Prospect Scoring Models

Companies with multiple products or services need the ability to track Prospect engagement with their brand, as well as engagement with each of their products or business units, to determine how serious their interest is.

Scores help determine Prospect quality and readiness and whether or not they should be delivered to sales for follow up. Essentially, you should use Scores to measure a Prospect’s intent and interest.

Prospect Scoring Models allows admins to assign scores to Prospects based on their engagement with each of their products and services, cumulatively and individually.

 

How do they work

Insightly Marketing gives users the ability to track Prospect engagement with their brand by assigning points to every action a Prospect might take and tracking overall engagement as a Prospect Score.

Prospect Scoring helps businesses to identify a Prospect's interest based on their interactions with their marketing assets. The higher the Score, the more likely a Prospect is to move forward in the sales process.

Scoring Models provide users the ability to model and track a Prospect’s engagement with their brand, as well as their engagement with multiple products or business units. Users can track engagement at the aggregate and individual product or business unit levels.

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Sales potential

With Scoring Models, marketers can get deeper insights into what Prospects are interested in so they can nurture them more effectively, pass them on to the right sales rep, and help identify upsell opportunities. Scores can be viewed on each Prospect record.

Models help users rank each Prospect at any point and move them to sales automatically when they are ready - without requiring a user to intervene in the process. Just create a Finish Action or Journey Action to notify users once a Prospect has reached a certain Score.

How models can be used

If your business sells CRM and Marketing Automation software, you could create a model for each product to see if they have an interest in either. If you were to assign a Score to a Prospect that only had an interest in one of these products, their Score could be negatively affected by their inactivity with the other product.

Scores change over time as they interact with your marketing assets and their Scores change based on their behavior. Assign points to the Prospect’s Score based on actions you consider to be the most valuable, like visiting the pricing page or registering for a Zoom Webinar.

For a specific example, suppose there is a hardware company that sells both hammers and mallets. When a Prospect visits the company website and downloads a white paper outlining the features of a new line of hammers, an activity that is valued at 10 points in the Default Scoring Model and in a model that is specific to hammers, two things happen.

First, the Prospect’s overall Score is raised by 10 points. Then, the Prospect’s Score for hammers will go up by 10 points.

In another example, you could increase a Prospect’s Score based on their engagement with videos embedded on a Landing Page or a tracked website to gauge the Prospect’s level of interest. Insightly can capture play, pause, and end events.

 

Plans

Prospect Scoring Models are available on Plus, Professional, and Enterprise Insightly Marketing plans. Professional and Enterprise Marketing subscriptions can create multiple Prospect Scoring Models.

The Default Scoring Model is the only model available on the Plus subscription. Additional models cannot be created, but the Default Model can be edited. This model can have up to 13 rules.

Professional accounts can create 4 additional models with up to 15 rules per model.

Enterprise accounts can create 9 additional models with up to 15 rules per model.

 

Types of Models

Default Scoring Model

All Prospects are assigned a Score that is taken from the Default Scoring Model. This model cannot have its name or details edited. When a Prospect takes an action, Insightly will adjust their Score according to the Default Scoring Model rules.

The Default Scoring Model contains the following configurations, which can be edited and/or removed.

Activity

Scope

Points

Email Click

Any

+1 points

Form Handler Submit

Any

+3 points

Landing Page Visit

Any

+1 points

Landing Page Form Submission

Any

+50 points

Opportunity Created

Any

+50 points

Opportunity Lost

Any

-100 points

Web Page View

Any

+1 points

Website Visit

Any

+3 points

YouTube Video Play

Any

+3 points

Redirect Link Click

Any

+3 points

Hosted File Click

Any

+3 points

Zoom Webinar Registered

Any

+1 points

Zoom Webinar Attended

Any

+10 points

One of the options available under the three dots menu is Reset to Default. This will delete all the existing rules for the default scoring model and reset the default model rules back to those listed above.

Additional Prospect Scoring Models
Professional and Enterprise Marketing subscriptions can create multiple Prospect Scoring models (Professional: 5 Enterprise: 10) with up to 15 rules each. This can be helpful to help understand how a Prospect engages with one product vs another.

Multiple Score Models allow you to score a Prospect on more than one product or line of business. So while you still have an overall score, you can have additional scores for your Prospect based on their engagement with various assets.

When you create a new model, a read-only custom field will be created to track the Score calculated by that specific model. The name of the custom field will be determined by the label given when the model is created, but admins can edit this later.

Admins will need to add the custom field to Prospect and Lead Page Layouts so they will appear on records.

This new field is automatically synced with Leads in CRM Connector with the same properties as the default score. It is read-only on Leads.

The Delete Scoring Model action can be found in the three dots menu of the model. When a model is deleted, the rules and the custom field are deleted.

Degradation Rule

Administrators can add a specific rule to a scoring model, Prospect Last Activity older than X Days Ago, to set the score to 0 if there is no Prospect activity, to indicate that the Prospect is not interacting with the marketing content and assets.

 

Rules, Activities, and Scopes

A Scoring Model consists of rules, configured by Insightly admins, 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, you could configure a rule that adds points to a Prospect’s Score for all Redirect Links they click.

The rules within a model function in addition to any Finish Action rules that already exist to adjust a Prospect's score, like 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.

Rules


  Prospect Opened Email

Any Email

Prospect opens any Email
Specific Email Prospect opens a specific Email
All Emails in Folder

Prospect opens any Email that is in a specified Folder

 This rule can be set on Folder level by selecting the Folder from the dropdown  provided. If the Prospect opens any Email under that Folder, the rule will be triggered  and the Score will be updated.

 


  Prospect Clicked Email

Any Email Prospect clicks any Email
Specific Email Prospect clicks a specific Email
All Emails in Folder

Prospect clicks any Email that is in a specified Folder

 This rule can be set on Folder level by selecting the Folder from the dropdown  provided. If the Prospect clicks any Email under that Folder, the rule will be triggered  and the Score will be updated.

 


  Prospect Form Handler Submit

Any Form Handler Prospect submits any Form
Specific Form Handler Prospect submits a specific Form
All Forms in Folder

Prospect submits any Form that is in a specified Folder

This rule can be set on Folder level by selecting the Folder name. If Prospect submits any Form from the Form Handler record under that Folder, the rule will be triggered and the score will be updated.

 


  Prospect Landing Page Visit

Any Landing Page Visit Prospect visits any Landing Page
Specific Landing Page Prospect visits a specific Landing Page
All Landing Pages in Folder

Prospect visits any Landing Page that is in a specified Folder

This rule can be set on Folder level by selecting the Folder from the dropdown provided. If the Prospect visits any Landing Page under that Folder, the rule will be triggered and the Score will be updated.

 


  Prospect Landing Page Form Submission

Any Landing Page Prospect submits any Landing Page Form
Specific Landing Page Prospect submits a specific Landing Page Form
All Landing Pages in Folder

Prospect submits any Landing Page Form that is in a specified Folder

This rule can be set on Folder level by selecting the Folder from the dropdown provided. If the Prospect clicks any Email under that Folder, the rule will be triggered and the Score will be updated.

If any Form Handler is embedded within a Landing Page and a Prospect submits the Form, this action will be triggered and the Score will be updated.

 


  Prospect Viewed Web Page

Any Web Page View Prospect has viewed any Web Page
Specific Web Page View

Prospect has viewed a specific Web Page

This rule can be configured with a specific URL or WebPage. If a Prospect views that specific web page, the rule will be triggered and the Score will be updated.

 


  Prospect Visited Website

Specific Website Prospect has visited a specific website
This rule can be configured with specific Website that has been registered with Insightly’s domain management. If a Prospect visits that particular website, the Score will be updated.

 


  Prospect Played YouTube Video

Any YouTube Video Prospect has played any YouTube video
Specific YouTube Video

Prospect has played a specific YouTube video

Rule can be set on specific YouTube video ID

 


  Prospect Clicked Redirect Link

Any Redirect Link Prospect opens any Email
Specific Redirect Link Prospect opens a specific Email
All Redirect Link in Folder

Prospect clicks any Redirect Link that is in a specified Folder

This rule can be set on Folder level by selecting the Folder from the dropdown provided. If the Prospect clicks any Redirect Link under that Folder, the rule will be triggered and the Score will be updated.

 


  Prospect Clicked Hosted File

Any File Prospect clicks any Hosted File
Specific File Prospect clicks a specific Hosted File
All Files in Folder

Prospect clicks any Hosted File that is in a specified Folder

This rule can be set on Folder level by selecting the Folder from the dropdown provided. If the Prospect clicks any Hosted File under that Folder, the rule will be triggered and the Score will be updated.

 


  Prospect Registered Zoom Webinar

Any Zoom Webinar Prospect has registered for any Zoom Webinar
Specific Zoom Webinar Prospect has registered for a specific Zoom Webinar

 


  Prospect Attended Zoom Webinar

Any Zoom Webinar Prospect has attended any Zoom Webinar
Specific Zoom Webinar Prospect has attended a specific Zoom Webinar

 


  Prospect Last Activity Older than X days Ago

Any number of days ago This will check a Prospect’s timeline to calculate the number of days since the last activity was performed. If its more than the specified number of days, the Score will be set to 0.

 


  Opportunity Created

Any Opportunity Any Opportunity has been created
If a Prospect has a Linked Lead record and that Lead is converted to Opportunity, it will be identified as an Opportunity Created action.

 


  Opportunity Lost

Any Opportunity Any Opportunity has been marked as Lost
If an Opportunity created from the Opportunity Created action is lost, it will be identified as an Opportunity Lost action.

 

How to create a Prospect Scoring Model

  1. Go to System Settings > Prospect Scoring.

  2. Click Add Model.

  3. Enter a Scoring Model Name. Click Create Scoring Model.

Next, you will need to add rules.

  1. Go to System Settings > Prospect Scoring. Select a model from the list by clicking on the model’s name.

  2. Click Add Rule.

  3. Under Rule Definition, use the first dropdown to select an activity. Use the second dropdown to define the scope of the rule.

  4. Under Score Adjustment, use the dropdown and select Decrement Model Score by, Increment Model Score by, or Set Model Score to. Enter the number of points the score will be adjusted by.

  5. Click Save Rule.

 

Verifying Score

After your administrator has added the Default Model’s Score field (Prospect Score Field Label) 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 screenshot below, the Prospect Scoring section contains the Default 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 and hammers.

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Important details

  • Scores are not updated in real time.

  • If a user is creating a rule and selects “All [records] in folder, any parent folder can be selected.

  • If a Lead is linked to a Prospect, a corresponding read only Lead custom field will be created and mapped. However, admins will need to add it to the Lead Page Layout.

  • The Score custom field can only be mapped to linked Leads; it cannot be mapped to linked Contacts.

  • Only the very first email open/click action (i.e. the first open and first click of the email) will be counted towards the Prospect’s Score.

  • If, for example, there is a rule is that is triggered by a web page view and a rule that is triggered by a web page visit, when the Prospect opens that particular 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 0.

  • Duplicate rules are allowed as long as the rule is not within the same scoring model.

  • Default Model rules can be deleted, but resetting the model only method that can be used to retrieve it.

  • For rules triggered by specific YouTube videos or Zoom webinars attended, the administrator is only required to enter the video/webinar id. For example, for https://www.youtube.com/watch?v=yfmMS8f2lPU the admin will only need to enter yfmMS8f2lPU.

 

Learn more

Read the following articles to learn more about Prospects.

What are Prospects?

How to create a Prospect

What are Prospect Profiles and Grading?

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