When a lead provides us with certain important information, or takes part in an activity on our site, they will accumulate a lead score based on how you have configured lead scoring. When configuring our lead scoring, we need to take into account an estimated duration of time that, if a lead does not take part in any activity that increments their lead score, then the score value will decrease over such time. We can easily set this up in SharpSpring using the Lead Score Half-Life.
What is a Lead Score Half-Life?
A Lead Score Half-Life is the amount of time it will take for our Lead's Score to be half as valuable as it was on the day of the lead's last interaction. You can choose to not use this feature (not recommended) or set your half-life from one week to a maximum of 52 weeks. To set this value, head into our Lead Score Rules page (Automation >> Lead Scoring).
Why is a Lead Score Half-Life Important?
A Lead Score Half-Life makes sure that lead's are categorized appropriately based on their most recent activity history. If we choose not to use a Lead Score Half-Life, then lead scores will always increment (or remain static) even if the lead has not taken part in an activity in weeks. But utilizing Lead Score Half-Life, we can make sure our Sales team has an accurate snapshot of the "hottest" leads in our system at any time.
How do I know how long my half-life should be?
The answer to this question will vary based on industry, target audience, buying cycle, and much more. Identifying our Lead Score Half-Life will likely take contribution from Marketing, Sales, and Business Development to get a key understanding of the desired timeframe. It's important to note that just because we are decaying a lead's score, does not mean that we are giving up on that lead. Alternatively, it's allowing for us to use automation to segment our leads based on where they are at in the buyer's journey. This allows for us to market to them more effectively (maybe this lead needs more high level content to catch their interest again), and not waste our Sales team's time on a lead not ready to buy.