The document discusses using Marketo lead scoring to improve pipeline growth. It explains that lead scoring considers both behavioral data like website activity and demographic data like job title. An effective system will identify the optimal prospects and drive high-quality leads to sales. The document provides guidance on setting up a lead scoring model, including defining and ranking demographic and behavioral variables, testing different scoring thresholds, and determining what lead ratings like A, B or C mean for handoff to sales. It also discusses mechanisms for regularly updating lead scores and decaying scores over time based on inactivity. The overall goal is to refine the lead scoring system to more accurately identify sales-ready leads and improve marketing and sales alignment.

1. Using Marketo Lead Scoring to
Build Pipeline Growth

2. What is Lead
Scoring Again?

3. Lead Scoring
• Two components:
‒ Behavioral: A
prospect’s activity
as a measurement
of their interest in
our products
‒ Demographic:
How well the
prospect fits into
our buyer profile
The “right” person that has
a need for our products.

4. Behaviour Matters

5. Sales & Marketing Need Each Other
• An effective lead scoring system will efficiently
drive high-quality leads:
‒ Building pipeline growth
‒ Helping sales to attain their quota
• Marketing needs closed-loop feedback from
sales to:
‒ Ensure “Best Bets” tab shows true best bets
‒ Create actionable insights for marketing
campaigns

6. B2C Exercise

8. Who is the Buyer?
• Age?
• Gender?
• Income?
• Lead source?
• Geography?
• Who isn’t the buyer?
• What kinds of resources could Burberry use
to get demographic information?

9. What Does the Buyer Do?
• During the education phase?
• During the research phase?
• When they are ready to buy?
• What might signal someone is not interested
in actually buying?

10. Why Rethink
Scoring Now?

11. Room for Improvement
• Well, we had to start somewhere…
‒ Things we can improve:
o Too many of the “wrong” people have inflated scores
because they have completed a lot of activity
o Too many of the “right” people are doing nothing, but
still ending up in your best bets
Sales is not trusting lead score as
measurement of sales engagement

12. Set-Up

13. Define & Rank the Optimal Person
• Talk to sales!
• Look at the data
‒ Get reports on the buyers over the past quarter –
who are they?
‒ Spend time digging into what these buyers did
before they buy. This will likely be manual
• Rank each demographic
‒ How each is ranked will vary by company needs

14. Demographic Classification Points
Bad data DQ Unless PI
Administrator Low +4
Consultant DQ DQ Unless PI
Director/Sr. Director High +12
Generalist Low +4
Manager/Sr. Manager High +12
VP/SVP High +12
C-level High +12
Student DQ DQ Unless PI
Diversity None +0
Ethics & Compliance None +0
Human Resources Low +4
Legal Low +4
Operations None +0
Training & Development Low +4
Other None +0
1-99 DQ DQ Unless PI
100-249 None +0
250-499 None +0
500-999 None +0
1000-4999 None +0
5000+ None +0
Not Interested in Purchasing DQ DQ Unless PI
ISP-Based Negative - High -12
Title Level
Department
Estimated Number of People to Be Trained
Email Address

15. Define & Rank Possible Behaviours
• Define all behaviours:
‒ Take an inventory of all website assets
‒ Include events/webinars
‒ Get creative!
• Rank each behaviour based on where it fits
in the buying cycle

16. Activity Classification Points Form
Came from Littler High +12 N/A
Came from SHRM Low +4 N/A
Visted Tech Specs Medium +8 N/A
Visited How to Buy High +12 N/A
Filled out Live Demo Form Very High "A LEAD" Yes
Filled out Buy Now Form Very High "A LEAD" Yes
Filled out CU Form (Purchase Interest) Very High "A LEAD" Yes
Watched Demo Medium +8 Yes
Registered Webinar Low +4 Yes
Attended Webinar Medium +8 Yes
Raised Hand at Webinar/Deminar Very High "A LEAD" Yes
Watched Archive Medium +8 Yes
Registered Deminar Low +4 Yes
Attended Deminar High +12 Yes
Search term contains ELT Medium +8 N/A
Search term contains Training Low +4 N/A
Downloaded Tearsheets Medium +8 No
By The Numbers Whitepaper Low +4 Yes
Visted Support Page Negative - Medium -8 N/A
Visited Careers Page Negative - High -12 N/A
Visted Media Kit Negative - Low -4 N/A
AB1825 Training Mandates Low +4 No
CA, CT & ME Harassment Training Requirements Low +4 Yes
Sample Workplace Harassment Policy Medium +8 Yes
Responding to Agency Complaints of Harassment Medium +8 Yes
Harassment Investigation Checklist Medium +8 Yes
Top 5 Harassment Training Trends Low +4 No
Harassment in the Workplace: Are You Prepared? Medium +8 No
AB 1825 Author Speaks with ELT Low +4 No
AB 1825 Compliant Interactive Supervisor Q&A Solution High +12 No
50-State Protected Category & Harassment Training Survey Low +4 Yes
7 Reasons You Should Be Doing Diversity & Inclusion Training Medium +8 No
Live Vs. Online Training Case Study Medium +8 Yes
Workplace Harassment
Diversity & Inclusion

17. Test, Test, Test
• Set up a new score for behaviour and
demographic (through the admin tab)
• Create scoring campaigns for each
demographic and behaviour score based on
filter of last three months

18. Decide When to Send to Sales
• When activity AND behavior scores meet a
threshold, the lead is classified with a rating
(A, B, C)
‒ Base threshold on optimal amount of lead flow
‒ Consider creating a DQ rating as well
• Marketo Sales Insight pulls it’s “best bets”
from lead rating
‒ Set this via the admin tab using a custom field
‒ When setting lead rating, update sales insight
rating to force rank (A = 100, B = 50 C = 25)

19. What Triggers A, B, C Leads?
• A Lead
‒ Beh. Score = 16+ AND Dem. Score = 16+
‒ Beh. Score = 12+ AND Dem. Score = 20+
‒ Beh. Score = 4+ AND Dem. Score = 36+
• B Lead
‒ Beh. Score = 8+ AND Dem. Score = 8
‒ Beh. Score = 4+ AND Dem. Score = 12
‒ Beh. Score = 4-15 AND Dem. Score = 16
‒ Beh. Score = 4-11 AND Dem. Score = 20-35
• C Lead
‒ Beh. Score = 4+ AND Dem. Score = 4
‒ Beh. Score = 4-7 AND Dem. Score = 8

20. Mechanics
• “Lead Scoring” Cop
‒ Triggered by any change in demographic or
behaviour
‒ Send to A lead smart campaign
‒ Wait 5 minutes, if A lead, remove from flow, if
not, send to B lead smart campaign, etc.

21. Test Affect on Lead Flow

22. Inactivity
• For each month of inactivity:
‒ No change to “DQ” status
‒ “A” leads  “B” leads
‒ “B” leads  “C” leads
‒ “C” leads and everyone else will
be zeroed out

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