{"id":179527,"date":"2025-02-17T16:09:47","date_gmt":"2025-02-17T15:09:47","guid":{"rendered":"https:\/\/spotler.com\/guides\/apply-tagging-and-scoring"},"modified":"2025-08-29T14:06:52","modified_gmt":"2025-08-29T12:06:52","slug":"apply-tagging-and-scoring","status":"publish","type":"guides","link":"https:\/\/spotler.com\/en-gb\/guides\/apply-tagging-and-scoring","title":{"rendered":"How do you apply tagging and scoring?"},"content":{"rendered":"
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How do you apply tagging and scoring?<\/h1>\n<\/div>\n<\/div>\n

Tagging and scoring allow you to mark and qualify the engagement of your contacts. You can then follow up with personalised and segmented actions. This is good for both your engagement and your conversion. Below, we would like to explain what tagging and scoring involve and how you can apply these techniques in Spotler Mail+ and Spotler CRM.<\/strong><\/p>\n

What can you do with tagging and scoring in marketing?<\/h2>\n

Every sales and marketing employee wants to know which interactions customers and prospects have with his or her organisation. You want to know who fills out which forms, which emails they have interacted with, which website pages have been visited and who, for example, fills out your\u202fsurvey. You can label this behaviour with a tag and qualify it with a score.<\/p>\n

Tagging and scoring can help you refine your database. To give you an example of CRM automation:<\/p>\n

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As soon as a lead fills out an online form, this digital activity is given a score of 10 points. In addition, this activity is added to the\u202fB2B\u202ftag. If the criteria for leads are met, Sales receives a notification. In this way, Marketing labels the filling out of a form with a tag and a score.<\/p>\n

What is tagging?<\/h3>\n

Tagging as you see in the example above means that you give an action on your website a label. With tags you can more easily create targeted and personalised campaigns. But that’s not all. Many marketers also use tags to create order in the large amount of data they hold. At Spotler we do that too.<\/p>\n

For example, we use a tag ‘\u202fManager+\u202f’ where we include all job titles with ‘Head of\u2026’ and ‘\u2026Manager’ or ‘CxO\u2019. We place this tag as soon as data comes in, for example via\u202fa form\u202fin which one of these job titles appears. We also use tags as filters on incoming data. We give the behaviour a score.<\/p>\n

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What is scoring?<\/h3>\n

Scoring gives a numerical value to an interaction, such as an email open or\u202fa demo request<\/a>\u202f. This helps you determine which leads are the most valuable and where to focus your sales efforts.<\/p>\n

Below we will first explain how to best apply tagging, how tagging works in\u202fSpotler Mail+<\/a> and in\u202fSpotler CRM<\/a>\u202fand finally give you some best practices for setting up scoring.<\/p>\n

How do you best apply tagging?<\/h2>\n

You have complete freedom to add tags to your marketing and CRM software. If you send out a survey, you can easily create a tag\u202fthat says “Survey filled.” You can tag any interaction that is valuable to your sales process. When creating tags, it is good to keep a few things in mind. <\/p>\n

Personal data not in tags, but in database fields <\/h3>\n

You store data from your customers and prospects. You often start with specific personal data like name, address, email address and telephone number. You add some data that\u2019s important for your marketing and sales. For example: industry, company size, function and interests. You store this data in database fields. You do not use tags for this. <\/p>\n

Tagging account and contact behaviour<\/h3>\n

You do use tags to record the behaviour of accounts, customers and prospects. Behaviour is variable and depends on many factors, so tags are designed to make sense of this. In both B2B and B2C, you want customers and prospects to ‘grow’ with your organisation and make a customer journey from lead to ambassador. You can use tagging and scoring to label and qualify this behaviour.<\/p>\n

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Tags help you organize and refine your database<\/figcaption><\/figure>\n<\/div>\n

No tags when using a profile change form<\/h3>\n

This is a question we often get: when do you choose a tag and when do you choose a profile change? The honest answer is: \u201cit\u2019s up to you\u201d. For example, you can work with a database field Interest<\/em>, but also with a tag Interest<\/em>. <\/p>\n

The best answer we can give: do not use tags when using profile change forms. For example, if a contact on such a form prefers your monthly newsletter and not your weekly one, then you are also writing away a permission. You want to record something like that in a database field. Do not use tags for that. <\/p>\n

You want to be able to remove tags<\/h3>\n

Another difference with database fields is that tags are more time-sensitive. You want to remove a Lead<\/em> tag if the contact or account can be promoted with an MQL<\/em> tag. You might want to remove a\u202fSpring Promotion<\/em>\u202ftag if a contact uses the action or if Autumn has arrived. <\/p>\n

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Another example: <\/h4>\n

Spotler uses an Opportunity<\/em> tag that we remove after 60 days. This way, we can reuse this tag for new opportunities. Of course, we follow up on the opportunities. Depending on the type of opportunity, we plan follow-up actions. <\/p>\n

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An Opportunity<\/em> tag can be a trigger for an automatic campaign but also a reason to start a special program. The latter occurs, for example, when students register with Spotler. We always appreciate your interest in our organisation, but students do not have to end up in our sales funnel. <\/p>\n

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Remember: always think about tag follow-up.<\/p>\n

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Tracking and cleaning up tags<\/h3>\n

When it comes to creating tags, don\u2019t go overboard with millions. Only place a tag if you know what you want to do with it. Think in advance about what follow-up you want to give to tags. For example, you can agree with your marketing and sales colleagues that all contacts who still have the tag Spring Promotion<\/em> after two weeks will receive a small discount to convince them. <\/p>\n

Another way to prevent tag proliferation is to do regular cleanups. Remove tags that you no longer use. <\/p>\n

Pay attention to the capabilities of your software<\/h3>\n

As you know, your marketing and CRM software often provides nice overviews of your customers’ and prospects’ activities. A tag like\u202fSurvey filled in<\/em>\u202fis not very useful if the software provides a clear overview of the completers and non-completers of your survey anyway. <\/p>\n

If your follow-up action is a reminder email for non-openers of your survey, marketing applications \u2013 especially if you work with Spotler Mail+ \u2013 often offer ample possibilities to automatically schedule such a reminder email. You do not need tags for this. <\/p>\n

Again, tags are often used in B2B and B2C to mark the behaviour of prospects and customers, preferably within a lead scoring system. It is great fun to see a tag MQL<\/em> filled with more contacts because your last marketing campaign was a success. <\/p>\n

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What does tagging look like in Spotler Mail+ and in Spotler CRM?<\/h3>\n
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Tagging in Spotler Mail+ is different from tagging in Spotler CRM. In both cases you create tags yourself, but the way they work is not the same. <\/p>\n

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Tagging in Spotler Mail+ <\/h4>\n

In Spotler Mail+ you can add a tag in the following ways: <\/p>\n