2. Overview of Scoring and
Grading
• Scoring – Determines how engaged the
prospect is with your company and website
• Grading – Determines how qualified the
prospect is for your company based on criteria
you determine
3. Why Score and Grade?
• Not everyone who completes a form is sales ready
or qualified
• Score is not always the best indicator of a good fit
• Could be a student using your site as a resource
• Sales cycle is a lot shorter when reps are working
with more qualified leads than less
• Sales process can start in later stages than having
to cold call and qualify themselves
4. When should reps get leads
because of score?
• Every company is different on when reps should
get new leads assigned to them
• Want to make sure the prospect is interested in
the product before reps call on them
• A good benchmark is ~100.
• If too few prospects are assigned, lower to ~75
• If too many/non qualified prospects, raise to ~150-200
• Want the number to be higher than 50 since the
prospect gets that number of points for filling out a
form
5. Exceptions to score/grade
assignments
• Prospects are already working with a sales rep
and in the CRM
• Prospect completes a contact me now/ready
to buy type of form
• Prospect talks to a rep outside of the site and
engages
6. Modifying the Scoring
System
• Change Baseline System
• Automation Rules
• Completion Actions
• Imports
• Manually
7. Changing Baseline System
• Allows you to change the default scoring in the
application
• Located in Administration >> Scoring Rules
• Any changes will retroactively change the score for
those already affected by the score
• If you have any automation rules in place for
assignment based on score, this could cause a
small spike in new assignments
8. Changing Score by
Automation Rules
• Create an automation rule to change an
automation rule based on an action or value
• Can either add or subtract score using the
action “Change prospect score”
• Automation rule will only hit the prospect once,
use completion actions if you wish to affect
the prospect each time.
9. Changing score by
Completion Actions
• Change score based on an action taking place on
the site
• Found in numerous parts of the application:
• Forms
• Form Handlers
• Content
• Custom Redirects
• Page Actions
• Unlike automation rules, this will run on the
prospect each time the action has taken place
10. Changing Score Manually
• Allows you to change the prospects score to
whatever value you wish
• Edit the prospect’s profile to find the field
11. Grading
• Grading allows you to show how “qualified” the
prospect is based on criteria
• Grading is based on profiles
• You can grade prospects differently based on their
profile
• Set up grading criteria’s in the Segmentation
>> Profiles section
12. Setting up a Profile
• Located in Segmentation >> Profiles
• Everyone is given the default profile at
prospect creation
• Create criteria and give it a grade weight (1/3,
2/3,1)
• Everyone starts out with a D as their grade
13. Updating Grade
• Manually
• Go into prospect’s profile and give a thumbs up or
thumbs down to raise or lower grade
• Automation
• Create an automation rule that looks for a value or
action
• Create action in automation to ‘change profile
criteria’
14. End of Scoring and Grading
Course
• You have reached the end of the scoring and
grading course
• You will now take a test of what you have
learned. You must score greater than 85% to
pass this portion of the test
• Good luck!
