silicon valley marketo user group - july 2013

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Lead ScoringTactics for Getting Started and Score Refreshing

July 25, 2013

Emily Salus, Pedowitz GroupRyan Vong, SVMUG


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Visit community.marketo.com/MarketoCertification for details

http://community.marketo.com/MarketoCertification?id=kA050000000L98ACAS


Meet Your Speaker

Emily SalusMarketo Team LeaderThe Pedowitz [email protected]

mailto:[email protected]


Agenda – Lead Scoring

• Getting Started• Keys to Refreshing Scoring


Getting Started

What do I score? How many points? What’s my threshold?


What Do I Score?

• Best Resource: Marketo’s Definitive Guide to Lead Scoring• http://community.marketo.com/MarketoArticle?id=kA050000000KzJHCA0

• Four pages of suggestions for what to score:• 2 pages – behaviors• 1 page – demographics• 1 page – negative scoring (bad behavior)

Two key questions

• What tells you a lead might want to talk to Sales?

• What does SALES need your prospects to know before the conversation?

http://community.marketo.com/MarketoArticle?id=kA050000000KzJHCA0



Start Small

• Pick (up to) 20 things to score• Ex: 15 Behavioral and 5 Demographic

• Divide into high/medium/low

Behavior Value

Visits 10 web pages in 1 week High

Clicks link in email Low

Watches introductory webinar Medium

Searches for product/company Medium

Requests quote/sales contact LEAPFROG TO SALES

Demographics Value

Title (Purchaser/Recommender)

Medium/Low

Industry (selected values) High/Medium/Low


Pick a Range

• Now that you have high/medium/low, pick scores• Try 5/3/1 or 10/5/1• Make it SIMPLE

• Test your Use Cases! If you scored using your model, where would your leads be?• Closed Won Opportunities• Open Opportunities• Sales Leads• Marketing Leads

• Your Use Cases and model testing let you set your threshold


Validate with Sales

• Before you implement, check with Sales Ops, a Field Rep, and an Inside Sales Rep

• Do they agree with your model?

• Will they help you pilot scoring?

• Will they join your steering committee?


Advanced Scoring

• Consider creating additional scoring fields:• Behavioral Score• Demographic Score

• If you are using Marketo Sales Insight:• Implement new scoring fields and change the values that drive stars and flames


Facing a Refresh

How do I know what’s working? Do I change my threshold? Or my scores?


The World is Changing…Whether Your Scoring Model Is or Not!• Internal Changes

• New products• New regions• Acquisitions/mergers• Experience and data

• External Changes• New competitors• New features from Marketo• World economy• Political events


Assessing Your Current Scoring - Reports• Use Marketo’s Campaign Activity Report

• In the Setup tab, narrow the report to include only your scoring programs

This will tell you how much your scoring campaigns

are being used


Assessing Your Current Scoring - Reports• Use Marketo’s Lead by Campaign Report – if you’re integrated to a

CRM – and use Opportunity columns

This will help you see which scoring campaigns touch opportunities and won opportunities


Assessing Your Current Scoring - Reports• If you’re using Marketo Sales Insight and Revenue Cycle Explorer…

• …and your scoring is tied to Interesting Moments, the Opportunity Influence Analyzer can help you see which Interesting Moments (and thereby scoring) helped progress an opportunity


Assessing Your Current Scoring – Sales Feedback• Remember your Scoring Steering Committee?

• Meet regularly• Get feedback from Sales Operations, a Field Rep and an Inside Sales Rep

• What activities are causing score inflation? • Should “clicks link in email” be once a day? Once a week? Instead of every time?• Is demo downloading as effective as you thought as an Opportunity generator?

• What’s not being scored highly enough?• Are some webinars leading indicators of an Opportunity?• What are leads who completed a “Contact Me” form doing prior to that form

completion?


Making the Adjustments

• Keep a record of your original scoring• You need a historical record of what you tried and what worked (and what

didn’t)

• Create a new scoring model• Update your scoring document

• Create new Use Cases• Test what will happen if you change your scoring the way you plan to

• WARN SALES• Let them know it’s coming

• NOW update your scoring in Marketo!


5 Key Tips for Updating Scoring in Marketo• Plan what you will do to existing scores

• Stay the same and go forward? Get re-set and start over?

• Don’t delete your old scoring campaign• This deletes your data from when the campaign was used

• Don’t change the score in the existing campaign• This means there’s no record of when you changed scores. • Instead, clone the campaign, update the new one to the new score, deactivate

the old campaign and archive it, activate the new campaign

• Plan a low-traffic time to change over• Methodically deactivate one scoring campaign and activate the corresponding

one – without interruptions and at a low-traffic time so you have a clean change over

• Document the date and time of your scoring change


Key Resources

• Marketo’s Definitive Guide to Lead Scoring• http://community.marketo.com/MarketoArticle?id=kA050000000KzJHCA0

• Summit 2012: Predictive Scoring & The Future of Marketo Forecasting• http://community.marketo.com/MarketoArticle?id=kA050000000L62KCAS


http://community.marketo.com/MarketoArticle?id=kA050000000L62KCAS

http://community.marketo.com/MarketoArticle?id=kA050000000L62KCAS


Questions?

Emily SalusMarketo Team LeaderThe Pedowitz [email protected]

mailto:[email protected]


Thank you!

silicon valley marketo user group - july 2013

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