Lead Score and Lead Strength

Lead Score and Lead Strength

Overview

Lead Score in Meritto CRM provides a numerical representation of a lead’s conversion potential, dynamically updating based on lead stages, lead activities, and logic-based scoring via automation. It serves as a unified scoring mechanism to prioritize nurturing efforts, gauge conversion probability, and assess lead quality.
The Lead Score can be set using the following methods: 

  1. Lead Stages: Scores can be assigned based on dynamic lead stages, which either the counselors update based on their interactions with applicants over telephony or are updated based on logics in the automation. You can create multiple stages and sub-stages in lead score as per your requirement. Check this article for ‘Configuring Lead Stages’.

  2. Lead Activities: +ve or -ve Scores updates based on engagement activities such as:

    1. Lead Registration and Verification: Assign score when lead register or verify email/mobile.

    2. Application Activities: Assign score on every or selected activity of leads during application journey, not limited to application started, payment done, etc.

    3. Email Activities: Setup Lead Scores to be given based on different Email Activities like Open or Click etc.  You can configure the score based on whether the scores should be configured only for the first time or every time in case of email activities.

    4. SMS Activities: Setup Lead Scores to be given based on different SMS Activities like Open or Click etc. You can configure the score based on whether the scores should be configured only for the first time or every time in case of email activities.

    5. Whatsapp Activities: Setup Lead Scores to be given based on different Whatsapp Activities like Read or Replied etc.  You can configure the score based on whether the scores should be configured only for the first time or every time in case of email activities.

    6. Telephony Activities: Setup Lead Scores to be given based on different Telephony Activities like Missed, Inbound and Outbound calls.

    7. Amplify Activities: Setup Lead Scores to be given based on different Amplify Broadcast Activities like Answered or Not Answered etc.

    8. Other applicant activities: Setup Lead Scores to be given based on different Activities performed by the applicant or the counsellor.

  3. Logic based scoring via automated: You can automate lead scoring by setting up trigger-based rules within the automation module. This ensures that lead scores are dynamically updated based on specific lead actions and conditions, eliminating the need for manual intervention. With logic-based scoring, you can configure automation workflows where lead scores are assigned or adjusted based on predefined triggers and conditions. This enhances lead prioritization and improves engagement tracking.
The total lead score is displayed on the lead profile, with activity-specific scores available in the timeline.


Lead Strength

Lead Strength is a statistical measure indicating the likelihood of the lead converting.  The highest-scoring lead is assigned a 100 percentile, with others ranked relatively to the highest scoring lead. High lead strength suggests a strong interest and quicker chances of conversion.This metric helps assess relative lead quality for prioritization.


Significance of Lead Score

  1. Effective Prioritization: Focus on high-potential leads to optimize conversion efforts.
  2. Data-Driven Decision Making: Assign custom scores to evaluate leads based on business-specific criteria.
  3. Enhanced Lead Nurturing: Identify and engage promising leads with targeted follow-ups.

Conclusion

Lead Score in Meritto CRM helps prioritize and track lead engagement through automated, activity-based scoring. Lead Strength further refines prioritization by ranking leads based on conversion probability. This enables efficient lead nurturing, data-driven decisions, and optimized conversions.

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