The activation score is nothing more than the cut-off line between an MQL and an SQL, that is, when the lead should pass from the marketing team to the sales team .
Again, it is important that this decision is made jointly by the marketing and sales teams, to avoid problems later.
By determining the activation threshold, it will be easier to move russia phone number list on to the next step, which is to decide what grades will be given for each factor that counts in favor of the lead in the purchasing journey.
Create a scoring pattern
Defining a scoring pattern is the next logical step on the journey to perfect lead scoring. But what does this mean?
For each action a lead takes, or for each positive demographic characteristic it presents, a score must be assigned.
But the points should not be defined randomly, much less distributed equally for all actions and characteristics.
Activities that have more weight in pushing the lead further down the funnel should receive a higher score, while less important activities should receive lower scores.