Multi product lead scoring

[Maha89]

We currently have a lead scoring for our leads and contacts (demographic score+ behaviour scores), and we would like to introduce multi-product scoring in Marketo ; what will be the best approach to do so? The extra products cannot be bought unless the main one was purchased first. 

[Ruchi_Lapran1]

Multi-product lead scoring is an interesting yet powerful strategy specially when it's for leads and contacts both. You also need to ensure product scoring aligns with existing scoring model.

Sharing some ideas you can apply:

1. Continue using your current lead scoring model (demographic + behavior) for general qualification but create product-specific scoring buckets in Marketo for each product which activates only after the main product is purchased. For example: Main_Product_Score has a threshold, Product_A_Score and Product_B_Score is considered once Main_Product_Score reaches its threshold.

2. Identify the specific behaviors or touch points that indicate interest in the main product and additional product. Document the thresholds for what qualifies as "high" engagement for each product category. For example:

• Engagement with Product-Specific Content: Assign points when leads interact with emails, webinars, eBooks, landing pages, etc. related to the product.
• Website Activity: Use web activity tracking to identify interest in product pages.
• Email Campaigns: Score engagement (opens, clicks, etc.) for campaigns targeting products.
• Form Fills: Assign higher scores for actions that indicate deeper interest, such as filling out forms or attending demos for additional products.

3. Create smart campaigns to track engagement and conversions for each product. Use conditional logic to ensure scoring and assigning purchase status for each product.

4. It's very important to align your scoring model with Lifecycle Stages. Maintain analytics and appoint stages for leads exploring and purchasing your products. For example:

• Main PQL: The lead is qualified for the main product.
• Additional PQL: The lead is qualified for additional products.
• Cross-sell or Upsell Opportunities: Flag leads interested in additional products.
• Renewals: Leads interested in purchasing your products again.

5. Lead Management in Marketo and CRM. This requires a thorough discovery between product team, product marketing team, Ops and CRM teams (basically all stakeholders 🙂) to strategize prioritizing of engagement activities and assigning scores for those. 

[SaurabhGoyal_GN]

Since additional products require the initial purchase, you can use a tiered scoring approach.

Base Score (Existing): Maintain your current demographic and behavioural scoring for the initial product.

Product Specific Scores: Create separate scoring models for each additional product. These models should only apply after the initial product has been purchased (use a filter like "Has Purchased Product A").

Progression Scoring: Within each product-specific model, score activities related to that specific product. For example, downloading a brochure for Product B would only add points to the Product B scoring model if Product A has already been purchased.

Total Score (Optional): If you need a single overall score, you can create a calculated field that sums the base score and any applicable product-specific scores. However, keeping them separate often provides more granular insights.

This approach ensures that leads are only scored for additional products after they've shown intent or engagement with them and after fulfilling the prerequisite purchase.

Thanks!