Closing the Lead Loop

Lead scoring and campaign reporting are related but contribute to your strategic channel vision in different ways. The lead scores allow your partners to prioritize the prospects that are most likely to convert to a sale. The campaign reports allow you to understand which campaigns or collateral, specifically, has delivered the greatest return in terms of engagement.

To understand how the two work together, consider a new contact added by a partner. Suppose the contact is added in January and receives and opens an email about a new campaign each month.

Because points degrade by 10% of the total score, it is not until April that a whole point has degraded. In May, the points continue to degrade from both January and February. That degradation is countered by adding new points, this time from both opening the email and clicking a call-to-action link. The degradation in May is counted only once, next to the Open Email item. By June, the degradation of points seems to have accelerated because 10% of the current total is significantly more.

From the perspective of campaign reporting, this same user would be counted as a lead for Campaigns E and F.