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What you will need to do is create a numeric field on the lead in Salesforce and then on the contact. Once you do that, merge the fields. As long as the field is visible to the Marketo API user it should sync across to Marketo. Once the field has synced to Marketo you need to go the Field Manager in Admin section and change the property type of the field from Numeric to Score. That should now be your scoring field syncing across to Salesforce.
A word of caution though. Scoring for individual products can be a major pain, especially if you have a lot. You will need to set numerous smart campaigns for visiting certain web pages, as well as all your product specfic emails, webinars, events etc. If your determined and patient you can make it work.
In the next episode of Marketo Mondays which will be out next week I am going to walk through this process from start to finish as well as create a formula field in salesforce that pulls from the score and show custom flame icons like Marketo Sales Insights, but only for your specfic products.
Thanks Gerard. The "Change Type" on the field manager was what got me!