Understanding Scoring
Last update: May 30, 2025
- Topics:
- Person Scoring
CREATED FOR:
- Beginner
- Intermediate
- Admin
- User
Learn how to assign scoring to your people/leads to evaluate their engagement with your content.
Transcript
Mark Keddo Engage Scoring is a critical marketing automation function that enables organizations to evaluate their audiences based on behavior or engagement with their marketing campaigns, as well as demographic and firmographic fit. At the end of this lesson, you will be able to Understand key features and functionalities of scoring Identify typical business use cases for implementing scoring models Create a basic behavior Scoring smart campaign Learn additional ways to use scoring effectively in qualification and sales handoff processes Scoring enables marketers to qualify people who are members of marketing campaigns for sales readiness by assigning point values to their demographic and firmographic attributes and behavioral activities. Scoring allows marketers to Assign point values to audience behaviors and attributes Create separate demographic and behavioral scoring tracks to segment how people are accruing points Set up score degradation for aging or negative activities like unsubscribing from an email Establish threshold values for marketing qualified leads, MQLs, to alert sales a person might be ready to buy Sync scores to your CRM for sales visibility In addition, scoring allows marketing and sales teams to Qualify people for sales objectively based on data rather than gut feeling Create a standardized handoff process between marketing and sales Prioritize high-value prospects Showing buying intent Measure engagement across different marketing initiatives Identify which content and channels drive meaningful engagement Let’s see how to implement a basic scoring smart campaign First, decide how you would like to assign point values to key engagement activities, such as email clicks, web page visits, or form fills In our example, we’d like to give people two points for every email click Next, create a smart campaign Use a trigger that listens for an activity you’d like to score Lastly, activate your trigger You will see results as campaign members trigger your campaign For optimal results, you’ll enable additional features of scoring For example, you can set up alerts when people reach marketing qualified status Build reports showing scoring distribution Regularly review scoring effectiveness with sales And use the scoring data in your segmentation strategy to target audiences with relevant content based on their engagement This lesson provided you with an introduction to Mark Heddoe Engage Scoring, covering key features and functionalities and scenarios where scoring models add value Scoring is a highly versatile component creating data-driven value to support marketing and sales goals
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