Marketing Automation Funnel — Lead Scoring & Trigger Cadence

Automation Rules

Touch cadence 3 d

Open / engage rate 45%

Engagement decay 6%/d

Conversion threshold 70

Pipeline

Leads in flight

Simulated day

Conversion rate

Avg days to close

–

Cold lead (low score)

Warming (mid score)

Hot / near threshold

Converted → sales

Churned (aged out)

How it works

Each lead carries an engagement score S that automation touches (triggered emails) push up and time pulls back down. Every simulated day, a lead due for its scheduled touch (age since entry is a multiple of the cadence) is engaged with probability p (the open rate):

if touched & opened: S += boost · (1 − S / 100)   // diminishing returns near the cap
every day:            S *= (1 − decay)             // engagement fades between touches
convert when:         S ≥ threshold
churn when:           age > 60 days without converting

The diminishing-returns term models a real inbox: a lead that is already warm gets less lift from one more email than a cold one does. Lower the open rate or raise the decay and fewer leads out-run the clock before churning; shorten the cadence and more touches land before decay erodes the score, at the cost of a more aggressive send schedule.

Touch cadence — days between automated sends; shorter means more frequent contact.
Open / engage rate — probability a scheduled touch actually lifts the score (vs. being ignored).
Engagement decay — daily multiplicative fade of score between touches.
Conversion threshold — the score at which a lead is handed to sales (funnel bottom).

Leads are drawn as spheres inside the funnel: height encodes score (higher score = lower in the funnel, closer to the threshold ring), colour encodes temperature. A converted lead flashes green and exits at the base into the sales tray; a churned lead fades grey and drops away, and a fresh lead immediately re-enters at the top so the pipeline stays populated.

Automation hub Threshold ring

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