Marketo Lead Scoring Bible

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Every place a page here uses this source, in the order the words come in it.

1. “There is alignment needed across the sales and marketing teams to define the model, which is never easy to get, involving a lot of meetings and communication, and then there is the implementation of the scoring mechanism in Marketo which can be equally challenging.” While getting alignment between the sales and marketing teams is not something I can help you with this post will give you some examples of lead scoring models for demographics and firmographics as well as lead scoring models for activity. I will then help you define a marketing qualification mechanism (MQL) that will use the outputs from our Marketo lead scoring models to determine whether someone should be handed off to sales.

   In Firmographic enrichment

2. The Lead Quality field can have 1 of 4 values: “If the person does not have any values for the fields in the model then they are put in the Unknown bucket.” Feedback from the sales team on previous scoring models highlighted the need to not only let the sales team know how good a fit the person was but also why they were deemed to be a good fit. The reason a person is given a certain Lead Quality value is therefore recorded in the Lead Quality Detail field.

   In Firmographic enrichment

3. In columns A-C the activities are sorted in terms of their score so this makes it easier to compare the score for activities across the different types. For example, this makes it easy to see if purchasing more than 10 numbers should be equal to the same number of points as a contact sales form fill. “Next, you need to decide the point threshold for each lead quality that will cause these leads to be handed off to sales.” A quality needs a score of 10 to be handed off to sales

   In Handoff readiness criteria

4. MQL Model Outline “Once leads have been scored using your model of choice it is now time to combine these Marketo lead scores with activity classifications, which will then determine if someone becomes an MQL and gets handed off to sales.” As we have seen with the activity lead scoring model there will be lots of smaller activities that won’t warrant a lead becoming an MQL, however, if lots of these smaller activities are done together then this could push the lead over the points threshold for their Marketo lead score and lead to them MQLing (see the points thresholds in the section above).

   In Engagement-to-outreach handoff

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