Create Lead Scores with Optional Group Limits

What is it?

Groups within a Lead Score no longer require a limit, which means you now have more flexibility when creating lead scoring rules and deciding how they contribute points to the total score.

Here’s what is updated:

• Group limits are now optional, they can still be set like before, and they can still add up to the score limit
• Group limits for each group can now be set as high as the total score limit
• The sum of group limits no longer need to equal the total score limit
• The sum of group limits can exceed the total score limit if required
• For combined scores, group limits no longer set the fit and engagement score limits, rather each score will follow the score limit you set

Why does it matter?

Customers felt constrained trying to build their lead scores while managing groups and their limits needing to add up to the total score limit, rather than being able to focus on setting up rules with the best fit and engagement signals. With this update, you can now focus on

1. Use groups for organization and add limits if you’d like to ensure a contact/company/deal doesn’t overqualified too quickly (leveraging weighting)
2. Setting up the max score limit that a contact/company/deal can get
3. Setting up rules flexibly for easy, auto-MQL logic

How does it work?

New scores can be created and existing scores can be edited with this update.

For New Scores:

1. In the Global Navigation Bar on the left, go to Marketing > Lead Scoring. Once in the Lead Scoring app, click "Create score".

2. Choose who you would like to score (contacts, companies, or deals) and the type of score (fit, engagement, or combined). Click "Create".

3. Start building your score by clicking "+ Add event group" or "+ Add property group".

4. When adding a new group, the group limit is optional by default. To add a group limit, click "+ Add group limit". The group limit will default to equal the total score limit, this can be adjusted lower.

• For combined scores, fit and engagement scores limits can now be set independent of the group limits, and the combined score limit is the sum of the fit and engagement score limits. In the below example, if fit and engagement score limits is set to 100, then the fit score limit is 100, the engagement score limit is 100, and the combined score limit is the sum of these which is 200. As always, we don’t recommend using just the combined score limit but rather the threshold property set that starts with ABC defining the level of fit and 123 defining level of intent

5. Add rules and groups to your lead score that determine which fit and engagement criteria best signals an MQL for a lead.

In this example, the total score limit is set to 100 for fit and 100 for engagement, and there are 3 groups named “Demo AutoMQL”, “Other Engagement”, and “Fit”.

• The first group is set at a group limit of 100 and has a rule for "demo watch add 100 points".
• The second group does not have a group limit and has the rules "form submission add 20 points", "email click add 20 points", and "website visit add 10 points".
• The third group also has no group limit and has the rule "job title is CEO or Manager add 30 points".

This set up allows for a contact to score 100 points whether it watches a demo video in group 1 or completes several of the other actions in group 2 or a combination of rules from all three groups. If a lead watches a demo video and submits a form and is a CEO, it will receive 100 + 20 points towards the engagement score and 30 points towards the fit score. Both the fit and engagement scores are set at a total limit of 100 so the engagement score of 120 will be capped at 100 and the fit score of 30 will remain at 30. The combined score would be 100 engagement score + 30 fit score = 130.

6. Click on the "Settings" tab to edit the property label(s) and customize the score threshold(s). The maximum threshold is equal to the total score limit.

In this example, the maximum threshold for fit is 100 and the maximum threshold for engagement is 100 because it equals the total score limit for both types of scores. You can adjust the threshold of what is considered high, medium, or low engagement and fit.

7. After finishing building your score, click "Review and turn on" and then click "Turn on".

For Existing Scores:

Existing scores that opt into this update will score exactly the same unless you edit any of the group limits, rules, thresholds, or total score limits.

1. Navigate to an existing score by clicking “edit” next to a score.

2. Without making any changes to your score, you will notice that the only visual change you will see for a score will be for combined score thresholds. This will now display the maximum threshold to equal the total score limit rather than the sum of groups specific to fit and engagement.

Before:

After:

In this example, the engagement group had a limit of 70 and the fit group had a limit of 30 in order for the groups to sum up to the total maximum score of 100. The high threshold for engagement was 50-70 and the high threshold for fit was 20-30. This score will continue to score as before, however visually the thresholds will now show that the high is 50 to 100 for engagement and 20 to 100 for fit because 100 is the new maximum score limits for fit and engagement.

3. You can now update your rules and groups such as adding a new group for a high-intent action such as a "demo watch add 100 points" without impacting other existing groups and their existing rules on their ability to contribute to the total score limit.

Note:

• Each group limit is independent from other group limits.
• Group limits are optional or they can be set as high as the total score limit
• Group limits no longer need to sum up to the total score limit and can exceed the total score limit (i.e. The total score limit points no longer needs to be split across all groups)
• The final total score will still cap at its limit even if the total allocated points from all rules and groups exceed this limit.
• For combined scores, fit and engagement scores limits can now be set independent of the group limits, and the combined score limit is the sum of the fit and engagement score limits.

Who gets it?

Professional Customer Platform, Enterprise Customer Platform, Marketing Pro, Marketing Enterprise, Marketing+ Pro, Marketing+ Enterprise, Sales Pro, Sales Enterprise