Conditional use case: We are in Real Estate so a lead looking to buy or sell a home for $300k in Shasta County CA (Avg home value ~$300k) fits our target persona, but a different lead in San Francisco County (Avg home value ~$1.3m) looking for/selling a $300k home would not be a fit. So we need the ability to combine two demographic scores with conditional logic to give true demographic scoring.
Dynamic use case: We use a timeline to move, buy, or sell to gauge readiness and urgency in our leads. So a lead that is 6 months + to make a purchase or list a home is getting a low score today but in 6 months they should have a higher score because they are now under the gun to act. How would we dynamically modify the score to show the change in readiness?s?
There's quite a few ways you can tackle this issue. Lets look at the first case here:
You could use the individuals location field (would need to be county level) to get demographic information such as average house price per county in a field and then use lead scoring based on that. It could be weighted or you could simply assign a value to each income level. Thus if you have something like a total of 150 to AQL you could set the highest to be worth something like 25 to 50 to really set them apart if that's what you value heavily. This will require information from an external data source and some additional development to make work but would pay for itself in your case.
Similarly the question of readiness VS time will be dependent on your current situation but here's an idea:
Create a lead scoring programs that set a wait step (maybe a better way) of a certain amount of time since the person has done some kind of activity that would indicate they interested to buy in the future. Create programs that would have a useful interval say 1 - 3 - 6 months, each would increase their score.
Another cool thing you could do is add an interesting moment campaigns to the time campaign to allow sales people to see quickly milestones such as 3-6 months to get a quick view of how old they are.
Let me know if you have any questions, you should look into your overall lead scoring systems and determine whether or not separate scoring measures (beyond demographic and behavioral) would benefit you as well.
Thanks for the reply, and for the ideas. This is my first week working with Marketo so, please be patient with me. Are you saying I can have more score than just behavior demographic and lead( being the sum of the first two?)?
Yes but you'll want to look at your lead funnels and identify what elements are ones you might be interested in tracking at a more specific level. The thing you're probably realizing is there's a lot of solutions to solve one problem.
What I would do right now is look at how your current lead scoring is working, determine which areas can be improved in the short term, and then spend some time researching and getting trained up on lead scoring systems. Patching up an existing system (might not scale, might be inefficient) you didn't create might be more work than to just create a new set of tokens and build a new lead scoring system (which you can tweak for some time if you have the time to since it'll operate alongside the existing one). Also take in to consideration your lead stages when making changes to scores as it may result in increases or decreases in leads generated.
You can have as many score fields as you want. Obviously you don't want more than a few of them to be directly actionable (the others being contributing factors that are rolled up to a meta-score).
Hey Justin - like you guys, we're still using Munctions for some advanced data transformations in our instance. Primarily to transform CRM GUIDs to "friendly" values. Keeping our fingers crossed that this "unsupported" capability remains for customers that had it deployed before they pulled the plug.
Sanford Whiteman - when using a webhook to accomplish the same functionality, are you calling out to a third-party service (like FlowBoost) or making the call within the local instance (using "localhost" in the endpoint URL)?
Yeah I was told that they were kept enabled for us but I'd really like to figure out how to do it another way as I'd just really rather have something that will be supported into the future. Thanks for the initial idea Sanford, I'll take some time to learn about webhooks and API's in general before trying to tackle anything in Marketo.
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