How to Set Up Lead Scoring

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Ideally, schools would provide comprehensive follow-up and communications with every lead they generate. However, not only does this strategy require an amount of resources that few schools have, it may not be the most effective use of your team’s time and money.

Not every lead you generate is qualified to study at your school, let alone is someone that would be likely to enroll. Lead scoring is the process of automatically sifting through the leads you generate to assess which prospective students are most likely to study at your school.

Mautic by HEM offers a comprehensive lead scoring system—called “points” in Mautic—that allows you to automatically assign a score to incoming leads based on behavior and demographic factors. Then, as the contact continues to engage or disengage from your school, the score will update automatically.

Navigating the Points Section in Mautic

To access the lead scoring section of Mautic, click Points in the main navigation.

You will next be able to choose either Mange Actions or Manage Triggers.

The first menu allows you to manage the different actions a contact could take to impact their lead score. This could include actions such as:

Opening/replying to emails
Downloading assets (brochures, PDFs, etc.)
Landing page visits
Form submissions

The Manage Triggers menu, in contrast, allows you to trigger different events based on the above actions.

For instance, if a contact racks up 20 points and opens an email related to application deadlines, you could trigger another email to invite them to schedule a meeting.

Creating Point Actions in Mautic

To create a new point action in Mautic, click “New” in the top right-hand corner.

A new page will open where you can set the parameters for a new point action. The ‘name,’ ‘description,’ and ‘category’ sections help you keep your lead scoring system organized, but the last two items are, of course, optional.

You can then determine the exact parameters for the new action. The “Change points” field allows you to either subtract or add a certain number of points when a contact completes a certain action, which you can set in the “When a contact…” drop-down menu.

Depending on the action you choose, you may be asked to specify your action, such as which email triggers the point increase or decrease, or, in this case, which URL results in 20 points granted.

To update your changes, you can click ‘Apply’ in the top right corner, and when your point action is finalized, you can click ‘Save & Close.’ This will save your point action in Mautic, but it will not be live just yet. To make it live, toggle the “Published” field to “Yes” and click “Save.”

Creating Point Triggers in Mautic

The process of creating point triggers is very similar to that of creating new actions. As mentioned earlier, the differentiation between triggers and actions is that triggers are what happen after a contact completes an action.

To create a new trigger, click “new” in the top-right corner.

This will open a new menu where you can determine what will happen when an event occurs. In this example, we’re going to set up a trigger whereby a contact is added to a segment for hot leads when they achieve 50 points.

In the ‘Details’ menu, you can add various organizational details such as the name, description, and category for your new trigger.

Then, you can set up the trigger by clicking on the ‘Events’ menu. In the “Add an Event” dropdown menu, you can determine what event will be triggered.

The exact menu that will appear when you click an event from the dropdown field will differ based on the event type. In this case, we selected “Modify contact’s segments’ so we are then invited to add a contact to particular segments, and/or remove them from select segments as well. When you’re done, click “+Add.”

In Mautic, you can add multiple events for each trigger. In this case, we added highly interested leads to a relevant segment, updated their tags, and sent a notification to their contact owner to ensure that they’re followed up with.