Lead scoring - Zoho Marketing Automation

Lead Scoring

Lead Scoring is an effective way to manage and analyze your leads, helping you discover quality leads and giving you insights about their stage in the sales funnel. lead scoring is all about giving scores to your email recipients based on their profile, campaign responses, and website behavior. Using these scores, you can infer the progress of your potential lead, and watch them become customers.

For example, leads who engage with your content, website, and events are going to get higher scores than those who are only subscribed to your newsletter.

In this guide, we tell you how to set up lead scoring, and how lead scores are determined through campaign activities, contact information, and website activities.

The following instructions only apply to organization administrators.

Set up leads Scoring

As an organization admin, you can set up lead scoring for your organization by following these instructions:

  1. Log in to your Zoho Marketing Automation account.

  2. Select the  Qualification tab from the navigation bar and click  Lead Scoring . A welcome page will appear.

  3. Click  Assign Scores Now to start the setup process.

Let us take a look at how your subsriber scores are determined through campaign activities, and contact information, workflow.

Note: Lead scoring is available for all users under the subscription plan.

Qualifying leads Through Campaign Activities

Zoho Marketing Automation provides you with an array of campaign activities that can be used to score your leads and discover their place in the sales pipeline. Any leads with your target score can be considered marketing- and sales-qualified.

Open the  Leads and select  Lead Scoring , then navigate to  Campaign Activities in the  Scoring Setup tab.

Here are all of the campaign activities your leads may perform:

1.

Unique Open

Open the campaign just once

2.

Multiple Open

Open the campaign multiple times

3.

Unique Click

Click the attached links just once

4.

Multiple Click

Click the attached links multiple times

5.

Opt-in

Subscribes to your website

6.

Tell-a-friend

Refers a friend to your website

6.

Unique Reply

Replies to your email campaign

6.

Multiple Reply

Replied to your email campaigns multiple times.

6.

Positive Reply

Has sent a positive/productive reply to your email campaigns.

By default, each of the campaign activities specified will possess a score. You can edit the scores as you wish.

Edit scores

You can edit your scores any time you wish to change activity priorities. leads will start getting the new scores as soon as you've changed priorities.

To edit lead scores:

  1. Open the  Qualification tab and select  Lead Scoring then navigate to  Campaign Activities in the  Setup tab.

  2. Click the  Edit Score icon on top of the score sheet.

  3. Use the right and left arrows on the score sheet to adjust scores based on priority.

For example, the unique open action has a score of 10 and your lead has a score of 10 from that. If you edit the score for unique open from 10 to 20, next time the lead opens a new campaign, they will be awarded with 20 more points and the new lead score will be 30. 

Scores for multiple actions (i.e., multiple opens, multiple clicks) will be applied when the lead performs the same action for the third time. For example, the score assigned for a unique click is 10 points, while multiple clicks get 30 points. The first time a lead clicks a campaign, they'll get 10 points. This score remains the same on the second click, Then jumps 30 more points when they click for the third time for a total of 40 points. Further clicks do not give higher scores.


Disable Scoring 

Score updates can be paused. Existing scores will remain the same until you enable scoring again.

To pause/resume scoring:

  1. Open the  Qualification tab and select  Lead scoring then navigate to  Campaign Activities in the  Setup tab.

  2. Toggle the switch to  Disable/Enable at the top of the score sheet.



Qualifying leads Through Website Activities

Discover the place of leads in the sales pipeline by scoring their activities on your website. You can assign them scores when leads achieve a goal on your website.

Open the leads and select lead Scoring, then navigate to Website activity in the Scoring Setup tab.

 By default, a website activity will possess a score. You can edit the score as you wish. 

Edit scores

You can edit your scores any time you wish to change activity priorities. leads will start getting the new scores as soon as you've changed priorities.

To edit lead scores:

  1. Open the Qualification tab and select Lead Scoring then navigate to Website Activity in the Setup tab.

  2. Click the Edit Score icon on top of the score sheet.

  3. Use the right and left arrows on the score sheet to adjust scores based on priority.


Disable Scoring

Score updates can be paused. Existing scores will remain the same until you enable scoring again.

To pause/resume scoring:

  1. Open the Qualification tab and select Lead scoring then navigate to Website Activity in the Setup tab.

Toggle the switch to Disable/Enable at the top of the score sheet.


Qualifying leads Through Their Field Information

Zoho Marketing Automation provides scoring for leads based on their profile information. All you have to do here is specify the fields and their corresponding values, the lead should contain to earn the score assigned.

  1. Open the  Qualification tab and select  Lead Scoring , then navigate to  Field Based Scoring Details in the  Setup tab.

  2. Click  Configure Now .


  3. Fill in the required information

    • Name - A name that describe your criteria.

    • Assign score - This is the score that meeting your criteria will award.

    • Criteria - Define the scoring conditions that must be met by using the drop-down menus. You can define up to three conditions for each criteria.


Lead Classification

Defining your leads' stage in the sales funnel will help you understand their quality and determine when they will be sales-ready. Our lead scoring system lets you classify leads into  Hot Warm , and  Cold  based on their scores.

For example, leads who actively engage in reading blogs or request a demo for certain products will score higher and become a hot lead. leads who only download your newsletters will earn comparatively lower scores and will be classified as warm leads.

Now that you're all set with lead scoring, follow these steps to define score conditions for  hot warm , and  cold .

  1. Open the  Qualidication tab and select  Lead Scoring .

  2. You can see the  Lead Classification section at the top.

  3. Click  Edit icon at the top-right of the section. A popup will appear.

  4. In the pop-up, enter the score limit for hot and warm leads.

  5. You can classify your leads based on their total score OR their scores in a particular time frame.


Reset Scoring

Before you reset your lead scores, make sure that you won't need them anymore. Once you reset these scores, your leads will start from zero again.

To reset lead scores:

  1. Open the  Qualification tab and select  Lead Scoring .

  2. Click the  Reset button on the top-right corner of the page.

  3. Read the terms and check the  I Agree checkbox.

  4. Click  Reset Now button to reset the scores.

  5. If you want to start the scoring process to after the reset, click  Enable Scoring .



After the reset, assigned scores on the score sheet will remain the same but your leads' scores will set back to zero.

Reset History

It is possible to see the entire reset history for your organization. This option will show you when a reset has been done, who did it, and any noted reasons for the reset.

To view reset history:

  1. Open the  Qualification tab and select  Lead Scoring .

  2. Find the  Reset option in the top-right corner of the score sheet.

  3. Click  Reset History button from the drop down.


The following information apply to both organization administrators and users.

How can I see my leads' scores?

Learn about your leads with score updates. leads scores are calculated by summing up all the scores a lead has earned for their activities. This helps you prioritize leads and focus your attention on the most active leads.

  1. Navigate through to any of the   lead list views.

  2. Select a lead email address.

  3. You will get to the smart view of the lead information. You can view the lead score on the right. 

 

You can also know the lead's score from the detailed view:

  1. Navigate through to any of the   lead list views.

  2. Select a lead email address.

  3. You will get to the smart view of the lead information.

  4. Click  Expand. 

  1. There are three views in the top-right corner -  Basic Lead , and  Consent.

  2. To view the lead score, switch to  Lead View and check the lead score to the right of the lead's name.


View Reports

You can also view your leads' performance with the help of scoring reports.

  1. Navigate through to any of the lead list views.

  2. Select a lead email address.

  3. You will get to the smart view of the lead information.

  4. Click Expand

  5. There are three views in the top-right corner -  BasicLead, and Consent .

  6. Switch to Lead View and scroll down to find the Lead Timeline to find the scores, activities, and the time scoring took place.


Insights into lead scoring are extremely valuable for your organization, allowing you to watch your leads' growth based on normal activities like opens, clicks, etc. Some businesses will want a scoring system based on some special activities. To facilitate this, Zoho Marketing Automation provides a custom scoring system for campaign activities.

What Is Custom Scoring?

A custom scoring system is specially designed for activities you feel should have more significance in lead evaluation. The setup process lets you define criteria for lead activities while your leads are awarded with points when they meet these criteria.

For example, if you want to send a marketing campaign about your new product launch and prefer to score your leads higher clicking and performing actions on a specific URL, this is where custom scoring comes into the picture. Custom scoring lets you set criteria particular to the desired URL and assign scores to leads.

Campaign-Specific Scoring

Custom scoring is available for all email campaigns and is referred to as Campaign-Specific Scoring here. Start assigning scores to specific campaign activities and get to know more about your leads.

You can enable either default, campaign-specific scoring, or both for your campaign. Campaign-specific scoring can only be set when default scoring is configured. When an activity is listed as both a default and campaign-specific score, the activity will be recorded as campaign-specific for your leads.

To set up campaign-specific scoring:

  1. Open your campaign review page, then scroll down and click  Lead Scoring .

  2. There are two tabs —  Default Scoring , the organization-wide scoring system, and  Campaign-Specific Scoring , the scoring system specific your campaign.

  3. Open the  Camapign-Specific Scoring tab and click  Add Scoring Criteria .

  4. Fill in the following information:

    • Name - a name that describes your criteria.

    • Assign score - This is the score that meeting your criteria will award.

    • Criteria - Define the scoring conditions that must be met by using the drop-down menus. You can define up to three conditions for each criteria.


Alternate method: From Campaign Detail View page

Open your campaign detail page, then scroll down and click  Lead Scoring

To add new criteria:

  1. In the  Campaign Detail View page, scroll down and click  lead Scoring and select  Campaign-Specific Scoring .

  2. Click  Add new criteria .

  3. Follow the same steps as you did to define your first criteria. You can create up to three criteria for your campaigns.


Edit Criteria

  1. Any set criteria will appear in the  Campaign-Specific Scoring tab in the campaign review page. Click on a criteria to view the list of conditions for that criteria.

  2. To edit criteria, click the  Edit icon. The  Edit Criteria page will appear.

  3. Proceed to edit your criteria.


Delete criteria

  1. All set criteria appear in the Campaign-Specific Scoring tab on the  Campaign Review page. Click on a criteria to see the set conditions for each criteria.

  2. To delete a criteria click the  Trash icon


Disable default scoring

Disabling default scoring for your campaign will not disable global scoring. Campaign-specific scoring will continue to take place, provided the criteria is active.

  1. Open the campaign review page, click  lead Scoring and select  Default Scoring .

  2. Click the toggle switch to disable default scoring for this campaign.


Disable Campaign-Specific Scoring

It is possible to modify the status of any criteria. Active criteria will assign lead scores as defined.

  1. Open the campaign review page, then click  lead Scoring and select Campaign-Specific Scoring.

  2. Click the toggle switch next to the criteria to disable scoring for that criteria.



Web assistant based scoring

You can add or subtract scores for your leads based on web assistant monitored activities like page visits, goals achieved, event happenings, etc. 

You can add score to your leads if their activities bring them closer to being a potential prospect for sales. For example, goal achievement implies that the particular lead is building up interest in your product. This way, you can identify pursuable leads based on their high score, and follow them with a sales-related approach.

You can subtract points from a lead if their activities show a decline in interest in your product, like being tracked for a missed goal or abandoning a purchase. This way you can identify leads who wander away and strategize marketing plans to bring them back.

 

Follow the below steps to Define web assistant based scoring :

  1. From Navigation tool bar`, choose Qualification, then Lead scoring.

  2. Click Set up scoring under web assistant based scoring.

  3. Name the scoring for your reference.

  4. Choose the web assistant associated Domain you want to consider for scoring.

  5. Set up the criteria for scoring.

  6. Assign scoring after the a criteria is set up. Choose either of the following radio buttons:

  • Add score to the leads

  • Subtract score from the leads

  1. Enter the score value

  2. Click Save to save the setup and Save and activate to activate the scoring

web assistant based scoring
 

Pausing and activating a web assistant based scoring

  1. From Navigation tool bar, choose Qualification, then Lead scoring.

  2. Hover over the scoring set up you want to pause.

  3. Click Pause scoring.

  4. Click Pause.

  5. You can resume the scoring by clicking Activate.

  Pause web assistant based scoring


Deleting a web assistant based scoring

  1. From Navigation tool bar, choose Qualification, then Lead scoring.

  2. Hover over the scoring set up you want to delete. 

  3. Click Delete scoring.

  4. Click delete.

delete web assistant based scoring

Segmenting leads Based on Scores

You can segment your leads based on their scores, scoring period and other criteria such as country, first name, last name, etc. You can also view reports of the segmented leads with respect to mailing lists and countries.

Learn how to create a Score-based View now.

Create a Score-based View

  1. Open the  Qualification tab and select  Lead Scoring .

  2. Select the  Score-based View tab.

  3. Click  Create View button.

  4. Fill in the required information:

      • Name - a name that describes your view.

      • Score - This is the score based on which leads are segmented.

      • Scoring period- Define a scoring period from which leads are to be included in the segment, e.g., last 15 days, last month.

      • Criteria - Define the scoring criteria that must be met by using the drop-down menus. You can define up to two criteria.

      • Mailing list- Select mailing lists from which the leads are to be included in the segment.


  1. Click  Save .

To edit/delete a view

  1. Click the  More option in the top-left corner and choose the action you want to perform.


You can also mass update lead fields of those who are in this view or export the leads.


Email Notifications for Score-based View

You can get notified on the summary of your score-based view periodically via emails. All you have to do is set up the frequency to receive the email notification.

  1. Open the  Qualification tab and select  Lead Scoring .

  2. Select the  Score-based View tab.

  3. Select the score-based view for which you want to set up email notification.

  4. Navigate to the  Email Notification section and click  Set notification frequency now .

  5. Specify the time and users who should receive email notification for this view.

  6. Click  Save .


Edit frequency

You can modify the frequency of email notification to your convenience. Follow the below steps:

  1. Open the  leads tab and select  lead Scoring .

  2. Select the  Score-based View tab.

  3. Select the score-based view for which you want to edit the email notification frequency.

  4. Navigate to the  Email Notification section and click the  Edit icon.

 

 


If the criteria specified for the score-based view is a definite period, you will not receive email notification periodically. Rather, you can download the summary as a PDF or receive a one-time email.


 

View Reports

You can view reports of the score-based view based on mailing lists and countries.

  1. Open the  Qualification tab and select  lead Scoring .

  2. Select the  Score-based View tab.

  3. Select a view.

  4. You will be able to see the summary of the view and leads under the view based on the mailing lists and country.

 


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