Foundational Marketo User Group: Score Smarter, Not Harder
Welcome to part 4 of our 5 part series of the Foundations of Marketo Engage.
In this session we will focus on Scoring.
We have two incredible speakers for this session:
- Chris Kelley, Director of Marketing Automation, Qualified Digital
- Jeremy Evans, Senior Adoption Specialist, Adobe
We’ll focus on these five topics during this session,
- Scoring Strategies Learn how to align scoring models with your buyer journey and marketing goals.
- Types of Scoring Understand the difference between behavioral, demographic, and account-based scoring and when to use each.
- Real-World Examples See how organizations use scoring to qualify leads, trigger campaigns, and route prospects to sales.
- Interesting Moments Discover how to capture and act on key engagement signals that matter most.
- Best Practices Get actionable tips for setting up, maintaining, and optimizing your scoring programs.
Unlocking Lead Scoring Success
Lead scoring transforms raw marketing data into actionable insights, helping organizations prioritize prospects and align sales and marketing efforts.
- Scoring bridges the gap between marketing and sales, ensuring only qualified leads are passed to sales teams.
- Behavioral and demographic scoring work together to identify both interest and fit, improving conversion rates.
- Negative scoring and score decay prevent overinflation and keep scores relevant to current engagement.
- Marketo offers flexible tools for building, testing, and refining scoring models, with templates and community support.
Understanding and applying these principles can drive more efficient lead management and higher revenue velocity.
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