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Marketo Lead Scoring Bible
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Building Fields into Scoring Logic “Once you have determined what fields you are interested in scoring on the next part is to determine how you should score the values in these fields and the different combinations someone can have for these different field values.” The “Lead Quality Scoring” sheet shows how the different combinations of these fields and their values will determine someone’s Lead Quality and Lead Quality Detail.
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).
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 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