How can you customize a prospect's score?

Customizing a prospect's score is primarily achieved by modifying baseline rules or adjusting completion actions. Baseline rules are the foundational scoring criteria that dictate how various behaviors or interactions contribute to a prospect's overall score. By tweaking these rules, you can reflect the specific characteristics of your target audience or business objectives more accurately.

In addition, completion actions come into play when a prospect takes meaningful actions, such as filling out a form or attending a webinar. By adjusting these actions, you can implement or change how these specific behaviors impact scoring, effectively allowing you to refine and customize the scoring to align with how you define engagement and lead quality.

This approach offers flexibility beyond just manual input, as it allows for the creation of an automated system that can adapt to different marketing strategies over time. Using a single automation rule or limiting scoring customization to Engagement studio actions would not provide the comprehensive capability to tailor scores effectively according to the business's needs. Therefore, modifying baseline rules and adjusting completion actions offers a more robust and dynamic way to influence and personalize prospect scoring.