Lead scoring is one of the first systems new marketing automation users want to build in Marketo. Building a great lead scoring system is easy once you take the time to do these four main steps:
- Find out what demographics and behaviors matter to Sales.
- Translate those preferences into relative ranks.
- Translate those ranks into scores.
- Use Marketo to build relevant Smart Lists and Workflows.
But wait, it isn’t that simple, is it? No, building a lead scoring system is not done in 4 steps. Lead scoring systems are one of the first things people do with marketing automation because it is a clear action to move forward. Marketo wrote an entire Guide to scoring [Link fixed] and left out a few steps for putting theory into practice.
Here’s how you can put lead scoring theory into practice in your own Marketo instance. This is a major win for anyone moving to inbound marketing with Marketo. You’ll show Sales and your manager that progress toward Sales-Marketing Alignment is happening and you’ll learn a ton about Marketo too.
How to Build a Lead Scoring System in Marketo [PDF – no links]
*Note: links in the pdf are not working right now. If anyone can help convert DOCX>PDF on a Mac or PC with working hyperlinks, email me: corrections [at] marketingrockstarguides.com
How to Build a Lead Scoring System in Marketo [Slideshare – with links]
(updated Nov 30)