Demographic scoring trigger or filter?

[Anonymous]

I'm trying to set up demographic scoring, my question is for the smart campaign, smart list portion, what is the best trigger/filter to use?

if I use data value changes, it doesn't seem to catch any data with the lead when the lead is created.  i.e. if my upload a list of leads with company name, email and name.  Those fields will not get scored on because Marketo doesn't seem to think of them as having their data changed.

If I use lead is created trigger, if I have leads without certain fields during creation, they won't get scored.  i.e. for address our forms doesn't ask for address so duriing lead creation it is not part of it. 

would the best bet be having a combination of trigger for lead creation and filter for data value change?

is there a best practice document for this?

[Anonymous]

I've run into this problem myself.

The solution I've used is to create a kind of Demographic Rescoring requestable campaign, which can exist on its own and be called whenever wanted. We then have it triggered upon lead creation, demographic-relevant-field value change, or manually calling it for rescoring.

It does this: 
1. Set demographic score to 0.
2. Employee Scoring++
3. Revenue Scoring++
4. Job Title Scoring++
5. Industry Fit Scoring++
6. Location Scoring++

This is valuable for us because we use lead enrichment on our marketing forms. When a lead is created, we score based on the information provided. But sometimes that data is wrong, so our SDRs do some stalking to change the values where relevant, and that triggers this rescoring campaign.

(The out-of-the-box demographic scoring, which just adds values every time, is problematic for our usage, as for most of our clients.)

The problem with doing this is it clouds the marketing activity log for the lead, but in my opinion that's just a minor inconvenience for the more robust scoring.


Best,
Edward Unthank
Marketing Operations Specialist
Yesler

[Josh_Hill13]

Josh,

Data Value Changes has a constraint that you can use called "Source" which might help it. It's also possible your imports aren't changing the lead data...odd. For demographic data though, I usually run these as batches driven by smart lists.

You should run that as Lead Is Created [from] with filters below that.


This might help: http://www.slideshare.net/jdavidhill/lead-scoring-with-marketo