what is lead scoring - marketing automation
DESCRIPTION
Lead scoring originates from the need of being as relevant as possible. Until now, most companies have only been focusing on collecting personal data from their clients and using this to add a sense of relevancy to their campaigns. However valuable, personal data as such tell nothing about someone’s likeliness to buy or engagement with your brand and therefore are inadequate for the real touch of relevancy. Information about someone’s behavior, like page visits, opens, clicks and likes, and even filtered data like recency, frequency and monetary value, add the personal touch. The disadvantage of behavioral data can be that they are too general to use for personalisation purposes. The solution to this is to apply lead scoring to the soft data of an individual.TRANSCRIPT
WWW.COPERNICA.COM
DAN’S ACTIVITIES
WWWLAST PURCHASE < 3 MONTHS AGO
FACEBOOKLIKE
EMAILOPEN:OPEN: YES / CLICK: YES
PROFILE CREATEDNO
TOTAL
SCORE
+20
+5
+1 / +10
0
36
LEAD SCORING
TO: DanSUBJECT: Hi Dan, our products are cool like NY
PERSONALIZED BUT IRRELEVANTIRRELEVANCY LEADS TO NON-ENGAGEMENT
HI! I’M DAN, 29 YEARS OLDAND FROM NY
PERSONAL DATA DOES NOT EQUAL RELEVANCY
TOTALLEAD SCORE
COMBINE AVAILABLE DATA TO INTERACT RELEVANTLY
WHAT IS LEAD SCORING?
36
- 100
0
36
100
LEAD SCORE> 0
LEAD SCORE40+
LEAD SCORE0 - 40
ENGAGED
TYPES OF EMAIL“REGISTER FOR VIP CLUBAND RECEIVE FREEBIES”
BRAND AMBASSADOR
TYPES OF EMAIL“PRE-SALE VIPINVITATION”
NON-ENGAGED
TYPES OF EMAIL“WE MISS YOU”