The marketer who boasts of not wanting to design a model based on scoring and user behaviour doesn’t exist. That’s why one of the biggest surprises for our customers when they first got to know Salesforce Marketing Cloud and its features was that there was no scoring system. At S4G Consulting we were aware of how important it was and threw ourselves into designing an integral (and integrated) scoring solution between the Sales cloud and Salesforce Marketing Cloud.
The reason why it didn’t have such a system is hard to understand. Maybe because it’s a concept that applies more to B2B and longer, more personalised sales processes (platforms like Pardot and other automation engines do have this feature), while tools that focus more on B2C have been devalued for the sake of other features with a focus on mass communication.
Whatever the reason, the fact is that the experience we gained from working with models like Pardot and the throughput we achieved encouraged us to take a new look at how we could transfer it to Salesforce Marketing Cloud.
And the results led us not only to implement it with many of our multi-cloud clients but also share it with the rest of the world through this publication.
How did we do it? Here we reveal all 🙂
Scoring Salesforce Marketing Cloud – MQL
First, how to develop scoring in Salesforce Marketing Cloud? We reached the conclusion that it was a matter of squeezing platform resources and applying a logic that could be translated into a numeric value.
We found a way to centralise all the behavioural information we needed, designed an evaluation strategy defining the point allocation logic on the basis of how important each action was to be considered … and voilá! – we had a behavioural scoring system.
Through integration via Salesforce Marketing Cloud Connect, we sent that information back to Salesforce. This meant that all impacted contacts and candidates now had a behavioural score.
Scoring Salesforce – SQL
Also, as with Pardot grading, it seemed that this model would fall short if it didn’t include an evaluation system that could perform user profiling based on how attractive the users were for the business where the system was implemented.
The next step was therefore to establish a series of criteria which, if met, would apply another numeric value. In this case, we’re referring to values available in our account: Which sector is the most interesting? Does it matter to my business whether the contact has one position or another? Is the location factor decisive for my sale? All this information was processed and concluded with a numeric allocation, along with behavioural scoring. We now had our grading.
Finally, what we included in this scoring model was the global rating. Which is more valuable – the way the user behaves with our communications or the fact that they belong to a population group more inclined to contract or purchase our services or products? That was what it came down to.
Having determined the optimal way to rate each scoring system, the value was crossed-referenced and a customer or potential customer rating was obtained.
How can we exploit this resource?
Having got to the datum and obtained the valuable number, enjoying the benefits is now a matter of the strength of the strategy developed. The obvious and first big win is the ability to segment and prioritise marketing and sales efforts. Focusing on the contacts we know are interested in us and that also meet the optimal customer profile multiples the conversion rate.
Furthermore, S4G promotes the combined use of the scoring model with Salesforce Analytics. This combo allows for advanced information cross-referencing which, together with the user assessment and scoring system, provides a series of invaluable decision-making insights.
All this information, together with the traceability we get from the S4G-designed campaign management model (which we will leave for another post) is helping our customers get onto an upwards curve like never before. Thanks to Salesforce and its integration potential, the client’s unique vision is increasingly real.
Looks good, right? So don’t hesitate! Contact our Salesforce Marketing Services team for more details!