They might include: For example: • Certain page views • Viewed pricing page = +15 • Number of visits to the website • Downloads case study = +20 • Content downloads • Attended a webinar = +25 • Attending an event • Form enquiry = +100 • Use of Live Chat • Email open = +1 (on the first open only) • Form enquiries • Email click = +3 • Email opens • Video view 50% = +20 • Email clicks • Video view 100 = +40 • Video view completion rate Let’s say we have a lead in our database called Victor. Once you have a clear map of what you want to score points for, start to draft a points value next to each one. Victor visits the website for the first time and signs up for a webinar. He receives an email follow up and opens this (+1). Use the research you’ve done to weight actions that indicate a lead is closer to conversion with higher points than other actions. Later that day, Victor attends the webinar (+25), then downloads a case study (+20). Be careful not to score actions too high. We tend to work with The next week, Victor opens a follow up email from the webinar and scores of +1, +3, +15, +20, +25, +40, +100 with the latter for actions that require immediate response. clicks to watch a video (+3). He watches the entire video (+40). Later that day, Victor returns to the website and views the Pricing page (+15). Victor’s score will now be 104 - over the 100-point threshold we want our leads to hit in order to be deemed ‘sales-ready. ’ 14 marcloudconsulting.com