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Creating Tags and Lead Scores
Creating Tags and Lead Scores

Learn all about how to create tags and scores with the SalesWings Falcon no-code rule builder

Philip Schweizer avatar
Written by Philip Schweizer
Updated over a year ago

SalesWings provides you with an intuitive way to gain insights and profile your leads and contacts from all of your data: the Falcon rule builder.

Index 📋

  1. Rule behavior & Guidelines

  2. Building Rules to create Tags or Scores

    1. Tagging & Scoring Builder Interface

    2. Tagging & Scoring Conditions, Rules and Groups

      1. Available Conditions and Logic

      2. Building Rules and Examples

        1. Form Submission example

        2. Page Visit example

        3. Time based rules examples

          1. Rule with Date condition (time-based)

          2. Page visit & Relative Date based rule example

        4. Page visit with granular rule using "Group"

  3. Getting Support 🙂

Rule Behavior & Guidelines

The following guidelines are important to note ℹ️

  • Make sure that you define the use cases and goals with your team before setting up tags and scores

  • SalesWings support is available to help you set up or review your rules

  • New tags and scores are always applied for all leads, retrospectively and automatically moving forward

    1. For example, if you create a new tag based on a pricing page visit, all your existing leads will be updated with the tag. Future leads visiting the page, will automatically be tagged

  • Changes to your tags, scores, as well as new scores, will be updated and will also reflect the changes in Salesforce, Marketing Cloud, and other integrations you use

  • Applying rules may take several seconds or minutes, depending on the volume of leads you have

SalesWings Rule Builder

Tagging & Scoring Builder Interface

With our intuitive, no-code rule builder you can easily define rules when leads automatically pick up tags, or when their score should change.

Important is that you align on use cases with your team, and set them up with purpose in mind. Your success manager is available at any time for a work-shop or session! 🙂

Tag Builder Interface

Above image:

  1. Click + to create a new tag

  2. Give the tag its name

    1. Choose generic words so that your colleagues understand the purpose and meaning when seeing it

    2. Consider using prefixes to categorize tags, to make it easier to filter them when using tags in other systems. For example "UK - Service interest" for a tag specific to the UK market

  3. Choose a color for the tag

    1. If you don't select a color, that Tag is white

    2. Tags are sorted by color in the sales insights view

    3. Using the same color by tag category is a good idea, for example use "yellow" for all product related interests and "green" for all buying signals

  4. You can choose to display or hide the tag in the sales insights view

    1. Hiding a tag has no impact on the synchronization to other systems

  5. Define your rules, when a tag should be applied / collected

  6. Filter amongst all your tags, when looking for an existing tag

Score Builder Interface

Above image:

  1. Click + to create a new score

  2. Give the score its name

    1. Choose generic words so that your colleagues understand the purpose and meaning when reading it, for example "Product X score" (not: "Score 1")

    2. Use emojis for better usability and to easily filter reports or segments in Salesforce or other systems

  3. Choose a color for the score

    1. Scores are sorted by color in the sales insights view

    2. Using the same color by score category is a good idea, for example use "yellow" for all product related scores and "green" for all Counters

  4. Select "Easy Mode" if you'd like to normalize the Score

    1. On the right you can also see the maximum possible points for all rules you have set up

  5. Define your scoring rules, when points should be added or removed

  6. Filter amongst all your scores, when looking for an existing score

Tagging & Scoring Conditions, Rules and Groups

The various data points are available for all automations in SalesWings, whether for tagging, scoring, or sales alerts.

Adding a condition

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  1. Click + to add new rules, conditions, groups, or criteria

  2. Select conditions in the drop down

Available Conditions and Logic

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  1. Lead conditions

    1. Attribute: Create a rule based on Custom Attributes which you received about leads

    2. Email address: Create rule based on the leads email, or email domain (i.e. gmail, key accounts, competitors etc)

    3. Tags: Create rules based on Tags. You can also create a new Tag when a lead has 2 related tags, for example to identify cross-selling opportunities or bundle interest

    4. Predictive Score: Create a rule depending how engaged a lead currently is

    5. Score: Create a rule when a lead has a certain score / reaches a score threshold

  2. Event Conditions

    1. Custom Event: Create a rule when a lead has received a Custom Event

    2. Form Submit: Create a rule when a lead has submitted a form on a specific URL

    3. Page Visit: Create a rule when a lead visits a specific URL. Keep in mind that this includes UTM and other parameters, if you'd like to run a rule when someone clicks on a campaign, channel, medium or else (useful for Counters)

  3. Logic

    1. Group: Create more granular rules and nested rules

Building Rules and Examples

💡Form Submission example

Above image:

  1. Here we choose to run a rule when a form is submitted

  2. Conditions available to filter

    1. URL: Defines on what URL the form has to be submitted

    2. Referrer: Defines from where the lead came to reach the page, where the form was submitted

    3. Date: Defines during what date range the form has to be submitted

    4. Relative Date: Defines during what time range the form has to be submitted

💡 Form submission - Rule example

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In the above example, the rule will be triggered when a form is submitted on a URL where the keyword "blog" is present.

💡Page visit example

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  1. Select your condition, here the "Page Visit"

  2. Click on + to add choose filter conditions, which will identify the exact page visit

  3. Here we look at a URL with a specific UTM parameter to target a campaign click

  4. Create a Group (see below) to do more granular rule building

  5. Click here to copy a condition

💡Page visit & Date based rule example

Above image:

  1. Here we want to run a rule based on a page that was visited

  2. Choose how your criteria should be behave

    1. ALL: this means all defined conditions have to be true for 1 single URL

    2. ANY: this means at least 1 defined conditions has to be true for ANY URL visited

    3. In this example, the URL has to have both texts in the same URL, so both "utm_campaign=spring" AND "/download-guide", for example:

      1. www.website.com/download-guide?utm_campaign=spring > Rule runs

      2. www.website.com?utm_campaign=spring > Rule does NOT run, because "/download-guide" is missing

💡Page visit & Date based rule example

Above image:

In the above example, the rule will be triggered when a URL is visited with a UTM parameter "utm_campaign=spring" (i.e. from a spring paid or email campaign) AND the same URL needs to have the text "/download-guide" in the URL.

  1. You can now, for example, select a date range when the page has to be visited

  2. Pick an option and a date

    1. You can define your time zone in the tab "Account Settings"

💡Page visit & Relative Date based rule example

Above image:

  1. Pick "Relative date" to look at a time range

  2. Pick whether the page should be visit before or after a certain time range

  3. You can now measure the relative date in several intervals

💡Page visit with granular rule using "Group"

Above image:

  1. Use a "Group" to nest additional rules for highly targeted rules

  2. Choose ALL or ANY, like described above

    1. In this example, because we choose ANY, the same URL needs to have either "whitepaper-1" or "whitepaper-2" in the URL, on top of the other rules

💡Custom Event Rule Example

Above image:

This score has 2 scoring rules, one which applies points a single time, and one which adds points multiple times, each time a lead gets a custom event.

  1. This rule adds 5 points every time, but not more than 3 times, when the custom event matches the rule criteria. The lead can therefore collect maximum 15 points for this rule.

  2. This rule adds 10 points once.

  3. Choose the condition "Custom Event"

  4. By choosing "ALL", you can set multiple conditions which are all looking at a single custom event. In other words, all conditions within the rule have to be true for 1 custom event.

  5. In this example, the Custom Event needs to

    1. have the keyword "video" in the event name or event category, AND:

    2. the URL condition defines where the custom event needs to be fired, in this case on a URL where the keyword "resource-library" is present

  6. In this example, the Custom Event needs to

    1. have the keyword "chat engagement" in the event name or event category, AND:

    2. the Custom Event has to be received within the last 30 days

Above image:

This scoring rule looks at the event name in a granular way. The rule will look at 1 single Custom Event, and make sure that both conditions are true for the same event.

  1. Choose ALL to make sure that all conditions have to be true for a single Custom Event

  2. Define your conditions for this event, in this example we're looking for 2 keywords in the same Custom Event

Getting Support 🙂

As always, don't hesitate to contact our friendly support if you want to show a rule that you have built, or have questions!

Contact Support

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