The scoring mechanism steers the mechanics of the campaign: what is going to happen next (with the contact of the company).  Example: Some who opened a mail and clicked on some content will be put on a nurturing stream for a certain product group. Or: if scoring exceeds a pre-defined threshold the contact converts to a marketing ready lead and will be forwarded to telemarketing for a follow-up call.

The scoring will be formed a set of parameters:

• Engagement history, e.g. downloads, mail openings, TM calls, page visits
• Content level
• Status on the Customer Journey
• Size / potential of the company / department for your solutions
• Propensity for your solution
• Influence of the contact within the buying center
• BANT qualification