Point Actions

Purpose

The Point Actions screen is used to define Lead scoring rules within Thulo Marketing Automation.

Point Actions allow organizations to measure Lead engagement, interest, and qualification by assigning positive or negative points based on customer behavior and interactions.

As Leads interact with marketing campaigns, emails, SMS messages, forms, assets, and other automation activities, points can be added or deducted automatically.

The accumulated score helps businesses:

• Measure Lead engagement

• Identify highly interested prospects

• Prioritize sales follow-up

• Automate Lead qualification

• Build marketing funnels

Point Action data is used within Campaigns and Automation Workflows. After a campaign is executed, Lead scores are displayed in the Point field throughout the Marketing Automation module.

Create

Step 1: Create a Point Action

1. Navigate to Marketing Automation → Point Actions.

2. Click Add.

3. Complete the required fields.

4. Configure scoring rules.

5. Click Save.

Alternatively:

• Click Back to cancel and return to the previous screen.

The Point Action becomes available for use in Campaign workflows.

View

To view a Point Action:

1. Navigate to Marketing Automation → Point Actions.

2. Locate the Point Action.

3. Click View.

The Point Action details screen displays:

• Point configuration

• Scoring rules

• Statistics

• Campaign usage

• Associated Leads

Edit

To edit an existing Point Action:

1. Navigate to Marketing Automation → Point Actions.

2. Locate the Point Action.

3. Click Edit.

4. Modify the required settings.

5. Click Save.

Changes apply to future campaign executions and scoring calculations.

Delete

To delete a Point Action:

1. Navigate to Marketing Automation → Point Actions.

2. Locate the Point Action.

3. Click Delete.

4. Confirm the deletion.

The Point Action is permanently removed from the system.

Field Descriptions

Workflow Rules

Lead Scoring

Point Actions are used to automatically adjust Lead scores based on specific customer activities.

Examples include:

The score assigned depends on the Point Action configuration.

Positive and Negative Scoring

The Change Points (+/-) field controls scoring behavior.

Positive Values

Positive values increase the Lead score.

Example:

• +10 points for downloading a brochure.

• +20 points for attending a webinar.

Negative Values

Negative values decrease the Lead score.

Example:

• -10 points for inactivity.

• -20 points for unsubscribing from marketing communications.

This allows businesses to accurately evaluate Lead quality and engagement.

Country-Based Scoring

When Add Point by Country is enabled:

1. Country-specific scoring values can be configured.

2. The system checks the Lead's country.

3. The corresponding country score is applied.

Example:

If a Lead belongs to a country that does not have a custom score configured:

• The system uses the default value from the Change Points (+/-) field.

Publishing Rules

When Published = Yes:

• The Point Action becomes available within Campaigns and Automation Workflows.

When Published = No:

• The Point Action cannot be selected in Campaign design.

Campaign Integration

Point Actions are commonly used in Campaign workflows.

Campaigns can:

• Add points

• Remove points

• Trigger automation based on Lead scores

• Move Leads to Segments or Stages based on accumulated points

Lead scores are updated automatically as Campaigns process workflow actions.

Lead Score Calculation

The total Lead score is calculated by combining:

• Point Actions

• Change Point activities

• Campaign scoring events

The resulting score is displayed in the Point column throughout the Marketing Automation module.

Statistics

Point Action Over Time

The Point Action Over Time chart displays:

• Number of Leads affected by the Point Action

• Historical scoring activity

• Point assignment trends

This helps administrators understand how frequently the Point Action is being applied.

Point Action Statistics by Campaign

The Point Action Statistics by Campaign chart displays:

• Campaigns that use the selected Point Action

• Point distribution across Campaigns

• Scoring activity generated by Campaign workflows

Leads

The Leads tab displays all Leads associated with the selected Point Action.

Available information includes:

• Lead details

• Current score

• Campaign participation

• Point history

Point Column

The Point column displays the Lead's total accumulated score.

This score includes:

• Point Actions

• Change Point events

• Campaign scoring activities

The displayed value represents the Lead's current engagement score.

Important Notes

• Point Actions are used to measure Lead engagement and qualification.

• Positive scores indicate stronger engagement.

• Negative scores indicate reduced engagement or undesirable behavior.

• Country-specific scoring overrides the default point value when configured.

• If no country-specific score exists, the default Change Points value is applied.

• Only Published Point Actions are available in Campaign workflows.

• Lead scores are updated automatically as campaigns execute.

• Point scores can be used to trigger automation actions, segment membership changes, and Lead progression.

• Deleting a Point Action may affect Campaigns and Automation Workflows that reference it.

• It is recommended to establish a consistent Lead scoring strategy before creating Point Actions.