5 tips to create an effective scoring model in Marketo

I see this happen often, in every company size and industry. However, there are five things you can do to improve your lead scoring model (and the leads pushed to Sales) for the better:

1. Strategize beyond your Lead Scoring

Screenshot_60
Your lead scoring model should not exist in a vacuum. Rather, your model should be built off a strategy centred around your full Customer Lifecycle, and the program tallying key milestones built out in your Revenue Cycle Model*. If you work from a High level-to-small-detail build, you’ll ensure your lead scoring strategy has a stronger foundation in reality.

2. Get Sales involved from the start

blog2

It feels like a no-brainer when talking building out and automating a leads journey to Sales – but due to busy schedules and tight deadlines across the board, it’s often the most overlooked. When working through the strategy, you want to make sure that you have at least the Sales director and their best sales person ‘on the floor’ (although depending on the size of your company – that could be the same person).

This way you can get vital feedback and even backtrack through your CRM and Marketo individuals on good deals to see what actual behavioural or demographic activities are worth a heavy weighting in your scoring model.

3. Leverage your Marketo Sales Insight (and your Interesting Moments) effectively

Screenshot_61

Marketo Sales Insight (MSI) is a really powerful tool for your Sales team to get the vital info that you’ve been compiling in Marketo and see who’s best to call. Unfortunately if not considered in your scoring build it’s also the first reason why Sales loses confidence in your leads. Getting sales involved in the strategy build will help with this, but a good rule of thumb is to consider a quick re-training once your scoring is rebuilt.

You also want to ensure that your Interesting Moments add more in terms of vital information to Sales. Don’t forget – they can already see what emails leads have opened and what websites they’ve visited; so Interesting Moments are a really great opportunity to alert Sales to more nuanced milestones (for example, Interesting Moments that indicate a specific Product Interest).

4. Automate instant feedback

Email

Free flowing communication between Sales and Marketing not only helps with visibility of how healthy your Lead intake and growth is, but also highlights any areas that require tweaking before they become real issues. To keep things streamlined and save everyone time, it’s highly recommended you look into automating emails to send to your sales team when new leads come in. You can even include an option to recycle or junk a lead in the email itself – making your life easier as well.

5. Remember to review and refine

blog3

Your lead scoring and Customer lifecycle is an ongoing, organic process within your business, and needs to be treated as such. Each quarter should involve you and your sales team reviewing how leads are going and whether you can tweak your Lead scoring to better reflect what your company is looking for. By doing so, your Lead scoring reflects what’s really happening with your leads – and will continue giving your sales team strong prospects.

Suggested Posts

AUSTRALIAN CATHOLIC SUPERANNUATION ACHIEVED A RESPONSE RATE OF 56% WITH HOOSH’S SMS PROGRAM

An industry super fund for all Australians, Australian Catholic Superannuation aims to maximize retirement benefits by providing all individuals with various venture alternatives that permits lifetime of investment. All catholic sectors related to education, healthcare, aged care and welfare are catered by Australian Catholic Superannuation. As a matter of fact, it has earned a variety of industry awards in the recent years. Australian Catholic Superannuation was the winner of the Innovation and Transformation award at the Conexus Financial Superannuation Awards 2017. Recognised as an ABA100 winner for process improvement in 2017. Received the Australian Institute of Superannuation Trustees 2016 Best Member Facing Project (FUM under $10bn) Award for Excellence and many more recognitions beside these awards mentioned.

Inspired Video – Chris Saporito

We interviewed Chris Saporito, a Marketo Champion since Summer of 2016. Chris initially obtained a marketing position at a co-op through the program that he was pursuing at the University of Cincinnati. After being hired for full time at that co-op, he learned about HubSpot that instigated his interest in marketing automation technology. At present, Chris is working as an Associate Manager of Marketing Technology at Paycor. He is passionate about marketing automation and considers it as the future of marketing.

Inspired Video – Rachel Noble

An interview with Rachel Noble, a Marketing Automation Manager at PFL and Marketo Champion Winter Class 2017. She started her career with PFL during her graduation when PFL approached her with a job in marketing. Keen to explore mathematical aspects of the marketing world, she became a part of the marketing team at PFL and has been with them ever since. She is fascinated with the Marketo platform and sees marketing automation as the best possible approach to escalate marketing operations of a marketing team of any size.

people2people Saved 768 Hours (19 working weeks) in a year with its New Marketing Automation Strategies

Marketo users learned about new marketing strategies, Marketo's Google Alliance and the first customer success story shared at a MUG. Our client people2people, the fastest growing agency in AU shared how they were able to save 768 hours in a year (19 working weeks) with its new marketing automation strategies.

AUSTRALIAN CATHOLIC SUPERANNUATION ACHIEVED A RESPONSE RATE OF 56% WITH HOOSH’S SMS PROGRAM

An industry super fund for all Australians, Australian Catholic Superannuation aims to maximize retirement benefits by providing all individuals with various venture alternatives that permits lifetime of investment. All catholic sectors related to education, healthcare, aged care and welfare are catered by Australian Catholic Superannuation. As a matter of fact, it has earned a variety of industry awards in the recent years. Australian Catholic Superannuation was the winner of the Innovation and Transformation award at the Conexus Financial Superannuation Awards 2017. Recognised as an ABA100 winner for process improvement in 2017. Received the Australian Institute of Superannuation Trustees 2016 Best Member Facing Project (FUM under $10bn) Award for Excellence and many more recognitions beside these awards mentioned.

Inspired Video – Chris Saporito

We interviewed Chris Saporito, a Marketo Champion since Summer of 2016. Chris initially obtained a marketing position at a co-op through the program that he was pursuing at the University of Cincinnati. After being hired for full time at that co-op, he learned about HubSpot that instigated his interest in marketing automation technology. At present, Chris is working as an Associate Manager of Marketing Technology at Paycor. He is passionate about marketing automation and considers it as the future of marketing.

3 Effective Ways to Manage Your ‘Toxic Segments’ Now!

Toxic Segments are people who inhabit the ‘dead space’ in your database. They’re not necessarily unmarketable – you have the right contact information and they haven’t unsubscribed – but they never open any of your marketing material.

A Day In the Life of a Marketo Champion

Check out our one-on-one interview with the only Marketo Champion in APEC, Kara Pietrykowski. Bruna met up with her in Melbourne for a chat and I had the chance to catch up with her and get a glimpse of what a day in the life of a Marketo Champion looks like!

AUSTRALIAN CATHOLIC SUPERANNUATION ACHIEVED A RESPONSE RATE OF 56% WITH HOOSH’S SMS PROGRAM

An industry super fund for all Australians, Australian Catholic Superannuation aims to maximize retirement benefits by providing all individuals with various venture alternatives that permits lifetime of investment. All catholic sectors related to education, healthcare, aged care and welfare are catered by Australian Catholic Superannuation. As a matter of fact, it has earned a variety of industry awards in the recent years. Australian Catholic Superannuation was the winner of the Innovation and Transformation award at the Conexus Financial Superannuation Awards 2017. Recognised as an ABA100 winner for process improvement in 2017. Received the Australian Institute of Superannuation Trustees 2016 Best Member Facing Project (FUM under $10bn) Award for Excellence and many more recognitions beside these awards mentioned.

Inspired Video – Chris Saporito

We interviewed Chris Saporito, a Marketo Champion since Summer of 2016. Chris initially obtained a marketing position at a co-op through the program that he was pursuing at the University of Cincinnati. After being hired for full time at that co-op, he learned about HubSpot that instigated his interest in marketing automation technology. At present, Chris is working as an Associate Manager of Marketing Technology at Paycor. He is passionate about marketing automation and considers it as the future of marketing.

Inspired Video – Rachel Noble

An interview with Rachel Noble, a Marketing Automation Manager at PFL and Marketo Champion Winter Class 2017. She started her career with PFL during her graduation when PFL approached her with a job in marketing. Keen to explore mathematical aspects of the marketing world, she became a part of the marketing team at PFL and has been with them ever since. She is fascinated with the Marketo platform and sees marketing automation as the best possible approach to escalate marketing operations of a marketing team of any size.

A Day In the Life of a Marketo Champion

Check out our one-on-one interview with the only Marketo Champion in APEC, Kara Pietrykowski. Bruna met up with her in Melbourne for a chat and I had the chance to catch up with her and get a glimpse of what a day in the life of a Marketo Champion looks like!

AUSTRALIAN CATHOLIC SUPERANNUATION ACHIEVED A RESPONSE RATE OF 56% WITH HOOSH’S SMS PROGRAM

An industry super fund for all Australians, Australian Catholic Superannuation aims to maximize retirement benefits by providing all individuals with various venture alternatives that permits lifetime of investment. All catholic sectors related to education, healthcare, aged care and welfare are catered by Australian Catholic Superannuation. As a matter of fact, it has earned a variety of industry awards in the recent years. Australian Catholic Superannuation was the winner of the Innovation and Transformation award at the Conexus Financial Superannuation Awards 2017. Recognised as an ABA100 winner for process improvement in 2017. Received the Australian Institute of Superannuation Trustees 2016 Best Member Facing Project (FUM under $10bn) Award for Excellence and many more recognitions beside these awards mentioned.

Inspired Video – Chris Saporito

We interviewed Chris Saporito, a Marketo Champion since Summer of 2016. Chris initially obtained a marketing position at a co-op through the program that he was pursuing at the University of Cincinnati. After being hired for full time at that co-op, he learned about HubSpot that instigated his interest in marketing automation technology. At present, Chris is working as an Associate Manager of Marketing Technology at Paycor. He is passionate about marketing automation and considers it as the future of marketing.

Inspired Video – Rachel Noble

An interview with Rachel Noble, a Marketing Automation Manager at PFL and Marketo Champion Winter Class 2017. She started her career with PFL during her graduation when PFL approached her with a job in marketing. Keen to explore mathematical aspects of the marketing world, she became a part of the marketing team at PFL and has been with them ever since. She is fascinated with the Marketo platform and sees marketing automation as the best possible approach to escalate marketing operations of a marketing team of any size.

New Marketo Certified Expert (MCE) Exam Tips

There’s a new updated version of the MCE exam that solidifies your certification for 2 years with 75 questions in 90 minutes. That’s 15 less questions to answer in the same amount of time! Check out the latest MCE tips and get a 100% on your MCE exam,

Using Formulas in Marketo

When it comes to formulas in Marketo, most users have doubts about how to use them and their real benefits. Formulas can be used for several purposes, such as data cleaning, formatting, validating emails, defining segmentation, applying advanced math to campaigns, among others. In this article I’ll provide an overview of your options for using formulas in Marketo and the possibilities from each one.

Why Aren’t You Using SMS for Your B2B Events?

Not everyone can afford to build their own mobile event app ala Dreamforce. Plus, a mobile app is pretty useless for small events, or if you are a sponsor of someone else's event.

Why not use SMS instead? 2-Way SMS is a powerful tool for lead generation and attendee engagement at events, whether they are your own or 3rd party ones.

Sign Up

Thank you for signing up!
  • Sign up for

  • Search for

    Skip to toolbar