Lead Scoring

Lead Scoring

Lead scoring is essential as it enables prioritization of the most promising leads, improves efficiency by focusing resources effectively, allows for personalized marketing strategies, and supports data-driven decisions. It enables measuring campaign effectiveness, optimizes resource management, and enhances customer experience, ultimately leading to higher satisfaction and loyalty.

• Each qualified lead receives a score of at least 75.

• The score represents the strength of our signal and is calculated based on multiple factors including user activities, depth of engagement, and other signals.

• The score considers campaign-specific factors (e.g., product interests, job title match).

Score Calculation:

• Intent Lead (Up to 2 months old): 75

• Organic Website Visit Lead (Up to 1 month old): 80

• Internal Intent/Magnet Email Lead (Up to 1 month old): Codes UM-IME, UM-OCR

• Aged Organic Lead (1-2 months old): 75

Engagement and Intent Adjustments:

• Low Engagement and/or strong intent: +5

• Medium Engagement: +5

• High Engagement: +5

• Email Confirmed (1 year): +5

• Phone # Verification (1 year): +2.5

• Phone # Confirmation (1 year): +5

Company Size Adjustments:

• 5k+ employees: +2.5

• 10k+ employees: +5

• Country Adjustments:

• Specific countries (India, Russia, China): -5

Campaign Alignment:

• User’s product interest matches the vendor of the campaign: +10

• Product interest matches vendor’s direct competitors: +5

• Company engagement (another user from the same company engaged): +5

• Job title confidence score above X: +5

Engagement Levels:

• Low Engagement (1 month): Any page visit in the last 30 days.

• Medium Engagement (1 month): Specific actions (e.g., downloaded a guide, asked a question, submitted a post) in the last 30 days.

• High Engagement (3 months): Ongoing engagement or actions from days 31-90, combined with Low Engagement.

• Strong Intent (2 weeks): Company-level engagement in the last 14 days.

Verification and Confirmation:

• Phone Verification: Verified by Twilio (number looks real).

• Phone Confirmation: User submits code from SMS via Twilio.

• Email Verification: Tracked via asset download.

Usage:

• Risk of Churning: Send leads with scores above a certain threshold to ensure high-quality leads with a higher chance of conversion.

• Lead Selection and Delivery: Use M&P by campaign report, add lead score to results table and CSV if checked.