Integration with 3rd party CMS and lead/page scoring

[Anonymous]

Hello everyone, 

I am about to start integration between Marketo and 3rd party CMS.

Basically we want to have page scores, for every page generated by in our CMS. At first, I thought that tracking those pages with the Munchkin JS code will be enough – the script will track the pages views, place the cookies, and I’ll be able to set score on every tracked page in Marketo later. When a lead hits that page, it will take the score of the page and will do the math needed with the lead accumulated score. That seems not the case tough, considering the pages are in the CMS, not in Marketo, am I correct?

The other way of accomplishing this is that we set the page score within the CMS itself, for every page (via special page field), and on every page load, we should call Marketo API either with Munchkin JS or SOAP, and send the new lead score with the lead id. I am afraid that this is not good enough tough – we have customers (us included) with millions of page loads a day, so the API limit will stop us – first we need to get the actual accumulated lead score, do the math based on the current page on our side, and send the new value for this lead and id. And that for every page, seems like a performance bottleneck to me..
 
Similar is the case with Forms and Files – we basically want all forms and files to reside in the CMS and to have scores (on form submit/file download), so that the designers prepare everything in the CMS only.

Can you please bring your perspective on how this scenario can be accomplished? Am I wrong that the Munchkin code tracks all the pages, but we are not able to set scores on external to marketo pages, that are still tracked with the Munchkin JS?

Thank you in advance for your time.

Best wishes,
Georgi

[Anonymous]

Georgi, I have no experience by which to speak to this. But if I had to ruminate, I'd add an event (JS or SOAP) in your CMS templates that pushes a count to your CMS & run the logic out of your CMS. That wouldn't utilise API calls. This isn't really the way that Marketo was intended to run. You might be able to create a list for each piece of CMS content & add each visitor to that list. But that would be so manual & I don't know how you'd pull a count for a static list. 

Let us know what you do. It's an interesting use case. It's more data than I need.

[Anonymous]

From what I can tell, Marketo will allow you to score any page with the Munchkin code implemented.  

For best results, I would score on keywords contained in the URL; done right, this will reduce the number of scoring campaigns from one for every page to one for every score level.

[Anonymous · Accepted solution]

Marketo will allow you to accumulate a score on each lead record based on the web pages (with munchkin) that the lead has visited.  You would do this using a smart campaign with a Visits Web Page trigger and a Change Score flow action. You can also accumulate a score on each lead record based on the forms that lead filled out or the links (to a file) the lead clicked. 

Marketo is not able to provide an aggregate score for a specific page, form or file (link click) within a specific timeframe.  However, you can create a list of leads that visited a page, filled out a form or clicked a link within a specific timeframe.

[Anonymous]

Hi Adam, Steve and Elliott - your answers helped a lot. @Elliott I think I can use this - I am glad that with the Munchkin code installed on the cms pages, I'll be able to track these pages and change lead scores - at first I tought I can only do that for landing pages that reside in Marketo...

I have some additional questions, but in order to keep the topics clean and not overwhelmed with questions, I'll rise separate discussions.


Thank you guys once again for your help. I appreciate it.

Greetings, 
Georgi