Scoring: A Tool to Measure Your Contacts’ Maturity

Discover Scoring in Marketing

Scoring, also known as lead scoring, is a key tool in marketing used to assess the maturity of your contacts. This method is essential for transforming vast amounts of data into a single score, making decision-making more efficient.

The scoring process involves assigning a score to each contact based on various criteria, such as their profile and behaviour. This approach helps quickly identify the most promising leads, optimising both marketing and sales campaigns.

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Découvrez le scoring en marketing

Le scoring, également connu sous le nom de lead scoring, est un outil clé dans l’univers du marketing pour évaluer la maturité de vos contacts. Cette méthode est utile pour transformer une multitude de données en un score unique, facilitant ainsi la prise de décision.

Le processus de scoring implique l’attribution d’un score à chaque contact, basé sur des critères variés tels que le profil et le comportement. Cette approche permet d’identifier rapidement les leads les plus prometteurs, optimisant de ce fait vos campagnes marketing et commerciales.

The Benefits of Scoring for Your Marketing Strategy

Scoring can be a powerful lever for answering key questions such as:

• Which contacts are the hottest leads?
• Which customers have the potential to become brand ambassadors?
• Among potential candidates, who deserves a priority follow-up call?

By implementing scoring, you naturally refine your conversion funnel, identifying key stages in the customer journey. This enables you to develop tailored communications, adapted to the specific stage of each contact.

Scoring is a valuable tool for better qualifying prospects and customers. It provides a clear and precise view to guide your marketing and sales strategies, ensuring an optimal allocation of resources and a targeted, efficient communication strategy.

Scoring: A Feature for Everyone?

Before implementing a scoring strategy, it is essential to evaluate its relevance for your organisation. Not all marketing automation strategies require scoring.

For example, if your approach is to forward all leads directly to the sales team, scoring may not be necessary. However, if you want to be more selective in defining a qualified lead, then scoring becomes a valuable option.

Scoring is based on two key aspects:

• Assigning points to a contact based on their profile or behaviour.
• Automated triggers that activate specific actions when a contact reaches a certain score—known as « triggers. »

Fonctionnement de la fonctionnalité de scoring

Dans le cadre du scoring, deux aspects distincts se dégagent : d’abord, l’attribution de points à un contact en fonction de son profil ou de son comportement. Ensuite, il y a les déclencheurs automatiques qui se mettent en action en fonction du score atteint par un contact, ce que l’on appelle communément les « triggers ».

Assigning Points to a Contact

In Webmecanik Automation, points can be assigned based on various actions, such as:

• Adding or removing points based on:
  • Resource downloads
  • Email interactions (opens or clicks)
  • Landing page visits
  • Form submissions
• Assigning points via campaigns, depending on:
  • The contact’s profile
  • Specific nurturing actions
• Adding points when contacts click links in emails or SMS or register for a webinar

Automated Triggers

In Webmecanik Automation, point-based triggers allow for automated actions when a contact reaches a certain score. Once scoring rules are established, triggers can be implemented to automate key marketing actions, such as:

• Extension triggers – Add a contact to an external integration
• Email triggers – Send an email once a contact reaches a specific score
• Campaign triggers – Automatically start a campaign when a contact meets certain conditions
• Contact triggers – Add contacts to segments or apply labels

By using scoring effectively, you can enhance lead qualification, automate engagement strategies, and ensure that your sales teams focus on the most promising contacts.

Attribuer des points à un contact

Pour ajouter des points à un contact, on va parler d’actions de Scoring. Dans Webmecanik Automation, il est possible d’attribuer des points en fonction de plusieurs actions telles que : 

• Ajouter ou enlever des points à un contact en choisissant parmi des actions de téléchargement de ressources, sur les emails (ouverture ou envoi), les pages d’atterrissage ou encore sur les formulaires
• Ajouter des points via les campagnes en fonction du profil du contact ou pour des actions spécifiques lors de campagnes de nurturing
• Ajouter des points lors de la soumission de formulaires
• Ajouter des points au clic dans vos e-mails, campagnes marketing SMS ou lors de l’inscription à un Webinar