So there are two-part to this lesson, the first part is lead-scoring. Lead scoring is a robust way to qualify leads based on the number, and type, of actions your users have taken over a set period of time to quickly determine the level of engagement they’ve had with your company.
Lead scoring can be incredibly valuable to prioritize your contacts & leads in a way that doesn’t require a “deep-dive” on data. By assigning points to actions or inaction, you can quickly measure how often someone has interacted with your brand over a specific period of time and how valuable those actions were.
To accomplish this we start by prioritizing actions into high, medium and low intent categories. These categories indicate, loosely, the level of intent this contact or lead has shown. Then we assign values to each action, for example, high-intent actions are worth 25, medium-intent 10, and low-intent are worth 1. An example of high-intent action would be completing a form or download, medium-intent would be clicking through an email, and low-intent would be visiting a specific URL.
Then we count the number of these actions, and increase the “Lead Score” by the corresponding number. Once the score has been added, it’s important to put a deprecation to this scoring, so that it stays relevant to your business model. So if it takes 60 days on average for you to close a lead or sale – you should make sure that the score is subtracted within the 60-day timeline – as the scoring is outside of the average time to covert, and therefore no longer applicable or accurate.
This is an example of a Journey that will be wholly unique to your business, and it will be one of many unique journeys you build. It’s important to understand what is valuable to your business, why it matters, and structure your strategy around these actions accordingly.