Lead scoring is a way for marketers to measure which of their contacts are the most engaged based on their interactions and behavior. A contact with a higher score indicates a greater likelihood to reach your goal for the contact – most commonly, becoming a customer. Add or remote points as global actions in the Points section from the panel on the left side, as form submit actions, or within campaigns. Users may also add or subtract points using the API, or import a point total with a CSV import. Importing points won’t add or subtract the CSV’s value to/from the value on the record. Instead, importing will overwrite the value.
Preparing for lead scoring
Before you implement Points in MassiveHand Campaign Works™, create a plan for lead scoring. Some questions to consider include:
- What key goals do you want your contacts to reach?
- How do contacts interact with your brand? Are you trying to change that?
- Which pieces of content are the most valuable? Which ones are most aligned with your goals for your contacts?
- What do you want to do with contacts who engage with your content?
These discussions should happen within your organization. Then, you’ll be ready to start awarding points to your contacts based on their behaviors.
Global Point Actions
Starting with the Points section on the left side, MassiveHand Campaign Works™ can score contacts based on several behavior types.
To add a new action:
- Click Points > Point Actions > + New (top right corner).
- In the main panel, there are four boxes for key information. Enter the appropriate information.
- Name: The name of your action. This is how the action displays in your list of actions, so choose an identifiable name.
- Description: Add a description to help you find certain actions. There may be more actions which are similar or more in-depth.
- Change Points (+/-): The value change to set for the action. The
+isn’t necessary when adding points. When subtracting points, add the
- When a contact…: This is the behavior or action the contact must complete to receive the points.
- On the right side of the page is more information:
- Category: Organize your point actions based on their goals, campaigns, etc. For more information, see Global Categories. All points accumulate on a contact record, regardless of category. There is one score or Points model for each contact.
- Published and Publish/Unpublish at (date/time): Once you’ve published a point action, MassiveHand Campaign Works™ awards points when a contact completes the action. When an action is unpublished, the points won’t be awarded. If you have target behaviors that you want to award points for within a certain time period, you can set the publish and unpublish dates.
- Is repeatable: To award points each time a contact completes an action, select Yes. If you want to award points the first time someone completes the action, select No (default).
- Click Apply or Save & Close.
For some options, you’ll see Limit to these selected _____. When that appears, you can select one or more items to apply the point action to. Some items may have a greater value or indicate greater likelihood for a contact to buy; include those in a separate point action from lower-value items.
If you include more than one item on a single point action and want to award points for each item a contact interacts with, set Is repeatable to Yes. Otherwise, MassiveHand Campaign Works™ awards the points for the first engagement with any one of those items. If you don’t select an item, MassiveHand Campaign Works™ awards the points when a contact engages with any item of the selected type.
Downloads an asset: Any time a contact downloads one of your assets, you can award points.
Is sent an email: Select the emails you’d like to award points for, based solely on the fact that you’re sending the email to the contact. You may be basing this on someone meeting the criteria to receive an email, such as segment or campaign membership changes. In those cases, you can also add points within the campaign as an alternative method for scoring. If you’re sending the same email from several different sources (campaigns, form submit actions, etc.), the global point action for that email eliminates some steps.
Opens an email: To only award points once a contact actually opens an email (or set of emails), select the messages you’d like to include in the point action.
Point actions for emails apply to template emails, not segment emails.
Submits a form: Once a contact submits a form, you may award points. You may have set up separate point actions for some form submit actions, including asset downloads, sending emails, or visiting landing pages/specific URLs (on form redirects). Sometimes, you may want to double those points. In most cases, you want points awarded once rather than multiple points for essentially doing the same thing.
Landing page actions
Visits a landing page: Like most actions, this is a selection of landing pages you’ve built in MassiveHand Campaign Works™.
Visits specific URL:
- Page URL: Other than MassiveHand Campaign Works™ landing pages, you can add points when contacts visit certain pages. You may paste in the exact URL of the page you’d like to add points for. Or, use a wildcard (
*) to include a set of pages. For example, if MassiveHand Campaign Works™, Inc. wanted to award a certain number of points for visiting a Help Center page, we would add https://docs.massivehand.com. You can set up a separate point action, either with the same or different value, for visits to the Solutions pages with https://www.massivehand.com/solutions.
- Page hits: If you don’t want to award points based on a single visit, you may require a contact to visit the page (or any in a set of pages) multiple times. Using the same example of https://docs.massivehand.com/, enter
3in the box and award points after a contacted has visited three Help Center pages (or the same one three times).
- Returns within: Use this option to award points for multiple visits within a certain period of time. For MassiveHand Campaign Works™, we may only award points if a contact returns to the Solutions pages (https://www.massivehand.com/solutions) within 24 hours. You may select minutes, hours, or days as your time periods, and enter any number value.
- Returns after: To only award points if a contact visits a page multiple times with a defined time period between visits, use this option. You may want to measure continued engagement, rather than a one time visit.
- Total time spent: You can add a period of minutes, hours, or days to ensure a contact is engaging and consuming the content before awarding points. You can set up multiple actions for different time periods. For example, you may want to award 5 points for 5 minutes of engagement. Then, once the contact has visited your pages for 60 minutes, you can have a separate rule for 1 hour and add 25 more points.
In using the specific URL option, you may also award points for link clicks in emails even if the page isn’t tracked. As an example, if a contact clicked the Twitter link in an email from MassiveHand Campaign Works™, you can still award points with an action for Visits specific URL with
https://twitter.com//acquia as the URL. MassiveHand Campaign Works™ can’t add tracking code to Twitter pages, but it can still track the link click and add points to the contact.
Once a contact has accumulated a point total, you may want to trigger an action with the contact. You may create multiple triggers for different point values.
Creating Point Triggers is like creating Point Actions. The Name, Description, Category, and Publish ** options are all the same. The trigger is based on the **Minimum number of points. Set a number, and decide if you’d like to Trigger for existing applicable contacts upon saving (if published). Once you’ve decided and entered those options, go to the Events tab. Here, you can trigger one or more events once a contact has reached your predetermined point total.
Modify contact’s campaigns: Add a contact to or remove a contact from any campaigns you have published.
Modify contact’s segments: Add a contact to or remove a contact from any segments you have published.
Modify contact’s tags: Add or remove any tags on the contact record. If a tag doesn’t exist, you may create a new one in the edit window for this event.
Push contact to integration: To only push contacts to an integration after hitting a minimum point total, use this option. You must have the Triggered action push contacts to integration option selected in the integration. After selecting this event, a dialog box displays where choose which integration to push the contact to. For example, if your definition of MQL is based on point values, you may hold non-MQLs out of your CRM. Once a contact meets the points requirement to be an MQL, push the contact to your CRM.
The Push contact to integration action is not supported with the Salesforce plugin.
Send an email: Send a template email to the contact based on their engagement. This may be some sort of special offer, congratulations, etc.
Send an email to user: Tell a team member that a contact has reached a minimum number of points. There is an option in this event to send the email to the contact’s owner. You may either write a basic email in the editor, or use a template email.