Prospect Scoring

About

Prospect scores are used to measure a Prospect’s intent and interest based on interactions with content. These scores help determine Prospect quality/readiness and whether they should be delivered to Sales for follow up. 

In This Article

About

How Does Prospect Scoring Work?

Insightly Plan Information

Sales Potential

Important Details

Default Scoring Model

Edit the Default Scoring Model

Creating a Prospect Scoring Model

Rules and Scopes

Create a Prospect Scoring Model

Verify a Score

How Does Prospect Scoring Work?

Companies with multiple products and/or services require the ability to track prospect engagement with their brand, as well as engagement with each of their products or business units. Tracking this information assists in determining how serious a Prospect’s interest is.

Insightly Marketing enables users to create Prospect Scoring Models to assign scores to Prospects based on their engagement with each product and/or service both cumulatively and individually. Engagement can be tracked at the aggregate and individual product or business unit level. The Prospect score is made up of points that are assigned to every action a Prospect might take with marketing assets and this score can be viewed on each Prospect record.

Scores change over time as a Prospect interacts with marketing assets – the score will change based on the Prospect’s behavior. Points should be assigned to a Prospect’s score based on actions that are the most valuable, such as visiting a pricing page or registering for a Zoom Webinar. The higher the score, the more likely a Prospect is to move forward in the sales process. Scoring models provides Insightly Marketing users the ability to model and track a Prospect’s engagement; users can track engagement to the aggregate and individual product or business unit levels.

Insightly Plan Information 

Prospect Scoring Models are available on Plus, Professional, and Enterprise Insightly Marketing plans.

• Plus: The Default Scoring Model is the only model available for Plus subscriptions. Additional models cannot be created but the Default Scoring Model can have up to 13 rules added to it (the name or details of this model cannot be edited).
• Professional: Four additional models with up to 15 rules per model can be created.
• Enterprise: Nine additional models with up to 15 rules per model can be created.

Sales Potential 

By utilizing Prospect Scoring Models, marketers can gain deeper insights into what Prospects are interested in and therefore be able to nurture them more effectively, pass them onto the right sales representative, and help identify upsell opportunities.

Prospect Scoring Models assist in ranking each Prospect at any point and move them to Sales automatically when the time is right. This can be accomplished with no manual intervention by creating a Finish Action or a Journey action to notify users once a Prospect has reached a certain score.

Use Cases

Important Details

• An update to a score will occur based on the action taken that changed the score, i.e. a Finish Action, a click, etc. Some actions that trigger a score change may result in a delay to the score being updated after the action has been taken.
• If a Lead (within Insightly CRM) is linked to a Prospect, a corresponding read only custom field titled Score will be created and mapped to the Lead record in Insightly CRM. This custom field will be required to be added to the Lead Page Layout by System Administrators. This field can only be mapped to linked Leads and cannot be mapped to Contacts.
• Only the very first email open and/or click action will be counted towards the Prospect’s score. For example, if there is a rule that is triggered by a webpage view and a rule triggered by a webpage visit, when the Prospect opens the website, both rules will be triggered, and the aggregate score will be updated for the Prospect.
• Setting a score is only available for the degradation rule and can only be set to zero.

Default Scoring Model 

Every Prospect is assigned a score that is applied via the Default Scoring Model. This model cannot have its name or details edited and can only have one rule per action type (for example, if the Email Click action is added as a rule, it can only be added once.)

• Once rules have been edited and/or deleted, the default rules can be restored by clicking the three dots menu on the far right of the model and selecting Reset to Default. This will delete all existing rules and reset the model to the original default rules.
  

When a Prospect performs an action, Insightly will adjust their score according to the Default Scoring Model rules. The Default Scoring Model contains general configuration for rules and scoring which can be editing and/or removed.

Edit the Default Scoring Model

This model cannot have its name or details edited and can only have one rule per action type (for example, if the Email Click action is added as a rule, it can only be added once.)

1. To edit the Default Scoring Model, select the model by clicking its name.
   
2. The Scoring Rulessection can be used to add, edit, or delete rules for the model.
   • Add a Rule: Click Add Rule.
   • Edit a Rule: Click the Pen (edit) icon on the far right of the rule that requires editing.
   • Delete a Rule: Click the trashcan (delete) icon on the far right of the rule that requires deleting.
3. When adding or editing a rule, the rule definition can be selected and the resulting score adjustment can be defined. Review the Rules and Scopes section of this article for information pertaining to each rule definition type

Creating a Prospect Scoring Model 

Rules and Scopes

A scoring model consists of rules that determine when points are added to or subtracted from a Prospect’s score. The scope of each rule can be triggered by a specific asset or by any activity of that type. For example, a rule could be configured that adds points to a Prospect’s Score for all Redirect Links they click.

The rules within a scoring model function in addition to any Finish Actions that already exist to adjust a Prospect's score, for example, adjusting a Prospect's score up or down after a specific action has taken place. Both sets of rules will be executed in these instances.

 Create a Prospect Scoring Model

1. Within Insightly Marketing, click the user profile in the upper right corner and select System Settings. Under the Feature Settings section, select Prospect Scoring.
   1. Click Add Model in the upper right. The Add New Scoring Model screen will load where the models name and the Prospect Score Field Label can be entered. To create the new model, click the Create Scoring Model button.
      • The Prospect Score Field Label will auto populate based on the entry in the Scoring Model Name field although, it can be edited if desired.
   2. The new scoring model will now display in the list view of scoring models. To add rules to the scoring model, click its name to open its record and within the record, click the Add Rule button.
      1. In the Rule Definition section, the rule type/activity and the applicable scope for the rule can be applied via the drop-down menus. Duplicate rules are not allowed within the same model.
      2. In the Score Adjustment section, define how the Prospect’s score will be adjusted based off the action defined by the rule in the Rules Definition section.
   3. When the rule parameters have been appropriately set, click Save Rule to add the rule to the scoring model.

Verify a Score

After the System Administrator has added the Default Model’s Score field and any other custom model fields to the Prospect Page Layout, the scores can be reviewed and verified from a Prospect record’s Details tab.

• In the example below, the Prospect Scoring section is shown on the Details tab of the Prospect record. This section contains the Default Score (Score) as well as several custom scoring models. In this example, the Prospect’s custom model Scores will be updated based on their interaction with specific products, such as mallets, hammers, etc.