How to use Lead Scoring in Automations?

Lead scoring automations are only available for CRM users within the Spotler B2B solution.

The Lead Score node is a step within the Automation module when creating an automation. Here you can adjust the lead score of an account or contact based on their digital activities. This option helps you accurately adjust scores from various digital activities with less different automations, or even just one single automation. It is still possible to create a filter based on types of digital activities, followed by a increment of decrement, but this is not ideal for using multiple digital activities with different scores. Using branches in your automation can work too, but once a branch is completed, it will not continue with the next branch of the automation. That’s where the Lead Score node come into play and in this article we explain more about this feature.

Getting started

You will see how to use lead scoring in a quick overview in the video below and read more in this article about the steps to take to create lead scoring with an automation:

• Create the trigger for your automation
• Create the Lead Score step of your automation
• All set, create more nodes
• Score insights

Create the trigger for your automation

First: you create a new automation by going to Settings --> Data Management --> Automations, and then click the blue Add Automation button. Now enter a name and you will go to the automation canvas where you can do the following steps:

1. In the pop-up with Trigger options, you choose the Event trigger, so that your automation will run based on a new or updated entry in your CRM.

   

2. Under Event, choose New, as digital activities are always new triggers in the case of lead scoring. Next, select Digital Activity as the Record Type for this trigger.

   

3. Click Confirm and your event trigger is set.

Create the Lead Score step of your automation

Now it's time to create the next step of your automation, where we define the Lead Score node.

1. Within the automation flow, click on the 'plus icon' below the Trigger you just created.

   

2. A pop-up appears where you define the Next Step of the automation. In this case it is the Lead Score, to adjust the lead score of an account or contact. 

   

3. Now it is time to set up the node, which consists of three parts.
   • Criteria: First select Digital Activity under Object and Type underneath Field. Then choose an Operator and finally a Value. You can read more on the different types of Values in this article. For example: choose the operator Is one of for selecting the Digital Activity values EmailWasOpened and PageView. You can also further define or segment your criteria by using the AND/OR button’s and use the Account or Contact objects. When done, click on Set Criteria.

     

   • Action on pass: Here you define what to do when a record passes the criteria set above. In the context of lead scoring, you want to increase or decrease the score. That is why this is already set up in the node as +/- Record Field Value. However, do select if you want to set up an Increment or Decrement. Next you define the value of this score change, which is standard set to 1. Click Set Action when done.

     

   • Evaluation: Finally you choose if you want the automation flow to continue when a record passes. You have three options: Yes, Only when criteria passed or Only when criteria not passed. These evaluation options are powerful for creating automations with multiple different Lead Score nodes that use other values for scoring. Or, when your set criteria for a specific node is not relevant for other nodes.

     

All set, create more nodes

Your Lead Score node is now done and you have the option to create another one in the same automation. In the example below, there are two Lead Score nodes. After the first node, the automation flow will only continue when the criteria is not passed.

In this case, when one did not match the criteria of clicking an email link or submit a form - which has a lead score of 10, it goes to the second node. Here it will look if the criteria of opening an email or view a page is passed and if so, gives a lead score of 1.

Score insights

With everything up and running, you eventually want to have insight on the scoring. This is visible within the Account Overview of Spotler CRM. In this overview you have viewing options such as Total Score, Score Today, Score Last 30 Days, and more.

Of course you can add, delete and change order of certain columns for your own overview by clicking on the gear-icon button with Columns: