3 Advanced Marketing Automation Score Models - dummies

3 Advanced Marketing Automation Score Models

By Mathew Sweezey

Many people use marketing automation to help determine sales-ready leads, but many advanced lead-scoring models exist as well. Learning to use advanced scoring helps you show a lot more value from your marketing automation tool, and it helps your company drive additional revenue from the same tool.

The following show you how to leverage more of your marketing automation tools by using scoring models to identify your best customers, your most active people, and your unhappy customers.

How to use lead marketing automation scoring for a net promoter score

A net promoter score is a modern way to identify your best customers and help focus your marketing on the best and worst customer attitudes. By identifying your happiest and unhappiest customers, you can easily focus your time on mitigating churn and encouraging the happiest people to promote your brand.

You can buy special software to help you manage your net promoter scores, or you can use your marketing automation tool for this purpose. To ascertain your net promoter score, use a score field to determine how active someone is with your marketing over a period of time. For example, people who read your blog on a daily basis and read every white paper should score highly.

You can also build a form in your marketing automation tool to ask the standard net promoter score question, which is, “On a scale of 1 to 10, how happy are you with our company?” This information can go into a custom field in your lead record to score the happiest and unhappiest clients.

How to score multiple buyers for sales readiness with marketing automation

If you are selling into a business to business account, multiple buyers may be involved. In these cases, you need to use account-based scoring to score every buyer associated with an account to determine the sales readiness of the whole account.

You have a few different ways to score multiple buyers as one account. If your tool allows for account-based scoring, ask your vendor how to set up multiple-buyer scoring. If your tool does not have account-based scoring out of the box, you can still set it up in your Customer Relationship Manager (CRM) using the following steps:

  1. Create a custom field in the account record and name the field Account Score.

  2. Populate the custom field with scores.

    Use the coding language of your CRM to set up an automation. That way, you can have all individual scores under the account summed together. You may need your CRM admin if you are not familiar with coding in your CRM.

  3. Connect to your marketing automation tool.

    The field you created in Step 1 needs to be connected to your CRM.

How to utilize marketing automation to tally fields for scores

If you have multiple stages in your buyer journey, you can determine the score for each asset in each of your stages using tally fields.

Tally fields are a type of number field that increases only by a single number each time, as in keeping a tally. You have to guess at first, but you can eventually count how many interactions a person has in each stage. That way, you can easily determine the correct lead score for each interaction within a stage.

When you have a sizeable set of data, you can look for trends. For example, if you use 100 as your sales-ready score and the average person engages with five pieces of content in stage one, three pieces of content in stage two, and four pieces of content in stage three, you can break your scoring model into 12 equal parts.

That way, you can easily score each action with a score of eight points. You can then move the score up or down depending on the suggestion from your sales team as to the importance of the action.