Automated Scoring
Updated
Behavioral Scoring - Website visits
We track persons on our main websites (www.sdworx.com, www.sdworx.be, www.sdworx.co.uk, ...) and see which pages (or URLs) they visit. This is picked up in the activity of the Pardot profiles and measured. Of course, some of these pages are more interesting for us to know that a person has visited them. For example, solution pages.
To capture this, we can utilize scoring on URLs. We do not need to make a separate action for each URL but can use wildcards (*) to group a lot of pages. Wildcards will include any pages that start with the URL:
https://www.sdworx.co.uk/en/blog/hr/*
Will include any pages on your website with a URL that begins like above. Some examples could be:
https://www.sdworx.co.uk/en/blog/hr/post-pandemic-hr-mastering-remote-workforce-management
https://www.sdworx.co.uk/en/blog/hr/strategic-hr-how-talent-technology-is-revolutionising-the-game
What this means is that you can create 1-page action to include any of your blog pages.
Example Web tracking (click to open)
In Pardot
- John Doe already had a 100 Payroll & reward score in Pardot. He received a nurturing email about Payroll.
- He opened and clicked on an email within the Payroll and reward folder. (+4 points, 1 for the open and 3 for the click)
- We have a page action in Pardot on https://www.sdworx.co.uk/en/blog/payroll/* that assigns +10 points within Payroll & Rewards category score.
- We have a page action in Pardot on https://www.sdworx.co.uk/en/solutions/payroll-reward/* that assigns the person +20 points and marked it as a priority page.
- His total score (134) reached a certain threshold that made an SRO and assigned it to a Salesperson.
In Salesforce
The Salesperson consults the activities of the person had with our solutions and saw he was interested in our solution of international payroll. He contacts him with more information.
Action | Amount of the score | Example |
Solution Page visit | 5 points per visit | https://www.sdworx.com/en-en/solutions/payroll-reward/payroll-services-sap |
Pillar / Blog Page visit | 3 points per visit | |
Customer Case visit | 5 points per visit |
Behavioral Scoring - Pardot Actions
Pardot actions are automatic scoring happening when a known prospect interacted with a Pardot asset. Or has attended a webinar.
When a person interacts with a form within a certain category folder he will get a score within that same domain.
Example Downloading ebook (click to open)
She downloads the payroll and workforce management. She receives a confirmation email with the downloads and starts reading it. What happened?
In Pardot
We tracked her as an anonymous visitor and when she submitted the first form, we captured her details. And registered the second form submission in her activity. As a response, we send two confirmation emails with the ebooks because she left her information with us.
Ebook Payroll
- She received +30 points in Payroll because she submitted a form in the folder Payroll & Rewards.
- She opened the confirmation email (+1 points) and clicked on the download link (+3 points).
- She downloaded her ebook and began to read it. (+4 points)
Ebook Workforce Management
- She received +30 points in Workforce Management because she submitted a form in the folder Workforce management.
- She opened the confirmation email (+1 points) and clicked on the download link (+3 points).
- She downloaded her ebook and began to read it. (+4 points)
Her profile has now a total of
Payroll & Rewards: 38 points
Workforce Management: 38 points
In Salesforce
After submission of the 2 forms, we also send the contact as a lead to Salesforce for qualification and place her as a campaign member in the 2 campaigns with the member status of 'responded':
BE PAYROLL ebook - Fluid HR: Payroll NL
BE WORKFORCE ebook - Fluid HR: Workforce management NL
Example Attending a Webinar (Click to open)
In Pardot
- Each contact who opened the email would receive +1 point Staffing & Recruitment.
- Each contact who clicked on the email would receive +3 points Staffing & Recruitment
- Registrations are awarded +30 points and the registrant will be sent to GoToWebinar.
- After the 5th of May, GoToWebinar pushes to Pardot who attended the webinar. And will be scored accordingly with x amount of points.
In Salesforce
- When registered, we send also the contact to the campaign UK STAFFING Webinar 05/05 - Permanent Recruitment with the status 'RSVP Yes'.
- When Attended, we update the status of the contact in the campaign from 'RSVP Yes' to 'Attended'.
Contact John Doe received the email, opened it, and clicked on the link. He was interested but could not attend when he saw the date. He received 4 points in Staffing & Recruitment.
His colleague, contact Joe Don, did however receive the email as well and was able to attend. He opened, clicked the link, registered, and attended the webinar. He received 34 points for registering and x amount of points for attending.
Action | Amount of the score | Example |
Email Open | 1 point | Adjust score on the very first email open only | The first open of a new email. |
Email Link Click | 2 points | A link clicked in any email or any link in the 'thank you' content after an form submission. |
File Access / PDF Download | 4 points | Opening a PDF (ebook/whitepaper) that is hosted on Pardot. |
Custom Redirect link | 5 points | |
Landing Page Success, Form Submission, Webinar Registered | 30 points | Submitting a form to acquire or register for a specific type of content. |
Social Lead Gen Form / Third Party event | 5 points |
