How to set up Scores for leads and customers

We are excited to announce a much-anticipated new feature in Ortto: Scores.

This new feature solves a major problem sales and marketing have faced in with traditional lead-scoring models. Where most scoring models apply a half-life to all criteria, Ortto's only applies the half-life to activity-based criteria. This means that any criteria applied with a filter, like demographic and firmographic information, does not degrade over time.

How to create and manage scores in Ortto

If you’re already familiar with Ortto’s Engagement score feature, you’ll be familiar with how scoring works. Essentially, scoring ranks products, customers, and leads according to a set of filters and activities from your CDP. This may include things like demographic or firmographic data, activities, or behaviors. 

Setting up scores is simple, follow the steps below;

1. Go to Setup and select Customer data

2. Go to Scores

3. Click + New Score

4. Give your score a name, and select a score emoji icon as well as a Score half-life period. Note the half-life period will only apply to activities, not filters.

5. Add your score criteria by clicking + New criteria and selecting either a filter or an activity. 

6. Assign a number of points (up to 500) based on importance

7. Click Create criteria

8. Continue until all criteria are loaded and switch your new score type ON. 

Once your scores are set up, Ortto will use the model to assign the customer, product, or lead a score out of five. This score will appear in the people section of your CDP as a number of emojis, making it incredibly easy to simply and quickly identify your best leads or customers. You can also use Scores in filters to build audiences, as entry and exit criteria in your journeys and playbooks, or in reports. 

3 use cases for scores in Ortto

Our new Scores feature was set up to allow you to create scores based on the activities and attributes that matter to your business. They are highly customizable and can be used for just about any type of score. For example:

1. Lead scoring

In the lead phase of the customer lifecycle, we recommend setting up two separate scores for your leads:

• Fit score 

  • Use demographic, firmographic, or technographic filters (the half-life will not be applied to filters) to determine whether a lead fits your buyer persona. 

• Buyer intent  

  • Use behavior-based data points with a half-life (this should roughly match your sales cycle) to determine whether your lead is nearing the decision-making phase of their journey. 

For example, a fit score may include things like: 

• Firmographic information

• Individual seniority 

• Technographic information

• Geographic information 

Since a half-life is not applied to filters in Ortto's scoring methodology, these evergreen pieces of information will not degrade over time.

Your buyer intent score will help gauge how likely the person is to convert. This may include behaviors and activities like:

• Viewed pricing page

• Attended webinar

• Read customer story

• Signed up for or watched a demo

• Opened email in a lead nurture journey 

Since all activities are scored based on a half-life, the purchase intent score will depreciate over time to ensure recency.

2. Product engagement scoring

If you’re a SaaS company, measuring product engagement is essential to assessing users on a free trial, assessing churn risk, optimizing your product, and measuring the success of your customer engagement and onboarding journeys. 

Our new scoring functionality will allow you to set up product activation or product engagement with ease. Let’s say you’re a SaaS company that turns screen recordings into how-to videos and you want to score each new user based on the product-qualifying actions they have taken throughout their onboarding period. Your product activation Score setup might look like this:

• Created screen recording

• Shared screen recording

• Used AI voiceover 

• Opened email in onboarding flow

• Responded to customer feedback pop-up

• Engaged with chatbot

With this information, you can quickly assess which of your new leads are engaging with the product and therefore more likely to become a loyal customer. 

In another example, you may wish to score product engagement on an ongoing basis. This could include a range of custom activities related to the use of specific product features. The time-decay model ensures recency on all user’s scores. This information can be helpful when assessing churn risk, identifying upgrade leads, or even finding customers who may be great case study subjects or brand ambassadors. 

3. Customer scoring

If you’re already using engagement scoring in your account, you can use our new score feature to score customers based on loyalty, satisfaction, or experience. These scores may help you get a more granular understanding of where your product, support team, content and resources, and brand is winning, and where there’s room for improvement. 

For example, if you wish to set up a customer experience score, you may use a range of filters and activities that are connected to the various touchpoints your customer has with your brand, including things like:

• 4+ star rating on chatbot interaction

• Responded to NPS or CSAT survey 8+ rating

• MRR, CLV, or average purchase price

• Time as customer 

• Support tickets lodged and resolved 

While surveys like NPS and CSAT are great for assessing customer satisfaction at a moment in time, a customer scoring model with a half-life on activities will ensure that you are able to get a real-time view of your customer’s overall experience with your brand. 

Scoring is available in your Ortto account now.

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