Lead Score trigger campaigns with externally-created leads Salesforce

How are the leads getting into Salesforce? In order for Marketo to score a lead on web activity, the lead needs to be cookied by Marketo.

If the leads are filling out a non-Marketo form on your site, you should look into using the SOAP API. This way you have the ability to associate the anonymous lead cookie with the form submission on your site and see their web activity.

These are leads that are being created directly in Salesforce by our sales team. The lead doesn't fill out a Marketo form or otherwise. We have gotten their information from incoming calls or referrals primarily. And it is generally quite detailed information, including the inferred install information for our software. 

If an anonymous lead with the cookie matches with a newly-created lead, they should become known regardless, I would assume? At least that is what happens in all other cases. I must be missing something completely.

When leads are created directly in Salesforce, Marketo will still track the lead's anonymous web activity, but there is no way for Marketo to know that the anonymous cookie should match up to that lead.

One suggestion is to have a campaign setup so that when a new lead is created you can have an email sent out to the person through Marketo with a link to a whitepaper, blog, etc. (this is what Marketo calls a tagging campaign). This way when the person clicks on the link, Marketo will associate the anonymous cookie with the Salesforce/Marketo lead record. All previous web activity of that lead will now be seen under web activity.

You would then be able to have campaigns running that score on previous web activity.

Let me know if this all makes sense.

Yes, it makes sense. And we do have some of these trigger emails in place, but these particular leads are currently excluded because the sales process they go through is slightly different.

But for example, we have a triggered scoring campaign for country that is triggered by the lead being created. So at a minimum, the lead should be receiving that score, as every one of those leads has a country when it's created. We have gotten a test scoring campaign- Trigger: Lead is created, Flow: Change Score: +1- to work with them. But nothing else, even if the information is created in Marketo. Do they have to have the cookie in order for internal demographic information to register as well? Most of our demographic scores are based on the trigger "Data Value Changes" and then the specific field.

We will try to send a linked email to make their activities known, but the demographics still baffle me, as that is something that we get from the install information or sales inputting the information. Shouldn't the data value changing then always trigger the scoring change?

When a lead is created in Salesforce, all of the initial information is sent over to Marketo in the one action "Lead is created".

To get the the scoring to work off of the demographics you should write a trigger campagin like this:

Trigger: Lead is created
Filter 1: Billing Country is: USA

Flow: Change Score: +1

This will look for leads that are created within that specific country and score them accordingly.

Thomas is correct here. The alternative is that any triggered scoring campaign should use "Data Value Changes" which will capture any new or changed leads as well.

Keep in mind that Lead is Created can also be restricted by Source, like "salesforce.com"

All of our triggered scoring campaigns already do use "Data Value Changes" ...so that is why I am still unsure why these particular leads never get points for the demographic scoring. Even after the lead is created, if someone changes the trigger field, it still isn't picked up by Marketo. The physical change is there, but the campaign doesn't react.

The activity points make sense- that an email trigger needs to be sent to prompt the lead to take action in order to make the lead known and match up the anonymous cookie activity with the lead. So the remaining question is still, with every answer on this thread being awesome but not quite what I am looking for, why would leads be skipped in a "Data value changes" triggered campaign even though they fit the membership criteria?