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Sugar Market was formerly known as Salesfusion.

Scoring

Overview

One of the most important parts of marketing is making sure you target the most qualified leads and contacts. Sugar Market's Scoring module lets you do that by using the data you gather to help decide which users and prospects should receive content and alerts. This page explains how scoring works in Sugar Market.

Scoring Profiles

Lead Scoring within Sugar Market consists of two types: Contact Scoring and Account Scoring. Scoring profiles are used for each type to establish the weight of importance for each activity and any actions they wish to occur once a contact or account accumulates a predefined number of points. Marketers have the ability to add numerous profiles and actions within profiles. The possibilities are close to endless with this feature, which will take your marketing efforts to the next level.

Contact-Based Scoring

Contact scoring looks at the activity of a specific individual and assigns (or subtracts) points based on this activity. Sugar Market is able to track a contact's activity across your website and see interactions with emails, events, and landing pages.

Example Contact Scoring Profile

Web Activity:

  • 1 point for each page a prospect visits
  • 10 points for hitting the pricing page, indicating they like the solution enough to be interested in price
  • -100 points for hitting the careers page, likely indicating they may just be looking for a job

Email Activity:

  • 1 points for Email opens
  • 5 points for Email clicks

Landing Pages Completes: 

  • 20 points for completing a Landing Page
  • 100 points for filling out a Demo Request or Contact Us form
  • 30 points if the contact's title contains Director, President or Chief

Example actions the sales team wants to put in place as a lead reaches the different scoring thresholds:

  • Cold Leads (No Interest): 0 - 15 points: Do Nothing
  • Warm Leads (Some Interest): 16 - 40: Add to Nurture Campaign
  • Hot Leads (High Interest): 41 - 999: Send 'Hot Lead' Alert and notify sales rep

Setting Up the Scoring Profile

  1. Navigate to Manage > Scoring.
  2. Create a new profile by clicking 'New Scoring Profile'.
  3. Set up Profile:
    • Give your scoring profile a name.
    • Make sure the status is 'Active'.
    • Provide a brief description.
  4. Mappings:
    • Select the field in 'Map to CRM Field'.
    • Select the field you want to store the value (numeric score) for your leads/contacts.
      • The "Map Score to CRM Field" dropdown will surface all available integer fields. It may be necessary for you to create a new integer field. Mapping Scoring profiles consists of a 1:1 relationship between the CRM field & the scoring profile. 
      • NOTE: In order to view your scores in CRM, please create a custom integer field on the contact and lead table in CRM.
  5. Additional Scoring Actions:
    • In the "Score events within" dropdown, select 90 days. It is important to consider your buying cycle when determining how many days to look back and score activity.

Setting Up Scoring for Web Activity

  1. From the 'Web Activity' tab within the Scoring Profile, click 'New'
  2. Assign 1 point for every web page touched by selecting the following:
    • Rule Type = Target Page
    • Rule Name = Any page Touched
    • Target = Any
    • Score = 1
    • Click 'Save'
  3. Assign 10 points for the viewing the pricing page. Click "New" again and set the following:
    • Rule Type = Target Page
    • Rule Name = Pricing
    • Target = /pricing.html (This is whatever comes after the ".com" on your pricing page)
    • Score = 10
    • 'Scoring Summary' should be checked
    • Click 'Save'
  4. Assign -100 points for the careers page. Create one last scoring rule under web activity and set the following:
    • Rule Type = Target Page
    • Rule Name = Careers
    • Target = /careers.html (This is whatever comes after the ".com" on your careers page.)
    • Score = -100
    • 'Scoring Summary' should be checked
    • Click 'Save'

Setting Up Scoring for Email Activity

  1. Move to the Email Campaigns tab within the Scoring Profile.
  2. Assign points for every campaign open by completing the following:
    • Click 'New' in the 'Generic Campaign Scoring' section
    • Rule Type = Open Rule
    • Rule Name = Generic Open Score
    • Score = 1
    • Click 'Save'
  3. Assign points for every campaign click by completing the following:
    • Click 'New' in the 'Generic Campaign Scoring' section
    • Rule Type = Click Rule
    • Rule Name = Generic Click Score
    • Score = 5
    • Click 'Save'

Setting up Scoring for Landing Page Activity

  1. Move to the 'Landing Pages' tab within the Scoring Profile.
  2. Assign points for all landing page completions:
    • Click 'New' in the 'Generic Landing Page Scoring' section
    • Rule Type = Completed
    • Rule Name = Generic Complete Score
    • Score = 2
    • Click Save
  3. Assign points for completing the "Request a Demo" page.
    • Click 'New' next to 'Landing Page Scoring'
    • Landing Page = Select your Request a Demo page from the dropdown
    • Form = Select the name of Page 1 (or the page with questions on it)
    • Field = Email
    • Value CONTAINS
    • Score = 100
    • Click Save
  4. Repeat step 3 for your Contact Us page.

Setting Up Scoring for Data / Demographics

  1. Move to the 'Data Column' tab within the Scoring Profile.
  2. Create a scoring rule to identify decision makers:
    • Click 'New'
    • Table Name = Contacts
    • Column Name = Title
    • Value CONTAINS Director
    • Score = 30
    • Status = Active
    • Click Save
  3. Repeat step 2 for "President" and "Chief".

Creating scoring thresholds

This is the last step of setting up a contact scoring profile. This section determines the actions that will take place when a lead reaches a certain threshold.

  1. From within the 'Scoring Actions' tab, Click "New" to create a new scoring threshold and establish the following:
    • Group Name = Cold Leads
    • Begin Range = 1
    • End Range = 15
  2. Add a Scoring Actions to make sure no one is alerted when a prospect reaches this score.
    • Click "Add" within the scoring actions section.
    • Action = Suppress Alert to Owner
    • Click Save
  3. Click "Save and Return" to go back to the scoring profile setup page
  4. Repeat these steps to create the profile for Warm Leads. Click "New" to create a new scoring threshold:
    • Group Name = Warm Leads
    • Begin Range = 16
    • End Range = 40
  5. Add a Scoring Actions to make sure the prospect is added to a nurture when a prospect reaches this score.
    • Click "Add" within the scoring actions section.
    • Action = Add to Nurture
    • Select your Nurture from the drop down
    • Click Save
  6. Click "Save and Return" to go back to the scoring profile setup page
  7. Repeat these steps one last time to create the profile for Hot Leads. Click "New" to create a new scoring threshold:
    • Group Name = Hot Leads
    • Begin Range = 41
    • End Range = 999 (999 is the equivalent to Sugar Market"s "Infinity")
  8. Add a Scoring Action to make sure the sales team is alerted when a prospect reaches this score
    • Action = Send Score Alert
    • Choose Alert Template (These Templates are found under the Create > Template menu.)
    • Click Save
  9. Click "Save and Return" to go back to the scoring profile setup page.

Tip: In order for contact scoring to work, the contact must be cookied by Sugar Market. This can be done by completing a form or clicking on an email. See the Web Tracking documentation for more information.

Account-Based Scoring

For B2B organizations with thousands of accounts, it can be challenging to see which accounts your sales team should focus on first. Individuals rarely conduct buying decisions and research on their own; especially for more complex solutions. Multiple contacts from the same account could be downloading and interacting with your content. This is where account-based scoring can really support your efforts. If multiple contacts from a company are viewing your content and interacting with your marketing assets, the Account-Based Score will increase, indicating an engaged account.

Sugar Market's Account-Based Scoring leverages your existing lead scoring data and marketing approach to provide a marketing activity summary at the account level. It does this by rolling up a lead or contact's lead scoring information and using this figure to calculate the overall account score using a proprietary calculation.

Setting Up Account Score

First, select a Contact Scoring Profile to use as the Account Score. By creating a Contact Scoring Profile you are assigning a score for specific actions a contact takes such as opening an email, filling out a landing page, etc. Whenever a criterion is met by the contact's action a new score is assigned to the contact, and this is the score that the Account Score utilizes to calculate an average Account Score. For more information, refer to the Contact Scoring Profiles section.

Second, follow these steps to select a Contact Scoring Profile as your Account Scoring Profile:

  1. Click on the menu icon and navigate to Manage > Scoring
  2. Select and open the Contact Scoring Profile you'd like to utilize as the Account Scoring Profile by double-clicking on the Contact Scoring Profile row
  3. In the Contact Scoring Profile settings page, check the checkbox next to the "Use as Default Account Scoring Profile" label
  4. Once you've checked the checkbox, a new dropdown will appear under the "Mappings" section labeled "Map Account Score to CRM Field"
  5. Select which field on the Account Card you want to map the account score to, by default we map it to AccountScore
  6. Hit Save and Return

You can confirm that you've successfully selected a Contact Scoring Profile as an Account Scoring Profile by seeing a check mark in the column labeled "Account Profile" on the Contact Scoring Profile selection page (Menu > Manage > Scoring)

Calculating Account Score

Sugar Market calculates the account score every 30 minutes using the following formula:

  1. We match leads/contacts to accounts and roll them up for one holistic view of the account
  2. We look at all lead scoring records in an account and remove those with negative scores.
  3. We then drop the bottom quartile of records if the account has at least 4 records to utilize for the account score.
    • Example: An account has 7 records in it, 4 of them have negative scores, leaving you with 3 records. Sugar Market will calculate the account score without dropping the bottom quartile.
    • Example: An account has 10 records in it, 2 of them have negative scores, leaving you with 8 records. Sugar Market will calculate the account score using only the top 6 records because we dropped the bottom quartile, which in this case would be the 2 lowest scoring contacts.
  4. We then reach an average score by summing the record scores and dividing by the number of records in the account used in the calculation.
  5. The score will refresh every 30 minutes.

Web Page Scoring

There are two ways to score web activity from a page that has web tracking code:

  • Scoring Details : this allows you to apply a score to a specific page that a user will visit.
  • Web Page Properties Scoring : this allows you to apply a score to a user for specific properties based on the rules listed below.
    • Age of Relevance : No longer used, used in scoring history
    • Single Session - Total Time : Total amount of time on the website in 1 session
    • Single Session - Total Pages : Total number of pages visited in 1 web session
    • Lifetime - Total Time : Total amount of time for all the leads web sessions
    • Lifetime -Total Pages : Total number of pages visited in all the leads web sessions

What is important to remember about scoring web activity is that Scoring Details and Web Page Properties Scoring do not work together. This means that Web Page Properties will reference any web page that has Web Tracking Code and give a score based on the type of rule that has been applied. Scoring Details allow you to score a specific page of your site.

Note: The two rules involving time ("Single Session - Total Time" and "Lifetime - Total Time") require the 'Time in Seconds'. Please be aware that with the Single Session - Total Time rule you may not be getting the most accurate number. For example, a person could come to your website and then forget the tab is open. They have not really looked at the website but they would have a large amount a time recorded for their single session.

Scoring Actions

Every scoring profile has its own unique field that records a specific score. Scoring Actions can take place based on actions and data tracked in Sugar Market: 

  • Web Activity : Specific page hits, file downloads, number of pages visited or amount of time spent in your site can be used to score.
  • Email Clicks : Specific clicks in specific emails, any click in a specific email, any click in emails with certain names, or any clicks anywhere.
  • Landing Pages : Score off any Form Fill at all or only from specific Form Fills.
  • Events : Score off one event's registration/attendance, any event's registration/attendance, or inversely having registered/attended for any overall event or a single session of an event.
  • Contact Data : For example, "Title contains Manager gives 5 points".

Based on the scoring profile, Sugar Market can perform the following actions:

  • Add Lead to External CRM : Adds a new lead record in Sugar Market and the CRM.  If the lead already exists for the given email address, then a new lead will not be created in the CRM. If the email address does not exist in the CRM, then a flag is set to add the lead to the CRM. If the email address already has a CRM ID, then a flag is set to update the record.
  • Push to External CRM : Alerts the system to update an existing record in the CRM. This does not create a new record.
  • Update Contact / Lead : Updates a field for the contact or lead based on the selected template. If the template does not exist, then create a template with the "Update Contact" type. This also creates or updates the contact record in the CRM. 
  • Add Task : Creates a new task record in Sugar Market and the CRM and assigns it to the contact owner. The task is also logged in the CRM contact record. If a follow-up task with the title "Score Follow-up" already exists, then the task will not be created. Create a new task template if it does not already exist in the list in the Name field.
  • Add Opportunity : Creates a new opportunity record in Sugar Market and the CRM and assigns it to the account owner.  If the opportunity already exists for the given email address, then a new opportunity will not be created. Use the Opportunity Scoring Template to pre-populate the fields of the opportunity. In Sugar Market and Salesforce, an opportunity record is created at the account level while in Microsoft Dynamics, an opportunity record is created at the contact/lead level.
  • Add to Distribution List : Adds the lead to the selected distribution list.
  • Add To Nurture : Adds the recipient to the nurture, unless the recipient already exists or is on an exclude list. 
  • Remove from Distribution List : Removes the lead from the selected distribution list.
  • Remove from Nurture : Marks the recipient as removed from the nurture.
  • Send Email : Adds the recipients to a trigger, email, or drip campaign.  If the user is already a member of the selected campaign, they will not be added.
    • Adding to an Email or Drip campaign: You can only select regular or drip campaigns that have already been processed.  These campaigns can be in the encoding phase, but they must have been submitted from the Save, Send and Review screen.
    • Adding to a Trigger campaign: You can add recipients to a trigger that is both active and inactive.  If the trigger is active, then the initial trigger is sent immediately.  The follow-up triggers are sent according to their relative dates and times.  If you add to an inactive trigger, the status of the email campaign will be set to 89 to indicate that the email will not be sent due to the trigger being inactive. You will need to open the trigger and select the recipient to release again once the trigger is active.
  • Send Score Alert : Triggered by the scoring group each time the score group is triggered through a scoring routine.  The owner of the contact receives the specified alert.  You need to build your own template for this alert since it is based on the Contact Alert Templates, which auto appends a subject line "Score Contact (or Lead) Alerts."
    • The Send Score Alert in the action threshold sends up to one time per day if a recipient performs an action that triggers a rescore (opening/clicking an email, filling out a landing page). This occurs on opens, clicks, and landing page completes even if you are not specifically scoring these actions. 
  • Alert User : Sends a copy of the entry and/or exit alert that the contact owner receives to the user named in the field below.
  • Alert Role : Sends a copy of the entry and/or exit alert that the contact owner receives to the specified Geo using a template created via Menu > Manage > CRM > Templates.
  • Alert Geo : Sends a copy of the entry and/or exit alert that the contact owner receives to the specified Geo using a template created via Menu > Manage > CRM > Templates.

Additional Scoring Actions

You can identify time parameters for specific scoring activity in the Additional Scoring Actions section of a scoring profile.

The number of days identified in the "Rescore records after" field alerts the system to evaluate the value identified in "Days of inactivity since" on a daily basis. If the date for a record's scoring activity becomes older than the "Days of inactivity since" minus the number of days selected (e.g. 1/30/2018 minus 90 days), the activity will not be scored. This continues every night until the record has a score of 0, and then the record will not be scored until there is a new positive score.
additional scoring actions new.PNG

The number of days identified in the "Scoring events within" field alerts the system to evaluate the value idenified in "Only score events after the date in" when there is a scorable action. If any of the scorable actions fall outside of the selected value in the "Score events within" field, they will not be included in the updated score.
additional scoring actions new b.PNG

Use Cases For Additional Scoring Actions

If we have Visitor A, who scores +5 on January 1st, they will keep that score of 5 forever. Only if/when they are scored after the 30 days will their initial score of 5 be removed (not included) in their total score for that profile.

If Visitor B also scores for +5 on January 1st, but then also receives another score of +5 after 10 days, they will have a score of 10. However, if they receive a score of +2 on February 1st, they will lose 5 points for the +5 action on January 1st, resulting in a score of 7.

Rescoring Profiles

Sugar Market provides the options to rescore all scoring profiles at once, or to rescore profiles on an individual basis.

To rescore all profiles:

  1. Navigate to Manage > Scoring.
  2. Click the Rescore all Contacts and Leads button in the upper right corner.
  3. Click the Rescore button on the confirmation pop-up.
    rescore

To rescore individual profiles:

  1. Navigate to Manage > Scoring.
  2. Select the Edit option from the Actions dropdown next to the profile to be rescored.
  3. Click the Rescore Profile button at the top of the scoring profile page.
    SM UG rescore
  4. Click "Yes" in the confirmation pop-up.
    SM UG rescore confirm

Scoring Template Use Cases

Using scoring templates, users can create customized alerts that can be linked to scoring actions within the profile as well as in other areas of the system (nurture, listener, etc.). We can create two types of email alerts: Contact Alerts for contact scoring, nurture, and listener and Account Alerts for account scoring.

Creating Score Alert Templates

  1. Navigate to Create > Template > Alert/Update/CRM.
  2. Select "New" and choose an Account or Contact alert from the dropdown. Do not choose Opportunity, Task, or Update Contact for this use case - they are not used for alerts.
  3. Enter a Template Name.
  4. Select "Import Default Alert" (upper right, above the HTML editor). You also can create your own alert using any HTML or by using the HTML editor.
  5. Modify alert with the HTML editor.
  6. Select "Contact Merge Fields" or "Account Merge Fields" to display other data fields from the CRM that can be used to modify your alert.
  7. Click "Save and Return"  to save the template alert.

Now that you have created your alert, you will want to apply it. There are multiple places to apply an alert including:

  • Contact Scoring Profile : Notify your salesperson when one of their leads/contacts hits a certain score threshold
  • Nurture : Notify your contact owner or specific role of users when a lead/contact takes a specific action (e.g. Completes a landing page, requests a demo, clicks on a pricing link in an email, etc)
  • Event Listener : Send an alert once a lead/contact satisfies specific criteria you are listening to (e.g. State = Georgia, notify  the Georgia rep)

Creating an Opportunity Template for Scoring Activities

When a prospect has reached a certain threshold, you may want to automatically create an opportunity for your sales team. You can set up Opportunity templates within Sugar Market that will be triggered from within Scoring Profiles when that threshold is met.

  1. Select New and choose the "Opportunity" type of alert from the drop-down
  2. Enter a Template Name and click "Create"
  3. Click "New" to add a Template Attribute
  4. Select the Column name you wish to update. All of your fields from the opportunity and task tables will be available for you to choose from. 
  5. Enter a value for that column
  6. Save the attribute
  7. Repeat steps 4-7 as needed to add attributes to the Opportunity template. There is no limit to how many fields you can add to the template.  
  8. Once complete, click "Save and Return".

Automatically Updating a Lead's Status Based on Score

Using scoring templates, Sugar Market can update a lead or contact based on specific actions in lead scoring. This means that specific fields on the CRM Contacts Table can be set to automatically update once a lead has reached the strategically designated score. This score can be achieved from a variety of activities including web activity, email or landing page interactions, database values, attending events, etc.

Step 1: Set up a template designating new lead values

  1. Navigate to Create > Template > Alert/Update/CRM.
  2. Create a new template
    • Select "Update Contact"
    • Enter a "Template Name"
  3. Under "Template Attributes", click "New"
    • Choose the "Column Name" of the attribute you wish to update. This comes from the contact table.
    • Provide a "Column Value" that will be updated.

Step 2: Assign template to Scoring Profile

  1. Navigate to Manage > Scoring.
  2. Edit a Lead Scoring Profile, verifying that all your scoring actions are set up within the Web Activity, Email, Events, and Data sections.
  3. Within the "Scoring Actions" tab, select "New"
    • Enter a Scoring action name. We recommended something similar to "SQL" to identify what is happening to this lead
    • Enter the minimum and maximum point threshold for this action to occur. This number should be based on the total of points received for the actions you believe are required to be a Sales Qualified Lead.
  4. Create a new "Profile Scoring Action".
    • Select "Update Contact/Lead" from the dropdown
    • Identify the template created previously in this guide.
    • Click save.
  5. Make sure you push this update to your External CRM.
    • Create a second profile scoring action
    • Choose "Push to External CRM"
    • Click "Save"
  6. Click "Save and Return". You should be all set to update your lead status automatically.

Tip: Remember Lead Scoring is an art form. These profiles should be consistently reviewed and modified with input from your Sales organization to make sure you're pushing leads to the sales staff at the correct time.

Setting Up An Alert for Account Web Activity

  1. Navigate to Create > Scoring.
  2. Click on "New Scoring Profile".
  3. Select "Account" for the profile type.
  4. Assign a name for the profile, make sure it is active, enter a brief description, and click "Save".
  5. Next, we'll assign points for web attributes activity under the Accounts tab. Click the New button in the Accounts Scoring section to create a new rule.
  6. Choose the type of rule from the following:
    • Account Name: The Organization Name from the Web Activity. By default, the account name is treated as a case-insensitive wildcard.
    • Country Name: Select a country name from the dropdown list
    • Geos Name: Select a Geo from the dropdown list (See how to build a custom Geo List)
    • Page Name: The Page rule adds scoring points each time a contact visits a page. You must enter the page name in the space provided section. For any page, enter the word "Any".
    • Page Title: Matches against the "title" meta tag on your page 
    • Assign points for web sessions (as applicable)
  7. Now, assign points for web sessions. Click the New button in the Accounts Scoring Properties section to create a new rule.
  8. Choose the type of rule from the following:
    • Age: By enabling "Age" or "Score Current Session" you are only scoring the Account based on the current web activity. No past web activity will be taken into account. If you leave disabled, then it will score all history. This can also be controlled at the scoring profile level under Scoring History (days).
    • Single Session - Total Time: Enter time in seconds. Anyone equal to or greater than that amount will be scored.
    • Single Session - Total Pages: Anyone that matches or exceeds the number of pages in a single web session will be scored
    • Lifetime - Total Time: Enter time in seconds. Anyone equal to or greater than that amount will be scored.
    • Lifetime - Total Pages: Anyone that matches or exceeds the number of pages will be scored
  9. Now we'll assign actions via Scoring Thresholds. From the Scoring Actions tab, create a new Scoring Threshold and enter a name for the threshold, for example, "Alert the Sales Team".
  10. Set the beginning score. The minimum score can be set to 0 and the maximum set to 9999.
  11. Add a scoring action by clicking "Add" and set one of the following Actions:
    • Select Template: This will send an entry and/or exit alert to the contact owner. Please note that the owner must be subscribed to entry and/or exit alerts via their subscription preferences.  
    • Send Alert to Geo: This will send a copy of the alert that the contact owner receives to the specified Geo.
    • Send Alert to Role: This will send a copy of the alert that the contact owner receives to the specified Role
    • Send Alert Users in Country(Need Description)
    • Send Alert Users in States(Need Description)
    • Suppress ISP: Does not send an alert, rather it suppresses alerts from being sent out according to the rules.
    • Suppress Multiple Alerts: Keep multiple alerts from triggering.
  12. Click "Save".

Tip: If you want to suppress alerts from unknown locations such as Comcast or RoadRunner IPs, set up a scoring action to "Suppress ISPs". You can also choose to "Suppress Multiple Alerts" as an action to make sure the sales team is only notified once.

Expire activity after 5 days:

  1. Within the scoring profile details, find the setting for Scoring History (days). Enter a value of 7, which will only look at the activity that has taken place in the past week.
  2. Click "Save & Return"

Last modified: 2021-02-26 14:31:58