How often do you evaluate lead scoring?

[Anonymous]

I'm curious how often other marketers are evaluating their lead scoring model.  Quarterly? Monthly?  Do you ever move the Lead to MQL point threshold?

[Hank_Hansen]

I'm curious what methods people are using to analyze customer paths/behavior in order to establish your ideal customer paths. Looking at lead activity history 1-by-1 is pretty unwieldy.

[Hank_Hansen]

I found this thread Anyone successfully accessed Activity Log data for behavior scoring analysis?  but I'm still curious how people are accomplishing this given that Marketo doesn't include these analysis tools (at least not to my knowledge).

[Rachel_Noble]

If you're synced to Salesforce, it's a much easier platform for reporting on this type of engagement.

[Hank_Hansen]

Thanks Rachel - I'm interested in pulling aggregate web page visits by segments. For example, show all the web pages visited by clients 30 days prior to their purchase. I have to export page visits client-by-client from Marketo. Is there an easier way via Salesforce?

[Rachel_Noble]

Interesting. If this is an ongoing report, it might actually work in Marketo with a Web Page Activity report. You could create a different report for each segment and dump it into a Google doc daily with Zapier (or by hand - you can have these emailed to yourself through a Marketo Report Subscription). If you're not already sending this data to SFDC, this would probably be a simpler option.

[Hank_Hansen]

That's a good route to consider - thanks!

[Anonymous]

I think it is also important to note, that when you are building out scoring for the first time, you might be evaluating it every week or few days. Then once you get it built out completely you will not have to watch it as closely. 

Looking at closed deals is what we used to deal. We would try to build an example of an "ideal" customer and follow their path to closed won. It many times is an eye opener for sales! 🙂 You think you know your customers, but then when you start seeing their path and their actions, you learn a lot more. 

[Michelle_Tizian]

I recently fixed and had to change our scoring model which was incomplete to begin with.  I had to create  4 different scoring models for 4 different products with different sales cycles.  I had to base it on a few closed leads and tracked their past behaviors. 

[Anonymous]

Is anyone analyzing closed one deals to find what the ideal lead looks like?  Then building out lead scoring to promote those look a like leads?

[Anonymous]

I'd also say that it depends on your sales cycle (but probably at least once a year). If you have a very short cycle, you'll have lots of data in a short time as well, which might allow for monthly/quarterly updates.

[Anonymous]

I would say it is not untypical to evaluate your definitions on a quarterly basis and make sure that your scoring thresholds are in allignment. I would say a full evaluation should take place atleast once per year. 

- Jeff

[Anonymous]

We are actually in this process currently 🙂

It seems as if we will be evaluating our lead scoring every year along with any major updates to our regular reporting.

It just helps us to keep the criteria steady and for business development to settle into the way we do things.