In this article, we will delve into the exciting realm of event planning and continue our discussion on lead scoring. If you recall our previous discussion, we touched upon real-time marketing and outbound marketing features. Today, our goal is to provide an overview of event planning and its significance in marketing strategies. So, let’s dive right in!


Event Planning as a Segue

Before we embark on the topic of event planning, let’s take a moment to further explore outbound marketing. Specifically, we will focus on marketing forms and their role within outbound marketing. Marketing forms play a crucial part in gathering information and engaging with potential leads. By assigning point values to various actions, such as form submissions, we can gauge the level of interest and prioritize follow-up efforts accordingly. The assigned values are flexible, allowing marketers to customize the scoring system based on their specific needs. Furthermore, negative point values can be used to indicate certain actions, such as unsubscribing from non-promotional content, that might impact the lead score.


Leveraging Lead Scoring for Automation:

Lead scoring goes beyond simply assigning points; it serves as a foundation for automation and optimizing sales processes. Imagine having the ability to trigger specific actions when a lead reaches a certain score. For example, when a lead accumulates 50 points, an automated task could be generated for the sales team, prompting them to reach out to the high-potential lead. This automated process relies on data such as email opens, link clicks, event registrations, and product browsing habits to determine a lead’s engagement level.


Tailoring Customer Journeys:

The information obtained through lead scoring becomes invaluable not only for marketers but also for the sales team. With the knowledge of a lead’s specific interests and behaviors, marketers can craft personalized customer journeys that cater to their needs. Suppose a lead, let’s say Dan, shows a keen interest in CRM software but hasn’t taken the next step. By incorporating lead scoring into the sales process, marketers can design targeted email campaigns, promotions, or add-on options related to CRM software. This approach increases the likelihood of conversion, as the lead’s sales readiness score indicates their potential.


Defining Grades and Time Boundaries:

To make lead scoring more versatile, grades can be assigned based on different score ranges. For example, a score between 40 and 50 could be categorized as “hot,” indicating a highly engaged lead. Similarly, scores between 25 and 40 might be classified as “warm,” signifying moderate interest. Additionally, time boundaries can be incorporated into the grading system. For instance, if a lead has clicked links in newsletters 100 times over the last six weeks, it holds more significance than the same number of clicks spread over a hundred months. This approach adds a temporal dimension to lead scoring, making it more dynamic.


Building Blocks for Insights and Automation:

Marketing forms, lead scoring, customer journeys, and segmentation serve as powerful building blocks within the marketing landscape. They not only provide valuable insights into customer behavior but also facilitate automation processes that alleviate burdens on the sales team. These tools can be gradually adopted, allowing marketers to gain expertise and comfort as they explore their capabilities. The beauty of marketing lies in its multifaceted nature, offering a vast array of strategies to suit diverse business needs.



As we conclude, we have explored the significance of event planning as well as the power of lead scoring in optimizing marketing efforts. The ability to identify highly engaged leads, personalize customer journeys, and automate tasks enables marketers to streamline their processes and drive conversions. By utilizing these building blocks, marketers can unlock valuable insights and make informed decisions that propel their marketing strategies forward.


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Esteban T Jarma is a recent graduate from the University of Illinois at Chicago, specializing in Marketing with a focus on Digital Media and Marketing. During his time at the university, he gained valuable experience in video editing, social media marketing, and campaign management.

His goal is to produce quality content that represents the best of what Azamba has to offer. Regardless of whether you're discovering us for the first time or have been a long standing client.