How to create a lead scoring model with Marketo:
Identify your lead scoring criteria. What factors are most important to you in determining a lead’s potential value? This could include things like job title, company size, industry, or website traffic.
Assign weights to each criteria. Not all criteria are created equal. Some factors are more important than others in determining a lead’s potential value. Assign weights to each criteria to reflect their importance.
Calculate lead scores. Once you’ve assigned weights to each criteria, you can calculate lead scores by adding up the weighted values for each criteria.
Set thresholds. Once you’ve calculated lead scores, you need to set thresholds to determine which leads should be passed to sales. For example, you might set a threshold of 50 points for leads that should be passed to sales.
Track lead scores over time. Lead scores should be an ongoing process. As leads interact with your marketing materials and sales team, their scores should change. This will help you identify which leads are most likely to convert into customers.
Here are some additional tips for creating a lead scoring model with Marketo:
- Involve sales. Sales should be involved in the process of creating a lead scoring model. They can provide valuable insights into what factors are most important in determining a lead’s potential value.
- Start simple. Don’t try to create a perfect lead scoring model right away. Start with a simple model and then refine it over time.
- Test and adjust. Once you’ve created a lead scoring model, you need to test it and adjust it as needed. This will help you ensure that your model is accurate and effective.
Lead scoring is a powerful tool that can help you improve your marketing and sales efforts. By following these steps, you can create a lead scoring model that will help you identify and prioritize your most valuable leads.
For Example :
Imagine you’re a financial services company that offers a variety of products and services to businesses of all sizes. You want to make sure that your marketing and sales efforts are focused on the leads that are most likely to convert into customers.
One way to do this is to implement a lead scoring system. Lead scoring is a process of assigning points to each lead based on their potential value. The higher the lead score, the more likely the lead is to convert into a customer.
There are a number of factors that you can consider when assigning lead scores. Some of the most common factors include:
- Job title: The job title of the lead can be a good indicator of their potential value. For example, a lead who is a CFO is more likely to be interested in your financial products than a lead who is a marketing manager.
- Company size: The size of the company that the lead works for can also be a good indicator of their potential value. For example, a lead who works for a large company is more likely to have the budget to purchase your financial products than a lead who works for a small company.
- Industry: The industry that the lead works in can also be a good indicator of their potential value. For example, a lead who works in the healthcare industry is more likely to be interested in your financial products than a lead who works in the retail industry.
- Website traffic: The website traffic of the lead’s company can also be a good indicator of their potential value. For example, a lead who works for a company with a high website traffic is more likely to be interested in your financial products than a lead who works for a company with low website traffic.
Once you’ve identified the factors that you want to consider, you need to assign weights to each factor. The weights should reflect the relative importance of each factor. For example, you might assign a weight of 50 to job title, 30 to company size, 20 to industry, and 10 to website traffic.
Once you’ve assigned weights to each factor, you can calculate the lead score by adding up the weighted values for each factor. For example, a lead who is a CFO of a large company in the healthcare industry with high website traffic would have a lead score of 110 points.
You can then use the lead scores to prioritize your leads. The leads with the highest scores should be the ones that you focus your marketing and sales efforts on.
