Earlier today I had a chance to sit in on a few minutes of the Infusionsoft University course.  It took me back a few years to when Francis Jones and I created and ran Infusionsoft University for almost 2 years.  It was cool to be back.  Anyways… Mike Harris was teaching the class about lead scoring.  It reminded me of a presentation I gave at InfusionCon in 2013 where I laid out a formula for how to setup lead scoring in Infusionsoft.

If you’re not familiar with Lead Scoring, its basically a way to have your hottest leads and customers bubble up so you can target them when they’re most likely to buy or do what you want them to do.  Essentially, you identify key activities (both good and bad) that a lead / prospect / customer might take and assign points to each of those activities.  As they continue to interact with you (or not interact with you) the points get added (or subtracted) and the people with the most points can be targeted as hotter leads.

I’m not going to explain how to setup lead scoring in this post – there’s a great article in the Help Center that explains how to do it.  What I will do though is show you the formula I use when setting it up, as well as a few tricks to make the scoring more accurate and relevant.

The first thing you need to do is make a bunch of tags

Here’s a list of the tags you’re going to need, put them all into a category called Lead Scoring. I’ll explain how you’ll use them in a second.

  • Level 1
  • Level 2
  • Level 3
  • Level 4
  • Level 5
  • Made a purchase
  • Confirmed Opt-in
  • Soft Bounce 1
  • Soft Bounce 2
  • Soft Bounce 3
  • Hard Bounce

Now we need to go setup some automation

You’re going to want to setup your Email Status Automation.  To do this go to Marketing -> Settings -> Email Status Automation from the main menu.  You’ll need to add a trigger for each of the items below.  Each trigger needs to apply the appropriate tag.  For example, the first time a soft or general bounce happens, apply the Soft Bounce 1 tag.  The second time, it should apply the Soft Bounce 2 tag.  Likewise, the hard bounce should apply the Hard Bounce tag.

bounce lead score

Click the image to see the full size version

You’ll also need to setup a few other automation points:

  • Any confirmed opt-in (also called double-opt in) should apply the “Confirmed Opt-in” Tag.  You can do this by adding a step in the sequence after the Confirmed Opt-in link click.
  • You can also use a Customer Satisfaction campaign to apply tags for happy/unhappy/neutral customers.  Setup a webform with 3 options and apply the appropriate tag (happy, unhappy, neutral)

Next we setup the scores

To setup lead scoring go to CRM -> Settings -> Scores. Here are the detailed instructions again  Set up the scores as follows:

  • Email Open – 1 point – Expires in 2 weeks
  • Email Link Click – 2 points – Expires in 2 weeks
  • Confirmed Opt In – 10 points – Expires in 8 weeks
  • Web Form Submit – 5 points – Expires in 3 weeks
  • Email Soft Bounce – Take away 2 points
  • Email Hard Bounce – Take away 10 points
  • Email Opt-out – Take away 10 points

If you do a customer satisfaction campaign, you’ll want to setup the following:

  • Happy Customer – 10 points – Expires in 8 weeks
  • Unhappy Customer – 2 points – Expires in 8 weeks
  • Neutral Customer – 5 points – Expires in 8 weeks

The Magic Formula

The Magic Formula is what you’ll use to calculate the value it takes for someone to get 5 flames.  This is going to take a little bit of basic algebra to calculate – but it’s really easy.  I promise.  Here goes:

.75 * [(W * 5) + (E * 3) + 30)]

W = The total number of webforms that can be submitted

E = The total number of expected emails in the next 60 days

An example:

If you have 7 webforms, and expect to send 15 emails to your contacts in the next 60 days, your calculation should look like this:

.75 * [(7 * 5) + (15 * 3) + 30)]

This calculates to: .75 * (35 + 45 + 30) or 82.5.  I usually will round to the closest multiple of 10 (in this case 80).

Basically what the math is doing is taking into account all of the possible activities a contact might take and says if they do 3/4 of them, they are your hottest leads.  That doesn’t mean they’re the only ones to focus on, rather it means that you can segment and work with those that have 3 flames or more (although, as soon as someone gets to 5 flames, they’d better be a customer soon).

The Campaign

There are plenty of resources available to show you how to build a campaign, so I won’t go into that here.  But, this is what your campaign should look like:

lead scoring campaign

Click the image to see the full size version

Essentially what’s happening here is you have a series of lead scoring goals.  When a lead score increases to 1 flame, you’ll want to add the Level 1 Tag and remove all of the other Level tags.  When it increases to 2 flames, add Level 2 remove all the others, and so on.  On the other side of the pyramid, you’re setting up the goals to be based on a score decreasing to a certain number of flames.  Just like the other sequences, you’ll apply the appropriate tag and remove all the others.

UPDATE: When setting up these goals, make sure to set them as entry points for the campaign.  When I originally built this, the concept of entry points didn’t exist in the campaign builder. (Thanks for the heads up Greg)

How can you use it

With the pyramid campaign above, you’re applying tags that can be used as conditions in your different sequences.  You can filter out the highest engaged leads and do something different with them.  Here’s an example:

conditional campaign

You can setup a decision diamond that follows up with your most engaged leads differently than those who are just getting started with your customer journey.

Another use for these tags could be conditional upsells.  A Level 5 customer is more likely to buy than a Level 1.  When a 5 buys, offer them an immediate upsell with a discount to increase their average order.

Yet another use could be to leverage the tags for list hygiene.  When sending out minor promotions, eliminate Levels 1 and 2 from the list by adding a filter to your search for any contact that has those tags.  This will ensure that only those most likely to act will get the promotions – and you won’t wear out your list with promotions they won’t do anything about.  This will also help with your email deliverability rates as most email service providers are monitoring the activity of your clients with your emails.

There you go.  Now you have a foundation for how to setup leadscoring in your Infusionsoft application.  As you continue to add new elements to your marketing repertoire, don’t forget to update your max score and add additional rules as necessary.

Once you’re done with that, come back here and let me know what you did.  I’m always on the lookout for more creative ways to set up lead scoring!