How to Use Lead Scoring in Blitzen

Lead scoring in Blitzen is based on three aspects:

1) Answers on Blitzen forms
2) Enriched contact data  (What is this?)
3) Mailchimp and ReplyApp behavioral data  (What is this?)
4) Salesforce 

Our goal is to use the information above to identify leads that are more likely to convert and prioritize them. But before we do that we have to decide what customer characteristics matter most to you. 

Lead quality is determined differently by every company

So much of this depends on what type of business you are in. While it might seem like any customer is a good customer, it is worth it to sit down and carve out a profile of someone who is most likely to purchase your product. Once you have done that, we can use lead scoring to help you find those individuals.

Lead scoring works by setting rules like this:

Give 10 points to anyone who filled out a form on your website
Give 15 points if they are in the healthcare industry
Give 5 points if they opened the Newsletter Mailchimp campaign
Give 5 points if they spoke with Sales

etc.

Eventually every contact in your database will have an aggregate score attached to it based on whether or not they fulfill any of the criteria you have set. 

By setting these conditions, you weed out individuals who don't fit your buyer criteria and emphasize those who do. 

As mentioned above, Blitzen helps you determine lead quality through how individuals filled out forms, as well as demographics and firmographics from enriched data  (read our blog about it here).

What is a good lead score?

Numerical values are completely arbitrary in lead scoring . So it absolutely depends on how you have set up your rules. The weighting depends on what characteristics are most important to you and your company. A good way to approach lead scores is to compare them. Which leads are scoring better than others? Those are the ones with a good lead score.

Now that you have the theory let's check out how it works in Blitzen.

Lead Scoring in Blitzen:

You can set and modify lead scores through the ‘Lead Scoring’ tab in the ‘Contacts’ section of the website (accessible from the left-side panel).

The first thing you will notice when you hit the lead scoring page is a colored slider bar with two draggable stop points - these indicate the dividing lines between priority levels. Feel free to play around with these until the thresholds fit your needs. The color scheme and stop points are visual features and will not affect actual lead scores.

On this scale, green represents high priority, red low priority and yellow is medium priority. The scale is out of 100, but your scores get added up and can exceed 100, in which case your leads will be shown as purple.

Now you can set scoring rules. These can be based on company info, contact info, forms submitted, or Mailchimp campaigns. To begin, choose an input in the first dropdown. We will choose company info as an example.

Another dropdown will appear with a new set of variables. For this example we want to give contacts whose websites have a high Alexa ranking more points. To achieve this we will choose ‘website traffic’, ‘United States Rankings’, ‘Is at Most’, ‘100 000’ in the respective dropdowns that appear.

Finally we will indicate the number of points they will receive by sliding the handle that appears below. In this example we will give them 25 points if the above condition is met.

Any contact that fits this condition in your entire database will receive 25 points.

Now any contact that fits the rule we have created will have the lead score appear next to their name.

We know that your system will go through some iteration. So we make it very easy to change and modify your rules.

If you wish to disable or delete a rule, click the slider in the top right corner to  ‘off’ or click the garbage can icon.

You can add any number of lead scoring rules, just make sure they do not contradict each other.

Next steps: Sort contacts by lead score in the ‘contacts’ section (How to Sort By Lead Score).