Changing our Lead Scoring Model - What to do with Existing Leads?

[Anonymous]

Hello-
We're getting ready to change our lead scoring model. We'll be going from one with an MQL threshold of 25 to a threshold of 100.  Would appreciate suggestions on what to do with the existing leads and their scores, as well as any lessons learned from others who have done this.  Thanks!

[Josh_Hill13]

Generally it is best to reset all scores and then rebuild with batch campaigns for demographics.

Rebuilding behavioral is a bit harder, but you can do this for most key behaviors in the past 90 days.

[Anonymous]

Thanks Josh. So would you ignore any behavioral activity more than 90 days prior? For example, if the person has been in the database for 1 year but still hasn't become an MQL, you would only score on their activity on the past 90 days, correct?

[Anonymous]

We are in the same process of resetting lead scoring also, and I was thinking of resetting the scoring also and in addition to that we are planning to download a list of leads with high lead score (top 10%) and see that after resetting do they come back to high score after a period of 2-3 months [This might apply to B2B where there is longer sales cycle and more cross-sell and up-sell].

[Anonymous]

Thanks for your input Harjot. So before you do your score reset, you're planning to download scores of those who have high scores, but not enough to MQL?

[Rachit_Puri2]

Instantly Switching over to the new lead scoring program may appear to be the ideal solution. However, I would recommend doing the following:

• Create new Score custom fields in MKTO for Demographic_Score_New & Behavioral_Score_New. You can always use any of your existing unused junk fields in MKTO by converting them and renaming them.
• Start appending new demographic & behavior scores to these fields in MKTO and turn it on.
• Create a view in Salesforce where you can see both old scores and new lead scores. 
• Let your Sales Reps & Sales Leaders use the new scoring for at least 3 weeks. 
• Get feedback from sales team and see if you want to make any tweaks. 
• Update the new lead scoring campaigns to append scores in the fields you are currently using.
• Reset the demographic score for existing leads and run them through the new campaign. If you have large database, I would strongly recommend running batches over the weekends.
• Reset the existing behavior score for lead. However, I would suggest you run a score normalization campaign, where you assign some behavior score based on their old score. 

Happy to discuss more in detail. Drop me a line at rachitp@grazitti.com

[Anonymous]

Thanks Rachit. I'll consider your suggestions and present all these ideas in an upcoming meeting.