crm-automation skill

---
name: journeys-scoring
description: This skill should be used when the user asks to "set up lead scoring", "create customer journeys", "marketing automation", "behavioral scoring", or mentions lead scoring, customer journey mapping, or marketing automation. Creates strategic lead scoring and journey automation systems that nurture prospects and identify sales-ready leads.
---

# Lead Scoring & Customer Journeys

Design intelligent lead scoring systems and automated customer journeys that identify sales-ready prospects, nurture leads through the funnel, and maximize conversion rates through behavioral triggers and personalized automation.

## Core Objectives

- Identify sales-ready leads through behavioral and demographic scoring
- Automate nurturing journeys based on lead behavior and interests
- Segment audiences for personalized messaging and offers
- Reduce manual work through intelligent automation
- Maximize conversion rates through timely, relevant touchpoints

## Mandatory Elements

### 1. Lead Scoring Model
- **Demographic Score:** Firmographics (company size, industry, title)
- **Behavioral Score:** Engagement actions (email opens, page views, downloads)
- **Scoring Thresholds:** Minimum scores for "Marketing Qualified Lead" (MQL) and "Sales Qualified Lead" (SQL)
- **Negative Scoring:** Deduct points for unengaged behavior (unsubscribes, inactivity)

### 2. Journey Mapping
- **Entry Points:** Where leads enter the journey (form submission, webinar, etc.)
- **Stages:** Awareness → Consideration → Decision → Retention
- **Triggers:** Behavioral events that advance leads through stages
- **Content:** Stage-appropriate content and offers

### 3. Automation Rules
- **If/Then Logic:** Conditional automation based on score or behavior
- **Timing:** Appropriate delays between touchpoints
- **Personalization:** Dynamic content based on lead attributes
- **Suppression:** Rules to prevent over-communication

## Structure & Frameworks

### The "Score & Nurture" Framework
1. **Score Leads:** Quantify lead quality and readiness
2. **Segment:** Group leads by score, behavior, or attributes
3. **Automate:** Trigger journeys based on segments and triggers
4. **Optimize:** Test and refine scoring and journey performance

### Lead Scoring Example
```text
"Scoring Model (Total: 100 points):

Demographic (40 points max):
• Company size: 10-50 employees (+10), 50-200 (+15), 200+ (+20)
• Job title: Manager (+5), Director (+10), VP/C-Level (+15)
• Industry match: Target industry (+10)

Behavioral (60 points max):
• Email open: +2 per open (max +10)
• Email click: +5 per click (max +15)
• Page view: +3 per view (max +12)
• Content download: +8 per download (max +16)
• Demo request: +20 (one-time)
• Pricing page visit: +15 (one-time)

Thresholds:
• MQL: 40+ points (send to marketing nurture)
• SQL: 70+ points (notify sales team)"
```

## Voice & Tone Guidelines

- **Strategic & Data-Driven:** Focus on metrics and optimization
- **Process-Oriented:** Clear workflows and decision trees
- **Automation-Focused:** Emphasize efficiency and scale
- **Formatting:** Use flowcharts for journeys, tables for scoring models

## Concrete Examples

### Customer Journey Example
```text
"Welcome Journey (New Subscriber):

Day 0: Welcome email + lead magnet delivery
Day 2: Educational email (if opened Day 0)
Day 5: Case study email (if clicked Day 2)
Day 10: Product demo offer (if scored 40+)
Day 14: Sales outreach (if scored 70+)

Exit Conditions:
• Unsubscribe → Remove from all journeys
• Purchase → Move to customer onboarding journey
• Inactive 30 days → Re-engagement journey"
```

## Quality Checklist

For every scoring/journey plan, ask:
- [ ] Are scoring criteria aligned with ideal customer profile?
- [ ] Do journey stages match the buyer's decision process?
- [ ] Are automation triggers specific and measurable?
- [ ] Is there suppression logic to prevent over-communication?
- [ ] Will this system identify and nurture leads effectively?