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Martin Cogburn


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    Lead Scoring

    What is Lead Scoring?

    Lead Scoring is a system by which your contacts are ranked automatically in response to a particular action they take or if info in their Contact Record that meets a set criteria, all of which is determined by you. The resulting score is used to prioritize your contacts and pinpoint how far along they are in your sales funnel. By scoring your leads you can customize a prospect's experience, nurturing them for future engagement, sales, and repeat business.


    Lead scoring helps you do three things:

    • Know who your most engaged prospects are.

    • Spot re-engaged prospects in your database.

    • Single out hot/engaged prospects for a unique sales experience

    How Lead Scoring Works

    First, you decide what you and your salespeople are looking for in a prospect and what to you constitutes a hot lead. Are CEOs the most important prospect? Are you looking for folks who download free advice from your site? Maybe people who simply visited your site? Whatever it is, you can award prospects points for two kinds of things: explicit information and behavioral information.

    Explicit information

    Explicit information are the values stored in contact fields. This is what you get when a prospect fills out a form. For example you might give 10 points if a prospect says they’re the CEO, or 5 if they’re from Colorado, or 20 if they say they’re looking to buy in the near future.

    Behavioral information

    Behavioral information is what you get from ONTRAPORT’s email, SMS and web tracking systems. For example, you can award 3 points to a prospect for clicking a link in an email you sent out, or 10 for visiting your pricing page, or 20 for purchasing a membership to your website.

    Score degradation

    Lead scores degrade over time. You'll need to set up and adjust score degradation which is how how much of a percentage a contact's lead score will go down (or degrade) every day. The reason to degrade a score is to reflect that NEW activity is always more valuable than old activity. That is, 10 webpage visits today is more valuable than 10 page visits from three months ago.


    ONTRAPORT doesn’t degrade scores that are based on contact field values (explicit information). The reasoning is that the CEO is probably still the CEO five months from now, so that score should remain. But activity (behavioral information) scores do degrade; any score that comes from something like a webpage visit, a link click or email open.

    How to Set Up Lead Scoring

    1. Go to the Navigation bar > Contacts menu > Settings > Lead Scoring

      contacts settings


    2. Create Contact Scoring Conditions

      1. Click + Add New Condition

      2. Select a condition from the Select Condition menu

      3. Assign a point value (score) to the condition

    3. Set Score Degradation

      1. Set a percentage of how much a contact’s accumulated score should go down in one day


    4. Click Save

    Using Lead Scoring

    Once lead scoring is set up, you can do the following things with it:

    1) Sort Your Contacts

    Arrange your Contacts by lead score. By default, Score is a displayed field in the header row of your Contacts Collection. To add it to your display header, click the + Add Column button in the upper right and add the Score field to fields listed by selecting it in one of the dropdown menus.



    2) Create Rules

    Create Rules based on the Score is updated trigger as well as the Score is [This] [Number] condition. This way you can automate actions based on the lead score of your contacts being updated or having a particular score.

    3) Measure Contact Engagement

    A percentage shows up next to each contact's lead score in the Contacts Collection. The purpose of the percentage is to give you the relative importance of that contact's score that could be higher than the raw number would have you believe. It is based on the median score.

    The contact with the highest score gets 100%. The median score gets 50%. The rest of the scores between the median and the top are weighted to reflect that smaller range of values. A similar calculation is used for scores below the median but still above 0. Our raw Lead Score number is rounded to a whole number, but behind the scenes the real Lead Score number is a decimal value, and the percentage is calculated using this real number. This means you may see Contacts with the same numerical Lead Score but with slightly different percentages. 



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    • Avatar
      Paul Coman

      Do you have to set up lead scoring before contacts are added? Because I just set it up and all the scores are still 0.

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