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Leads aren't created equal. Some are ready to make a purchase now; some will be ready at some point, and some are just discovering your products. So what is Lead Scoring?
Lead scoring helps you sort out the ones that are ready to make a purchase, from the ones that might need more nurturing.
When a prospect lands on your website, opens your emails, fills out your forms, or just simply interacts with your content, the prospect is showing an interest in your company or products.
Creating a set of scoring rules helps you identify your prospects' buying interest and ensures that only qualified leads transition from marketing to sales.
Since your prospects' lead score will be based on how they interact with your content, the lead score will be a great indicator of how sales-ready a lead is.
Your Act-On account comes with ten common activities your prospects may engage in, and allows you to assign a custom score for each activity.
Lead scoring rules in Act-On can be extremely useful to determine which of your prospects are interested in your products and are highly likely to make a purchase. That being said, you might want to sort leads by different factors.
Act-On’s Multiple Score Sheets feature (available in Act-On Enterprise) gives you the flexibility to customize your lead scoring rules for different teams, regions/geography, products/divisions, customers vs. prospects, or any other segmentation of your marketing efforts.
At W-Systems, we decided to take advantage of the Multiple Score Sheets feature by customizing lead scoring rules for three of our main products: Sugar, Act-On, and wMobile.
First, you need to log into Act-On and go to Contacts → Scoring Rules.
Click on the “+” button to create a new Score Sheet (as pictured below). You will be able to name it as you want, and even start from an existing score sheet, if you previously created a default set of rules that you want to use as a basis for all of your score sheets.
To start customizing your newly created Score Sheet, scroll down to the bottom of the page, and click the “+” button. Select custom rules based on the methods your organization uses to market their products.
Below, you can see the custom rules that we use for our SugarCRM offering. As for scoring, you can use the generic scoring rules and apply them to yours, but make sure to set the generic ones to 0. You’ll also need to update these rules every time you create and send out new content that may be relevant to them. (i. e. if you’re regularly sending newsletters or presenting webinars).
Now that you’ve configured Scoring Rules for multiple products, you’ll need to add new columns in the master list will get pushed to Sugar. Go to Contacts → Marketing Lists and open the list which you wish to use (in this case, it’s “All Contacts”).
Your next step is to click More Actions → Change List Columns.
Scroll down to the bottom of the page, and click Add Column. Name the column according to your needs. You’ll need to create a column for each Score Sheet created.
You have set up everything you need to create a Maintenance List Program that updates Behavioral Score for each product. From your Act-On instance, go to Automation → List Maintenance Programs, and click the blue “+” button to create a new List Maintenance Program.
Add a Name and Description for the program that will help you identify it easily. Under Program Contacts, click select and choose your source list.
Click Add Step → Change Field Value.
In the Edit step window, click the Specify Field drop-down and select the field associated with Behavior Score (in our case, it’s called Act-On Lead Score). Then, change Set Value To to Set Value to Behavior Score, and select which Score Sheet you want (in this case, Act-On).
You’ll need to create steps for each Score Sheet. All that’s left is to schedule the Maintenance Program as you see fit. When the Master List get pushed to Sugar, it will now show separate scores for each product that you’ve added using Score Sheets.
Your final step is to make sure to add new fields in Sugar for each score sheet you’ve created.
This next step requires you to have admin privileges in Sugar, or ask your Sugar administrator to go into Studio and update Contacts and Fields with the following changes:
Select the Module Component Fields → Add Field. Make sure these fields have the exact name in Display Label as they do in Act-On.
2. Go back to the Module Component Fields → Select Layouts → List View
3. Drag the new Act-On Lead Score Fields from Hidden to the Available Column (you can also drag them to default, but then everyone will see these fields).
4. When done, click Save and Deploy.
5. This will make the changes for the desktop version of Sugar. If you want these fields available on SugarCRM Mobile, go to Module Components → Mobile Layouts → Mobile List View and drag the new Lead Score fields over.
That concludes our Multiple Lead Score Sheets guide. Assuming you’ve followed our walkthrough, this is how the fields should look like in Sugar:
If you have more questions about Act-On or the Multiple Score Sheets feature, sign up for our free live demo and interactive session.