Marketers Are Paid to Think and Then Execute

One of my favorite business book titles is “Paid to Think.” Marketers are paid to think innovatively and creatively to bring your products and services to market. We are proud that Sugar Market helps turn their creative thoughts into reality.

Recently we added a feature to Sugar Market that enables marketers to update a contact in a Nurture 2.0 Campaign based on their lead score. We thought this might need a little more explanation and some practical use cases, so Mimi Noto and I wrote up the example below.

Let us review the two SugarCRM features that we will talk about: Lead Scoring and Nurture Campaigns.

Lead Scoring is the ability to allocate and accumulate point-based scores to contacts in your marketing database based on various engagement actions or properties of that contact. Sugar Market has an advanced capability to maintain multiple lead score properties on a single contact. For instance, you could use that capability to maintain separate lead scores based on interest in various products or services you offer.

Rely on predictive lead scoring, pre-built scoring models, or build your own models. Allocate points for engagement like opening an email, clicking a link, visiting a specific page or downloading content. With Market, you can also leverage firmographic information, demographic data, social activity, purchase details, intent, and more.

Imagine you were a car dealer and represented two auto manufacturers, Ford and Chevrolet. You might want to maintain two lead scores for the same contact—one lead score for Ford and another for Chevrolet. As your contact engages with different web content you provide for each brand, you track two different interest scores for the same person.

You can set up automated actions that Sugar Market will execute with a lead scoring profile when a specified lead score is reached. One of those many actions is to trigger and add/remove the contact from a Sugar Market Nurture Campaign.

A Nurture Campaign is a workflow defined by a series of conditions and actions to deliver automated email content and sales team updates and assignments.

Target prospects based on where they are in their journey and serve up relevant content that aligns with specific criteria and AI-based insights. Easily set up automated nurture emails based on criteria such as demographic information web activity, interests, likeliness to convert, and more.

Going back to the scenario of the auto dealer representing two auto manufacturers, Ford and Chevrolet. In Sugar Market, you can create a separate nurture campaign for each auto manufacturer, delivering a series of relevant content to recipients interested in each brand. Your leads can be included in both nurture campaigns or just in one, depending on interest.

Both sound like useful features, right? Let us walk through how we can combine the use of these features to automate your processes further. Let’s say you have created a lead scoring profile for the Ford brand and another profile for the Chevrolet brand. Scoring rules can be assigned to various asset types, including email engagement, landing page engagement, web visits, and more. Next, say you also have created a nurture campaign for each brand to send targeted messaging to leads who have shown interest in either of the brands you represent.

Now the ability to add or remove leads from a nurture campaign based on each lead score comes in handy. If the lead is a member of both the Ford and Chevrolet nurture campaigns, you can set up a scoring profile that will remove the lead from the other brand’s nurture campaign to no longer receive promotional email messages.

For example, we may want to stop sending Ford messaging if we think the lead has purchased or is about to purchase a Chevrolet. The lead has made their way to the Chevy services page and has contacted one of your sales representatives. In the Chevy Lead Scoring Profile, you can set up a unique scoring rule to assign points to the lead for visiting the Chevy services page. When a lead enters a predefined scoring threshold, you can assign actions to occur.

The threshold would have one Lead Score action assigned to it: Remove from Ford Nurture Campaign.

This configuration will allow you to automate an important business process and not send your customer irrelevant information.

This is just one example of how the new Lead Scoring Actions in Sugar Market can help automate your processes, and it is a splendid example of how using multiple Sugar Market tools in combination enables you as a marketer to execute sophisticated campaign ideas and marketing motions.

This article was originally published on the SugarClub Leadership Lounge, where Sugar’s leadership team discusses what’s on their minds and welcomes the SugarClub community to ask any questions or share insights about customer experience, CRM, technology, building companies, or anything else!

  • lead scoring
  • nurture campaign
  • Sugar Market
About the Contributor
Christian Wettre
Christian Wettre Committed to helping customers grow revenue and improve processes related to sales and marketing, Christian Wettre is the General Manager for Sugar Sell and Sugar Market at SugarCRM. A dedicated professional with a team mentality, he strives every day to make a difference for customers.

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