For more information on what Lead Scoring is, please see this article: What is Lead Scoring?
Your Lead Score is broken down into two different categories: Demographics and Actions.
Demographics will assign points to contacts whose demographic fields (Name, City, etc.) match the required clauses. All fields are available for use when setting up your Demographics portion of Lead Scoring - this includes any custom or extended tables that you have on your account!
Note on grouping: you can group multiple demographics together for the same amount of points using "AND" or "AT LEAST ONE". If the subscriber meets all of the criteria they will still only be given the set amount of points once.
For example, if you place value on the industry of your prospect, you may determine that Media, Software, and Manufacturing should all be 10 points. You can group these demographics as it is unlikely that a prospect would be part of all three industries.
Actions will assign points based on past actions that your contacts have taken with your sent campaigns that match the required clauses. Actions currently available for scoring are:
- Opened / Did Not Open
- Clicked / Did not Click
- Purchased / Did Not Purchase
These can be contained with specific date clauses including:
- Before a specific date
- Within a number of days
- Before a specific date, and within a number of days
Setting actions on the Lead Scoring configuration page will apply to any and all campaigns sent from your Account. Contacts will receive Action points for each action they complete per campaign sent from your account.
If you would like to assign additional point values for actions on specific campaigns, please see this article: How do I set Campaign-Specific scores for Lead Scoring?