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Turning Lead Scores Into Effective Campaigns

Date: June, 2014 --

Lead Score

Nothing allows marketers to keep their finger on the pulse of how customers and prospects are interacting with their brand and messaging more than an effective lead scoring program. With that in mind many still struggle to turn this numerical data specific to individual records into actionable intelligence across their database. This Fresh Data White Paper will provide insights into how marketers can more effectively leverage the data coming from their multi-channel lead scoring programs and turn this intelligence into more data-driven campaigns.

 The Basics: What is Lead Scoring?

At its most basic level, the term ‘lead scoring’ is a methodology used by marketers in order to quantify the level of individual customer/prospect engagement with their brand.  This engagement could be any action from opening an email to purchasing a product or attending a webinar, and the quantifiable element, a.k.a. the numerical score, assigned to each can be customized based on the importance placed on that action.

Planning a Lead Scoring Program

Crafting an effective plan is always of paramount importance when getting started with lead scoring. Here are some basic questions that must be considered:

1)    What specific behavioral, transactional and/or other actions should be quantified?

2)    How will each of these actions be numerically weighed?

3)    Do actions carry different importance for different divisions/groups within the organization?

4)    What accumulation of numerical score points should trigger a response or other action?

5)    Based on the score, or action that triggered it, how will the response manifest itself?

Lead Scoring Implementation 101

The most common, and easiest to manage, type of lead scoring program involves tracking response to an email marketing program. For marketers new to lead scoring, assigning scaled points to email metrics such as opens, clicks and, if possible, subsequent website behavior is a great place to start.  In this scenario, an effective lead scoring program can, over time, reveal the most and least engaged segments within your email database. Yielding both your the most ‘sales-ready’ leads as well as those chronic non-responders that either require a different approach or should simply be removed from future programs in order to help improve email deliverability metrics.

Lead Scoring Implementation 201

For those ready to go beyond basic email scoring, the inclusion of additional metrics into a scoring profile will only expand your ability to reach for that 360 degree view to which all marketers aspire. These additional metrics are going to depend on your business model, but could take things such as website analytics (for those using marketing automation), online display advertising interaction, online transactional history or shopping cart data (for eCommerce retailers), point-of-sale information (for brick-and-mortar retailers), webinar or offline event attendance, online content downloads, direct mail response, social media interaction, online survey submissions and much more into account.

How Lead Scoring Informs Personalized Communication

Your database is always going to contain records exhibiting varying levels of engagement with your brand. Over time these records can easily be segmented based on their lead score, allowing marketers to effectively target these segments with separate campaigns, and delivered content purposed for each. On a more real-time basis, lead scoring also provides the ability to trigger a response once a certain numerical score is reached. This could mean an email is sent, the lead is delivered to sales or a more specific action could be taken based on the behavior that yielded the score. Whatever the specific action, this methodology facilitates the more personalized communication necessary to get through to today’s media-overloaded audience.

Advanced Lead Scoring with MarketView

It goes without saying but all of these wonderful benefits are only possible with the right data management infrastructure in place. That’s where MarketView comes in to supply your organization with an online Data Management Platform (DMP) capable of tapping into your external data pipeline and supplying the tools to implement all the aforementioned strategies. MarketView’s Lead Scoring Module can be fully customized to score leads based on email metrics from the DSIemail platform as well as data elements (be they email, transactional, behavioral or other) from any integrated ESP, CRM, Marketing Automation, eCommerce, proprietary and/or other 3rd party platform. MarketView and its Lead Scoring Module provide brands and marketing agencies with the flexibility to customize scores unique to each user, department and/or other groups within the organization.

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Download: Turning Lead Scores Into Effective Campaigns White Paper (PDF)