Scoring Model

Lifecycle Statuses

Lifecycle Status

Score

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

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

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 -
Thought Leadership

5

For ungated content pushed in an Ad or a Newsletter with a vendor.

Paid Ad -
Product Specific

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

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