See below for details on using multiple lead scoring profiles written by our very own Brianna Bridges
Having multiple lead scoring profiles is just one of the advantages of Sugar Market’s unique lead scoring system. Not only can you have as many profiles as you want, but as long as the profiles are active in the background each profile will score when a contact or lead performs one of the specific actions you outline in a particular profile, regardless of whether or not it’s the default lead scoring profile.
So, what are some reasons that you would need to have multiple lead scoring profiles in one Sugar Market Instance? Check out some of the most common circumstances and use cases that our Sugar Market Implementation Consultants have come across during their trainings:
- Having multiple brands or sectors within the same company.
- EXAMPLE: While SugarCRM is the over-arching brand, three separate scoring profiles could be created for Sugar Sell, Market, and Discover, since they can function separately.
- Having multiple “large” or “special” products or services.
- EXAMPLE: While scoring for interest in Sugar Market is one thing, we can have additional scoring profiles that can score based on interest in certain add-ons, such as Oktopost or Events Training.
- Having different sales teams that are split by region and marketing and sales are affected as such.
- EXAMPLE: The Sugar team in the US may have different marketing strategies and campaigns than the team in the APAC, so different profiles would allow them to score on each of these regions without having to have separate instances.
- Having different target industries.
- EXAMPLE: If Sugar Market is being marketed to both a marketing agency and a beauty supplies distributor, different lead scoring profiles can be used to score based on their industry-specific interests and needs.
- Creating a profile to measure the lead or contact’s market fit using only data column qualifications, then having a separate profile that scores based on the lead or contact’s interaction and interest with the company or product.
- EXAMPLE: We have created a profile to gauge whether someone would be a good fit for Sugar Market by assigning them a score based on their characteristics, or “Data Column” values (What industry are they in? What is their job title? Etc.) Then, we use our Lead Stage Thresholds to assign them a grade based on their fit. On the other side of things, we have created another lead scoring profile that gauges the lead or contact’s interaction with our marketing (Have they opened our emails? Have they filled out our forms?) Now, we can use the information from both profiles to see who our sales team should go after first.
Tips for Implementing Multiple Lead Scoring Profiles:
Now that you’re aware of some of the common use cases for multiple lead scoring profiles, below are some tips to setting up organized and effective lead scoring profiles to prevent overlap and messiness:
- Don’t rush into things: If this is your first time using lead scoring, it helps to ease into things. Start by creating one over-all scoring profile for the whole business to get familiar with how it works. Then, creating additional profiles later on with be much easier!
- Create multiple scoring fields to map to*: This one is actually required, instead of just a tip. When you create multiple scoring profiles, be sure that they have different integer fields to map back to. Having them all map back to the same field (for example, “Score”), will confuse the system. Because each of the different profiles are fighting to be displayed in the same field, none of them will show up!
- Keep a strong naming convention with all assets in Sugar Market: Many of the lead scoring options are determined based on the INTERNAL name of the assets. You can use these internal names to develop a strong naming convention, so you know which assets to score on based on which brand they belong to, product they pertain to, etc.
- Use the “Wildcard” scoring option under your “Campaign” scoring: This function allows you to “put the cart in front of the horse” and pre-determine a score for any previous or future campaigns that have the specified “Wildcard” keyword in the internal name.
- EXAMPLE: If I want to give a lead additional points for interacting with any emails branded as Sugar Market, I would add a wildcard score for “%Sugar%Market%.”
- Use your fields in conjunction with the “Data Column” scoring: If you have particular fields on the Contacts table that help distinguish your contacts and leads from one another, such as an “Industry” field, “Product Interest,” etc., you can use the “Data Column” section of lead scoring to assign them bonus points for being a good fit for your specific scoring profile.
- Keep it simple: With lead scoring, sometimes less is more. If you have multiple lead scoring profiles, it pays off to have the scoring methods easy to understand for your client.