Scoring and Grading

Partner Certification - Bronze

Overview of Scoring and Grading

• Scoring – Determines how engaged the prospect is with your company and website

• Grading – Determines how qualified the prospect is for your company based on criteria you determine

Why Score and Grade?• Not everyone who completes a form is sales ready

or qualified

• Score is not always the best indicator of a good fit• Could be a student using your site as a resource

• Sales cycle is a lot shorter when reps are working with more qualified leads than less

• Sales process can start in later stages than having to cold call and qualify themselves

When should reps get leads because of score?

• Every company is different on when reps should get new leads assigned to them

• Want to make sure the prospect is interested in the product before reps call on them

• A good benchmark is ~100. • If too few prospects are assigned, lower to ~75• If too many/non qualified prospects, raise to ~150-200

• Want the number to be higher than 50 since the prospect gets that number of points for filling out a form

Exceptions to score/grade assignments

• Prospects are already working with a sales rep and in the CRM

• Prospect completes a contact me now/ready to buy type of form

• Prospect talks to a rep outside of the site and engages

Modifying the Scoring System

• Change Baseline System

• Automation Rules

• Completion Actions

• Imports

• Manually

Changing Baseline System

• Allows you to change the default scoring in the application

• Located in Administration >> Scoring Rules

• Any changes will retroactively change the score for those already affected by the score

• If you have any automation rules in place for assignment based on score, this could cause a small spike in new assignments

Changing Score by Automation Rules

• Create an automation rule to change an automation rule based on an action or value

• Can either add or subtract score using the action “Change prospect score”

• Automation rule will only hit the prospect once, use completion actions if you wish to affect the prospect each time.

Changing score by Completion Actions

• Change score based on an action taking place on the site

• Found in numerous parts of the application:• Forms• Form Handlers• Content• Custom Redirects• Page Actions

• Unlike automation rules, this will run on the prospect each time the action has taken place

Changing Score Manually

• Allows you to change the prospects score to whatever value you wish

• Edit the prospect’s profile to find the field

Grading

• Grading allows you to show how “qualified” the prospect is based on criteria

• Grading is based on profiles• You can grade prospects differently based on their

profile

• Set up grading criteria’s in the Segmentation >> Profiles section

Setting up a Profile

• Located in Segmentation >> Profiles

• Everyone is given the default profile at prospect creation

• Create criteria and give it a grade weight (1/3, 2/3,1)

• Everyone starts out with a D as their grade

Updating Grade

• Manually• Go into prospect’s profile and give a thumbs up or

thumbs down to raise or lower grade

• Automation• Create an automation rule that looks for a value or

action• Create action in automation to ‘change profile

criteria’

End of Scoring and Grading Course

• You have reached the end of the scoring and grading course

• You will now take a test of what you have learned. You must score greater than 85% to pass this portion of the test

• Good luck!