Prerequisites
- This guide assumes that your Marketo administrator has created an API user role that can be used to enable live lead scoring.
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Step 2: Configuring Lattice Real-Time Scoring and Enrichment Marketo
There are a number of scenarios where your scoring strategy might require multiple models.
Scoring Several Segments
Sometimes certain groups of leads behave differently and a “one-size fits all” model is less accurate.
For example, leads in North America might have different buying signals than leads in Europe, and SMB leads assigned to your inside sales team might have different buying signals than enterprise target accounts managed by your field sales team using an ABM strategy.
You can account for this difference by creating scoring segments and modelling them separately. You can segment by geography, company size, ABM target account segment, industry, or another relevant dimension.
Segments are mutually exclusive within a particular dimension - a lead can only be in one segment at a time.
The process described in this guide will allow you to easily score multiple segments. There are afew additional steps to consider:
1. Work with your Lattice Customer Success Manager to determine whether you need to score multiple segments and to create segment models if you do.
2. Repeat the relevant actions in Step 2 and Step 3 of this guide to setup a scoring connection for each model in Lattice and to create a separate webhook for each model in Marketo.
3. Modify your Marketo program to score multiple segments.
Add choices in the flow step that calls the scoring webhook so that you call the webhook specific to the lead’s segment.
Scoring Lines of Business
Some companies have different lines of business - for example, different product lines - that might have their own unique buying signals.
A lead might be an excellent prospect for product A, but a poor prospect for product B, and so on.
In this scenario, consider scoring lines of business separately.
Unlike segments (which are mutually exclusive), several lines of business may target the same lead.
How to Score Lines of Business
The process described in this guide will allow you to easily score multiple lines of business. There are a few additional steps to consider:
1. Work with your Lattice Customer Success Manager to determine whether you need to score multiple lines of business and to create line of business models if you do.
2. Repeat the field creation section of Step 1 to create separate fields for each line of business you want to score.
3. Repeat the relevant actions in Step 2 and Step 3 of this guide to setup a scoring connection for each model in Lattice and to create a separate webhook for each model in Marketo.
4. Modify your Marketo program to work with multiple models.
Clone your scoring program for each line of business you want to score. Make sure to update the field references and webhook references in all assets and smart campaigns based on the line of business you are trying to score.
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