This article is an advanced use case for lead scoring using Act-On Marketing Automation. Here we will explore the use case where a company is conducting multiple live events every year, and these events are being tracked through Salesforce Campaigns. Act-On provides an out of the box feature called “Custom Touch Points” that allows a user to upload an event list and apply
A note for those not using lead scoring
Lead scoring is perhaps the most valuable, least used feature of virtually all Marketing Automation Platforms. According to MarketingSherpa, “Organizations that use lead scoring experience a 77% lift in lead generation ROI…” If you aren’t using lead scoring yet, this article won’t help you, but Act-On’s Marketing Automation Strategy Guide will!
While Act-On has native functionality that allows users to load event lists and apply
These are the types of creative solutions Tactical helps our customers with every day!
Step 1 – Create a Salesforce Report
Configure your Salesforce Report to include all relevant Campaigns and the appropriate fields and Campaign Statuses. Once you are satisfied with the contents of your report, save your work to the Unfiled Public Reports folder.
Additionally, make sure you configure your report to automatically refresh itself using the “Schedule Future Runs” option. (SF Article Here)
In this example, these Campaigns will have three custom Salesforce statuses:
- Booth Visit
Remember to include the Contact ID and Email Address on these reports or Act-On will not be able to recognize the records!
Step 2 – Sync the Salesforce Report to Act-On
Act-On’s native integration to Salesforce equips you to Import these reports in the Act-On Marketing Lists dashboard. When you select “Import,” a complete list of Salesforce Campaigns and all Reports in the Unfiled Public Reports folder will be visible in alphabetical order. If you have many such objects, the browser find function (Control + F on PC, Command + F on Mac) will help you locate your specific report easily.
Step 3 – Configure the Recurring Report Sync
Once you have imported the Salesforce Report into Act-On, you need to schedule a recurring sync on the Report so it remains updated. This sync will typically be scheduled to run once per day, and usually outside of business hours.
Step 4 – Create Salesforce Fields for Your Custom Scoring Criteria
After you have defined what your custom criteria are, you will need to create fields on the Lead and/or Contact record to store this data. In this example, we will use three custom Salesforce statuses:
- Booth Visit
These three criteria will be created as the new Lead and Contact fields “Registered,” “Attended,” and “Booth Visit.”
We will populate these later in our workflow with True or False values.
Remember to add these new fields to your Salesforce Lead and Contact syncs, and to your Standard Field Names!
Step 5 – Configure Segmentation
Now that you have your Salesforce Report and the appropriate fields, navigate to the synced Report in Act-On. Configure segments that meet the criteria for your custom scoring requirements. Each
Top level segment – Event Date is after 90 days ago
- Status = Registered
- Status = Attended
- Status = Booth Visit
This can be done using Act-On’s native “Profile” segmentation and relative date functionality:
Step 6 – Configure Automation
Now that you have the appropriate segments, create an automated program that will manage
The Source List for the Automated Program should be the top level segment you created “Event Date After 90 Days Ago”. If you would like contacts to reenter the program, Act-On Support will need to enable “program reentry” functionality.
Now add your conditional segments to the program:
Step 7 – Configure Scoring
In the Scoring Rules section, configure a “Profile” Score Rule based on the value of your Salesforce Field.
In our example, we will score Registered as 5, Attended as 10, and Booth Visit as 40.
The Profile Scoring rules are configured as follows:
Based on the automated rules we have configured, Contacts will now be scored the given points for 90 days at which time the score will decay like any other behavior.