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Scorecard Marketing by Daniel Priestley and Glen Carlson, framework 3 of 7

The four-step scorecard

The build order for a scorecard marketing campaign.

Daniel Priestley and Glen Carlson's framework, from Scorecard Marketing, pp. 47 to 128.

  1. Landing page

    A dedicated page with one objective: get people to start the questionnaire.

  2. Questionnaire

    Scored yes/no questions in two to seven categories that qualify the person and make them think.

  3. Results

    Overall and category scores, dynamic content by tier, an emailed PDF and a clear next step.

  4. Marketing and sales

    Promote it through the channels, then follow up with people fast and talk to them about their score.

From chapter: PART TWO SETTING UP A SCORECARD, pp. 47–128

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