How to Score Marketing Automation Form Behavior - dummies

How to Score Marketing Automation Form Behavior

By Mathew Sweezey

Scoring your forms depends on the marketing automation form’s role, the actions taken, and the questions you ask on the form. Here are several good ways to score forms that your prospects fill out:

  • Forms for downloading content: When you score a form used by prospects to download content, the form should have a score associated with the completion of the form. Use the sales-ready score of the content to determine the appropriate score for the action of filling out the form.

  • Contact us forms: If your form asks a prospect for contact information, it should be scored as instantly sales ready when a prospect fills it out.

  • Scoring answers to questions: You should use the questions you ask on a form to raise or lower a person’s grade, not score. Questions should be considered qualifying questions that help you weed out the good leads from the bad leads. However, you should consider the completion of the answer form as a scored action.

  • Scoring complementary actions: When a form protects a piece of content that is emailed to a person after the form is filled out, you should score the content, the email open, and the click to retrieve the content. Ask your sales team for help to correctly score each of these actions separately.

When crafting your scoring model, remember that many of these actions happen in succession, so make sure to understand the full scenario a prospect might go through so that you don’t overscore prospects.

For example, if a person downloads a document by filling out a form, you are likely to have a score for the form completion, the email being sent, the email being opened, the email link being clicked, and the white paper being downloaded.

Overscoring causes you to pass on prospects who are not actually sales ready; you only think they are because you artificially bumped up their score without realizing it. Make sure you understand the steps a person will be taking so that you are not overscoring someone for a basic action.

How to score prospect interactions with marketing automation landing pages

Landing pages are scored like forms because landing pages usually have forms that trigger an email to the person who fills out the form. The main difference between scoring landing pages and scoring forms is the fact that landing pages are accessed via a URL 100 percent of the time.

This means that you can have two scored actions — one for accessing the landing page and one for filling out the form. You can also get more detailed by scoring the click on the landing page link, the viewing of the landing page, time spent on the landing page, and any subsequent actions. Here’s how you should score the most common landing page actions:

  • Score the landing page link based on the stage of the content behind the form or on the page itself.

  • Score the page view as a very basic score, and the completion of the form as the highest score.

  • Score any content served up from a landing page higher than content accessed from an email blast.

Remember that your prospect went through a lot of steps to access your content, so make sure that you’re accounting for the number of steps to determine the prospect’s desire to read your content.

How to score on marketing automation web interactions

Any URL can be tracked. Most web content has to be accessed via a URL regardless of who hosts the content.

To score web interactions and identify sales-ready leads, you should break your web actions down into sales-ready actions and general actions as follows:

  • Score any actions not related to a buyer’s journey as a general action that does not increase the sales readiness score. For example, many people attach a score to every URL. But not all URLs visited are indicators of sales readiness in a prospect.

  • Score any actions related to a buyer’s journey as a sales-ready action that increases the sales-readiness score. For example, the URL of a pricing page on your site and the URL of your product features and benefits page are good examples of pages that are probably indicators of sales readiness in a prospect.

How to score on marketing automation downloads

When you score downloadable content, remember that your goal is to score the person interacting with the content, not the value of the content itself. Scoring the person involves looking at the proximate cause of the download and including that action in the download score.

For example, a score for content downloaded from an email should be lower than a score for content downloaded from a landing page after a Google search. That’s because a person who proactively searches for your content is probably more interested than a person who passively receives an email.

Your marketing automation system can tell you whether someone was searching through one of your search engine marketing campaigns or one of your email campaigns, and apply your chosen scores accordingly.