Scoring

• Lead Scoring: Overview, Setup, and Sample Scoring Models

  Lead scoring is how you turn marketing signals into a number sales can act on. It sorts prospects by their position in the funnel and tells your team which ones are worth a conversation today. Your Act-On account ships with ten common behaviours pre-scored - a reasonable starting point - but the real value comes from tuning the rules to your own sales process. Who does this: Marketing ops owns...

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• Lead Scoring Rules Overview

  Act-On's Lead Scoring Rules feature is where you turn your marketing funnel into math. There are three families of rule you can combine in a single score sheet: profile rules (who the contact is), behaviour rules (what they've done in Act-On), and custom rules (what they've done outside Act-On). This page is a reference to each type. Who does this: Marketing ops builds and maintains the rules....

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• Campaign Score

  Campaign scoring gives you a focused read on how contacts engage with one specific campaign, rather than their cumulative behaviour across everything you've ever sent them. It applies the same scoring rules you already use, but only to the assets inside a single campaign - so you can see which contacts responded to the webinar series, the nurture track, the product launch, and treat them accord...

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• What are industry standards for lead scoring rules?

  There isn't a universal "right" number for any scoring rule - the right answer depends on your funnel, your content, and how your sales team defines a qualified lead. That said, most B2B teams end up in a similar ballpark. Use the values below as a starting point for your first pass, then tune them as you observe how scored leads actually convert. Who does this: Marketing ops uses this as a re...

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• Using Custom Touch Points for Lead Scoring

  Custom Touch Points let you score marketing activities that happen outside Act-On and still roll them into a contact's behaviour score. The classic use case is a trade show: you collect 300 business cards, and you want attendees to get credit in your scoring model. Upload the list as a Custom Touch Point, assign it a score, and every contact on the list picks up points the same way they would f...

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• Injecting a Behavior Score into a List Field

  Act-On calculates a behaviour score for every contact based on the scoring rules you've set up - but that score lives in the contact record, not in a list column. To see it in list views, use it in segments, or push it to a non-Salesforce CRM, you need to write the score into a dedicated list field. A short list maintenance program handles it on demand or on a schedule.Who does this: Marketing ...

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• Are Repeat Web Page Visits Counted for Lead Scoring?

  Short answer: it depends on the rule type. General behaviour rules count every visit. Asset-specific rules count each unique page only once. Here's the detail. Who does this: Anyone tuning scoring rules in Act-On Time needed: 2 minutes to read Why this matters: If you don't realise which rule type you're using, a contact could score 50 points from ten visits to the same page, or just 5 from ...

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