Scoring Model
- Chrissey Trainello
- Aaron Tull
Lifecycle Statuses
Lifecycle Status | Score |
|---|---|
MCL (Marketing Captured Lead) | 0-29 |
MNL (Marketing Nurtured Lead) | 30-69 |
MEL (Marketing Engaged Lead) | 70-99 |
MQL (Marketing Qualified Lead) | 100+ for prospects 200+ for customers |
Global Scoring
Type | Score | Definition |
|---|---|---|
Forms | ||
General | 20 | A form for items like resources, webinar registrations, etc. |
Product Specific | 40 | A form that supports a resource that is product specific, or a demonar or some other activity that shows more buying intent. |
Demo Forms | Auto MQL | Any form supporting a demo push is an automatic MQL. |
General Actions | ||
Link Clicks | 1 |
|
Career Page | -10 |
|
Leadership Titles | 50 | People who have certain titles automatically receive 50 points. |
Email Activities
Type | Score | Definition |
|---|---|---|
Email Activities | ||
Opens | 0 | No points are awarded for opening an email. |
Clicks | 1 |
|
Unsubscribe | -15 |
|
Re-Opt In | 10 | If someone re-opts in to receive emails after unsubscribing. |
Webinars
Type | Score | Definition |
Webinar - Thought Leadership | ||
No Show | 0 |
|
Registration | 20 | The scoring for this is handled by the global scoring of forms referenced above. |
Attended | 15 |
|
Attended On Demand | 5 |
|
Hand Raising Activity | Auto MQL | Stage 0 Opp will be created by Lead Operations |
Webinar - Deminar/Product Focused | ||
No Show | 0 |
|
Registration | 40 | The scoring for this is handled by the global scoring of forms referenced above, and additional points added to the actual form or import. |
Attended | 30 |
|
Attended On Demand | 10 |
|
Hand Raising Activity | Auto MQL | Stage 0 Opp will be created by Lead Operations |
Tradeshows and Events
Type | Score | Definition |
Tradeshow - In Person | ||
Pre-Show LIst | 1 |
|
Trick or Treater (Cold) | 4 |
|
Engaged (Warm) | 50 |
|
Requested Demo (Hot) | Auto MQL | Stage 0 Opp will be created by Lead Operations |
Virtual Tradeshows and Events
These are handled on a case-by-case basis. Scoring determination should be determined with stakeholders involved in the project, including Marketing Operations and Revenue Technology.
Paid Activities
Type | Score | Definition |
Paid Media | ||
Paid Ad - | 5 | For ungated content pushed in an Ad or a Newsletter with a vendor. |
Paid Ad - | 15 | For ungated content pushed in an Ad or a Newsletter with a vendor. |
Paid Webinars - Thought Leadership | ||
Registration | 15 |
|
Attended | 30 |
|
Paid Webinars - Product/Deminar | ||
Registration | 30 |
|
Attended | 50 |
|
Score Decay
Decay | Score | Other Notes |
|---|---|---|
Inactive after 3 months | -10 |
|
Inactive after 6 months | -10 |
|
Inactive after 12 months | Reset to 0 | Reset to MCL or Recycle |