Maximizing Sales Efficiency with Accurate Behavior Back Scoring in Adobe Marketo

Behavior back scoring is a method used in lead scoring to re-evaluate and adjust the scores of leads based on their past behavior. It can be particularly useful when a lead’s score has been inflated by a program scanning mail systems with automatic link clicking.

For instance, let’s say your lead scoring model assigns 3 points for visiting your website, 5 points for clicking a link, and 50 points for filling out a demo form. Now imagine that John used a program scanning mail system to click on all 10 links in each of the three emails, while Jane simply filled out a demo form, and Jennifer clicked a link and visited the website twice.

Without back scoring, John would have a score of 150 points, Jane would have 53 points, and Jennifer would have 11 points. However, after recalculating the scores, counting only 1 activity per period, John would have only 5 points, Jane would still have 53 points, and Jennifer would have 8 points. By recalculating, you can ensure that the most important and relevant leads are prioritized.

Here’s how to do it:

  1. Start by creating an operational program in Marketo.
  2. Set the token values for each action (visit web page, open email, click non-unsubscribe link in email, fill Demo form, and any other non-unsubscribe form). These token values are the same as in your normal scoring program and will be used to recalculate the Behavior Scoring.
  3. Create a campaign that will reset the lead Behavior score to zero for all leads in the database. This will allow you to start with a clean slate and recalculate the score based on past actions.
  4. Create one smart campaign for each activity being scored (visit web page, open email, click link in email, fill out a Demo form, and fill out other forms), but apply a time limit in the filters. In our example, the time limit is three months. For example, for all those who have filled out the Request Demo form in the last 3 months, Behavior Score will be increased by 50. And the 50 volume of Behavior scoring is the value needed to become MQL.
  5. Turn off all existing Behavior Scoring Campaigns. Then, run the reset campaign to ensure that all lead Behavior scores are set to zero. Launch the Behavior Back Scoring campaigns one time. Finally, launch your Behavior Scoring with protection against link-clicking programs. Here’s a post on how to do it.

In order to obtain relevant and accurate results, the recalibration process must be performed on your entire lead database rather than a select few.

Keep in mind the consequences: Behavior scoring is a vital aspect of the revenue cycle model transition. Its recalculation affects MQL count and Sales Insight indicators, which track sales pipeline progress and forecast revenue.

Despite the challenges, recalculating behavior scores is a critical step in ensuring that your lead scoring model is accurate and effective.