One of Account Engagement’s key features is the ability to configure Lead Scoring, and for customers with the Plus Edition or higher, leverage Lead Scoring Categories. Lead Scoring is an easy way to level-up your marketing efforts, making it easier to measure Prospect engagement, capture product interest and deploy more targeted segmentation.
Lead Scores in Account Engagement are applied to Prospects in two different ways:
1. Each account has an out-of-the-box default scoring criteria that assigns blanket scores based on generic interactions with different Pardot assets like forms, form handlers, landing pages, etc. You can edit the point values for each of these interactions as relevant for your organization by navigating to Account Engagement Settings → Automation Settings → Scoring.
2. Lead Scores can also be adjusted from individual Pardot assets like forms or custom redirects with Completion Actions, and via Automation Rules.
EXAMPLE: The default scoring criteria is configured so any form completion results in a score adjustment of +50pts. Then on an individual form asset, a Completion Action is applied to further adjust the score by +25pts.
In this example, when a Prospect completes that specific form, Account Engagement would assign +75 points to the Prospect, comprised of:
- +50pts for the default form completion score
- an additional +25pts based on the asset’s completion action
By having two methods for applying Lead Score, you can more granularly measure engagement and better evaluate qualification. Your organization may determine that form fills for whitepaper downloads don’t correlate to intent as heavily as contact form fills. While both assets would apply the same default score upon completion, the contact form could include an incremental score adjustment with a Completion Action.
Leveraging Scoring Categories.
For Account Engagement Plus editions or higher, you can also leverage Scoring Categories to apply the default Scoring criteria based only on interactions with assets in a specific Account Engagement folder. This is especially relevant for businesses with different products or service lines!
Example: Let’s say we have two Account Engagement Landing Pages, one for Product A and one for Product B. Each Landing Page lives in its own product-specific Account Engagement folder that corresponds to its own Lead Scoring category. If a Prospect views Product B’s Landing Page once, then views Product A’s Landing Page five times, the Scoring Categories would reflect the default score applied to their respective asset:
- Product A Score: 5pts
- Product B Score: 1pt
Maintaining Lead Scores.
In addition to Scoring Categories, there are some other helpful features to know and leverage in Account Engagement to support your Lead Score strategy:
- Automation Rule for Score Decay: Implement an Automation Rule that decays a Prospect’s score after a period of inactivity to maintain score accuracy and identify re-engagement opportunities.
- Custom Redirect for Email Bot Activity: Some mail servers deploy security settings that protect their users from spam by pre-downloading emails and clicking all links. These bot activities can inaccurately drive up a Prospect’s score and falsely suggest engagement. Deploying a hidden custom redirect in emails can help flag bot activity, and reduce score inflation.
- Page Actions for Score Management: Another way to protect the validity of Lead Scoring is to leverage Page Actions and assign score increases/decreases based on your website’s page traffic. This can be helpful in weeding out unqualified behaviors, like job candidates visiting career pages.
Lead Score is one of Account Engagement’s most popular, yet most underutilized features. Lead Scores allow Marketers to further differentiate Marketing Qualified leads, and drive more personalized Prospect engagement.
Check out these helpful tools to learn more about Account Engagement Lead Scoring:
