Lead Scoring can be used to identify qualified prospects based on their activity and what is known about them. The Lead Score Achieved Goal can be triggered when a prospect reaches a particular lead score.
Hot prospects may not always buy immediately. There may be something holding them back. But they can often be identified by their behavior. Lead Scoring is a perfect way to bubble leads up to a sales team or automatically trigger an offer sequence when someone is showing above average interest.
- Drag a Lead Score Achieved Goal onto the Campaign Builder canvas
- Double-click the goal to configure it
- Select whether the goal is achieved when the lead score increases or decreases
- Select the number of flames (lead score) the contact needs to reach to achieve the goal
- Publish the campaign
- You’ll also need to go to your CRM->Settings and click “Scores” in the left-hand menu to turn on lead scoring and configure your lead scoring rules
Why is lead scoring not working the way I expect?
Inadvertantly score can often end up being higher than you plan. In this case unqualified leads are getting high scores. This usually happens when you’ve mistakenly double counted certain activities. For example, you may give a contact 10 points for a “web form submission”. You may set up a separate rule to give them 10 points for getting the tag for requesting a lead magnet. In that case, the contact will likely get 20 points because they filled out a form to request the lead magnet. That form put them into a sequence that gave them the tag.