Scoring Model
- Chrissey Trainello
- Meaghan Kenney
- 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. The default scoring model for virtual events follows thought leadership webinar scoring.
Type | Score | Definition |
Virtual Event | ||
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 |
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 |