One of the most overwhelming parts of anything in Marketing today is knowing where to start. This blog post will summarize how to start with scoring in Marketo - specifically how to determine what type of model your organization needs.
First things first: How does Scoring work in Marketo?
Scoring in Marketo is very unique, as Marketo allows you to build your scoring model(s) from the ground up. Which means the possibilities are endless of what you can do, but of course that often also makes it difficult to know where to start. Think of scoring like buying a car – there are many options to choose - type of car, the brand of the car, all the accessories... and it’s important to choose the right ones specifically for you. What is right for you, won’t be right for someone else.
Marketo manages scoring via Score Fields. Once you have your Score Fields set up (Common Scoring fields are Demographic Score, Behavioral Score, Total Person Score), you will build a Program and Smart campaigns to manage when a person’s score should get increased, decreased or reset to a specific value. You can choose to make your scoring program trigger based (for real time scoring) or batched (a great option for high volume activities). Once you activate/schedule your Smart Campaigns, your scoring program is live.
Next, let’s figure out what type(s) of Scoring Models you need. Start by answering the following questions:
1. Why do you want to build a Scoring Model? (this will help determine how many scoring field(s) you need, and what you’ll measure to drive the scores within these field(s)
2. Once you’ve got your answer to question 1, drill down into the business issue you’d like your scoring model help solve. Examples are below (this will help determine what reports you need to build with your scoring model!)
Once you know the answers to those two questions, you are ready to build your model by answering the questions and following the steps in italic.
Now you’re built your your Scoring Program(s)! You can watch this video for a great overview on how to build out a scoring program as well. If you’re looking for more advanced ideas on Scoring Examples, check out this blog post.
Share your scoring ideas and any questions on the process below!
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