Marketing Cloud Growth Edition: A Guide to Fit and Engagement Scoring

Personalized marketing can make a significant impact on customer engagement and business growth. According to a recent study, personalized marketing can boost ROI by up to 20%.

One of the most effective ways to achieve this personalization is by scoring leads and contacts based on their engagement and fit with your ideal customer profile. This approach allows marketers to prioritize high-value prospects and create targeted campaigns that resonate with specific audience segments.

By understanding and implementing engagement and fit scoring, you can enhance your marketing strategies, improve customer relationships, and drive business growth. This blog provides valuable insights and practical steps to get you started effectively scoring leads and contacts in Marketing Cloud Growth Edition. 

Understanding Engagement and Fit Scoring

By combining Engagement and Fit Scoring, businesses can create a comprehensive scoring model that prioritizes leads and contacts based on their level of interest and their potential value to the company. This dual approach ensures marketing efforts are focused on the most promising prospects, leading to more effective and efficient campaigns.

What is Engagement Scoring?

Engagement Scoring evaluates how actively and positively leads and contacts interact with your marketing efforts. It quantifies the level of interest and involvement a prospect shows, helping you identify the most engaged individuals who are likely to convert into customers.

Key Metrics Used in Engagement Scoring

When configuring rules, utilize data from the available attributes. Ensure the specified values are exact and case-sensitive. Many attribute values are unique to your organization or vary based on the lead or contact. To identify the correct values, review your data model objects in Data Explorer.

What is Fit Scoring?

Fit Scoring assesses how closely a lead or contact matches your ideal customer profile. This scoring method evaluates criteria to determine the potential value and suitability of a prospect for your business. Fit helps prioritize leads that are not only engaged but also align well with your target market characteristics. Currently, the default fit model only includes “Contact Point Address.” However, you can customize your fit model by adding additional attributes.

Criteria Used to Determine Fit

1. Demographic Information: This includes age, gender, income level, education, and other personal attributes that help define your ideal customer profile.
2. Firmographic Data: For B2B businesses, this includes company size, industry, revenue, and other business characteristics that indicate a good match with your products or services.
3. Behavioral Patterns: This involves analyzing past behaviors and actions, such as purchase history, product usage, and interaction patterns, to predict future behavior and fit.
4. Geographic Location: The physical location of a lead can be crucial, especially for businesses with regional sales strategies or location-specific products.
5. Technographic Information: For tech-related businesses, understanding the technology stack a prospect uses can indicate their compatibility with your solutions.

Customizing Engagement and Fit Scoring

Leads and contacts are scored according to the rules you establish. You can use the default rules provided by Marketing Cloud Growth or customize them to your specific needs.

Base  Model

How to Create a Customized Model

1. Navigate to Setup > Scoring Rules
2. Next to Unified Individual DMO Name, click Select
3. Select Score On Unified Individual
   
4. Select Save
5. Edit, Delete, or Add rules as needed. Keep in mind that you are limited to 30 rules of each type (Engagement and Fit)
6. When you are done editing your rules, select Save
7. Select Publish

• The rules are immediately applied to records that are related to the target object you selected.
• After you publish scoring rules, you can’t unpublish them.
• After you publish rules for the first time, you must publish them again to save any further changes.

Combining Engagement and Fit Scoring

The overall marketing score is a comprehensive metric that combines both engagement and fit scores. The engagement score measures how actively a prospect interacts with your marketing efforts, while the fit score evaluates how closely they match your ideal customer profile. By integrating these two dimensions, you can prioritize leads that are not only highly interested, but also highly relevant to your business.

While engagement and fit scores will be a sum of points, the Overall Score will always be between 0 and 100. Out of the box, the Overall Score will consist of 50% of the engagement score and 50% of the fit score. However, this can be customized per org.

By maintaining a balanced scoring approach, you can ensure your marketing efforts are directed toward leads that are both highly engaged and closely aligned with your ideal customer profile. This holistic view enables more effective segmentation, targeted content delivery, and higher conversion rates.

Combining engagement and fit scores into an overall marketing score provides a nuanced understanding of each lead’s potential. By carefully balancing these scores, you can optimize your marketing strategies to focus on the most promising prospects, leading to more successful and efficient marketing campaigns.

Personalized marketing is the future

In conclusion, personalized marketing is essential for standing out in today’s highly competitive digital landscape. Research shows that businesses using advanced personalization techniques see a 10-30% increase in sales and customer retention rates. This underscores the importance of understanding and meeting customer preferences.

With the insights and practical steps outlined, you are now equipped to optimize your lead-scoring methods. Embrace this dual approach to prioritize your most promising prospects, ensuring that your marketing efforts are both efficient and effective. By doing so, you will position your business for sustained success in an increasingly competitive marketplace.

More Marketing Cloud Growth Edition Resources

1. Announcing Marketing Cloud Growth Edition
2. The Marketing Cloud That Broke the Internet (& 5 Key Takeaways)
3. Data Cloud No Cost Edition: Get Ready First
4. What Marketing Cloud Growth Edition Means for Your Career
5. Evolving Your Skills as a Marketing Cloud Engagement Practitioner
6. Evolving Your Skills as an Account Engagement Pro
7. Marketing Cloud Growth Edition: Creating Brand Guidelines
8. All the FAQs on Marketing Cloud Growth Edition
9. Marketing Cloud Growth Edition: Landing Page and Form Builder
10. How to Create Campaign Assets with Marketing Cloud Growth Edition