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 |