Hello Marketo friends,
We are currently working on making some scoring enhancements and wanted to see if anyone had any tips, best practices, lessons learned, or resources (aside from marketo definitive guide) for score depreciation, specifically with reducing score over time due to inactivity (not including other types of negative scoring such as demographic, career page views etc). We've done this a few different ways in the past, but wanted to see if others' had different experiences and information to share.
Current No activity definition = has not opened or clicked any emails, not visited any web page, not filled out any form, not score has changed, not campaign was requested.
Current Inactivity Depreciation Rules: Currently, our QL threshold is a score of 100, and we use the following rules for inactivity depreciation, and some internal suggestions to make some more aggressive modifications we have received, which I have my own opinion on but wanted to see what others thought:
Thanks in advance!
It's up to you. I usually do 45 or 90 days and let the lead run through once every 90 days.
Inactivity is, in my mind, about Lead Behavior:
the other items like Not Lead Score Changed or Not Program Status changed will depend on those behaviors, so I see no reason to use them. Marketo has a hard time processing these lists, so I try not to over think this one.
As for actual score amount, depends a bit on what your weightings are and how your database skews. Most firms do -5 or -10 every 90 days or so. Think through the implications of this of course.
Josh, do you run this set on ALL four behaviors? And then it's scheduled as a nightly batch that repeats every 30 days?
This might be an approach that was tested before, but how you guys done score delay for each element. for example:
TRIGGER: Visited A Key Page
FILTER: Change Behavior Score x points
Wait y days/months
Change Behavior Score -x points
It would allow a percentage-decrease in scoring to better reflect how the conversion-likelihood of a lead drops off with the passage of time. Please upvote and comment on it if you feel inclined