Overview
The Lead Score is a quantifies the potential of a lead to result in a sale. As leads progress through each status of the sales process, they accumulate points based on their interaction with the sales representative and engagement with marketing activities. The points indicate the level of interest a prospect has in the product or service offered. Unifyr One refers to the sum of these points as the lead score.
Scoring allows the supplier to configure the level of importance of different prospects. In most cases, distributed leads enter the Unifyr One database with 50 points. The point value for different activities or interactions are defined by the supplier during set-up. By default, the score thresholds are:
- Minimum: 15 points
- Hot: 50 points
- Very Hot: 120 points
These thresholds can be adjusted to your requirements by your Unifyr One team.
It is important to remember that a lead is not the same as a contact, rather a signal that a contact is interested in a particular purchase. A single contact will often be interested in more than one purchase, and therefore will be associated with multiple, but separate leads. Moreover, leads belonging to a single contact can be generated by different campaigns.
Scores are assigned to leads as a measure of the level of engagement a contact has had in the purchase. A high lead score indicates that the lead is well-qualified. Lead scores will also erode over time so that if a prospect stops or reduces engagement, they will lose points and potentially drop beneath the defined thresholds. The sum of all the lead scores can be assigned to the contact to generate an overall contact score. Lead scores will also erode over time so that if a prospect stops or reduces engagement, they will lose points and potentially drop beneath the defined thresholds.
Intended Audience: Channel Sales Director and Channel Operations Managers.
Contents
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Lead Events and Default Scores
Any lead-related engagement by a contact is stored as a "lead event" and assigned a point value, which are then added to the lead score.
Each lead event has a default point value but these can be adjusted according to supplier requirements. Speak with your Unifyr One team to do this.
| Lead Event | Default Point Value | Description |
|---|---|---|
| Email Open | 3 | When a recipient of an email sent from Unifyr One opens the email. Email open rates are considered a measurement of marketing success and the first step in user engagement. |
| Landing page viewing duration | 5 | The user clicks a link in an email, web plugin or social post and lands on a new URL. This is the amount of time spent on the new URL page. |
| Email Click/View | 10 | The user has viewed an email sent from Unifyr One and clicked on a link. |
| Landing Page View | 10 | The user has viewed a landing page but not clicked any links. |
| Landing Page Click | 15 | The user has clicked on a link appearing on an embedded plugin or uploaded microsite. These clicks "count," even if the same IP address, and not unique clicks, clicks more than once on a link. |
| Call to Action Conversion | 50 | The user has clicked on a Call to Action (CTA) link in an email or website plugin. Optimally, any items identified for conversion tracking are high value and signify the lead is hotter than a standard link. A conversion is intended to take the place of a form submission and gives a comparable lead score value. |
| Distributed Lead | 50 | These points are applied when a lead that is distributed from the supplier to the partner is accepted by the partner. |
| Form Submission | 60 | The user has received an email, opened it, clicked on a link and completed the associated form. Typically, this is used to collect information such as name, address, and email address. |
| CRM Opportunity | 60 | An opportunity event has occurred in the partner CRM. For example, an approaching renewal deadline. |
| Telequalification | 10 | This is applied when confirmation is received. |
Lead Score Degradation
Lead scores degrade over time. The logic for this is that if a prospect does not demonstrate interest or take any action for a time, they have potentially deferred purchase or purchased elsewhere.
Only the last 200 days of lead events are considered in the score. If there have been no events in that time, the lead score will fall to 0.
The value of each event decreases by 10% every 30 days. As an example, referring to the table of default values, you can see that a call to action conversion would initially be valued at 50 points. After 30 days, this would drop to 50*90%, or 45 points. At 60 days, this would further drop to 45*90%. Points are rounded up and so the lead would have 41 points. This continues until the points have aged out of the calculation. The chart below shows this erosion graphically.
Marketing leads are unique in Unifyr One based on the subscription, the email, and the campaign. When a lead is viewed from within the context of a campaign, the score displayed does not degrade. It is the sum total of all of the events for that lead in the campaign with no time-based degradation.
Lead Management Reports
Unifyr One provides multiple reports to help you track and analyze lead data. These can be accessed by navigating to Analytics & Reports.
| Report | Description |
| Lead Summary | Report about the number of leads generated using Unifyr One. |
| Lead Distribution Summary | Summary of all leads distributed. |
| Opportunity Overview | Summary of opportunities by partner and status. |
Closing the Lead Loop
Lead scoring and campaign reporting are related but contribute to your strategic channel vision in different ways. The lead scores allow your partners to prioritize the prospects that are most likely to convert to a sale. The campaign reports allow you to understand which campaigns or collateral, specifically, has delivered the greatest return in terms of engagement.
To understand how the two work together, consider a new contact added by a partner. Suppose the contact is added in January and receives and opens an email about a new campaign each month.
| Month | Campaign | Action | Points Awarded | Points Degraded | Partner Point Balance |
|---|---|---|---|---|---|
| January | A | Open Email | 3 | 0 | 3 |
| February | B | Open Email | 3 | 0 | 6 |
| April | D | Open Email | 3 | 1 | 8 |
| May | E | Open Email | 3 | 2 | 11 |
| Click CTA Link | 50 | -- | 61 | ||
| June | F | Open Email | 3 | 6 | 58 |
Because points degrade by 10% of the total score, it is not until April that a whole point has degraded. In May, the points continue to degrade from both January and February. That degradation is countered by adding new points, this time from both opening the email and clicking a call-to-action link. The degradation in May is counted only once, next to the Open Email item. By June, the degradation of points seems to have accelerated because 10% of the current total is significantly more.
From the perspective of campaign reporting, this same user would be counted as a lead for Campaigns E and F.
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