Delivra offers two scoring systems designed to help you evaluate contact engagement and prioritize follow-up. Both systems let you create rules that automatically adjust a contact’s score based on specific behaviors or characteristics—like opening emails, clicking links, joining a category, or even taking no action at all. This data-driven approach supports smarter segmentation and better timing in your marketing outreach.
While both scoring options serve a similar purpose, the best fit depends on your business model.
Lead Scoring is tailored for Business-to-Business (B2B) marketers. It includes tools to define a lead stage funnel—such as Prospect, Marketing Qualified Lead, or Sales Qualified Lead. These stages can be used to:
Build targeted Segments (e.g., all Marketing Qualified Leads)
Create personalized automation flows based on funnel stage
Align sales and marketing efforts with shared visibility of lead progress
If you're working with longer sales cycles or sales team handoffs, Lead Scoring is a natural fit.
Advanced Engagement Scoring is optimized for Business-to-Consumer (B2C) marketers. It focuses on customer behavior and engagement levels over time. This system is ideal for:
Tracking recent vs. long-term activity
Identifying dormant or highly engaged contacts
Creating re-engagement campaigns
Prioritizing outreach for promotions or loyalty rewards
B2C brands often use this scoring model to tailor experiences based on how active or disengaged a customer has been.
Both scoring systems allow you to:
Assign or remove points based on criteria such as email clicks, purchases, web behavior, category subscriptions, or lack of action
Automate score changes within workflows for real-time updates
Use score thresholds in segments and automation to drive personalized experiences
Start with clear objectives: Decide whether you're scoring for sales readiness (Lead Scoring) or engagement health (Advanced).
Use decay rules: Gradually reduce scores for inactivity to keep your data current.
Test and adjust: Monitor how your scoring impacts results and tweak thresholds or criteria as needed.
Align with internal teams: Especially for B2B, get buy-in from sales and support to define lead stages collaboratively.
Lead Scoring: Automatically move a contact to a “Sales Qualified” segment after they download a whitepaper and attend a webinar.
Advanced Engagement Scoring: Flag contacts who haven’t engaged in 90 days for a win-back campaign.
Both: Boost a contact’s score when they open multiple emails in a short time—then trigger a follow-up message based on interest level.
Scoring functionality varies by license:
Advanced Engagement Scoring is included in the Professional and Enterprise licenses.
Lead Scoring is available in the Enterprise license only.
Visit delivra.com/pricing for full details, or reach out to our Client Success team at success@delivra.com if you’re unsure which option is enabled for your account.