THE ROAD TO LEAD SCORING PRINCIPLES
Do we interest you?
Going from a level one MQL (Marketing Qualified Lead) with a score of 15-30 to a level two MQL with a score of 30-40 is more measured by specific behaviors and interactions with your content. This scoring is captured by website page views and specific page views, email clicks, opens, social following, and media asset downloads.
Visited the site 2+ times (sessions) (10 points)
Visited 5+ pages on the site (pageviews) (15 points)
Visited important page (join now page) (10 points)
Social clicks (10 points)
Opened 2 emails (10 points)
Click on 1 email (15 points)
Initial scoring are measurements by attributes in line with your personas at the awareness and consideration stages. They are captured by content assets that are sent through email, found on your website, and posted to social media. Form fields you’re collecting include: industry, job function, age, gender, company, geography.
Level Two and Three MQL Scoring guide
Subscription to blog (5 points)
Webinar downloads (15 points)
eBook downloads (15 points)
Tradeshow attendees (15 points)
SQL Scoring Guide (Start SQL Nurturing at 55 points or higher)
MQL Level 1 Score 15-30
MQL & SQL breakdown
Create Lead Nurturing Follow-up to push to Level 2
Pushing from a MQL to a SQL (Sales Qualified Lead) is measured by deeper interactions with your content. These scores are captured by content assets at the decision stage with forms collecting more info including: challenges, goals, request for more information, and request for pricing. You are seeing frequent and consistent engagement at this point.
The subscriber clicked to “Opt Out” of all email communications
(-100 points)
Email address is from your organization (-500 points)
Visited “Careers” page (-55 points)
Submit “Sponsorship” form (-100 points)
Submit “Contact Us” form (55 points)
Submit “Free Resources” form (55 points)
Do you count on us?
LOOK
FOR
SIGNS
Negative Actions to take into account
Want to make sure you're heading the right way?
Follow These Guidelines
Are you
a good fit for us?
Level One MQL Scoring Guide
MQL Level 2 Score 30-40
Create Lead Nurturing Follow-up to push to Level 3
MQL Level 3 Score 40-54
Create Lead Nurturing Follow-up to push to SQL
MQL Score 55+ (Sales Ready)
These will be passed to Sales
Summary Guide