How Marketo does it
Posted: Wed Jan 29, 2025 3:43 am
At Marketo, the demand generation team regularly reviews its own lead scoring rules. In addition to talking with sales reps, the company's marketers evaluate the results of scoring campaigns against their specific ability to predict potential closes.
The Campaign Member to Opportunity Conversion Ratio is poland phone number data a key metric in determining which online actions actually represent active purchasing behavior.
Example: New opportunities this quarter - interaction with network assets
Assets
Analytical report on the state of the industry
Advanced Scoring: Additional Considerations
Remember that buying behavior will never be 100% predictable: it will depend on many factors - company size, industry, etc.
Public companies, private companies, small and medium-sized businesses - they all have different approaches to buying. A well-segmented database will provide you with stable forecasting models.
In an established market, buyer awareness, budgets and buying processes are likely to be more defined, making it easier to qualify leads.
The SiriusDecisions Demand Spectrum model sheds some light on how demand type impacts the meaningful BANT data set: don't add these variables to your ranking system until you're sure they're relevant to the scoring process.
The Campaign Member to Opportunity Conversion Ratio is poland phone number data a key metric in determining which online actions actually represent active purchasing behavior.
Example: New opportunities this quarter - interaction with network assets
Assets
Analytical report on the state of the industry
Advanced Scoring: Additional Considerations
Remember that buying behavior will never be 100% predictable: it will depend on many factors - company size, industry, etc.
Public companies, private companies, small and medium-sized businesses - they all have different approaches to buying. A well-segmented database will provide you with stable forecasting models.
In an established market, buyer awareness, budgets and buying processes are likely to be more defined, making it easier to qualify leads.
The SiriusDecisions Demand Spectrum model sheds some light on how demand type impacts the meaningful BANT data set: don't add these variables to your ranking system until you're sure they're relevant to the scoring process.