How to Monitor Marketing Automation Score Models

By Mathew Sweezey

Marketing automation scoring models are living and constantly changing. If you set up scoring once and never touch it again, the results will be only as good as your first guess. So, you should plan a schedule of evaluation and reconfiguration. A starting suggestion is to look back 60 days from your first attempt. After that, look back every 90 days.

Basics of the marketing automation multiple-column approach

When a scoring model changes, use a multiple column spreadsheet to keep track of the changes. The spreadsheet is your living document to help you track your changes and make sure that you have all your items together. Here is a scoring model that changed with notes from salespeople.

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When reviewing your scoring model, add a new column for any revisions. This column helps you keep up with changes in your scores and is particularly useful when you’re involved in future revisions and need to remember where you started, and why your scores are where they are.

How to utilize marketing automation score degradation

Score degradation is the process of lowering someone’s score, which helps you to make sure that your current score is an accurate reflection of a prospect’s sales readiness.

Score degradation is based on unseen behavior rather than direct action. For example, lack of activity is a reason to degrade a score. Score degradation also happens when a prospect visits specific pages. The most common page for score degradation is the careers page on your website, because someone visiting your careers page is more likely to be looking for a job than to make a purchase.

When degrading a score, you should do it over a period of time. Some tools allow you to degrade a score over time by a percentage of the total score, or by a specific number. People suggest refraining from ever degrading a score to zero.

A zero score removes all past interest, which makes it hard to segment based on past activity. Instead of degrading to zero, create a minimum equal to 50 percent of the total sales-ready score as a starting point. That way, you can still show activity while keeping leads out of the hands of your salespeople.

How to use a checklist for refining your marketing automation scoring model

When you refine your scoring model, use the following checklist to ensure that you’re evaluating the correct people, the correct amount of time, and the right assets:

  • Look at the ratio of sales-ready leads being converted to opportunities. A low ratio of sales-assigned leads to closed deals can be an indicator of a bad scoring model.

  • Ask your salespeople how they feel the leads are doing. If the sales reps don’t like their leads, it can be an indicator of a bad scoring model.

  • Ask salespeople how they feel about the actions the leads are exhibiting. Do they see a trend with specific actions? Salespeople can usually identify trends in leads, and they can become aware of new actions that need to be included or excluded from a scoring model faster than marketing in most cases.

Your salespeople are a key to helping you to refine your scoring model. Marketers often pass leads to sales based on activity alone, but salespeople know which leads are the most sales ready. Salespeople can help you confirm or deny your activity-based assumptions.