Act-On's lead scoring methodology allows marketing and sales organizations to quickly spot leads that are ready for sales, based on a numeric lead quality score.

Behavioral Scores

All the tools in the Act-On platform work together to allow you to set up your own scoring criteria.

Act-On's e-mail marketing capability allows you to assign behavior scores to recipient actions like opens, clickthroughs and forwards.

Forms allow scores to be assigned to form views and form submits. Landing pages allow scores to be assigned to visits and clickthroughs.

Act-On's website visitor tracking capability allows you to assign numeric values to factors like the number of pages visited, visits to specific "high value" pages (like the pricing page), white paper downloads, etc.

Webinars are one of the most effective tools for qualifying a prospect's readiness to buy. Act-On's integration with WebEx enables you to assign numeric scores to factors like webinar registrations, webinar attendance, number of webinars attended, and more.

Sales and marketing can work together iteratively to determine the most appropriate scoring rules for your organization. Act-On will dynamically recompute scores to reflect your changes. Prospects with composite scores exceeding the threshold score for readiness and interest can be automatically passed off to sales.

Dynamic Segments

Dynamic segments that automatically push their contents to Salesforce.com are another way to manage the process of passing off qualified leads to Sales.

While numeric scores can be a good overall indicator of sales readiness, it is often useful to be a able to layer on very specific "overrides" without having to redo the scoring rules.

Suppose you decide to run an opportunistic campaign ("special promotion") to take advantage of something major currently in the news and therefore on people's minds.

You can define a dynamic segment that identifies "high value" people who respond, e.g., All VP's in Florida who downloaded the foreclosure white paper, and set up an automatic synchronization schedule to push them into Salesforce.com.