Lead scoring rules

To relate visitors and their behavioral data and transform this information into meaningful insights, you set scoring rules that define a visitor’s score, lead type, and lead stage.

Each lead scoring type is characterized by a score of points that capture the lead’s readiness to convert to different conversions you defined. You specify a lead’s readiness using engagement stages of each lead scoring type. For example, you can define stages “Leads” between 50 and 100 points and “Qualified Leads” above 100 points. Visitors pass a stage once they reach the stage threshold.

NOTE: Since the “Qualified leads” stage is closer to conversion than the “Leads” stage, the threshold for the former needs to be higher than the threshold for the latter.

Scoring rules are based on visitor activities, or interactions, on your website. When a visitor views a page, downloads a document, posts comments, or subscribes to an email campaign, or any other interaction you define, the visitor earns a specific number of points for each of these activities. Each interaction, or combination of interactions, is encapsulated by a lead scoring rule.

Depending on how you define lead scoring rules, a visitor may score points for a rule just once or each time they complete a specific interaction. For example, your scoring rule states that each time a visitor lands on a page under the Pricing section, they score points for the Buyers scoring type. Thus, you can measure the frequency of visits by this visitor to buying and pricing information and, based on the visitor's score, associate this frequency with lead scoring stages. The higher score a visitor scores towards this type, the closer stage to conversion, and therefore, purchase, they are associated to.

The bigger score visitors accumulate within a certain lead scoring type, the closer they are to conversion, that is, the higher engagement stage of the lead scoring type they reach. The higher the score value, the more qualified the lead is.

Rules are not bound to one lead scoring type and can be scored against any type with different values (anything different from zero is considered), depending on your requirements.


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