How can businesses use "score-based targeting" in Adobe Campaign Classic?

• A. By excluding low-potential leads
• B. By focusing on high-potential leads based on engagement scores
• C. By randomly selecting customers
• D. By prioritizing all contacts equally

Answer: (B)

Score-based targeting is a highly effective strategy in Adobe Campaign Classic that allows businesses to prioritize their marketing efforts based on the potential value of their leads. By focusing on high-potential leads based on engagement scores, businesses can allocate their resources more efficiently and increase the likelihood of conversion. Engagement scores are derived from various customer behaviors and interactions with a brand, which provide insight into the level of interest and likelihood of a lead to respond positively to marketing efforts.

This targeted approach not only enhances the effectiveness of marketing campaigns by tailoring messages to those most likely to engage, but it also optimizes the overall marketing budget. By concentrating on leads with higher engagement scores, businesses can improve conversion rates and ultimately drive better business outcomes.

In contrast, excluding low-potential leads may limit the opportunity to convert some of them in the future or to nurture them through the funnel. Randomly selecting customers does not leverage any data-driven insights, and prioritizing all contacts equally disregards the potential of high-engagement leads to maximize returns. Thus, focusing on high-potential leads based on engagement scores offers a strategic advantage in targeted marketing efforts.