Lead Scoring User Guide Guide is developed for the Marketing Automation and Marketing Technology Teams July 2017 Version 1.0
Contents Page Section 1 What is Lead Scoring? Page 2 Our New Scoring Models explained Page 2 When are leads scored? Page 3 Section 2 Viewing the Lead Scores in SFDC Page 4 Section 3 Getting started with Lead Scoring Page 5 Master Lead Scoring document explained Page 5 Who to Contact to Update the Master Lead Scoring document Page 6 Section 4 Location of hosted Scoring Models Page 7 How to view existing fields being scored Page 8 Section 5 Editing/Deleting an Existing Scoring Rule fields Page 10 Section 6 Creation of a new Scoring Rule Field Page 11 Scoring Web Form Downloads and Emails Page 17 Section 7 Negative Scoring Page 19 SDFC Triggered on Closed Leads Page 20 Section 8 Testing Page 21 Testing Housekeeping Page 22 1
Section 1 What is Lead Scoring? Lead scoring is a methodology used by Marketing and Sales to determine the propensity of prospect to buy. By attaching a score to a range of different activities this allow us to build up a profile of the prospect and identify the level of engagement. The lead scoring is weighted and based on different attributes that are determined by each business unit as valuable information. Our New Scoring Models Explained Our new lead scoring models are now hosted in Salesforce (SFDC), two new sections were created to accommodate these models. Lead scoring allows us to identify those prospects that we can move to Sales as a Marketing Qualified Lead (MQL). Our MQL threshold is 300 points across all business units SMB, DMT, Presort (Mail Services), SWS and GEC. The scoring models are based on these categories Demographic, Behavioral and BANT fields that are scored. Demographic includes information such as company name, industry, number of employees Behavioral includes actions like, email opens, downloads, webinar attendance BANT Budget, Authority, Need and Timeframe We have two sections that makes up the scoring models Master and BU Specific. Master this is the overarching model that spans all business units and all regions. The scores are the same across all business units. The fields included in the master section are: First Name Last Name Company Name Work Phone Email Address City State Zip/ Postal Code Country Contact Me BU Specific this is the section that holds the individual scores for each field identified as important to score. This section allows us to score the same field differently for each business unit. As an example the Job Function values are scored differently 2
based on the BU Mailroom Mail Operator is scored high = 10 points for DMT, however for SWS this value is scored Low = 4 points. When are leads scored? Every web form submission is scored if it has been enabled to create a lead in SFDC. As long as you have True for Enable sync to LEAD and Log Submit in Sales Cloud. Every data load into SFDC that has PBI Record type will be scored upon upload. Every lead that is manually created in SFDC. Email opens and downloads will be scored if enabled in the forms configurations in Salesforce Marketing Cloud (SFMC) and if they are added to the scoring model in SFDC. 3
Section 2 Viewing the scores in SFDC Within SFDC two new sections have been added to accommodate the new scoring model engine. Lead Score this shows the breakdown in the different categories scoring and then it provides a total score. There is also a score status section that provides a traffic light depiction of how the prospect is progressing, traffic lights explained: Red Inquiry stage, have between 0 199 points Yellow Engaged stage, have between 200 299 points Green MQL stage, have 300+ points Lead Score Graph This shows you the level of engagement, these shows increases and decreases based on changes against the lead object over time. https://pitneybowes.my.salesforce.com/00q8000001kqcfv?srpos=23&srkp=00q This scoring section has also been added to the contact object, note contacts are not scored, and instead they will show the lead score of the first associated lead record. 4
Section 3 Getting Started with Lead Scoring We have a master lead scoring document that is on Sharepoint, please do not download a version to your local drive as this document will be updated over time and you will need to make sure you have the latest version. Extract from the master lead scoring document What does each column mean on the master lead scoring document? Scoring model This details the business unit using this scoring model (each BU has a separate tab). Field Category This shows if the field has been categorized as either Demographic, Behavioral or BANT. Scoring Model Type This distinguishes between the master scoring fields section and the BU specific fields section. Field Name The name of the field in SFDC (note the field API name may be different, this is covered on page 13.) List of Values This shows the values if there is a pick list for the field, allowing them to be scored accordingly. DCS Categorization in SFDC- This is the weight allocated to each value being scored this can be Low, Mid or High. Score This shows the number of points against each field and values if there is a picklist. The master lead scoring spreadsheet has a tab per business unit outlining the fields that are being scored and the points assigned to each value. Contact me is highlighted yellow on each business unit tab, as this field acts as a trump and if someone explicitly selects Yes on a web form this will automatically score to 300 points (MQL level) and sync to SFDC with a Status of 5
New and added to the relevant lead queue for Sales to follow up. The BANT fields are also highlighted in yellow providing you a quick view of these fields and the point values attributed to each one. Need to make changes to the Master Scoring Model? Currently this spreadsheet is view only, if you need to add new fields and pick-lists, please send an email to - marketingcloudsupport@pb.com detailing the business unit to the updated, field name/s, pick-list values (if applicable) and categorization of the field (Low, Mid or High). 6
Section 4 Location of the New Hosted Scoring Models in SFDC? Once you log into SFDC you will be on the home page, on the right hand side you will see a button with Sales written on it. If you select the button you will see a list of Apps, you will need to select Scoring Engine. Once you have selected the Scoring Engine link, you will see a new set of primary links. Scoring Rules this shows the lead scoring container that all the fields are consolidated into. We are using a scoring rule called SR-0000. Leads This will take you to the leads object in SFDC. Scoring Rule Fields this shows a list of all the fields that are scored, this references a field ID per field/per value. 7
How to view existing fields being scored? Select the Scoring Rules tab, then select the Scoring Rule SR-0000 This will then take you to the scoring rules detail page that provides a description, the object it is associated with (Leads object), it also shows 5 entries in the scoring model at the bottom of the page. If you select the Go to list (50+) link you will see the list of fields that are scored. 8
The first section of the list (highlighted in blue) provides you with the ability to edit del fields, then you have the field ID, it then shows the API field name (important to note the API field name is different than the field label. Discussed on page 13 of this guide. The next column shows the Operator type, the majority will be Equals, but there are times when you will need to use Not Equal to or Contains. Then it shows the categorization of the value Low, Mid or High. This second section of the list (highlighted in purple) shows in the field type majority will be String (a sequence of characters which could be concatenated), occasionally you will need to use Boolean or Number. Score shows the actual score assigned to that field pick-list value. The next column shows the business unit that the scoring rule applies to. The next column is important to check Is Field Categorization if you need to select individual scores per pick-list value for some fields then this field must be checked. The last column details the scoring model section type, in the case of the screenshot these are all BU Specific. 9
Section 5 Editing/Deleting an existing Scoring Rule fields Step 1 Master Scoring Doc Check the current lead scoring master document to make sure the field is being scored. Step 2 Navigate to the Scoring Rule Field Find the field that needs to be edited, select edit. Step 3 Then make the requested change/s. Select Save and then you can move on to test the update you made. Information on testing is on page 21 of this guide. Deleting a Rule Field If a request is made to delete a field from the scoring model, please send through an email to marketingcloudsupport@pb.com before deleting fields. Please use the email subject line Lead Scoring Field Deletion. Outline what field is required to be deleted, the requestors name and the reason for deletion. 10
Section 6 Creation of a new Scoring Rule Field Let s use the example of creating a new score for SMB (GMS in SFDC) for the field called Mailing Frequency. The points categories will be Low = 5, Mid =10, High=15. Step 1 Select New Scoring Rule Fields Step 2 Fields shown on the screenshot above: Scoring Rules this is the container number for all the scoring fields, do not change. Description you can add in the short description of why you are scoring the field, not a required field. Scoring Model Type this is where you select if the field is a Master or BU Specific section type. In the example being used its BU Specific. Required field. Business Unit you select the required business unit, you can select one or multiple. We only need GMS, on this occasion. Required field. 11
Score Category as previously mentioned we have BANT, Behavioral and Demographics. Mailing Frequency would fall into the Demographic category. Required field. Field Name pick-list of all the fields available to score on, find the Mailing Frequency field. Field Type the options in this pick-list are Date, Date/time, String, Number or Boolean. In this case we would use String (this is the main type used) Operator the options in this pick-list are Equals, Not Equals, Contains or Regular Expression. For this example we will chose Equals. Not Equals is used for Master fields that we don t know what the value might be i.e. first name, so instead we use Not Equals = Blank. Value Need to add in Low, Mid or High. Since this example has 3 score categories, you will need to create 3 rule fields. Firstly we will create Low and then repeat the steps above to create Mid and High. Score this is the associated score for the category. In this case Low=5. Is Field Categorization this needs to be checked whenever you need to score pick-list differently i.e. a Low, Mid or High score. Also this will need to be checked if you are scoring a text field. LOV we leave this as-is Save the new rule. Step 3 Repeat step 1 and step 2 in order to create a Mid and High rule. Then when you navigate to the list of 50+ rules you will see this: Step 4 We now need to create the custom values that need to be scored. First copy out the values in the Mailing Frequency pick- list. Daily Weekly Monthly Sporadic Mailings 12
Step 5 We then need to open the Excel called Template to Concatenate Scoring Fields. Column A add the business unit name (Ensure you use the SFDC name in lowercase) SMB/Shipping = GMS SWS = PBBI Presort = Mail Services ENT = DMT GEC = Ecomm Column B the API field name (you need to add the Salesforce API Fieldnames extension to Google Chrome). Once you download the extension it will be in your browser: If you click on the icon when you are logged into SFDC and on a lead, contact or Account object the field names will change to show you the API Field name: Column C value being scored, in our example these will be daily, weekly, etc. These values needs to be very specific and all in lowercase. You need to replace all /, &,, >,< and, with an underscore. If there are spaces in the value, these are fine to leave. An example: Original - 18,001-30,000 replaced with 18_001-30_000 Original - media/print/advertising replaced with media_print_advertising Column D formula added to concatenate the values from column A C to a maximum length of 38 characters. (SFDC limit) Column E is the value copied from column D without the formula, allowing this to be copied to the custom settings section in SFDC. 13
Extract from the spreadsheet for our Mailing Frequency example: For some fields you will not have the complete values shown in the last column as the character length exceeds 38 characters, this should be fine you can still take the value from column E and add that to the custom settings section. Step 6 Create the custom setting fields for Mailing Frequency. Log into SFDC. Select the down arrow next to your name, select setup Step 7 Search for custom settings Select Custom Settings. 14
Select L from the quick links section. Step 8 Select Manage next to the lead scoring link You will be able to see all the values that are scored for each Business Unit. To navigate through the list you can either select the next page> or select the letter of the business unit. Navigate to GMS, you will see the screenshot below, as you can see they are all missing the end part of the industry field off, due to the character limit, but they are still being scored correctly. Select New 15
Then you will see this screen The Name field should be filled with the information in Column E on your spreadsheet, the Category should be completed with either Low, Mid or High dependent on what category the value should be in. Example below Step 9 Using the spreadsheet entitled Template to Concatenate Scoring Fields add in gms_mailing_frequency c_sporadic mail and Low then Save & New. Repeat until you have added all the values and the relevant categories. Once completed you will see the list below: This is now setup to score accordingly. 16
How Do I Score Web Form Downloads and Emails? You will to create these in the same Scoring Rules Fields section. You need to repeat Step 1 above. Step 2 Complete the new rule require. Note that for both web form download and Email Opened Name you must add the name of the email or web form name in the Value field instead of Low, Mid or High. There is also a Score once checkbox, if this isn t checked then every time the person opens the email or downloads an asset will be scored. These scores must always be categorized as Behavioral. You will not need to check Is Field Categorization as you don t need to create custom settings. Step 3 Save the new scoring rule and then check the list to make sure they are included. 17
Step 4 Log into Marketing Cloud (SFMC), navigate to the Forms Configuration data extension: Audience Builder>Contact Builder>Data Extensions>Shared Items>Forms>Forms Configuration Either add the web form or edit an existing form and ensure you select the following: Log a Download True Web Form Download ID This can be found in the properties section on the PDF in SFMC Web Form Download Name - The name of the PDF file that has been uploaded to SFMC. Once completed you need to save the changes in the forms configuration data extension and then you will be able to test the scoring. Note Demand Gen will confirm which emails and downloads to be scored, currently only DMT and SWS have scores associated to these two activities in their lead scoring model. 18
Section 7 Negative Scoring We have introduced negative scoring that is triggered when a lead is closed, this document outlines the scores assigned to different closed reasons that might be selected by Sales. The values are shown in the document called SFDC Closed Reason Scoring Ver1 is uploaded to Sharepoint. How does Negative Scoring work? Once a Sales Rep closes a lead they select the status field and then select Unqualified Closed or Not a Lead, they then need to select the reason for closing the lead. Once selected they save the changes and the scoring model will automatically reduce the total score. Steps taken: Select the Status Unqualified/Closed or Not A Lead Select the closed reason 19
Other SFDC Triggers when a Lead is closed When a PB Lead record type is closed with a status 'Unqualified/Closed, Not A Lead, the following things shall happen Contact Me flag shall be unchecked automatically removing 300 points from the total score Contact Me Reason field shall be blanked out Show Marketing Alert Flag shall be unchecked for Leads with Primary Business Unit PBBI and ecomm Change DSG_Validated c from Yes to No on PBBI and ecomm leads If Primary Business Unit is equal to PBBI then change the lead owner from sales person to SFMC Integration user for all leads. If not PBBI leave lead owner as is. What happens if the Lead Completes another Web Form? If the person subsequently completes another form and requests to be contacted, then the Status will be changed back to New, the closed reason will be removed and the lead will be reassigned to a lead queue if a PBBI lead, or it will remain with the Sales Rep that closed the lead last. 20
Section 8 Testing How do I test the New Fields I added to the Scoring Rules? You will need to update the web form that has been created to test the scoring model for each business unit. They are located in Marketing Cloud Promotional>Web Studio>CloudPages>the relevant BU collections, the scoring model forms are located in folder/form name: ECOMM / Ecom_Scoring_Model_Test_2 ENT-DMT / DMT_Scoring_Model_Test _2 Mail Services-Presort / Presort_Scoring_Model_Test_2 SMB-GMS / GMS_Scoring_Model_Test_2 SWS-DCS / PBBI_Scoring_Model_Test_2 The web form content blocks are located - Marketing Cloud Promotional>Emails>z_Michelle Test Scoring Web Forms. You will need to update the relevant business unit web form and test that you see scores adding up as expected. You will need to refer to the web forms instruction sheet that have been created on how to edit the Cloudpages. Once testing is completed send an email to marketingcloudsupport@pb.com detailing the new fields that have been added to the scoring model, which business unit, points and category. Email subject should be Update required to Lead Scoring Model. The online Sharepoint document will be updated with these fields. 21
Testing Housekeeping Once you have completed your testing, please ensure you close the lead and remove any campaign your test lead has become a member of during testing. Select the values below: If the lead owner field doesn t have your name in it, you will need to select change and then type in your name and save the changes, then you will be able to change the status field. Delete the campaign name from your test lead. If you have any general questions regarding this guide or lead scoring, please send an email to marketingcloudsupport@pb.com. Email subject should be Lead Scoring General question. 22