Do you use lead status programs in conjunction with lead scoring programs?

[Anonymous]

Hi There,  we have just revamped our behavioral and demographic lead scoring programs. I'm wondering though if we should also implement a lead status program as well so we can explicitly move lead status from Known --> Engaged --> MQL and so on based on a combination of behavioral and demographic scores? Any best practices or suggestions would be appreciated.

Thanks.

[David_Gaible · Accepted solution]

Hi ayca Yuksel​ - what do you currently use Lead Status for? In the Marketo instances I've managed, Lead Status was a field that sales reps would update. We'd then use those updates in Marketo to change Lifecycle Statuses. For example, here's my current triggers for updating Lifecycle Status to SAL:

I can't think of any sales-rep updated Lead Status that would have an impact on moving a lead from Known -> Engaged -> MQL, if you're using a standard lead lifecycle.

[Anonymous]

Hi David, thank you for responding.  We currently map our marketing funnel stages to lead status - Known, Engaged, etc... so I'm wondering if I should update those lifecycle stages periodically per lead based on accumulated demographic and behavioral scores?  SAL is for sales-rep to update just as you said.  I'm wondering about the earlier stages?

[Sara_Greaves]

Hi ayca Yuksel​,

I can see the demographic score and behavioral scores being used in combination to determine MQL status, but I would like more clarity about how you want to use demographic score to determine the other lead stages.

[Anonymous]

Hi Sara, currently I dont use the demo and beha scores for the earlier stages. I'm wondering if I should be? perhaps the answer is just to focus on MQL.

[Sara_Greaves]

Are known and engaged your two earlier stages? If so, how are you defining people in those stages? When I think of known, I think of a lead that is no longer anonymous because he or she filled out a form, for example. I think of engaged as a stage for leads who are interacting with marketing material, but they aren't qualified. In that sense, I wouldn't use demographic score for those stages. The way we use demographic score is in combination with our behavioral score to determine if a lead should be sent to sales. If a lead has a high demographic score, they can have a lower behavioral score to hit our threshold to send to sales.  Does that help?