UserGuide:Lead Scoring

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Lead Scoring allows you to perform automated scoring of all leads and organizations in your database.

After being created, Lead Scoring Profiles are automatically executed every hour across your entire database. So as new leads arrive, or existing lead or organization data changes, you can be assured their scores will be kept up-to-date.

There are two distinct types of Lead Scoring Profiles, and they are displayed in a hierarchical menu system. Here are the icons to look for and their definitions

  • Image:Profile_url.gif Hit Profile: A lead scoring rule that is defined by what URLs or pages a lead has viewed on your website.
  • Image:Profile_registration.gif Registration Profile: A lead scoring rule that is defined by information given by a lead on one of your Lead Capture Forms.


Contents

Creating Lead Scoring Profiles

Note: Once you create a Lead Scoring Profile, it will actively score all of your leads and all the organizations in your database, every hour.

Click on the Create Lead Scoring Profile link to get started...

You should be presented with the Create Scoring Profile screen.

  • Profile Name: Must be a unique scoring profile name. Cannot be left blank.
  • Type: There are two distinct types of Lead Scoring Profiles
    • Hit Profile: A lead scoring rule that is defined by what URLs or pages a lead has viewed on your website.
    • Registration Profile: A lead scoring rule that is defined by information given by a lead on one of your Lead Capture Forms.
  • Profile Score: The point(s) you would like to assign to this profile.
    • The score cannot be left blank.
    • The score can be a positive or negative number.
    • Decimal numbers are not allowed.
    • The number can be in the range of -1000 to 1000.
  • Maximum Profile Score: The maximum score allowed for this particular profile per lead. For example, if using a Hit Scoring Profile for page foo.html and the Maximum Profile Score is 20, then no matter how many times a lead may have view page foo.html, the highest score assigned to the lead for this profile will be 20.

Click Next.

Depending on which type of Profile you decided to create, please continue on one of the sections below:

Hit Profiles

Having stepped through the initial create screen, you should see the following screen allowing you to define your Hit Scoring Profile.

Hit Scoring Profiles, allow you to assign points to website visitors or leads, depending on what they have viewed on your website. In the example above, we are assigning points to any website visitor that has viewed any website pages starting with http://www.amazon.com/products/books/.

Pay close attention to the * wildcard icon. Wildcards allow you to assign scores to viewed url directories, instead of having to input each URL separately. That is, with the above example, all of the following URLs will result in an addition of points to visitors, if they were viewed by them:

Registration Profiles

Having stepped through the initial create screen, you should see the following screen allowing you to define your Registration Scoring Profile.

Registration Scoring Profiles, allow you to assign points to website visitors or leads, depending on what they entered as values in your Lead Capture Forms. In the example above, we are assigning points to any individual with an email address that ends in gmail.com.

Pay close attention to the * wildcard icon. Wildcards allow you to assign scores to value patterns. That is, with the above example, all of the following Email addresses will result in an addition of points to individuals:

  • bob@gmail.com
  • fred.thompson@gmail.com
  • tipper.gore@al.gmail.com
A common best-practice technique for the email address scoring example shown above, is to assign negative points to leads with public email addresses (aol.com, gmail.com, yahoo.com), as they are typically considered low-quality leads in the B2B world.

CRM Integration

In order to get the lead score generated within LoopFuse exported to your CRM, will have to create a custom lead field within the CRM. The custom field created within the CRM can be named whatever you like. Then go to the LoopFuse Fields page and click the Refresh CRM Fields to pull the newly created lead field. Next add a field where the LoopFuse Field Name is 'score' and the CRM Field Name is the custom field just added. After doing the mapping, LoopFuse will automatically populate the CRM with lead score on export and on a periodic basis afterwards.

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