Half of the lead score is derived from the profile of the lead. In this campaign, we focused on the contact role and company size.
Selecting the various roles that are applicable to the campaign.
Selecting the minimum company sizes in the campaign.
Half of the lead score is derived from the amount and frequency of engagement with our thought leadership.
Setting up the parameters for engagement - prospects need to fill out and submit at least 2 forms for a high lead score since we capture the most data from a form.
Setting up the parameters for engagement - interacting with an email will help a lead score but is not as important.
Once the lead score was activated, a segment was outlined to automatically filter any contacts who score an A or B and enter the campaign below.
When the campaign was activated, all contacts with an A are compared for client work and sent to a list of all MQLs which are automatically sent to an SFDC campaign for follow up by sales. For contacts that are a B, they've shown some interest in R&I but several steps have been set up to provide additional thought leadership and improve their lead score.
