Drive More MQLs through Conversation Scoring in Dynamic Chat

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In today’s digital landscape, capturing high-quality leads is essential to driving pipeline and revenue. Adobe Dynamic Chat empowers businesses to engage website visitors through automated dialogues or live chat, while adding Conversation Scoring ensures your team focuses on the most promising prospects.

🔥 What Is Dynamic Conversation Scoring?

Dynamic Chat Conversation Scoring assigns a numerical value from 0 to 3, visually represented as flames, to each interaction. These scores are based on:

• Predefined goal cards within dialogues, or
• Manual scoring by live agents during real-time conversations.

This scoring system helps prioritize high-intent leads for sales follow-up while nurturing others through appropriate marketing tracks.

🎯 Weighing Dialogue Goals Strategically

Whether you’re running multiple dialogues with distinct goals or a single dialogue with various goals, not all goals carry equal weight. For example:

• A lead who books a meeting might be fast-tracked as an MQL (Marketing Qualified Lead).
• A lead who downloads a whitepaper may be better suited for a nurture stream.

By assigning a conversation score (0–3) to each goal, you can better align lead actions with your lifecycle strategy and determine the next best step. To add a conversation score to a dialogue select a goal and assign the conversation score from 0 - 3 flames.

📈 Enriching Lead Scoring with Engagement Data

Adding conversation  scores to your dialogues enhances both demographic and behavioral scoring models through filters or trigger constraints natively integrated into your Marketo instance. This allows you to:

• Dynamically tailor follow-up campaigns based on chat content.
• Align marketing and sales efforts more effectively.

💬 Enhancing Live Chat with Real-Time Scoring

Live agents can now assign conversation scores during live chats to better qualify leads:

• A visitor requesting general information, but not ready to buy might receive a score of 1.
• A prospect asking about pricing or requesting a demo could be scored a 3, indicating high intent.

These scores appear alongside the live chat window and must be submitted before the chat ends. To ensure consistency, it’s best practice to provide agents with clear scoring guidelines.

⚠️ Note: Conversation scores are not cumulative. If a lead previously scored a 1 and a new chat is scored a 3, the score is updated, not added.

✅ Why It Matters

Adobe Dynamic Chat’s scoring capabilities streamline lead qualification, improve sales efficiency, and maximize ROI. By implementing these strategies, you can:

• Accelerate conversion paths
• Reduce manual lead triage
• Deliver more relevant, timely follow-ups
• Enhance reporting and insights

If you need further Dynamic Chat strategy assistance or help customizing any scoring or lifecycle programs, Adobe Professional Services can help! Visit Adobe Professional Services for more information or contact your account team.