Introduction
Using Marketing Center to execute email campaigns offers many advantages, including the lead score feature. Lead scores empower you to evaluate the quality of leads by allotting scores to different actions taken within campaigns, such as opening emails or submitting forms on a landing page. The platform adds up all these scores and gives you a total score for your campaign, where a higher score means a more promising lead.
This article provides insights into lead scoring and outlines ways to harness its potential for more precise and effective marketing endeavors.
Define lead score values
By default the system assigns the following values for each activity type:
| Activity Type | Score |
|---|---|
| Lead opens and email | 1 |
| Lead clicks on a call to action | 10 |
| Lead fills out a form | 50 |
Altogether leads have the potential to reach a lead score of 61 points. However, you also have the option to create custom lead scores at the individual campaign or program level.
Locate lead scores for an individual contact
Within the Contacts area, you find all contacts you've uploaded into the platform. Here, you can search for individual contacts using the Search option:
Once, located, click on the desired contact record, where you can review a variety of contact information, including their lead scores.
Based on the contact's lead score, you can assess their interest level and plan follow-up activities accordingly.
Run searches based on lead score
You can also run advanced search to identify multiple contacts who have achieved a specific lead score threshold. This is an excellent method for creating a curated list of individuals who have already displayed an interest in your offerings and for nurturing these leads. Do the following:
1. In the Contacts area, start by clicking on the New Search button.
2. In the Select the search criteria category, click Lead Scoring.
3. In Where Lead Score, enter the value you are searching for. Then click Save the Search.
4. In Save this Search as, enter a name for the search. Then click Save and Run the Search.
Find and run saved searches
Once you save a search, you can re-run it at any time. Keep in mind that advanced searches are dynamic, meaning they have the potential to change each time you run it. To find an advanced search, from the Saved Searches drop-down menu, select the search you want to run.
