Partner leads are suspended from GitLab marketing and excluded from [lead scoring](/handbook/marketing/marketing-operations/marketo/#scoring-model) when passed to partners. Marketing communications and lead scoring resume when leads are [recalled](/handbook/marketing/marketing-operations/impartner/#partner-recall) when they aren't actioned after a certain period of time.
Partner leads are suspended from GitLab marketing and excluded from [lead scoring](/handbook/marketing/marketing-operations/marketo/#scoring-models) when passed to partners. Marketing communications and lead scoring resume when leads are [recalled](/handbook/marketing/marketing-operations/impartner/#partner-recall) when they aren't actioned after a certain period of time.
Partner leads still receive operational emails. To exclude them, add `Impartner Partner Account` equals to blank to your smart list. [Read more](/handbook/marketing/marketing-operations/email-management/#partners-and-email-communication).
@@ -507,7 +507,7 @@ Once the evaluation Epic is created, the following evaluation steps should be fo
For more information about lead lifecycle, visit [this handbook page](/handbook/marketing/marketing-operations/lead-lifecycle/)
A Marketing Qualified Lead (MQL) is a lead that has reached a certain threshold, we have determined to be 100 points accumulated, based on demographic/firmographic and/or behavioral information. The `Person Score` is comprised of various actions and/or profile data that are weighted with positive or negative point values. You can find more details about the scoring model on the [Marketo Page](/handbook/marketing/marketing-operations/marketo/#scoring-model)
A Marketing Qualified Lead (MQL) is a lead that has reached a certain threshold, we have determined to be 100 points accumulated, based on demographic/firmographic and/or behavioral information. The `Person Score` is comprised of various actions and/or profile data that are weighted with positive or negative point values. You can find more details about the scoring model on the [Marketo Page](/handbook/marketing/marketing-operations/marketo/#scoring-models)
@@ -213,7 +213,7 @@ All of the standardization smart campaigns are contained in:
## MQL and Lead Scoring
A Marketing Qualified Lead is a lead that has reached a threshold of `100` points, based on demographic/firmographic and/or behavioral information. The [MQL Scoring](/handbook/marketing/marketing-operations/marketo/#scoring-model) is detailed below and is comprised of various actions and/or profile data that are weighted with positive or negative point values.
A Marketing Qualified Lead is a lead that has reached a threshold of `100` points, based on demographic/firmographic and/or behavioral information. The [MQL Scoring](/handbook/marketing/marketing-operations/marketo/#scoring-models) is detailed below and is comprised of various actions and/or profile data that are weighted with positive or negative point values.
For a visual overview, please use this [slide](https://docs.google.com/presentation/d/1KMyzQm_-7V7jeSJZuiedmIINti_uEWiW0NBYiX5viSA).
@@ -231,7 +231,7 @@ When a lead `Re-MQLs` from `Recycle` to `MQL`, their `Recycle Reason` field is s
Follow the [figjam flow chart](https://www.figma.com/file/lycXH6cMKK5oNaKj2RSigx/Re-MQL-Workflows_2023-08-22_10-56-57?type=whiteboard&t=HDkNJDbCt6265Ezf-1) to see the lead lifecycle. Notice you cannot go backwards in status to `Raw` or `Inquiry` from a later step.
### Scoring Model
### Scoring Models
The lead scoring model is a 100 point system in order to MQL. Positive and negative points are assigned to a record based on their demographic and/or firmographic information, and their behavior and/or engagement with GitLab marketing. Their `Person Score` is the sum of their `Behavior Score` and their `Demographic Score`. The `Person Score` must reach `100` in order to MQL, and their `Behavior Score` cannot be `0`.
@@ -360,10 +360,28 @@ Please note that score decay also applies to scores frozen by the lead being in
|Email: Unsubscribed|Unsubscribed from Email| Score Reset based on Demographic score |1/month|
In addition to the standard lead scoring model, GitLab utilizes a secondary scoring model specifically for GitLab trials - with the intent to `MQL` trial users showing specific characteristics. The Trial Threshold scoring system works in unison with the original lead scoring workflows. The scoring mechanism fires twice a day at 08:00 and 14:00 within the AMER, APAC and EMEA regions, based on the region's earliest timezone. The trial user will `MQL` after hitting `25` points and is then excluded from further scoring. The scoring mechanism filters off program memberships and the [Days Since Trial Counter](https://experience.adobe.com/#/@gitlab/so:194-VVC-221/marketo-engage/classic/SC72010C3ZN19), which ends `40 days` after the trial started.
| 6sense Grade | A 6sense assigned ranking out of A-D | `A`=+15<br>`B`=+7<br>`C`=+0<br>`D`=+3 |
| 6sense Profile | A 6sense assigned ranking of `Weak`, `Moderate` or `Strong` | `Strong`=+12<br>`Moderate`=+5<br>`Weak`=+0|
|Non-public Email Domain|Email address has not been identified as a publicly available domain|+10 |
|# of Duo Features Utilized|Score assigned according to the number of Duo features adopted during the trial period| `0`=+0<br>`1`=+5<br>`2`=+10<br>`3+`=+15 |
|Is user's job title a management role?| Determined by a boolean value carried over from the Customer Database| +10|
|Does user have a matching account?|Matching account determined by the contact+account relationship or by Traction attempting to match a lead to an account|+5 |
|Does the user have a targeted job title?|Scored if the Customer Database shares a job title relating to `Upper Management` or `Platform / Ops / Infrastructure Engineering`| `Upper Management` = +8 <br>`Platform / Ops / Infrastructure Engineering` = +0 |
|PTP Score| Scored if the PTP group is 3-5| `3` = +2 <br>`4` = +7<br>`5` = +10|
|Non-LATAM region?|All regions excluding LATAM receive a score bump| `+3` |
|# of GitLab product stages activated| Receives a score if the product records a certain level of product stages adoption| `1 stage` +2 <br>`2 stages` = +7 <br>`3+ stages` = +12 |
### Lead Score Classification
A `lead score classification` is a 2-character score/designation meant to classify the likelihood of a prospect to convert to an SAO - with the score being modeled after the lead's current `demographic` and `behavior` scores. A visual representation of the scores and their definitions are pictured below in the `Lead Classification Matrix`. Lead that have their lead status set into `Ineligible` or `Disqualified` will have their `lead score classification` set to `Disqualified` or `Ineligible`.
@@ -716,7 +734,7 @@ This tab shows all of the web activity of a cookied user in this view and includ
### Score
Use this tab to see what the most recent score changes are. This is helpful to see all the different activities the person took to achieve the score they have. The campaign that caused the scoring can be cross referenced to the [scoring rubric](/handbook/marketing/marketing-operations/marketo/#scoring-model) above.
Use this tab to see what the most recent score changes are. This is helpful to see all the different activities the person took to achieve the score they have. The campaign that caused the scoring can be cross referenced to the [scoring rubric](/handbook/marketing/marketing-operations/marketo/#scoring-models) above.
@@ -336,7 +336,7 @@ Before creating a new content track, decide what type of content track (target v
Form strategy is used on content tracks to collect data from unknown visitors. This is done by "gating" an asset within a track or by creating a track rule with an engagement threshold (example: spent at least 60 seconds in the track and viewed 2 assets). Not all content tracks will or should have form strategy turned on - it depends on the goal of your campaign. Form strategy should only be used when a track entry point is a direct link from a digital ad bypassing a webform or gated landing page. Please bypass from strategy entirely when linking to PathFactory from emails since we are sending to known users. In the event the recipients (known users) forwards the emails to unknown users, we chose to forgo capturing their information for better user experience.
**Please Note:** PathFactory activity is tied into the [MQL scoring model](/handbook/marketing/marketing-operations/marketo/#scoring-model). This means that you do not need to add form strategy to a content track if entry point is from a landing page.
**Please Note:** PathFactory activity is tied into the [MQL scoring model](/handbook/marketing/marketing-operations/marketo/#scoring-models). This means that you do not need to add form strategy to a content track if entry point is from a landing page.
-[Form strategy best practices](https://support.pathfactory.com/kb/form-strategy-best-practices/)
