Score leads, contacts, prospects, and accounts based on how engaged they are with your marketing efforts, how closely they resemble your ideal customer, or how likely an account is to buy from you. Customize default scoring rules and decide how engagement and fit scores factor into the overall marketing scores for individuals and accounts. Use the scores to build segments and create targeted content.
For an overview of scoring in Marketing Cloud Next, check out this video.
- Considerations for Scoring in Marketing Cloud Next
When working with scoring, keep these considerations in mind. - Default Scoring System in Marketing Cloud Next
Leads, contacts, prospects, and accounts are scored based on the rules that you publish. You can use the default rules for both engagement and fit, or you can customize them to fit your needs. All engagement rules are available for the Account object and all people objects. Fit rules are available only for the object that they’re listed under. - Configure Scoring Models in Marketing Cloud
To begin scoring leads, contacts, prospects, and accounts, select the Unified Individual or Account object to score on. Then, create scoring models and use default scoring rules or customize them. You can also add or delete rules, and create complex rules with multiple conditions. - Get the Most Out of Scoring in Marketing Cloud Next
After you configure and publish a scoring model, add scoring to your lead and contact pages, share scores with your sales team, and use scores to build segments and create targeted content.