Engagement Studio Journeys using Grading & Scoring Earlier in this handbook we touched on triggering Engagement Studio Journeys based on scoring. You don’t need us to tell you Lead assignment that the possibilities with Engagement Studios are endless. Of course, the core purpose of using automated grading and In the context of scoring though, the main thing to consider is how scoring is to be able to send high-quality, sales-ready leads to the prospects are segmented based on their score and grade. sales team. Engagement Studios should never be one-size-fits-all. For many businesses, different sales reps cover different regions and some may have specific knowledge of a product or service Put your high-grade, high score prospects in a VIP journey and you sell. tailor this accordingly. Furthermore, a business often has more experienced and senior Put high score but not highest grade prospects into another sales reps and a more junior sales team. If an A+ grade lead is journey. qualified as ready to talk to sales, this person needs to go to the senior sales member, whereas a C grade or below may be assigned Those with low scores and high grades require a separate journey to the more junior members. too and this will likely be based on re-engaging them. All of this highlights that not only do we need to send high priority Likewise, when using Scoring Categories we can trigger leads to sales as soon as they are ready but we also need to make Engagement Studios for prospects interested in specific services sure that the right leads go to the right person for follow up. and with a high score, for example. Ultimately, consider how your grades and scores help you to segment Luckily, we can automate everything in Pardot! the nurture activity for different levels of interest and priority. Which group needs the most attention? Which can’t you afford to go cold? (This is the part where we can really impact marketing and sales alignment - don’t skip it!) When used strategically like this, nurture workflows for scoring and grading can be hugely effective at providing the right content, The easiest way to assign leads to Sales is via Automation Rules. to the right person, at the right time. 22 marcloudconsulting.com