow action. The lead score for the prospect being processed by the workflow will have the configured amount added/subtracted when processed by the Lead Score Workflow Action.


Referencing Lead Score in Workflow Decisions, Segments, and Audiences


In the context of a workflow process, you can query based on a lead score.



Packages: All

Type: Decision

Visibility: Autoresponders, Drip/Nurture Campaigns, Lead Processing Workflows

Functionality: This is a full query decision with a time element. You have full access to all contact meta-data/attributes and contact histories. If the query is true at the time of execution, the true path is followed. 


Relevant query: