Scoring (also referred to as lead scoring or engagement scoring) is an on-line marketing feature that evaluates contacts based on their profile information and activity on the website. The aim of scoring is to determine the sales-readiness of contacts. If set up properly, scoring automatically recognizes prospective customers among all visitors of a website.
The information gained from scoring can assist marketers and salespeople to preferentially engage high-value customers. You can also use scoring in combination with marketing automation to reduce the number of manual actions required by your marketing team and set up automatic lead nurturing.
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Every product purchase, form submission, newsletter subscription, page visit and attribute in the profile of a contact is monitored and can be used to create a rule. The rules define activities and profile information for which the contacts either gain or lose points. After the points from all rules are summed up, the contact score is obtained. The contact score, is not final and changes over time for individual contacts, as they perform further activities on the website.
In Kentico, it is possible to define any number of different scores, each with its own individual set of rules. The scores then evaluate different perspectives of the marketing potential of the contacts. Notification emails can be sent after a contact exceeds a certain amount of points to inform marketers and salespeople about a new contact being classified as a prospective client.
For information about working with contact scores in Kentico, visit the following pages: