Hello guys,

We know how to create segments. And we know how to use lead scoring models. But did you know you can now use that lead score as a criterion for your segments.

You would need

1. Demographic segment
2. Lead scoring model
3. A tiny bit of config to sync the Lead Score entity with customer insights services.

Demographic segment and lead scoring 

We have already covered how to create segments here.  Lead scoring we will cover in some more detail in one of the next blogs, but the Microsoft documentation around it is pretty good, so if you want to know more, head here.  The only thing to say here is that the first time I used this feature, a behavioural segment felt like the right segment type choice. But it wasn’t. You need a demographic one.  

Config

Before you can select Lead score in your segment criteria, you would need to sync the Lead Score entity with customer insights services.

In D365 > Settings > Marketing Data Configuration > Scroll until you see Lead Score in the list > Check the checkbox > Scroll back up > Click Save in the top right corner.

Note

Depending on how much data you have in the system, you might need to wait a bit before the sync is complete and before you can use this entity in segmentation.

And that’s it. Now we are about 5 clicks away from our segment based on lead score.

Click Segments > New > Demographic and configure it as per the screenshot below. You can change the lead score threshold to be a number that makes sense in your own scenario.

Gotcha

Parent Contact for Lead is a relationship between the Lead and the Contact entity. To see it in the list, you need to, click New > New Related Entity and then it will show in the dropdown.

Why is this important?

This is kind of important and cool, because now we can nurture these relationships in a much more personalised way. If we are smart in the way we design our scoring model, then that score could become an entry point to a customer journey and from there the options are endless.