Hi Chris,
We'll need some more information about what your model looks like and what score is pushing it through. The first glaring thing in my mind, is why are you giving more credence to someone liking subject line or worse mistakenly opening your email as opposed to someone who liked your content so much they clicked a link and are reading even more of your content and engaging with it.
Based on the little information I have, I'd definitely drop opening an email to 10 as a starting point.
How are you doing your demographic scoring? What's an ideal customer look like for you? Is ideal a +10 Demo Score? Or do you have +10 for company size, +10 for job title, +10 for industry combining for +30 Demo score? If the latter, you could be giving too much credence to demographics. I would look at Demographics vs Behaviors. Do you want 75% Behavior Score vs 25% Demo Score? Once you figure that out, you can then take your "ideal" customer and try to build out what that would look like.
Basic Example:
Company YYZ has 75 employees and does $25 million in revenue.
Joe Smith is the CAO
Joe discovers you at a Trade Show
Joe gets scanned and name enters database
Joe opens email
Joe opens up second email and clicks link and goes to Landing Page where he signs up for a webinar
Joe misses webinar but watches the recording
Joe becomes an MQL before Sales takes over and closes the deal. Don't we wish all deals were this simple!
To me, the key things Joe did, he clicked link, he filled out form, he got webinar content. +10 for each
Getting scanned, opening 2 emails is nice to know but certainly not showing a large sign of interest +5 for each
Behavior Score = 45 pts.
Based on this, I would think a 15 pts demo score would balance out nicely. 33% Demo/66% Behavior.
Set MQL at 50 pts. Apply +5 for job title, revenue, company size
Demo Score = 15 pts
Total Score = 60 pts.
That means, anyone who has any of the 3 demo categories will MQL. So someone with the wrong job title, and wrong revenue but has the right employee count would MQL. Does that make sense for your business? I would think so.
That means, if Joe missed your first email, he would still MQL.
It also means, if Joe goes to the Landing Page but doesn't fill out form and so doesn't get the webinar, he won't MQL and you would need to keep nurturing to drive up the score. To me, again I think that sounds idea.
When building out scoring it is best to look at what those that turn out to be clients have done and build around that, but it is also important to look at different scenarios and then running them against your scoring model to see if they meet expected results. Once you have the basics of the model running, you can then really dig into the numbers and try to improve it.
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