So I've been asked to pick up managing our Marketo instance after some recent personnel changes and have been tasked with implementing a simple lead scoring system. I work mostly on the reporting/business process side and have had exposure to marketing automation, but haven't lived in it for a couple years. Initially, it will just be used to gather data and let us readjust scores based on outcomes, but eventually it will "go live" and be used to route leads based on demographic "sweet spot", with leads outside the sweet spot being routed to a qualification team for follow up.
What I am trying to achieve: Based on demographic values on a lead, have Marketo produce a score on the lead record in SFDC.
You would imagine to start with Marketo scoring programs that you can import from the Marketo Program Library. See Import a Program - Marketo Docs - Product Docs
This should help you too Conor: Video Link : 1647
The skillbuilder videos are great.
What you can do is build out all the smart campaigns, such as If Title is "accounting manager" change score +5. Run them as a batch campaign to apply to your existing database. And then change them all to trigger campaigns to score new leads in the future.
Got it - does each score point need to be it's own campaign or can I combine them all into one flow? For example, can Revenue and Title scores be in the same List/Flow or does each category need it's own separate one?
Unfortunately each one should be separate, otherwise you will miss some. So one would be If title contains manager, flow step is increase score 5 points. Then clone it and change it for revenue. Good news is you won't have to do this often! Also you should put this all in one program and also use tokens for the score changes, you don't absolutely have to do that, but it will save you time later.