Lead qualification in SAP Emarsys Account Engagement involves the process of evaluating and categorising leads based on various criteria to determine their readiness for further engagement or conversion.

In this article, we’ll take a closer look at the standard lead qualification cycle, which involves building multiple separate but collaborative automation processes in Emarsys. These processes assign (or subtract) points, depending on the actions the customer has taken, which may indicate their interest in our products.

When a customer exceeds a threshold value, this triggers marketing and sales activities on our part: from marketing communications, to exposing these customers to sales representatives to contact those showing interest.

The company and customers mutually benefit, by implementing a lead qualification system. Once the scoring processes are built, marketing and sales activities can be targeted to those customers who are actually interested, increasing customer satisfaction and the profitability of our marketing and sales activities.

The lead qualification cycle in SAP Emarsys Account Engagement

• Signal collection – Emarsys collects and enriches data on potential customers by gathering additional information from a variety of sources, including social profiles, online behaviour and purchase history.
• Assignment to contacts – the attribution of data to a customer is done using an email address, or other identifier, specified at the implementation stage.
• Profiling – leads are segmented into different categories or groups based on their characteristics, behaviours or attributes. This helps to target specific groups with tailored messages or offers.
• Scoring – based on pre-defined tactics, leads receive points for specific actions. These tactics can be freely modified or new ones created to meet business requirements.
• Qualification – based on the number of points earned, leads are divided into qualification levels. The highest of these is qualification for further action.

• Execution of further actions – qualified leads can be sent to a sales program, where it will continue to be taken care of by a salesperson. It is also possible to transfer it to another automation program.

Examples of automations that award points to leads

Automatic form response – after downloading content from the website, the contact receives points

In a more developed version, marketing consent and Hard bounce are included.

• New contact – when a contact is created, the lead receives an amount of points depending on the profile specified earlier. In this example, for the ICP – A group it is 10pkt, for ICP – B it is 5pkt.

• Progressive profiling – this scenario rewards points for completing profile information. Successive forms are sent to the contact, soliciting single pieces of information (instead of one large form that may discourage the customer). Each subsequent one is rewarded with a small number of points.

• Asking for feedback – in this scenario, a survey is sent to the customer after, completing the transaction. It is meant to gauge satisfaction with the purchase. Based on his response, automation assigns him to a certain group. Appropriate attitudes will be rewarded with an adequate number of points.

• Invitation to an event – when an invitation to an event is received, points are allocated based on the customer’s response.

• Request for contact – if the contact himself expresses the desire to contact, by filling out the appropriate form on the site, the system immediately passes it to the sale and sets the number of points to 0, while setting it at the beginning of the cycle.

• New product launch – when a contact clicks on a link to pre-order a certain product, it means that they are strongly interested in it. Such interactions are rewarded with a large number of points.

Summary

Lead qualification in SAP Emarsys Account Engagement is designed to identify and prioritise potential customers with the highest conversion potential, enabling companies to focus resources on the most promising opportunities and improve overall sales effectiveness.

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