Overview

Knowing when a contact is ready to purchase is one of the most important moments of the whole customer journey. Sounding too pushy or sending too many pointed messages about purchases can make a pressured prospective customer run for the hills. Alternatively, not reaching out to that Qualified lead when they are interested in your products and ready to purchase could be a major fail. 

No one, (no matter how amazing they are at selling), can magically know when each of their many contacts are ripe and ready to buy. This is why at ActiveCampaign we help our users institute a system that makes sense for their business using a powerful tool that empowers marketers to apply a points system for contact action, or inaction, based on what's important to your unique organization.

Lead Scoring is an amazing feature to utilize for your business, but like most things, in ActiveCampaign we need to consider the Process before software.

To determine what actions your organization should use to score your contacts, you have to outline what’s important to your company. We can do this by asking a few questions: 

  • What kind of actions do you hope your audience will take?
  • What kind of communications do you send or events do you plan?
  • How do you determine if a contact is hot or cold, engaged or disengaged?


The purpose of lead scoring is to track contacts’ engagements, creating a temperature gauge so you can plan future messaging and outreach. You can think of lead scoring as gamification of your marketing process. The points don’t matter until you create the rules and objectives; you can’t win without a plan!

Once you have determined the process that makes sense for your business we can jump right into the software and start setting up your lead scoring system in your ActiveCampaign account. 

In this video, Alanna will talk about the benefits of using a lead scoring system that empowers marketers to apply a point system for contact action, or inaction, based on what's important to your unique business.

There is no need to enroll in this course, watch the video for free below!


(ActiveCampaign features described in this video are only available on Plus plan and above)

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