Marketo lead scoring: it’s time for a rethink

Marketo lead scoring
James T Fletcher
CEO, Principal Consultant


Lead scoring is a popular way for marketing and sales teams to figure out which of their potential customers are more likely to convert into buyers.

In simple terms… the higher the lead score, the more likely they are to buy.

But more often than not it’s not done quite right.

Our opinion? Traditional methods can be very two dimensional.

The classic tactic of promoting the highest priority leads based on demographic or firmographic insights or even up a notch to behavioural scoring – just might not cut it anymore. If not done right, it ends up being more of a maths exercise with not much meaning behind it.

Remember that Marketo lead scoring is not a one-time task. It should constitute an integral part of your strategy, requiring close monitoring to ensure it operates effectively for your business.

Lead scoring models can help to do this, but it’s so important to get it right. Ineffective lead scoring models can lead to salespeople disregarding untrustworthy data. One of the primary reasons for this is the absence of context — the context necessary for salespeople to effectively tailor sales and capabilities to the true needs of prospective buyers.

It’s time to give lead scoring a rethink.

Ladies and gentlemen, let us introduce proposition scoring (or product scoring).

Proposition scoring allows you to identify specific pain points and ideal products for each lead. That means you can provide sales teams with the true insights needed to help them close deals.
It’s no secret that the best way to convert a customer is with qualified leads! So your team needs to know what makes them tick.

Integrate a good proposition scoring model into your marketing-sales plan, and you could start to reap the benefits from the opportunities your sales team comes across.

Wanting to dive deeper into the world of lead scoring? Check out our webinarLead scoring in Marketo: Identify, prioritise and close your best leads’.

We can help you to perfect your lead scoring. Starting from the beginning with a lead scoring review for your company. Get in touch with our experts today.