Scoring in Marketo Engage allows you to build scores for people based on their engagement with your marketing activities and their demographic information. This standard scoring methodology allows sales teams to prioritize follow-up and increase conversion rates. But what do you do if your company has a diverse product line with different sales routing and processes? What do you do when one score isn’t enough? The answer for you might be interest level scoring.
Interest level scoring lets people flow through a scoring program dedicated to that particular interest so that only demographic criteria and specific activities associated with that interest contribute to the score.
An interest level program flow looks (and works) like this:
There are 3 key foundational components to consider leveraging when building an interest level scoring program, including:
There are certainly more set-up and maintenance requirements for a model like this, but for companies that have a wide product or service offering with different routing requirements, moving to an interest-based scoring model is worth considering.
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