How do you balance demographic score against behavioral score?

[Anonymous]

I'm realizing that no matter how high a behavioral score gets, if the demographic score doesn't meet a minimum it doesn't matter, e.g. lead from target account, senior level, etc. 

The biggest problem is that lead score and relative score are showing up high for those who don't meet minimum demographic scores. For instance, some ppl just really like our content but they don't fit our buyer personas.

How do you balance demographic score against behavioral score? Do I just have to make sure my demographic score ranges much higher than behavioral? Limit behavioral scores, e.g. once reaches X it doesn't grow anymore?

Any specific rules would really help.

[Josh_Hill13 · Accepted solution]

So one thing to do is use both scores in a matrix where both scores have separate thresholds.

Alternatively, you can set a smart list criteria on demographics:

If lead is in Buyer Persona AND Behavior Score >=X, then pass to sales.

To me, this makes more sense than scoring demographics.