Target Lock: Score to qualify and personalize
“They knew what I was looking for. Straight up. Pay them their money.”
You have a bucket of highly engaged prospects, now what? How do you get them over the finish line? If you’re using personalized scoring the job is easier. You already have an idea of what they want/need and you can use that to have meaningful conversations.
What’s personalization scoring?
Simply put, it’s a scoring program that is based on your various product/service categories. Prospects increase their scores for these categories through their many interactions with your business.
What does this give you?
This will give you the opportunity to have an understanding of what your most engaged prospects are looking for within your suite of products/services. This is a huge advantage when you’re trying to get them over the finish line and into conversion. It moves you away from a generic set of correspondence and value props and into a highly specific journey tailored to the prospect.
Ok, sounds good. How do you pull it off?
Things you’ll need:
Scoring programs tied to service/product categories.
Marketo assets (emails and LPs) can be tracked via triggers/batches based on naming conventions.
Website traffic can be tracked through URL naming structure or meta data passed to Marketo.
Development work to pull the scoring data for comparison to determine a leading category.
This is a crucial piece of the process.
Have a developer resource pull the various scores on a nightly basis and do a comparison. This will help you determine which category of services/products your prospect has engaged with the most.
Strategy for using this data in various marcom to convert the prospects.
Record keeping process to analyze trends to fine tune.
This is another crucial piece of the process.
Log your results to help understand how your scoring methodology is working and where there could be areas to improve.
The overall setup for this is not terribly complicated, but it takes time and coordination between the Ops and GTS teams to pull off. At a minimum you’ll need help with the score comparison process. This includes fields for the scores themselves and also a score field that lists the leading score for your prospects.
If your website’s folder structure doesn’t lend itself to effectively and accurately being scored, you’ll want to rely on meta data. To pull that off you’ll need some help from your web team to make sure that information is accessible and available to you within Marketo.
Want to take it up another notch? Combine personalization scoring with things like personalized nurture cadence, and dynamic content to help create a cohesive flow of marcom that is laser-focused on the interests of your audience.
