Best practice to test Lead Score Model

Hi Amelia,

The relevance of scoring can only be measured under the light for your lead management process. In other terms, does the score correlate well with the acceptance of leads by sales, which materializes in the system by MQL->SAL and SAL->Opportunity changes.

The recommendation is to activate your scoring and let it start computing scores but keep you current rule for sending MQL leads to sales or inside sales. In other terms, you start computing scores, but you do not use it to fire lead assignment to the qualification team.

Just add 3 fields called "MQL Score-Behavior", "MQL Score-Demographic" and "MQL date" and a smart campaign that fires on "data value changes" trigger on the status field, new value being "MQL". In the flow, you add the 3 following flow steps :

• "change data value" on field "MQL Score-Behavior", new value is {{lead.behavior score}}
• "change data value" on field "MQL Score-Demographic", new value is {{lead.demographic score}}
• "change data value" on field "MQL Date", new value is {{system.date}}

In a couple of months (exact duration depending on you marketing and sales cycle duration), you will be able to examine the leads that have be moved to SAL and Opportunity stages and correlate the stats with the values in the 3 fields. If this looks good (SAL / oppy leads seeming to have a higher score; then it will be time to use the score as a trigger for deciding which lead should become MQL.

-Greg

Hi Amelia Low​,

If I understand correctly, you're asking more about how to actually test the functionalities of the trigger campaigns to make sure they are triggering correctly? If I'm right, I would suggest maybe creating a few internal test leads, maybe with a few people on your team. You could start by sending them an email and then have them click through the website and fill out forms to start getting scored. You'll want to make sure people take the actions that are actually being triggered off of.

Then once you are comfortable with that and are ready to launch there are probably lot of threads and reports available to help you measure the effectiveness of your scoring model. Like @Grégoire Michel​ said above, you'll want to let your campaigns run for awhile before being able to truly measure the effectiveness of the scoring model.

Thanks,

Valerie

Thanks all. Once we have let it run for a while, how do we do the analysis? Struggling to pull the data together from the right places efficiently.

Thanks.

Got it, thanks