Engagement scoring

Engagement scoring is giving a grade to clients or prospects that reflects their behavior with regards to a brand. Clients and prospects that are receptive to the brand’s communication strategies will receive higher scores, indicating appeal of the brand’s products or services.

Scoring helps to identify prospects that are most relevant and most likely to be converted, so they can receive targeted brand messaging.

Engagement scoring is just the tip of the iceberg, as there are many other types of scoring: affinity scoring, sentiment scoring, and relevance scoring, for example. Lead scoring is particularly relevant in B2B marketing and B2C industries where buying cycles are longer (such as the automotive industry).

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