In past blogs, we’ve covered the core components of marketing automation: email marketing, dynamic landing pages, scoring models, and CRM integration. In this article, we’ll zero in on scoring models, and how they complement personas and profiles to give B2B organizations a clear picture of who is ready to buy.
Customer personas are research-based archetypes that represent groups of buyers. They capture who buyers are, what they’re trying to accomplish, and why they make decisions. In B2B, this often means separate personas for buyers, engineers, procurement officers, and other roles that influence purchasing decisions.
Profiles are often confused with personas, but they serve a narrower role. A profile identifies the specific attributes of individuals who fit within a persona. For example, under a Buyer persona, profiles might include Sr. Buyer, Buyer, Associate Buyer, Sourcing Manager, and Supply Chain titles. Profiles can also be refined by age, region, or any data you have available.
Scoring models make personas actionable. They combine profile attributes with engagement behaviors to show which contacts are most ready for sales outreach. Profiles tell you who to target; engagement scores tell you who is interested right now.
For example, a scoring model might rate buyer titles alphabetically (Buyer = A, Sourcing = B, Supply Chain = C, Other = D) and digital activities numerically (Form Submit = 1, Link Click = 2, Email Open = 3, No Activity = 4). An A1 score indicates a buyer persona with high engagement, while a D4 score indicates low relevance and low activity. The result is clear direction for your sales team on who to prioritize and how to engage them.
Scoring models ensure that personas and profiles aren’t just theoretical. They evolve in real time based on how prospects interact with your business. A strong model helps manufacturers and distributors:
Personas help you understand the types of buyers you want to reach. Profiles help you identify the individuals within those groups. Scoring models connect the dots by revealing which prospects are ready to take the next step. Together, they form a complete marketing automation strategy that is both structured and dynamic.
Want to see how scoring models can sharpen your marketing automation strategy? Let’s talk.