To score a fast tracked lead or not?

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Anonymous
Not applicable

To score a fast tracked lead or not?

Our revamped scoring model consists of behavioral and demographic scoring, segmented by critical, important, influencing and negative attributes. Our behavioral model has an additional segment, qualifier, which could be considered "fast track" attributes. My question: should we score "fast track" attributes at the MQL/SQL score thresholds, or are the leads merely sent to sales? Or do you have other suggestions? Our behavioral scoring model is as follows:

Lead Scoring Model Criteria Score Frequency
           
Behavioral Scoring Model      
           
  Qualifier: 50/100 points      
    Attends 1-on-1 Meeting   +100 Every time
    Requests a call   +100 Every time
    Fills Out Content Request Form   +50 Every time
           
  Critical: 25 points      
    Attends Breakout Session   +25 Every time
    Views high profile content Investor Presentation +25 Every time
    Views high profile webpage Investor Releations +25 Every time
           
  Important: 15 points      
    Views 3+ webpages in one day   +15 Every time
    Listens to Webinar Recording   +15 Every time
    Views mid profile content Investor Fact Sheet, Newsletter, White Paper, Press Release +15 Every time
    Attends Earnings Call   +15 Every time
    Views high profile webpage Investor Releations +15 Weekly 
           
  Influencing: 5 points      
    Attends 2+ Webinars   +5 Every 4 months
    Listens to Earnings Call Recording   +5 Every time
    Views 3+ webpages in one week   +5 Weekly
    Opens Email   +5 Every time
    Views any webpage   +5 Every time
    Clicks Email   +5 Every time
           
  Negative      
    Unsubscribed   -75 Every time
    Score < 50, Inactivity for 3 months   -15 Every 3 months
    Score > 50, Inactivity for 3 months   -30 Every 3 months
    Score > 100, Inactivity for 3 months   -50 Every 3 months

1 REPLY 1
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Level 7

Re: To score a fast tracked lead or not?

Hey Amber,

I'd meet with your inside sales manager or someone in sales that has a leadership role (and if they like marketing that helps) and discuss if those "fast track" leads really are good MQLs for them.

In my previous company, the sales team was very cooperative and we decided on certain criteria (mostly from events and some combinations in wbrs) that would make a lead a "hot lead". I had these leads auto +100 which made them MQLs and assigned out to the team.

It all depends on your scoring and buying models.

Kim