Lead Scoring: How to Add Demographic & Behavioral Together

Forum|Forum|8 years ago
August 22, 2017
4 replies
4447 views

I'm currently working on our lead scoring methodology where we have a demographic score and a behavioral score, which = person score.

How do you recommend adding these two together? Should this be done through each single campaign with tokens or should it be its own separate campaign?

I'm looking for a best practice or recommendations.

Marketo

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Dan_Stevens_

Level 10

Assuming you have separate smart campaigns for each behavioral and demographic attribute, simply include a flow step to also add this to the total lead score:

For reference, we have a central lead score program that contains a bunch of behavioral and demographic campaigns. And then we use tokens to easily manage the values in one single area:

A

Anonymous

I have the same question. We are using the methodology Dan mentioned, but we are making adjustments that require added behavioral and demographic leads scores. Any chance you figured out the answer?

R

rachel2-2

Level 8

I have used a webhook in the past (from Hoosh, they have a free Excel Formula webhook you can use!) and it adds the two fields together whenever either value is changed. Let me know if you want more info!

BenjaminJacquet

Level 2

Ideally you want to build your lead scoring inside a single program, separate from your BAU campaigns. That would make it much easier to use and keep track of the different interactions you score on (in opposition to have scoring Smart Campaigns scattered all over your instance)

Cheers,

Dan_Stevens_

Level 10

Agree with Benjamin here - create central lead scoring campaigns like I've shown above. Don't make it more complex than it needs to be.

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