Articles on: Marketing Automation

Getting Started With ActiveDEMAND Lead Scoring Software

Getting Started With ActiveDEMAND Lead Scoring Software

Note: Lead scoring is only available in the Corporate Marketer package

Lead scoring in ActiveDEMAND is a powerful subsystem that allows you to customise lead scoring to fit your particular sales/marketing model.


Lead scoring for any contact is a number between 0 and 100 (the lowest being zero, the highest being 100). The lead score accumulates and is reduced either by manually editing the lead score on a Contact, or automatically as the prospect engages with marketing assets. The concept is simple, as a contact engages, the lead score can potentially go up or down.

Basic Concepts:

Contact Lead scores are between 0 and 100
Lead scores are a calculated total of individual history transaction scores (including modifiers ... see score multipliers below)
Lead scores can be manually adjusted
Lead score changes are not stored, only the current total for a Contact is available
Organisation lead scores are an aggregate average of the organisation accumulation

In ActiveDEMAND, anything a prospect does that is tracked creates a Contact History object. All contact history objects can be viewed on a contact's timeline. Each history item creation can have an impact on the lead score.

Lead Score

The lead score accumulates as the prospect engages with assets (and hence creates scored contact history items). The basic process of lead scoring in ActiveDEMAND is based on a default set of lead scores assigned to each contact history item.

Default Lead Score

The defaults can be viewed on the lead score admin page (Administration->Lead Scoring). To change the default history lead scores, click on the number to edit the element.

Lead Score Default Settings

Lead Score Erosion

There is a concept of lead score erosion that can be used to penalise a prospect if they stop engaging with the marketing assets. The erosion is a constant downward pressure on the lead score to ensure the most currently and consistently active prospects maintain a higher lead score.

The erosion is applied to the score on the configured time interval. In the above example, the lead score of all contacts will decrease by 1 every week.

Lead Score Contextual Multiplier

You can adjust the lead score based on a contextual multiplier.

The score of a current history item is multiplied by the queried multiplier when the history item is created.

Lead Score Workflow Action

Packages: Corporate Marketer
Type: Action
Visibility: Autoresponders, Drip/Nurture Campaigns, Lead Processing Workflows
Functionality: This action will add/subtract the configured value from the in-process contact's lead score. Lead scores cannot go over 100, or less than zero.

You can adjust a lead score using a workflow action. The lead score for the prospect being processed by the workflow will have the configured amount added/subtracted when processed by the Lead Score Workflow Action.

Referencing Lead Score in Workflow Decisions, Segments, and Audiences

In the context of a workflow process, you can query based on a lead score.

Packages: All
Type: Decision
Visibility: Autoresponders, Drip/Nurture Campaigns, Lead Processing WorkflowsFunctionality: This is a full query decision with a time element. You have full access to all contact meta-data/attributes and contact histories. If the query is true at the time of execution, the true path is followed.

Relevant query:

Updated on: 05/10/2022

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