A Lead Score is a measure of a lead's interest in your product. You can use a lead score to send qualified leads automatically from Marketo to your sales team while the leads are hot.
Lead scoring is not an absolute measure but an accumulated estimate of interest based on:
- Demographics: Lead information like job title, industry, time to purchase, or annual revenue. Give higher scores to your target audience or people who match key sale indicators.
- Behavior: Lead activities like visiting web pages, opening emails, and responding to offers. Visiting a pricing page shows stronger interest than visiting your careers page.
In Marketo, you use trigger campaigns to create these scoring campaigns. Here, we'll build three campaigns -- one for demographic scoring, one for behavioral scoring, and one to push leads to sales when they're qualified.
Before you begin
Take a moment to fill out our Lead Scoring Worksheet in the QuickStart Cookbook attached at the end of this article (if you haven't already). It provides the basis for the campaigns we'll create below.
Building your scoring campaign folder
In your Marketing Activities section, you should already have a folder for your scoring campaigns. Right click the Marketing Activities folder at the top of the tree and select New Campaign Folder.
Name the folder "Scoring Campaigns"
Scoring web visits
Next, you'll create a new campaign in the "Scoring Campaigns" folder called "Visit Web Page"
Right click on the "Scoring Campaigns" folder and select New Smart Campaign:
Name the campaign "Visit Web Page", add any description you'd like, and then click Create:
Click the Smart List tab in your new campaign. Drag the Visits Web Page trigger into the list.
In the filter that appears, change "is" to "is any" in the pulldown.
Click the Flow tab. Drag the Change Score flow step into the list. Choose Lead Score for the score name and "+1" (or whatever score you gave it in the Scoring Worksheet) for the change.
Click the Schedule tab, then click the link next to Qualification Rules. We want to bump the score every time someone hits a web page, so change the rule to Run Flow Every Time. Click Save.
Click Activate to launch it:
Scoring demographic information - job title
Now create a new campaign called "Job Title"
First, right click on the "Scoring Campaigns" folder and select New Smart Campaign.
Name the campaign "Job Title", add any description you'd like, and then click Add.
In the Smart List tab, drag in the Data Value Changes trigger and change the Attribute to "Job Title"
In the flow, drag the Change Score step into the list. Click Add Choice in the upper right corner of the step and add choices based on the job titles you want to score. Change the titles and scores as you see fit.
Go to the Schedule tab. We'll leave the qualification rules in the default to run only once -- it will score the title only the first time that it changes.
Click Activate when you're satisfied with the settings.
Create any other scoring campaigns that you'd like now. Use the Scoring Worksheet that you completed as a guide for what to build.
Push leads to sales
Now we'll create a campaign to push leads to sales based on their lead score.
Right click on the "Scoring Campaigns" folder and select New Smart Campaign
Name the campaign "Push Lead to Sales", add any description you'd like, and then click Add
In the Smart List tab. add the Score is Changed trigger. Set it to trigger off Lead Score, and add a constraint that the score must be at least 100.
Click the Flow tab, then add the Sync Lead to SFDC step. You can use the Assign To pulldown to assign it to a specific person, queue, or use the SFDC auto-assign rules (default).
Go to the Schedule tab and click Activate to launch the campaign.