RAAK_Blog-Header_ Reporting-Analytics

How do you set up an easy scoring matrix? MQL, SQL or lead, what’s it going to be?

In email marketing we gather tons of data. We know which types of content you like, when you engage, what exactly it is you do on our website, which emails you open and click on,…

In email marketing we gather tons of data. We know which types of content you like, when you engage, what exactly it is you do on our website, which emails you open and click on,… But gathering those data is the easy part, understanding them is something else. How can you make easy-to-understand segments in your database?Enter MQL, SQL and leads…

But what are these exactly?
In a nutshell…
Lead: this is any contact entering your database.
MQL: this is a contact that engages with your content, but needs more nurturing.
SQL: this is a contact ready to be passed on to sales.

So, how do I put the right people in the right segments? Just follow these 4 simple steps:

  1. Attribute values: give values to interaction. F.i. an open has a value of 1, a click has a value of 3 and opening more than 3 webpages a value of 5.
  2. Now calculate the value per contact over a series of emails:

segments-1
Be aware that not every contact is the best match for your brand. If you are aiming at fortune 500 companies, a contact at a smaller company is less relevant. So the next step is to add and deduct points based on the fit.

best-matchAnd your final step is defining your values:
Lead > 10 : 3 contacts
MQL >10 >15 : 3 contacts
SQL < 15 : 2 contacts

Conclusion

Some basic reporting already gives great insights on your database. And it’s super easy. Just download the raw data in excel, start sorting and attributing values and create valuable segments.

Posted on
Feb 26, 2015