Getting Started With Enquire MAP Lead Scoring Software

Getting Started With Enquire MAP Lead Scoring Software

Lead scoring in Enquire MAP is a powerful subsystem that allows the User to customize lead scoring to fit their particular sales/marketing model. 

Please Note: Lead scoring is only available in the Corporate Marketer package.

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Basics

Lead scoring for any contact is a number between 0 and 100 (the lowest being zero, and the highest being 100). The lead score accumulates and is reduced either by:

  • Manually editing the lead score on a contact
  • Automatically as the prospect engages with marketing assets

The concept is simple: As a contact engages, the lead score can potentially go up or down. 

Basic Concepts:

  • Contact Lead scores are between 0 and 100
  • Lead scores are a calculated total of individual history transaction scores (including modifiers; see score multipliers below)
  • Lead scores can be manually adjusted
  • Lead score changes are not stored, only the current total for a contact is available
  • Organization lead scores are an aggregate average of the organization accumulation

In Enquire MAP, anything a prospect does that is tracked  will create a Contact History object. All contact history objects can be viewed on a contact's timeline. Each history item creation can have an impact on the lead score.

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The lead score accumulates as the prospect engages with assets (and hence creates scored contact history items).  The basic process of lead scoring in Enquire MAP is based on a default set of lead scores assigned to each contact history item. The defaults can be viewed in the lead score admin page, navigating to Administration > Lead Scoring > Default Lead Scores section. To change the default history lead scores, click on the number to edit the element.

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Lead Score Erosion

There is a concept of lead score erosion which can be used to penalize a prospect if they stop engaging with the marketing assets. The erosion is a constant downward pressure on the lead score to ensure the most currently and consistently active prospects maintain a higher lead score. 

Please Note: The erosion is applied to the score on the configured time interval. In the above example, the lead score of all contacts will decrease by 1 every week.

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Lead Score Contextual Multiplier

The lead score can be adjusted based on a contextual multiplier. 

Please Note: The score of a current history item is multiplied by the queried multiplier when the history item is created. 

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Lead Score Workflow Action

Packages: Corporate Marketer

Type: Action

Visibility: Auto responders, Drip/Nurture Campaigns, Lead Processing Workflows

Functionality: This action will add/subtract the configured value from the in-process contact's lead score. Lead scores cannot go over 100, or less than zero.

A lead score can be adjusted using a workflow action. The lead score for the prospect being processed by the workflow will have the configured amount added/subtracted when processed by the Lead Score Workflow Action.

 

Referencing Lead Score in Workflow Decisions, Segments, and Audiences

In the context of a workflow process, the User can query based on a lead score.

Packages: All

Type: Decision

Visibility: Auto responders, Drip/Nurture Campaigns, Lead Processing Workflows

Functionality: This is a full query decision with a time element. The User has full access to all contact meta-data/attributes and contact histories. If the query is true at the time of execution, the true path is followed. 

Example or Relevant query:

 

Please reach out to the dedicated Enquire Account Manager or Enquire MAP Support team for further assistance.

 

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