Do you want to know how scoring works on Plezi Plus and Star? This article includes everything you require!
Lead scoring enables you to identify and educate your most mature prospects while simultaneously educating all of your contacts. It should be used at each phase of your buying cycle: discovery, évaluation, and purchase.
Prerequisite:
Create a resource (form, premium content, links).
From the resources, identify the phase of the buying cycle to which your content corresponds.
Step 1: How does it work?
- Plezi suggests a matrix where each points are calculated based on two parameters: the type of content and the phase selected.
- A buying phase must be affected to a content. The discovery phase is the default buying phase.
Step 2: Score Your Content.
When you create a resource, it is automatically assigned a default score based on the purchase phase. For instance, for a contact form of the "contact request" type in the discovery phase, the default score is 5.
Once your resource is created, go to Edit to customize the score (1).
Then click on Save to apply your changes.
Step 3: MQL score
- Navigate to settings (1) > lead generation (2) > and MQL score (3).
Step 4: Our experts' recommended scale
- Navigate to settings (1) > lead management (2) > and content & points (3).
For example:
Assigning 5 points to the submission of a form linked to a discovery-oriented content.
Assigning 10 points to the submission of a form associated with an evaluation-oriented content.
Assigning 15 points to the submission of a form linked to a purchase-oriented content or a crucial page on your site, such as a demo request.
Why these choices?
It all depends, of course, on your strategy and the amount of content you have imported into Plezi.
Scoring aims to measure the progress of each of your contacts in your funnel, reflecting their level of engagement.
The choice of points based on the type of content (accessible to all or after form submission):
Plezi users inform us that a contact who has read one or more blog articles is not necessarily considered "engaged," whereas a contact willing to provide their details in a form demonstrates genuine engagement. That's why we recommend assigning a higher number of points in the latter case.
Good to know
The three (3) stages of the buying cycle (buyer journey)
Discovery: The phase in which the prospect identifies and qualifies his or her needs through Internet research
=> During this phase, prospects typically seek educational content such as white papers, analyst reports, and industry reports.
Evaluation: is a comparison of the various options presented to your prospect.
=> During this phase, visitors are generally looking for comparison tools, cost estimates, product information,...
Purchase: This is the decision-making phase. Prospects will consider the feasibility of implementation, launch costs, and customer service.
=> Prospects typically seek case studies, demonstrations of your solution, and customer testimonials...
Tips & Tricks
- The score varies depending on the maturity phase of the content.
-We recommend leaving your MQL score at 25 according to the predefined matrix by Plezi.
-⚠️ Before customizing your score, ensure that it aligns with the scale proposed by our experts.
-⚠️ Create only one form per phase of the buying cycle: a visitor who wants to read an ebook in the "Discovery Phase" is less involved and therefore less likely to provide a large amount of information. Conversely, a visitor dreaming of a demo (purchase phase) is ready to engage, so they will provide you with all the necessary information.