This information is a guide for setting up a Lead Scoring system. Update these values to reflect your business needs.
Marketing Funnel Stage/Act-On Lead Score
- Unengaged 0
- Top of Funnel (Engaged) 1 - 10
- Middle of Funnel 11 - 29
- Bottom of Funnel 30 – 39
- Marketing Qualified / Sales Ready 40 - 60
- Hot Leads for Sales 60+
Time Period: Start of Buying Cycle to Close of Sale
Target marketing-qualified lead to sales-accepted lead hand-off = 40 points: The goal is to define a point when your prospect is ready to talk to sales. By having a target score in mind, we can rate other behaviors relative to this end goal.
| Activity | Score | Philosophy |
| Was sent any message | 0 | I could send you 40 messages today. If you never open these, are you really any more sales-qualified than the next person? |
| Opened any message | 1 | Seeing that a message has been opened is nice, but it doesn't really indicate "buying interest." |
| Clicked on any message | 1-5 | Clicking on a message, even to view it in a browser, shows we have the prospects' attention, but isn’t buying behavior. Subtract your “Downloaded Media” score from 11. If this is greater than zero, that should be the point value here. e.g. Downloaded Media = 10 | 11-10 = 1 | Clicked on Message = 1 |
| Viewed a Form | 0 | It's good that a prospect viewed a form, but hesitance may indicate the prospect isn’t seriously evaluating yet. The prospect will get points for this assigned from the “Visited a Web Page” score. |
| Submitted any Form | 10 | Submitting any form means your prospects have become ready to trade information for content. This is a strong indicator. |
| Downloaded any media | 5-20 | Downloading Act-On Media Assets means prospects have now come in contact with content you have designed to guide their buying journey. This is often a very strong indicator and should reflect this in the score. Typical scoring at this stage is 10. |
| Visited any Landing Page | 2 | This is often a good indicator and typically weighted more important than a visit to your website. The prospect will get points for this assigned from the “Visited a Web Page” score. |
| Visited any web page | 1 | Obviously, we want to score traffic to your site. If you knew a prospect was on your site, how many pages would they need to view for you to want sales to engage with them? (Divide this into 40) |
| Clicked any Social Post | 1-5 | Clicking on content posted through Act-On's social publish tool. Shows engagement, but not a strong interest to buy. |
| Registered for any webinar | 5 | Registering for a webinar is a good indication of interest, but also helps you gauge the prospects' priority on the topic. |
| Attended any webinar | 35 | If the prospect actually registered and attended, we can almost assuredly consider them sales-ready and want to make sure we get this information to our team immediately |
| Clicked on any organic search listing | 5-10 | Clicking through from a search engine result (not a paid listing). This is a very flexible category that can result in accidental visits. |
| Clicked on any paid search ad | 10-15 | Clicking on an AdWord. PPC is a priority and is weighted heavily. |
| Unique: Visited Pricing Page | 40 | Your pricing page should be rated very heavily. |
| Unique: Submitted Contact Us Form | 40 | Certain forms are far more indicative of buying interest. Submitting a Contact Us Form will result in a prospect becoming immediately qualified. |