Behavioral Points

1. Business Scenario

Companies acquire prospects through multi-channel marketing activities (using the ShareMarketing app for content marketing, Conference marketing, public account campaigns, and other activities). The lead quality, follow-up nurturing process, and final conversion rate are key metrics companies must monitor.

The Behavioral Scoring feature automatically accumulates points based on each user action. A lead’s total score reflects its likelihood or intent and helps prioritize follow-up and nurturing, improving overall conversion rates and increasing ROI.
Administrators can customize scoring rules to match the company’s marketing strategy. Related Teams assigned to a Lead can view the lead’s total Behavioral Score and the detailed scoring history.

2. Scoring Rule Configuration

Entry: CRM Admin > Business Rule Management > Behavioral Scoring
Versioning / Licensing: This feature is sold separately and must be used together with the ShareMarketing app.

1. Fill in Basic Information

• Scoring Rule Name: Enter as needed
• API Name: Generated by default; no change required unless necessary
• Scoring Target: Currently supports only the Leads object; only one rule set may exist for this object
• Description: Enter as needed

1. Define Scoring Rules

• Click to select behaviors that contribute to scoring
• Configure the conditions and the points to add/subtract for each behavior. Example: Follow any public account -> +1 point.
• Special note: When rules overlap, they are evaluated in order and each matching rule applies.
  Example: If you define two rules—Follow any public account -> +1; Follow ShareCRM public account -> +2—and a user follows the ShareCRM public account, both rules match. The user receives +3 points total and two separate scoring entries (+1 and +2).
  Therefore, review rules carefully to avoid unintended overlaps.

1. Set Scoring Results

You can map scoring results to a numeric field and/or a single-select (picklist) field.
The system includes a default numeric field, Behavioral Score, to store the total points.
Optionally, create a single-select field to bucket total scores into ranges. For example, add a picklist called Intent Level with options High / Medium / Low and define ranges: Low: <50, Medium: 50–100, High: >100.
This lets you segment leads by intent level in BI charts and reports.

3. Viewing Scores

1. Total Behavioral Score
   The Lead record detail page displays the total score in the Behavioral Score field.

2. Scoring Details
   Click the total score value to view individual scoring entries.

4. Difference and Relationship with the Scoring Calculator

The Scoring Calculator (field-based scoring) evaluates rules based on field values on the Lead record. Each field change triggers a recalculation, so the score can increase or decrease depending on the new field values.

Behavioral Scoring is action-based: each user action triggers the scoring engine to match configured rules and cumulatively adds points. The total score equals the sum of all matched scoring events.

In business terms, the Scoring Calculator mainly measures a lead’s fit or match to your target profile (lead qualification), while Behavioral Scoring measures a lead’s intent or interest level.
Combine both approaches—e.g., using a 2x2 quadrant or 3x3 grid across Fit and Intent—to segment leads and drive more precise, effective follow-up actions.