Setting up and modifying a lead scoring program doesn't have to be a pain. This video provides a brief overview of how to set up a scalable, token-driven scoring campaign for your entire Marketo platform.
You're probably already familiar with the fundamentals of lead scoring. While scoring leads is a simple flow step you can incorporate into any Smart Campaign, that's not necessarily the most scalable solution.
Say – for example – that you have a litany of white papers, case studies, and articles that you want to score. For the sake of this example, let's also say that you initially decide that an article is worth +25, a case study is +10, and an article is +5. Later, after seeing how leads really interact with your content and how they fit into your lifecycle model, you decide that case studies should also be +25 and articles should really be +10 to paint the most accurate picture of where the lead is at in terms of making a buying decision. If you keep scoring at the the program level and rely on individual Smart Campaigns to control how each piece of content is scored, you'll have to update every single Smart Campaign every time you modify your scoring values.
Hence the "not scalable" comment, right?
The TL;DR about scoring is that attaining accuracy is a process fraught with testing, tweaking, and possibly twerking (read: victory dance). Basically, it involves a lot of guess and check, recheck, and guess again. Because of this process, it's important to find an easy method to modify your scoring behaviors outside of individual smart campaigns within each individual program.
This is one of many places where tokens save your... come into play.
In our instance, we've set up a couple programs for behavioral scoring and demographic scoring. Within each program, there are a variety of Smart Campaigns that are triggered on various criteria, like clicking a link in an email, attending a webinar, visiting 5+ pages of our site... You get the idea. The way we quickly modify the scores of these actions is within the tokens at the program level. Check out this screenshot:
To create these tokens, you simply drag in the ★ Score token, enter a token name and a value. Now these tokens are ready to be used within any smart campaign in the program.
To use "clicks link in email" as an example, take a look at these screen caps for Smart List and Flow, respectively:
What you see here is that rather than inputting a typical value in to the change field, you can input a token. The more you utilize tokens in your instance, the more this will become your default response... but it's an easy best practice to overlook!