Einstein Behavior Score: Your Key to Generating High-Quality Marketing Qualified Leads (MQLs) and improving ROI.
In today’s competitive B2B marketing landscape, generating qualified leads is crucial for success. Traditional methods like lead scoring often fall short, failing to capture the full picture of prospect engagement. This is where Einstein Behavior Score (EBS) comes in, offering a powerful and dynamic solution for identifying MQLs with high conversion potential.
EBS goes beyond static scoring, considering all prospect interactions across various channels, including email opens, website visits, content downloads, and engagement with marketing automation programs. This comprehensive analysis provides a real-time view of prospect buying intent, enabling you to personalize your marketing efforts and focus on the most promising leads.
Here’s how you can leverage EBS, in five steps, to generate high-quality MQLs:
Setting up a virtuous cycle using Engagement Behavior Score
1. Define: What are the necessary elements to define?
Start with defining EBS thresholds for segmentation. Define EBS thresholds for Hot, Warm and Cold Prospects
EBS is rated on a scale of 0-100. Sample definition could be
Hot > 70
Define criteria for MQL
First use Pardot Score and Grade for MQLs
After EBS score matures gradually shift to a hybrid model (EBS + Pardot Grade)
Define ‘complete’ criteria for creating Dynamic lists using EBS
EBS can be used in conjunction with other criteria e.g., state, practice (cardiology, oncology etc.) to create dynamic lists
Define Engagement Studio programs and list emails
Define complete structure of engagement programs where EBS score or EBS based dynamic list is used as input for lead nurturing
Displaying EBS score: Showing EBS on Lead, Contact and Prospect records
2. Dynamically Segment Audiences:
Segment: Hot, Warm and Cold. Use in automation for segmentation, follow up with proper lead nurturing program
Create dynamic lists based on EBS and other criteria.
Leverage these lists for targeted campaigns and personalized journeys.
3. Nurture different segments with tailored content and offers.
Design customized nurturing programs for prospects using Einstein Behavior Score e.g., Send more generic awareness material (email) to Warm leads vs. Sending targeted specific content to Hot leads
4. Automate MQL Qualification
Set up automation rules to automatically qualify leads as MQLs based on EBS thresholds.
Automatically assign MQLs to sales queues for prompt follow-up.
Trigger email notifications to sales reps when a prospect reaches MQL status.
5. Continuously Improve and Optimize:
Utilize the EBS Dashboard to identify the most effective marketing assets and actions.
Analyze top positive and negative actions influencing EBS.
Fine-tune your marketing programs based on data-driven insights.
Additional Benefits of using EBS:
Improved Sales Effectiveness: Prioritize leads based on EBS, enabling your sales team to focus their efforts on the most promising opportunities.
Enhanced Lead Nurturing: Deliver personalized content and offers tailored to each prospect’s buying stage, driving higher engagement and conversion rates.
By implementing these best practices, you can harness the power of EBS to generate a consistent stream of high-quality MQLs, ultimately fueling your sales pipeline and achieving sustainable business growth.
Remember, EBS is a dynamic tool that continuously learns and evolves. By monitoring your results and adjusting your strategies accordingly, you can unlock its full potential and experience a significant impact on your B2B marketing success.