Are all engagements created equal?

Following my previous post about the future of “push” marketing and the “death” of cold emails, the team and I have been re-evaluating our “engagement scoring” methodology (previously known as “lead scoring”) which lead us to the question — are all engagements created equal? Decision making life cycle methodologies preach “different assets at different stages in the buying cycle” and we read statistics that claim that “80% of the decision is already made from self-education prior to the sales call”. From my experience this means that our customers want to make their own decision regarding what information they consume and when, and that us marketers can’t really conclude that one asset is better than the other (meaning “deserves” a higher score) at a certain stage. Let me give a few examples;

Our conclusion is that all engagements ARE created equal. My goal as a marketer is to ENCOURAGE engagement. I want to make an engagement with my company/product something enjoyable and seamless and memorable. As marketers, we are lucky to have technology that provides us with “behind the scenes” behavior tracking, so that we can see who is engaging with us and how often — we can’t forget measurement, we MUST measure/track/report on marketing generated engagements — but NOT at the price of the user experience. We’re implementing this now — limited forms, equal scoring for every engagement — 2 touch points mean an MQL. Let’s see how we go!

Originally published at https://medium.com on August 8, 2017.

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