How to Identify Key Actions for Marketing Automation Scores
Not all actions should be measured and scored. Keeping your processes and marketing automations as simple as possible makes your application much easier to manage. Lead scoring is supposed to clue you in, not give you the perfect picture. The following shows you which actions to score and which details to score in the actions you choose.
Identifying your key interactions is a must. Fortunately, it involves an easy two-step process:
Define your lead stages.
You should have three basic stages in your marketing cycle in addition to the stages of the buying cycle. These stages are the basis for your scoring model.
Associate actions and content with your stages.
After you have laid out your three stages, place your key actions in the appropriate stages in the form of a timeline. Examples of key actions are downloading a specific white paper and filling out a certain form. You need to ask your current customers which assets they interacted with, and when. Alternatively, you can look at your historical data and try to figure out this information.
Using your phone to call current customers and interview them about their engagement with your content makes associating actions and content with your stages much easier. Customers help you refine your content to match your stages and let you know where each piece of content belongs on the timeline.
When you’re looking at where to place an action or asset on your marketing stage timeline, try to determine how each stage relates to a prospect’s progress through a decision-making cycle.
For example, prospects in the first stage may have very basic needs and understanding. Prospects in the second stage may understand their basic needs but not have consensus from their company to investigate further. Prospects in stage three may be evaluating which companies to contact to set up demos.