Lead Scoring way depending on products.

Question

Hello,
I'm managing Marketo with using a simple management way of adding behavior score now.
For ex, adding 10 point when a user visits our web page, and other case adding 100 points when a user watch our webinar.
And now, if possible, I want to manage the adding score more complex way depending on the products as below:
ex1.
Visit web page of Product A -> Adding 5 points
Visit web page of Product B -> Adding 10 points, because we need to focus on product B more than Product A
 
ex2.
Attend a webinar of Product A -> Adding 50 points
Attend a webinar of Product B -> Adding 100 points, because we need to focus on product B more than Product A
 
But now, I am using a program status change's trigger of smart campaign to add a behavior score, so it is difficult to know the product of the customer's behavior.
 
Can I have a standard way to do this kind of scoring control depending on the kind of product?
  
     Thank you

Darshil_Shah1 · Accepted Answer

Off the top of my head, I can think of the following scoring setup updates depending on the interaction type you're scoring people for -

1. For scoring the visit webpage interactions, you can use the Visits Webpage trigger with product page URLs/part of the URL in the SL, and in the flow, update the scoring fields with the correct score value. This would mean you'd have to move away from using the program status values in the campaign SL as creating separate program statuses for each interaction type + product combo in every marketing channel is IMO not a very scalable approach. It'd be best if you set up separate scoring campaigns for each product type as you cannot reference just the last visit webpage activity to score a person correctly based on their most recent webpage visit in the flow (Visited Web Page condition in the choice step would look at all the Visit Webpage activities present in the activity log of the person and not just the last visit webpage activity).

2. For scoring the event interactions (registered/attended/attended on-demand/etc.) - I'd suggest you keep using the program status values but filter people based on the program name constraint along with the program status values in the "Program Status is Changed" trigger (I'm assuming that you'd have separate events and programs for driving engagements for each product type and your naming convention includes the product type in the program name). Again, it'd be best if you set up separate operational campaigns for each product type.

Alternatively, if you have a field that you're updating with the most recent product type value that the person has interacted with, then you can use that field as a filter in SL/as a choice step condition in scoring campaigns' flow to accurately score people based on the product type they've interacted with.

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