5 Things to consider before implementing Lead Scoring in Marketo

July 13, 2016

Lead Scoring is the mechanism employed by Marketo that allows you to manage and track your lead flow down the sales and marketing funnel. Planning and building an effective Lead Scoring model can be complex and, at times, frustrating.

ere are five major things to consider as you approach implementing your own scoring model:

1. Are you using channels & program statuses consistently and correctly?

Program statuses in Marketo are one of the easiest ways to monitor and categorize activity in a scalable, consistent way that allow us to achieve precision in scoring.

The criteria for a lead reaching a given status in a program is defined within each program, allowing actions to be categorized and called upon summarily, instead of uniquely, by the score campaigns.

Examples for scoring a “registers for webinar” behavior:

  • OK:
    Trigger – Lead fills out any form. Form name “contains” webinar
    *This type of trigger leaves the door open for a variety of unintended actions to get picked up (or left out!) by this smart campaign
  • Better:
    Trigger – Program status is changed, new status is Webinar > Registered
    *All leads reaching that “webinar > registered” status in any program using that channel will be picked up and scored by this smart campaign

2. Have you identified “key fields” required to develop prospect personas?

You can’t have targeted marketing without data, so what is the information you need that enables you to create targeted messaging? Make sure these fields are well documented and included in your data collection strategy.

3. What’s your form strategy?

Form fills are often high(er) value scorable actions and streamlined form strategies are easier to score. Limit the number of active forms you employ across Marketo. Common core-function forms you may have in Marketo are:

  • Contact Us
  • Request Demo/Quote
  • Progressive Profiling (should be used for any and all content offerings/gated assets)
  • Event Registration (If you host many events where registration requirements vary, it is OK to have event-specific forms, or even to create them as local assets within your Event Programs)
  • Webinar Registration
  • Unsubscribe

4. How is your data quality?

Are your key field values standardized? Dirty data presents a serious threat to the effectiveness of your automated flows. You may need to invest time in creating a few data management campaigns to keep things running smoothly.

5. Are you over-scoring?

For most triggerable actions, there could have been one or several scorable actions that preceded it – unintentional score inflation results in under-qualified leads being passed to sales. Plan your behavior scoring with care, and be prepared to make changes to the model as time goes by.

When it comes to Lead Scoring in Marketo, it’s very important that you approach the build with a clean house and supporting strategy in mind. Before you even gather sales and marketing together to start planning your score model, make sure your Marketo instance is tidy, and able to facilitate what you’re trying to achieve.

You wouldn’t build a house without first laying the foundation; the same rules apply when developing your Marketo instance.

Want more? Learn what it takes for world-class lead scoring as part of our lead management process series!

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