How does Lead Scoring work?

1. Feature Overview

Lead Score is the measure of Lead activity in response to your marketing offers. An engaged Lead interacts with you online or offline. These interactions are essentially Lead activities with varied level of importance.

Example: An Email Open event by your Lead is important but not as important as the submission on a Landing Page.  You need to capture both but as it has different levels of importance, you need to assign different values or scores.

To compare two Leads, you need to aggregate all activity scores in a given time frame. This aggregate value is called Lead ScoreLead Score tells you which leads are relatively more active than the others in a given time frame. The change (or delta) in Lead Score in a given time period (Example: day, week, month and so on) is the measure of its activity.

To understand how to add an activity and to know how it works, refer to How to add Custom Lead Activity and associate a Score to it?


2. Benefits of Lead Score

Lead Score helps to identify and classify leads into 3 segments allowing you to focus on the business relevant set of leads.

  • Active & Business Relevant Leads (Positive Score) – These Leads engage online or offline thereby obtaining high Lead Scores which allows you to focus your business with these leads.
  • Dormant Leads (Zero/Neutral Score over time) – These leads never engage with online campaigns or Email campaigns. (No email opens or link clicks or online form submission activities). These leads can be marked as Inactive and moved to Inactive Lead Stages over time.
  • Not Interested or irrelevant Leads for Business (Negative Score) – These leads tend to obtain a negative Score by marking the emails as SPAM or unsubscribing from Email communication. Some are marked as opted out due to invalid Email IDs resulting in Email Bounce activity.


3. How Lead Scoring Works?

The most important aspect of Lead Scoring is the weight you assign to each activity. It should reflect how you want to differentiate the importance of activities that happen in lead lifecycle.

Example:  You may configure LeadSquared with following Lead Scores:

Email Open02
Email Link Click05
Webpage Visit02
Landing Page Visit05
Landing Page Submission10
Phone Call20

Consider you have a new business opportunity and you do an Email Campaign for it. One of the recipients (or Lead) opens the Email, clicks a links on it, comes to your Landing Page and submits. The aggregate Lead Score here is 2+5+5+10=22.

Consider another recipient opens the Email but does not do anything immediately. The lead visits your webpage later, visits your Landing Page but does not submit. The lead makes a phone call after two business days. The aggregate Lead Score in this scenario is 2+2+5+20=29.

Both Leads are important for you but since you configured Phone Call with a score of 20, the second lead has a higher Lead Score than the first and you can prioritize accordingly.


4. How to Edit a Score

  1. From the default LeadSquared Dashboard, go to My Account -> Settings -> Customization -> Core Activities & Scores. The Core Activities & Scores window appears. View the list of core system activities and the scores associated with each activity in here.
  2. Click Edit, if you want to change the score of the required notable activity, and then click Save.

LeadSquared Lead Scoring

For detailed information on how to create a custom activity and how to assign a score to it, refer to How to Add a Custom Activity?

Once an activity with a score happens against a lead, the Lead Score is updated automatically in the Lead Details page.

  • From the Manage Leads page, click the required lead. You are redirected to the Lead Details page. Here you can view the activity performed by the lead, and the lead score added.

LeadSquared Lead Scoring

In the above image, the Had a Phone Conversation activity has a score of +5. This value is added to the Lead Score.


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