Lead Scoring Campaign

With a chatbot experience we would let marketeers become in touch of scoring as part of lead management.

Campaign Brief

The question for this project was to make existing marketers aware of scoring as part of lead management. Therefor did Merkle Netherlands (NL) got budget from IBM to promote this possibility within the tools that IBM does provide. The trigger for this campaign was the following video.

This campaign was promoted on LinkedIn.

User Flow/Wireframes

Based on the concept of a social media campaign have I created a user flow with the usage of wireframes. With this concept have I pitched the idea of a chatbot as experience and the database-structure for the e-mail.

Lead Scoring Campaign Wireframes


When a prospect got triggered by that video, it will lead them towards the landing page. The header image does create the feeling that this page is an extension from that video. Because the experience will collect personal information which will be saved, there will also be asked to agree with the applied privacy terms.

Lead Scoring Campaign Landing Page


For this experience, I have created a chatbot. During the conversation with a so-called consultant from Oxyma, there will be asked to provide personal information and make decisions. Based on those decisions, the bot will generate a lead score in realtime. This score is also what happens with lead scoring on a webshop, for example.

Lead Scoring Campaign Chatbot

Lead Scoring Points

When the prospect provides personal information, a decision or when a timestamp will be made, points will be generated. When an approach is declined, minus points could be created.

Lead Scoring Campaign Desktop Conversation


When a conversation comes to an end, a resume of the score will be present. Depending on the warmth bar, a lead is either hot or cold. In practice could a marketer follow up a warm lead. Within the wrap-up is also the possibility to download the provided white paper for more information.

Lead Scoring Campaign Wrap-up


Because Merkle NL got a lot of experience and expertise in e-mail campaigns and flows, every prospect got the opportunity to let the results be sent by e-mail. One can download the white paper within this e-mail.

Lead Scoring Campaign Follow-up E-Mail


This campaign caused a lot of challenges. Because it was with collaboration with IBM, we used IBM Watson Assistant to create the conversation. This tool worked together with front-end HTML, CSS, and JavaScript and back-end with Python, IBM Bluemix and Selligent to save the users' input and provide a follow-up e-mail. Combining all these technologies causes problems while developing, making it a lot harder to make than it looks.


The experience of this campaign can be used widely by marketers and consultants to present the client how lead scoring works and how it can target the right persons. I showed this to the company to make them aware of our work and the possibilities.

Robin Tepe Presenting Lead Scoring Campaign

Participants (A-Z)

  • Brian Schut • Front-end Developer
  • Frans Luijten • Campaign Engineer
  • Kevin Kriek • Back-end Developer
  • Michelle van den Berg • Marketing Communication Officer
  • Orlando Welles • Business Development Manager
  • Robin Tepe • UI & UX Designer
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