HiP Unveils Much-Anticipated Historical Behavior Scoring

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New Service Promises Added Context to Leads Through Years of Historical Engagement Records

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We have to stop looking at form completions as isolated activities and consider them for what they really are: one data point in a longer series of engagement.

Today, Albany-area demand generation agency, HiP, formally released its Historical Behavior Scoring (HBS) offering. The foundation of the offering is engagement data – email opens, clicks, and form completions – collected from more than 300 million email sends. A proprietary algorithm matches contacts to records in the database and assigns numeric scores based on type, frequency, and recency of topically-relevant engagement. According to the company, these scores will help clients to more effectively segment lists and identify contacts with purchase intent.

On the topic of the new offering, HiP CEO and Founder, Bret Smith, remarked, “We’re excited to finally release Historical Behavior Scoring. HBS is something that has drawn interest from current and prospective clients throughout its development. We’ve created something here that we believe could change outbound lead generation.” He went on, “We live in a data-driven world. Marketing activities continue to become smarter and more connected. It’s time lead generation followed suit. We have to stop looking at form completions as isolated activities and consider them for what they really are: one data point in a longer series of engagement.”

The Historical Behavior Scoring offering, which has been in development for more than a year, took time to refine several key features:

  •     HBS can be configured to pull engagement from a defined time period, rather than the entire database. Recency weights automatically adjust to remain proportional to the defined time period.
  •     Based on department, broadcast topic, and broadcast sub-topic tags, HBS can be further segmented to only pull engagement from only the most relevant campaigns.
  •     HBS data is updated on a weekly basis, requiring dedicated workflow changes

About HiP: Founded in 2009, HiP B2B, LLC is a full-service B2B demand generation agency. HiP utilizes content, email, and marketing automation to drive outcomes for a wide variety of marketing and technology clients. Key differentiators include its vast contact database, extensive targeting options, impressive fulfillment speeds, and exemplary lead quality standards.

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Matt Leap
HiP
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