Contact Scoring

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Contact Scoring in ActiveCampaign

Introduction

Contact Scoring is a feature within ActiveCampaign that allows users to create a numerical value assigned to contacts based on specific criteria. This scoring system is essential for evaluating and prioritizing leads, ensuring that your sales team focuses on the highest quality opportunities. With no maximum limit on score values, businesses can tailor their scoring processes to best fit their unique needs.

Contact scoring becomes crucial as it helps businesses identify engagement levels, tailor marketing strategies, and optimize conversion rates. By effectively managing and understanding contact scores, teams can enhance their sales processes and increase overall efficiency.

How to Access This Feature

To access the Contact Scoring feature in ActiveCampaign, follow these steps:

1. Log in to your ActiveCampaign account. 2. From the left menu, click on Contacts. 3. In the dropdown, select Scoring.

This will take you to the main scoring page, where you can create and manage your contact scores.

Step-by-step Instructions

Creating a Contact Score

To create a contact score, follow these detailed instructions:

1. Click on Contacts > Scoring on the left menu. 2. Click the Add New Score button. 3. In the modal window that appears, select the Contact score option. 4. Provide a descriptive name for your score in the designated field and enter a brief description. 5. Click the Add New Rule link to create a scoring rule. 6. The segment builder will open. Click the left-most field to access a dropdown of categories to create conditions for distributing points (e.g., award 10 points if a contact clicks on a link in any campaign). 7. Add more conditions if necessary by clicking Add another condition. 8. Once all conditions are set, click the Save button. 9. You’ll see a line stating "Add 10 points", click this to modify the point distribution. 10. To configure an expiration for the points, click the line that says "Never." Setting points to expire is particularly useful for engagement scores to ensure they remain relevant. 11. When all rules and configurations are set, click the Active button to activate your score.

Adjusting Repeating Point Values (Dynamic Scoring)

To create a dynamic contact score allowing continuous point adjustments, follow these steps:

1. Click on Automations in the left menu. 2. Click New Automation. 3. Choose Start from scratch. 4. Add a start trigger relevant to your desired behavior. 5. Set the "Runs" option of the trigger to Multiple Times, ensuring points are distributed whenever the conditions are met. 6. Click Save. 7. In the action modal, select Adjust score from the Contacts section. 8. Choose the specific score to adjust and define the point impact (add, reduce, or set to a specific value). 9. Utilize the Expires setting to indicate when points should drop off. 10. Name your automation and click Active to turn it on.

Examples of Automation Triggers for Score Adjustments

- Unsubscribes trigger to remove points when a contact unsubscribes. - Open/reads an email for points each time an email campaign is opened. - Web page is visited to distribute points for individual web pages accessed. - Field changes to add points based on specific selections during form submissions.

Configuration Options and Settings

In the Contact Scoring feature, users can configure several aspects while creating and managing scores:

- **Static Scoring**: Awards points once per contact based on rules set. - **Dynamic Scoring**: Allows points to be adjusted iteratively through automations. - **Expiration Setting**: Defines if and when points should expire to maintain relevant scoring. - **Custom Rules**: Utilizes the segment builder for highly tailored scoring conditions.

These options enhance the overall utility of contact scoring, making it a flexible tool for effective lead management.

Best Practices and Tips

- Regularly revisit and refine scoring criteria to adapt to evolving market conditions and customer behaviors. - Use scoring in tandem with automations to ensure timely follow-ups and nurture leads effectively. - Monitor scores over time for predictive modeling, helping forecast potential revenue based on lead quality. - Utilize engagement scores to guide marketing actions, ensuring efforts are directed towards contacts likely to convert.

Common Use Cases with Examples

- **Lead Prioritization**: Focus on contacts scoring above a certain threshold, ensuring the sales team concentrates on high-quality leads. - **Engagement Tracking**: Use scores to identify unengaged contacts and introduce them to nurturing automations for re-engagement. - **Revenue Forecasting**: Apply scoring data to predict future sales based on lead behaviors and engagement levels.

Troubleshooting

If you are having issues with Contact Scoring, consider the following:

- Ensure that the score is activated before use, especially for dynamic scoring. - Confirm that your rules are correctly set up and conditions are valid. - Check if the expiration settings are correctly configured, as contact engagement may shift over time.

FAQ

1. What is contact scoring?

Contact scoring is a numerical system used to prioritize and evaluate the quality of leads based on specific engagement criteria.

2. Is there a maximum value for contact scores?

No, there is no maximum limit on score values in ActiveCampaign.

3. Can I create multiple contact scores?

Yes, you can create an unlimited number of scores within your ActiveCampaign account.

4. What is the difference between static and dynamic scoring?

Static scoring awards points once per contact, while dynamic scoring allows points to be added or subtracted multiple times based on behavior.

5. How do I adjust a contact's score dynamically?

You need to create an automation that runs multiple times and adds or subtracts points each time a specific behavior occurs.

6. Can I use scoring to identify engagement with new customers?

Yes, tracking engagement scores can help you manage new customers and provide them with the necessary information to prevent cancellations.

7. What happens to points awarded if the contact's engagement decreases?

If configured, points can expire after a specific period, ensuring that the score reflects current engagement levels.

For more information and details, consider exploring additional resources or attending ActiveCampaign workshops on the topic. ```