Defining your ideal customer profile is the first step when it comes to building a marketing qualification or sales handoff mechanism. Once you have this model defined this blog post will show you how to translate customer profiles into corresponding Marketo fields and build smart campaigns that assess newly created leads to see how good a fit they are for your company.
This blog post accompanies the “Demo & Firmo Lead Scoring Model 1” section from the Lead Scoring Bible blog post. Before diving into the Marketo implementation steps below, first, check out the “Demo & Firmo Lead Scoring Model 1” section to see what the output of the model looks like, what fields are used in the model, and how these fields are used in scoring logic.
Triggering ICP Matching Workflow
I’m going to call the smart campaign that kicks everything off the “Master” campaign.
It is triggered by 4 main things:
- When a person is created
- When they have been enriched by Clearbit
- When any of the fields we score on changes
- When we request this campaign e.g. when we are doing some cleanup and need to run people through this scoring campaign again
You can add additional filters to ensure that people only run through this campaign once we know they have been enriched i.e. Clearbit Ready = True. If a person is newly created there may be no point in running them through this flow until they have been enriched so you can consider removing the “Person is Created” trigger.
Triggers used to start the ICP matching workflow
The first 2 steps in the flow are to NULL the “Lead Quality” and “Lead Quality” detail fields so that someone who may have already been scored can re-enter all the executable campaigns to have the chance to get their score changed.
Then there are a series of executable campaigns which are responsible for evaluating a particular set of criteria outlined in our Google Sheet and if the lead meets one of these criteria then set their Lead Quality and Lead Quality Detail fields appropriately.
N.B. If you need an introduction to executable campaigns then you should check out the Executable Vs Request Campaigns post to get a thorough understanding of how these actions work.
Executable campaigns used to evaluate ICP criteria
Choice logic is used in these “Execute Campaign” flow steps so that once a person’s Lead Quality fields have been set that they will not enter any of the remaining “Execute Campaign” steps in the flow.
The order of the executable campaigns in the flow is based on the priority in the Google Sheet, the highest ranking matches from the Google Sheet (determined by the “Rank” column) need to get first pick at setting someone’s lead quality fields so that is why their corresponding executable campaigns are called first.
N.B. The settings in the “Schedule” tab of this master campaign and every executable campaign should be set to allow the lead to pass through the flow every time since we want to be able to calculate a lead’s ICP match each time one of their fields changes.
Executable Campaign Structure
Every flow of the executable campaigns contains two change data value flow steps: one to update the Lead Quality Detail field and another to update the Lead Quality field.
The flow steps of the Change Data Value action to set the Lead Quality Detail field contain choices corresponding to the match criteria from the Google Sheet which then determine what value (if any) the Lead Quality Detail field will be set to.
Updating the lead quality detail field using choice logic
As well as simple field “is equal to” and field “contains” matching, these choices can also use the “Member of Smart List” option to evaluate more complex matching logic e.g. Clearbit Industry is “Internet Software and Services” AND Clearbit Employees is greater than 10.
Once the Lead Quality Detail field is set this will determine the value assigned to the Lead Quality field. In the case that none of the choice conditions are met and the Lead Quality Detail remains empty then the next executable campaign within the Master will be executed and so on until the Lead Quality fields have been set or the very last executable campaign has been reached.
In this very last executable campaign “Default” choices are specified (they are not specified in any of the prior executable campaigns) so that at the end of this campaign a lead will either have a Lead Quality of Low Match, Mid Match, or Unknown.
Setting the quality fields in the last executable campaign
What’s After ICP Matching?
Matching leads to your ICP as shown in this post is only one of the ways that you can score the leads in your Marketo instance. Check out the Lead Scoring Bible blog post to see 2 other scoring models that you can use for your leads and then see how you can use these scoring models to build a marketing qualification/sales handoff mechanism.
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