Scoring categories enable you to see what products, services, or business units your prospects are interested in and engaged with. As well as keeping a overall prospect score, scoring categories provide an additional breakdown of scores that are given based on the assets your prospects are engaged with.
These are the three keys to setting up scoring categories successfully:
1. Create a folder structure that works
The first thing that needs to happen in order to use scoring categories, is to set up a folder structure that makes sense; scoring categories work by assigning assets, like email templates and forms, to folders. When your prospects engage with an asset in a folder, the category score will be adjusted.
Setting up a folder structure is easy! Decide what you want to score your prospects on: is it by product interest, or perhaps, business unit, for companies with multiple brands?
This is an example of a folder structure setup to reflect different products a company may sell:
There are a few things to keep in mind when setting your folder structure:
- Parent folders will set the category for all sub-folders. This means that if you assign a category to a parent folder, all assets in the folder, and any of its sub-folders will be used to calculate the category score. In the example above, If Product A parent folder was assigned a category, then all asset folders will be assigned that same category as well.
- You can assign a scoring category to more than one folder. For instance, you may assign a category to the form folder and the custom url folder, under Product B.
- A folder can only have one category assigned to it. So, the form folder nestled under Product C cannot be assigned with two different categories at the same time.
- If you assign a category to a folder, like the file folder under Product A for instance, you cannot assign a different category to any of its parent, or sub-folders.
2. Understand Which Actions Trigger Scores
So, what exactly happens? How are categories scored? Which assets trigger an action? When your prospects engage with the following assets, the category score will be affected:
- Form/form handler submissions
- File downloads
- Custom url clicks
- Email opens
- Email link clicks
Using the folder structure example above, let’s say you create a form and place it in the form subfolder, under Product A. When a prospect fills out this form and submits it, the category score for Product A will be adjusted.
Note: If the form being submitted is on a Pardot-hosted landing page, then the landing page’s folder will determine the category score, not the form itself.
When a prospect interacts with a list email, the email folder will determine the category, but if a prospect opens a drip/nurture email, the email template’s folder will determine the score.
You can easily move assets between folders too, and the category scores will be adjusted automatically for all affected prospects!
3. Integrate Scoring Categories with Salesforce
Give your sales the insight they need to be more relevant and target their communications to what their prospects are interested in.
By adding Category scores to the Lead and Contact layouts in Salesforce, your sales team will easily see what categories have higher scores for each lead and contact. They’ll still see the prospect’s overall score, but will also be able to see the category breakdown. So, they’ll be able to quickly see that their lead is interested in Product A over B or C without having to dive deep into the website views and asset reports! This knowledge base resource goes through the step-by-step instructions on how to add categories to the lead and contact layout pages.
If you ensure that your folder structure makes sense, which assets trigger scores for the categories and integrate them in your Salesforce layout pages, you’re well on your way to implementing a successful scoring model! Be sure to check out this great Pardot resource, “Scoring Categories Overview” for additional tips and best practices.
If you have questions about lead scoring and/or scoring categories and are a Cheshire Impact client, reach out to your Success Manager to help you with all of your scoring needs!