Imagine a prospective client clicks on your ad, spends 120 seconds on your landing page, and visits your website twice in one week. This person is really interested in your offer. Unfortunately, you wouldn't know about it. This behavioral data usually remains in the dark funnel since you can’t identify this potential client.
Influ2 uses behavioral scoring to identify prospects and accounts that you wouldn’t have otherwise noticed. This scoring model is based on the behavioral and engagement data from its person-based ad campaigns and data from its tracking script that captures on-site engagement behavior.
Ad impressions, ad clicks, page visits and active time spent on the page are all important signals that your prospect is interested. Person-based Advertising reveals this behavioral data by telling you who saw your ad, who clicked on it, who visited your landing page and who stayed active on it for over 15 seconds, even if the person didn't leave their contact details via a lead form. These insights are aggregated through the following scores:
Influ2 tracks and scores the online behavior of every target within a campaign. The ad engagement data for one specific individual is classified as the Personal Behavioral (PB) Score. A high PB score reveals which targets were most interested in and engaged with your campaign. Here's how it's calculated:
The Personal Behavioral Score is adjusted for decay. The effect from ad impressions and clicks decreases over time (e.g., in 7 days an ad impression will be worth 0.05 points instead of 0.1, similarly in 30 days a click will be worth 1 point, instead of 2 points).
The Buying Group Engagement (BGE) score reflects the conversion probability of an account in relation to its Influ2 activity. It makes engagement data obtained from Influ2 Person-Based Advertising campaigns more actionable, for you to rank/prioritize your target accounts more accurately for marketing and/or sales follow up.
The BGE score is based on ‘meaningful’ engagement activity across an account collectively and helps to identify engaged targets within the buying group.
The BGE score indicates when key decision-makers and buying groups in your target accounts across your Influ2 campaigns are ready to be engaged by sales and marketing.
As with the Personal Behavioral score, the BGE score decays over time if there is no consistent engagement with buying group members. To maintain or increase the BGE score, we recommend that marketing activity continues to support sales conversations through the funnel to keep the buying group engaged.
The below graphic shows how to use the BGE score across your sales and marketing activities:
If running multiple campaigns these should be run in sequence, rather than in parallel. Campaigns run in parallel tend to be less effective as they can confuse the audience with multiple messages and result in less impressions and engagement.
A proud marketing generalist driven by a strong urge to Always Be Learning (ABL). Nirosha has a career across many marketing disciplines and industries spanning close to 15-years. Now she is taking on the challenge to build out the evolution of Account-Based Marketing to Buying Group Marketing.