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Step 4: Basic Scoring Program

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Nelson Wiggins
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Your final step is creating a program in Marketo to send the webhook to Lattice whenever you want to score a lead.

Prerequisites

Create a New Scoring Program

1. In the Marketo Marketing Activities area, click New Program.

4-1-1_Click_New_Program.png

 

2. Use the following details for your program:

  • Campaign Folder: [a relevant folder of your choice]

  • Name: Lattice Lead Scoring

  • Program Type: Default

  • Channel: Operational

  • Description: A program for requesting scoring data from Lattice Predictive Insights and monitoring the scoring process.

Click Create when you’re done.

4-1-2_New_Program_Modal.png

 

3. Right-click on your new program and click on New Folder.

4-1-3_Click_New_Folder.png

 

4. Use this action to create the following folders inside the program:

  • Lists
  • Smart Lists
  • Scoring & Monitoring

4-1-4_Folder_Structure.png

 

 

Create Local Static Lists

1. Right-click on your new program and click on New Local Asset.

4-2-1_Click_New_Local_Asset.png

 

2. Click on List.

4-2-2_New_Local_Asset_Modal.png

 

3. Create a static list with the following values: 

  • Name: Scoring Health List

  • Description: Tracks any leads who are not scored by Lattice Predictive Insights within aspecified time period.

Click Create when you’re done.

4-2-3_New_List_Modal_Scoring_Health_List.png

 

4. Repeat steps 1-3 above to create another static list with the following values: 

  • Name: Scoring Retry List

  • Description: Used to trigger a retry if a lead is not scored within a specified time period.  

4-2-4_New_List_Modal_Scoring_Retry_List.png

 

Create Local Smart Lists

1. Right-click on your new program and click on New Local Asset.

4-4-1_Click_New_Local_Asset.png

 

2. Click on Smart List.

4-4-2_New_Local_Asset_Modal.png

 

3. Create a smart list with the following values: 

  • Name: Scored Last 7 Days

  • Description: Tracks leads who have been scored in the last 7 days.

Click Create when you’re done.

4-4-3_New_Smart_List_Modal_Scored_Last_7_Days.png

 

4. Add the following filter to the Scored Last 7 Days smart list:  

  • Lattice Webhook Timestamp in past 7 days

4-4-4_Scored_Last_7_Days_Smart_List.png

 

5. Repeat steps 1-3 to create a second smart list with the following values: 

  • Name: Scoring Filter

  • Description: Determines which leads are eligible to be scored.

4-4-5_New_Smart_List_Modal_Scoring_Filter.png

 

6. Add filters to the Scoring Filter smart list to define a marketable lead that should be scored. At minimum, we recommend:

  • Email Address is not empty

  • Email address not contains [any of the domains found in this list]

  • Marketing Suspended = False

  • Black Listed = False

Make sure to use All Filters.

4-4-6_Scored_Filter_Smart_List.png

You should adjust the Scoring Filter based on your business requirements to ensure that onlythose leads that you want to be scored will qualify.

If this model is intended to only score a specific segment of your leads (e.g., “leads with interest in blue widgets”), you can add additional filters to specify who should qualify.

 

7. Drag the new smart lists into the Smart Lists folder. When you’re finished, it should look like this:  

4-4-7_All_Smart_Lists_Created.png

 

Create Scoring and Monitoring Campaigns

1. Right-click on your program and click on New Smart Campaign.

4-5-1_Click_New_Smart_Campaign.png

 

2. Create a smart campaign with the following values: 

  • Program: Lattice Lead Scoring

  • Name: Lead Scoring Monitor

  • Description: Monitors the Lattice Predictive Insights scoring program to ensure scores are being populated.

Click Create when you’re done.

4-5-2_New_Smart_Campaign_Modal_Lead_Scoring_Monitor.png

 

3. Build the smart list for the Lead Scoring Monitor smart campaign. It should have one trigger:  

  • Trigger: Campaign is Requested

4-5-3_Lead_Scoring_Monitor_Smart_List.png

 

4. Build the flow for the Lead Scoring Monitor smart campaign. It should include these flow steps:

  • Wait, Duration = 5 minutes

  • Add to List

    • • Choice 1: If Lattice Score is empty, List Name = Lattice Lead Scoring.Scoring Health List

    • • Default Choice: Do Nothing

  • Wait, Duration = 24 hours

  • Add to List

    • • Choice 1: If Lattice Score is empty, List Name = Lattice Lead Scoring.Scoring Retry List

    • • Default Choice: Do Nothing

  • Wait, Duration = 30 minutes

  • Remove from List, List Name = Lattice Lead Scoring.Scoring Retry List

  • Remove from List, List Name = Lattice Lead Scoring.Scoring Health List

4-5-4_Lead_Scoring_Monitor_Flow-1.png

4-5-4_Lead_Scoring_Monitor_Flow-2.png

4-5-4_Lead_Scoring_Monitor_Flow-3.png

4-5-4_Webhook_Health_Monitor_Flow.png

 

 

5. Click on the Schedule tab of the Lead Scoring Monitor campaign and click Edit next to Smart Campaign Settings.

4-5-5_Lead_Scoring_Monitor_Schedule_Click_Edit.png

 

6. Change the qualification rules to Every Time. Click Save when you’re done.

4-5-6_Lead_Scoring_Monitor_Schedule_Qualification_Rules.png

 

7. Click Activate on the schedule tab, then click Activate again when prompted.

4-5-7_Lead_Scoring_Monitor_Schedule_Activate.png

 

8. Repeat steps 1 and 2 to create another smart campaign with the following values: 

  • Program: Lattice Lead Scoring

  • Name: Webhook Health Monitor

  • Description: Monitors the Lattice webhook for any errors in the response.

4-5-8_New_Smart_Campaign_Modal_Webhook_Health_Monitor.png

9. Build the smart list for the Webhook Health Monitor smart campaign. It should have one trigger:

  • Trigger: Webhook Is Called, Webhook is [your webhook name], Response is not 200

4-5-9_Webhook_Health_Monitor_Smart_List.png

 

10. Build the flow for the Webhook Smart Campaign smart campaign. It should include one flow step:

  • Add to List, List Name = Lattice Lead Scoring.Webhook Health List

4-5-10_Webhook_Health_Monitor_Flow.png

 

11. Repeat steps 5-7 for your Webhook Health Monitor Campaign to set the qualification rules to every time and to activate the campaign.

 

12. Repeat steps 1 and 2 to create a third smart campaign with the following values: 

  • Program: Lattice Lead Scoring

  • Name: Real-Time Lead Scoring

  • Description: Sends a webhook to Lattice Predictive Insights platform to retrieve predictive scores for leads.

4-5-12_New_Smart_Campaign_Modal_Real_Time_Scoring.png

 

13. Build the smart list for the Real-Time Scoring smart campaign. This campaign should trigger whenever a lead is created or takes an action that requires scoring and should be filtered by your Scoring Filter smart list. Here is an example:

  • Trigger: Lead is Created

  • Trigger: Fills out Form, Form Name is not [your unsubscribe form]

  • Trigger: Clicks Link in Email, Email is any, Link not contains unsubscribe

  • Trigger: Added to List, List Name is Lattice Lead Scoring.Scoring Retry List

  • Filter: Member of Smart List, Lead in Lattice Lead Scoring.Scoring Filter

4-5-13_Real_Time_Scoring_Smart_List-1.png 

4-5-13_Real_Time_Scoring_Smart_List-2.png

 

You should adjust the smart list based on your business requirements to ensure that any behaviors that might affect a lead’s score are included as triggers. This will cause the lead to be rescored.

The Added to List trigger enables the program to retry the scoring request in case of a technical issue - it MUST be included.

 

14. Build the flow for the Real-Time Scoring smart campaign. It should include these flow steps:

  • Change Data Value: Lattice Webhook Timestamp, New value = {{system.dateTime}}

  • Call Webhook: [your webhook name]

  • Request Campaign: Lattice Lead Scoring. Lead Scoring Monitor

4-5-14_Real_Time_Scoring_Flow.png

 

15. Repeat steps 5-7 for your Real-Time Lead Scoring Campaign to set the qualification rules to every and to activate the campaign.

 

16. Drag the new smart campaigns into the Scoring & Monitoring folder. When you’re finished, your program should look like this:  

4-5-16_All_Smart_Campaigns.png

Your scoring integration is now live!

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