Lead scoring is one of the most important activities to decide when someone gets entered into—or removed from—a nurture stream. Lead scoring is a formula for determining how to treat each lead based on the lead’s characteristics and activities. In this post I show you how to set up a New Lead Scoring Rule in Microsoft Dynamics Marketing.

Lead Scoring

“Lead scoring is a method for determining the relative quality of one prospect compared to another, helping identify leads that are ready to interact with sales, those that need further nurturing and those that aren’t a good fit for your company.”

The lead scoring model is based on two dimension:

  • Explicit data
  • Impicit data

What is an explicit score?

The lead’s explicit score based on demographic data submitted by the website visitor (such as via landing page form), or through data aquired via a business information directory. To determine the lead score, the relevant fields – for example company name, company email address, country, region, etc.  must be identified, the the marketing team assigns scores to each field with input form sales. The weight of these scores depends on the value the organization places on each field.

What is an implicit score?

Unlike the explicit score model, the implicit score is based on a lead’s activities and interactions with the organization, such as website visits, content downloads, email opens, event attendance, and webinar participation, etc. In many cases, this score takes into account both frequency and recency of these activities. In other words, someone who repeatedly visits the company’s website, and attends a webinar in a two-week period will get a higher score than someone who visited the site once and hasn’t revisited the site or engaged with the company in over a month.

Set up lead scoring model

To score and grade leads automatically we need to set up and configure the lead score model. Microsoft Dynamics Marketing is extremely flexible so you can configure and assign lead scoring models to match the precise business needs, priorities, and processes in place at your organization.

Creating your first lead scoring model

Now I provide you a walkthrough to help you creating your first lead scoring model:

  1. Go to Settings > Rules and Models > Lead Scoring Models to open the Lead Scoring Models list page.microsoft, dynamics, marketing, lead, scoring, explicit, implicit, nurturing
  2. Choose the New button  from the Lead Scoring Models list-page toolbar to open the New Lead Scoring Model page.
  3. Enter a Name for the model. This name will identify your model throughout Dynamics Marketing. Choose a descriptive name that will be easy to recognize by you and other users, such as “LeadScoringModelDemo”, then click the Save button.microsoft, dynamics, marketing, lead, scoring, explicit, implicit, nurturing
  4. Remain on the maintenance page for your new model. The page reloads, now showing settings for Rules and Grades.microsoft, dynamics, marketing, lead, scoring, explicit, implicit, nurturing

Creating scoring rules

In the Rules section yo can establish a set of rules for your model. As I wrote above the lead scoring model is based on two dimensions: explicit or imlicit. Now I provide you a walkthrough to help you creating rules.

Implicit data

    1. Choose the New button to the right of the Rules heading to open the New Rule page pop-up window. We will use the settings here to establish the conditions for updating a lead’s score. Do the following:
      microsoft, dynamics, marketing, lead, scoring, explicit, implicit, nurturing
      1. Set the Field drop-down lists to “Interaction: Landing Page” and “Any”.
      2. Set Where to “For Each Submission”.
      3. Set Update score with to 15.
      4. Set Devaluate By to 5.
      5. Set Points to Weekly.
      6. Choose Submit to save the rule.
    2. Choose the New button again to add a second rule. Set up the second rule as follows:microsoft, dynamics, marketing, lead, scoring, explicit, implicit, nurturing
      1. Set the Field drop-down lists to “Lead Contact(s): Web Site” and “Is In Set”.
      2. Set Values to the name of the web site used by your landing page.
      3. Set Where to “For Each Visit”.
      4. Set Update score with to 5.
      5. Choose Submit to save the rule.

Explicit data

  1. Choose the New button to the right of the Rules heading to open the New Rule page pop-up window. We will use the settings here to establish the conditions for updating a lead’s score. Do the following:microsoft, dynamics, marketing, lead, scoring, explicit, implicit, nurturing
    1. Set the Field drop-down lists to “Interaction: Email Address” and “Contains”.
    2. Set Values to a domain name”.
    3. Set Update score with to 10.
    4. Choose Submit to save the rule.

I hope this help.

Cheers!

The post Lead Scoring Rules and Examples in Microsoft Dynamics Marketing appeared first on Zsolt Zombik - Dynamics CRM Blog.