Lead scores degrade over time. The logic for this is that if a prospect does not demonstrate interest or take any action for a time, they have potentially deferred purchase or purchased elsewhere.
Only the last 200 days of lead events are considered in the score. If there have been no events in that time, the lead score will fall to 0.
The value of each event decreases by 10% every 30 days. As an example, referring to the table of default values, you can see that a call to action conversion would initially be valued at 50 points. After 30 days, this would drop to 50*90%, or 45 points. At 60 days, this would further drop to 45*90%. Points are rounded up and so the lead would have 41 points. This continues until the points have aged out of the calculation. The chart below shows this erosion graphically.
Marketing leads are unique in Unifyr One based on the subscription, the email, and the campaign. When a lead is viewed from within the context of a campaign, the score displayed does not degrade. It is the sum total of all of the events for that lead in the campaign with no time-based degradation.
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