Automatic scoring of leads – lead scoring in marketing automation

Lead scoring helps you prioritize leads. Automatic lead scoring in your marketing automation system generates refined flows, mailing lists and call lists. By continuously targeting communication, offers and sales efforts based on data, you avoid delivering the wrong message to the wrong target audience at the wrong time. You also do not miss out on warm leads. Instead, you can smoothly meet existing and potential customers right where they are in the customer journey with well-timed messages, and guide them onward. Here you get an overview of how you can use automatic lead scoring.

Read more about how Paloma helps you prioritize recipients in newsletters

Manage your leads with data-driven intuition – use automatic scoring in your flows.

How the scoring works

A visitor to your site downloads a PDF and registers their email address. A recipient of your newsletter clicks a certain link in the email. These are examples of events that can be registered in marketing automation. You decide how many points an event should be worth.

Examples of grading events

The recipient …
… opens a newsletter – 3 points are added to the contact's lead score.
… does not open the email within 30 days – 2 points are deducted from the contact's lead score.
… clicks link A More about our intranet solution in the email – 3 points are added to the contact's lead score.
… clicks link B Packages and prices in the email – 5 points are added to the contact's lead score.

Filter flows

You can filter your automated flows based on scoring, as well as on other data registered in the system.

Examples of conditions for filtering a flow

The recipient …
… has a lead score above 50 – a converting email is sent.
… has a lead score below 50 – after 3 days, an offer that sparks interest is sent out.

Sort contacts

You can easily see which contacts have high and low scores, and sort your contacts and contact lists based on lead score.

Lists for sends

Create lists for sends where a lead score above or below a certain number of points is a criterion, also in combination with more criteria based on other data. That way, you can run targeted campaigns.

Lists for phone calls

Generate lists of leads who have reached a certain score level and are judged ready to be contacted by sales, and hand them over to the sales department.