Scoring Accounts/Leads

This guide will walk you through the process of scoring Accounts/Leads.

Introduction

Lead scoring is used to evaluate the readiness of potential customers for sales engagement. This process involves assigning a score to each lead based on various criteria, which may include their interactions, demographic information, and behavioural patterns.

Example: You can give them +10 points if they clicked an email in the past 30 days or subtrack points if they did not open an email.

You can apply scoring not only to Leads but to Accounts as well.

Example: If an Account is not paid up, subtract -10 points, or if the amount that a client is paying is above a certain amount, add +20 points. You can even add points if a customer had no unpaid transactions in the past.

Follow the steps below to set up criteria and actions for scoring effectively.

Step 1: Access the Sequence Creation Page

Navigate to Automations > Sequences.
Click on the Create button.

Step 2: Enter Record Details

Name: Enter a descriptive name for your automation. This is a required field.
Description: Provide a brief description of what the automation will do.
Status: Select "Created" from the drop-down menu to save it as draft.

Statuses explained

Created

Description: The sequence has been created as a draft.
Usage: Use this status when you want to save the sequence as a draft.

Disabled

Description: The sequence is inactive and will not run any tasks.
Usage: Use this status to temporarily or permanently stop the sequence from running. It can be reactivated later if needed.

Paused

Description: The sequence is temporarily halted until you want change the status again.
Usage: Use this status when you need to temporarily stop the sequence without losing the current configuration. This is useful for maintenance or adjustments.

Running

Description: The automation is active and executing tasks.
Usage: It is the status used when the sequence is live and processing records.

Completed

Description: The automation has finished running all tasks and is no longer active.
Usage: This status indicates the end of the sequence's lifecycle.

Scheduling
- Sequence Start: Select the start date for the sequence. Leave blank to start if you want the sequence to start running immediately when the status is set to 'Running'.

Automation Settings
- Ongoing Automation?: Check this box to keep the automation running that matches the rules.
- Process Once?: Check this option to ensure each record that matches the rules will only be processed once.
- Every: Enter the interval number.
- Interval: Select the time unit (e.g., Day, Week, Month).
- Sequence End: Select the end date for the sequence if needed. Leave blank to never end.

Step 3: Define Your Audience

Open the Audience Section
- You will see a list of members with their details.
  Filter Your Audience
- Use the Query Builder to define the specific audience criteria.
- Apply filters based on member details such as "ID Number", "Contact", "Email", and "Active" status.

Step 4: Set Criteria for Scoring

Open the Set Criteria Window
- You will see a form titled "Set Criteria".
  Fill in the Details Section
- Criteria Name: Enter a descriptive name for your criteria. This is a required field.
- Option: Select the desired option from the dropdown menu. This is a required field.
- Score: Enter the score value to be assigned when this criteria is met. This is a required field.
  Filtering Section
- Add Filtering Rules:
  - Under "People (Start)", click on Add rule to set conditions.
  - Choose a field (e.g., "Date Created") and set the condition (e.g., "is not null").
  - Use the AND/OR buttons to combine multiple conditions as needed.
- Delete a Rule:
  - To delete a rule, click on the trash can icon next to the rule you want to remove.
    Component Section
- Select the appropriate component from the dropdown menu if needed.
  Save Criteria
- After setting up your criteria, click on the Save button at the bottom right.

Step 5: Define Actions for Scoring

Open the Actions Section
- Navigate to the "3. Actions" section on the sequence creation page.
  Configure Scoring Actions
- Type: Select "Scores" from the dropdown menu. This is a required field.
- Score Half-Life Period (days): Enter the number of days for the score's half-life period. This is a required field.
- Score Expire Period (days): Enter the number of days after which the score will expire. This is a required field.
  Add Criteria for Actions
- Click on the Criteria button to add the criteria you set in Step 4.
- Ensure the criteria you add corresponds with the actions you want to implement.
  Add Another Action (Optional)
- If you need to add more actions, click on the Add another Action button and repeat the configuration process.

Finalize and Save

Review all the criteria and actions you have set.
Click on the Save button to save your sequence configuration.

By following these steps, you can effectively score your accounts/leads in the CRM system, ensuring better management and prioritization of your leads.

For further assistance, refer to the CRM system's user manual or contact support.

Score Actions in Sequences:

We've added a new action type called "Scores" to Sequences.

Score Criteria Period:
- Criteria only consider events within the score expiry period (default: 90 days).
- Half scores are given for events older than the score half-life period (default: 30 days).
Score Half-Life Period:
- Configurable half-life period for scores. After the specified period (default: 30 days), scores are halved.
Score Expiry Period:
- Configurable expiry period for scores. After the specified period (default: 90 days), scores are set to zero.