Marketing Tools: Lead Scoring

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Lead scoring helps you identify your most engaged leads by adding a score to each contact based on their web visits and email engagement from sequences.

 

How to Set Up Lead Scoring

By default, lead scoring is disabled. You can enable it by navigating to the Lead Scoring menu item and checking the Custom person field “Lead score.”

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Next, you need to tell Lead Scoring how to assign points and when they expire. Copper attributes a score for each of the following actions:

  • Page visits
  • Email opens
  • Email clicks

How you score each of these activities is entirely up to you. The default scoring is: 10 points to a page view, 3 points to an email click, and 1 point for an email open.

There are lots of lead scoring models out there. In general, we’d suggest attributing the highest score to Page visits, then email clicks, then email opens.

You can then choose whether those points expire over time – after all, there is a lot of evidence that points to buyer interest decaying over time. Your options here are 30 days, 60 days, 90 days, 180 days, 360 days, or never.

If you choose to have an expiry time, every individual action’s score will be removed from the total after the given time. If you choose “Never” the points will never expire.

Once you’ve configured your score criteria, click Save.

 

Syncing Lead Scores to Copper Contacts

Once your Lead Scoring is live, the next time you send a tracked email to one of your contacts, the system will not only record when they open it but update their score as well.

Copper Lead Scoring automatically creates and updates a custom field called “Lead score” on your contact records. It will look something like this:

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Using page visits to score leads

To get the most from Copper’s lead scoring feature you’ll need to enable web visitor tracking for your site if you haven’t already. 

To do this, simply click Web tracking in the top menu. If your web tracking is already active you’ll see Web tracking active at the top of the page, if not go ahead and copy your web tracking code:

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Go ahead and add it to every page of your site (that you want to track visits on). If your site is WordPress-based, check out the WordPress plugin to make this step even easier.

To read more about this feature, you can see this article.

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