The scor­ing mech­a­nism steers the me­chan­ics of the cam­paign: what is go­ing to hap­pen next (with the con­tact of the com­pa­ny).  Ex­am­ple: Some who opened a mail and clicked on some con­tent will be put on a nur­tur­ing stream for a cer­tain prod­uct group. Or: if scor­ing ex­ceeds a pre-de­fined thresh­old the con­tact con­verts to a mar­ket­ing ready lead and will be for­ward­ed to tele­mar­ket­ing for a fol­low-up call.

The scor­ing will be formed a set of pa­ra­me­ters:

• En­gage­ment his­to­ry, e.g. down­loads, mail open­ings, TM calls, page vis­its
• Con­tent lev­el
• Sta­tus on the Cus­tomer Jour­ney
• Size / po­ten­tial of the com­pa­ny / de­part­ment for your so­lu­tions
• Propen­si­ty for your so­lu­tion
• In­flu­ence of the con­tact with­in the buy­ing cen­ter
• BANT qual­i­fi­ca­tion