Decrease Lead Scoring over time if a lead is inactive

[janquast]

Hello together

we assign a lead score of 100 if a whitepaper form is signed up. By the lead score of 100 the lead status is set to "new relevant" so that our sales team know who and when to call the lead.

We currently have many leads which we did not qualify as Opportunity after the sales team called and which are also inactive for several weeks and month. So bascially many old leads who could possibly be interested again in our offering.

After a certain time we would now like to send a email newsletter with the whitepaper again, to re-trigger the lead again. But the lead score might be already above 100, so that the sales team would not know to contact them again.

Is there an option, so that the lead score decreases to zero after a certain timeframe?

Or any other ideas?

Thank you in advance.

Best

Jan

[karstenkoehler · Accepted solution]

Hi @janquast,

Sure, there are two ways to go about this:

• Combine your positive criteria with date ranges: When adding criteria for form submissions, you should see an option "Refine by date". Specify that it should be "less than ... ago" and the positive points will only be awarded if the form submission was recent. The same works when scoring specific marketing email interactions.
• Add negative criteria for inactivity: There are multiple date properties which you can use that store when a certain activity happened for the last time, e.g. "Recent conversion is more than X ago". You could remove points if it's too far back in time. Recent conversion would address form submissions, Last seen website page views and for marketing email interactions there are a few Last marketing email ... properties which you could use.

Generally there are limited options for time decay and not all touchpoints allow for time filters. In some cases, you might have to set up your own custom date properties and workflows if you want to positively or negatively score certain activities.

Hope this helps!

[rdurling]

Hi @janquast this is a pretty common question with scoring. We discussed this a bit in a recent HUG Admins webinar, and the particular question around decaying lead scores is answered here.

Hope this helps!

Ryan

[karstenkoehler · Accepted solution]

Hi @janquast,

Sure, there are two ways to go about this:

• Combine your positive criteria with date ranges: When adding criteria for form submissions, you should see an option "Refine by date". Specify that it should be "less than ... ago" and the positive points will only be awarded if the form submission was recent. The same works when scoring specific marketing email interactions.
• Add negative criteria for inactivity: There are multiple date properties which you can use that store when a certain activity happened for the last time, e.g. "Recent conversion is more than X ago". You could remove points if it's too far back in time. Recent conversion would address form submissions, Last seen website page views and for marketing email interactions there are a few Last marketing email ... properties which you could use.

Generally there are limited options for time decay and not all touchpoints allow for time filters. In some cases, you might have to set up your own custom date properties and workflows if you want to positively or negatively score certain activities.

Hope this helps!

[OPerek-Clark · Accepted solution]

The route I would take is to add in negative criteria for inactivity, to @karstenkoehler 's point. If sales has interacted with the lead, I'd recommend consider using the following properties to identify inactivity:

• Last engagement date is more than X days ago (The last time a contact engaged with your site or a form, document, meetings link, or tracked email. This doesn't include marketing emails or emails to multiple contacts.)
• Last contacted (The last time a call, email, or meeting was logged for a contact. This is set automatically by HubSpot based on user actions in the contact record.)

For these to be effective, it would require the sales team to use HubSpot to send sales emails, track and log calls, meetings, etc.

Additionally, you could also leverage Lead Status to add negative points. If your sales team is identifying someone as disqualified but there's future potential, I'd recommend having them update lead status to "Marketing Nurture" or something along those lines. You could also use a "Disqualified" value as long as marketing and sales is aligned on the definition of that status. This would require the sales team to update this status after making that determination.