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Separate lead scoring for nurture/engagement campaigns?

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Anonymous
Not applicable

Separate lead scoring for nurture/engagement campaigns?

Hello,

We're finally getting a few nurture/engagement campaigns up and running and the question of lead scoring came up, and whether we need to have a separate one for those campaigns. Could those of you who've had success with nurture/engagement campaigns provide recommendations on whether you've implemented separate scoring for those, or just excluded those program members from receiving points until the reach the program success level?

The way our nurture/engagement programs differ from our regular programs, is that prospects must interact with lots more of our content in order to become an MQL, than through our regular programs.

Please share your recommendations or ways you've had success with nurture/engagement scoring. Thank you!

--Regan

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JD_Nelson
Level 10 - Community Advisor

Re: Separate lead scoring for nurture/engagement campaigns?

No difference for us. Generally email opens and clicks give low incremental scores -- but are you saying that if someone reacts to an email batch it differs in your quality than someone reacting to an engagement nurture campaign? For us an open is an open, a click is a click, regardless where it comes from in the journey. If there's something specific that we do that would break the mold we would add points to that campaign, rather than detract from higher volume programs.

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JD_Nelson
Level 10 - Community Advisor

Re: Separate lead scoring for nurture/engagement campaigns?

No difference for us. Generally email opens and clicks give low incremental scores -- but are you saying that if someone reacts to an email batch it differs in your quality than someone reacting to an engagement nurture campaign? For us an open is an open, a click is a click, regardless where it comes from in the journey. If there's something specific that we do that would break the mold we would add points to that campaign, rather than detract from higher volume programs.

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Andy_Varshneya1
Level 9

Re: Separate lead scoring for nurture/engagement campaigns?

Seconding this. We do add interesting moments if they react to a nurture campaign so that the sales team has that insight at the top when quickly viewing a lead in SFDC, but that's about it in terms of special treatment for nurture emails.

Josh_Hill13
Level 10 - Champion Alumni

Re: Separate lead scoring for nurture/engagement campaigns?

I strongly discourage any attempt to score Engagement content differently. You will only create system confusion. Your Lead Scoring system should be central and if the Lead engages with the content, regardless of how it is organized to you, then they engage. If the Goal of your Nurture is to reach MQL, then design it that way and keep in mind the possible combinations that would lead to MQL under the current scoring regime.

if the lead becomes MQL, then push to a new SQL engagement and mark the Lead as Reached Goal in the MQL Engagement system. That's it.

Anonymous
Not applicable

Re: Separate lead scoring for nurture/engagement campaigns?

Thank you, all, for your input! Seems we need to revisit our lead scoring model