Options for tracking behavioral lead score

[Anonymous]

Hey everyone,

Currently, we rely on 'visited page' trigger and a series of interstitial download pages to apply behavioral lead scoring points for downloading content from our site. I've run into an issue where it only seems to properly execute some of the time, so I'm taking it as an opportunity to see how others have done this. I'd like to keep it as a global scoring system as much as possible, but I'm curious what triggers you're using to apply behavioral lead score points.

Thanks!

[Dory_Viscoglio · Accepted solution]

Hey Trask, are you using Marketo forms for downloading content from your site? Or is it ungated content? If it's behind a Marketo form then you can use the trigger of "fills out form" which is very reliable. For ungated content you are probably best off using a visited page trigger. Unless you have a very consistent naming system in place, then it is somewhat challenging to make a global system that you don't need to maintain with new downloads, but it's definitely possible. Consistency is key for your website, and also Marketo instance to try to keep it all straight!

[Anonymous]

Hi Dory,

Yes, the majority of the content we score against is gated, with the exception of solution briefs and case studies. The issue I'm running into is that if I use form submitted, what else can I use to quantify that it was an ebook vs. maybe a video demo. We give different types of content different point values, so I want to make sure we can still do that. I guess we could update the lead scoring to track specific forms, but I wanted to try and make it something that didn't need to be tweaked every time we put up a new offer on the website.

[Dory_Viscoglio]

One idea might be a hidden field in each form, and it would be for content type. Then you could use the form submitted trigger, and scoring choices for each data value in content type. Not sure how many forms it would require updating to, but that seems more scalable with new types of content being added.