How Email Engagement Scoring Fixes Over-Suppression in B2B
The Marketing Operator Podcast with Fexingo: MarTech, Automation, and Marketing Operations · 2026-06-24 · 8 min
Episode notes
In this episode of The Marketing Operator Podcast, Lucas and Luna tackle a common B2B email marketing pain point: over-suppression caused by outdated engagement scoring models. Using the case of a mid-market SaaS company that saw a 22% drop in reach after a platform-wide migration, they explain how static recency-and-frequency models punish valuable inactive subscribers. The episode drills into a specific fix: switching from a binary 'open or didn't open' signal to a weighted engagement score that includes click-through rates, site visits, and form fills over a rolling 90-day window. Listeners learn why Salesforce's 2024 benchmark data showed that brands using predictive engagement scoring recovered 14% of previously suppressed contacts without damaging deliverability, and how to apply this logic in Marketo or HubSpot without a data science team. No fluff, just a tactical workflow you can test this week.