Lead qualification and scoring

Purpose

1.1 Systematically evaluate incoming leads for an accounting school to prioritize prospects most likely to enroll, using data points like education level, engagement, source, and stated interest.
1.2 Streamline lead nurturing by assigning scores and qualifying leads for targeted marketing, sales outreach, or automated workflows.
1.3 Bridge CRM, email, SMS, social, and web form data for a unified qualification and scoring process.
1.4 Optimize resource allocation by enabling staff to focus on high-value prospects, increasing conversion and enrollment rates.

Trigger Conditions

2.1 New lead entry via website form submission, call, email, or social inquiry.
2.2 Update in lead attributes (e.g., engagement with email, attendance on webinars, document downloads).
2.3 Manual entry or import of leads from third-party databases.
2.4 Change of lead status or activity logged in CRM or marketing automation suite.

Platform Variants

3.1 Salesforce
• Lead Scoring: Workflow Rules with Lead Score field, Process Builder to trigger based on field values.
3.2 HubSpot
• Lead Scoring: Lead Scoring tool, configure score thresholds and behavioral criteria.
3.3 Zoho CRM
• Score Rules: Automation > Scoring Rules, set custom criteria.
3.4 Microsoft Dynamics 365
• Automated Lead Scoring: Predictive Lead Scoring model, configure to match accounting education attributes.
3.5 Marketo
• Smart Campaigns: Behavioral scoring via triggers and score fields.
3.6 Pardot (Marketing Cloud Account Engagement)
• Lead Grading & Scoring: Configure rule-based and activity-based scores.
3.7 ActiveCampaign
• Lead Score Automation: Automations > Scores, configure points for actions (e.g., form fills, link clicks).
3.8 Intercom
• Custom Lead Attributes: Intercom’s Qualification Bot, set up user attributes and scoring logic.
3.9 Pipedrive
• Deal Scoring: Workflow Automation > Custom fields > Point-based criteria.
3.10 Outreach
• Lead Scoring: Triggers & Tasks, configure points for specific engagement actions.
3.11 Google Sheets
• Script Automation: Use Google Apps Script to score leads upon new row creation/edits.
3.12 Mailchimp
• Contact Rating: Use automation to update “Contact Rating” based on email engagement.
3.13 SendGrid
• Event Webhook: Capture event data (opens/clicks), call integration endpoint to update contact scoring.
3.14 Twilio
• SMS Activity Logging: Use Twilio Event Webhook with Lambda/Azure to score based on SMS response or opt-in.
3.15 Facebook Lead Ads
• Webhook/CRM Sync: Auto-send new lead data to CRM for scoring, use lead source as score input.
3.16 Typeform
• Response Scoring: Connect response fields to CRM scoring formula via integration.
3.17 LinkedIn Lead Gen Forms
• Zapier/Integration: On new submission, append to CRM and trigger scoring logic.
3.18 Slack
• Lead Alerts: Use Incoming Webhooks and Workflow Builder to push leads with score to a channel.
3.19 Calendly
• Event Triggers: On new scheduled meeting, update lead score in CRM or database.
3.20 Segment
• Tracking Plan: Use event tracking to aggregate lead actions, push to scoring API via webhook.

Benefits

4.1 Accelerates identifying high-potential students for enrollment.
4.2 Reduces manual data review and human error.
4.3 Improves staff response by surfacing engaged prospects immediately.
4.4 Personalizes follow-up messaging based on lead quality.
4.5 Enables data-driven resource allocation and marketing decisions.
4.6 Unifies multi-channel lead sources into a single qualification framework.
4.7 Increases overall marketing ROI and conversion rates for professional education programs.