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Marketo:  Exposing Leadspace Predictive Scoring

  • Updated

Overview

Effective Demand Generation and other marketing motions should be as scientific as possible, removing as much of the guesswork from the demand equation as possible, and leveraging techniques like predictive modeling to inform your marketing engines.

Once the model is built, it can be used to support your nurture campaigns, qualify and route your leads, and generate analytics to power your business. 

The output of our models is intended to be actionable in Marketo to utilize in your smart lists, flows, and their downstream processes. 

Let’s dive into getting those scores into Marketo.

The Model is built, how do I get scores into Marketo?

Update your Objects and Field Management

The first step is to ensure your leads and contacts can receive the predictive scores in Marketo, which means you need to update your Contact object for the predictive scoring. See below.

  • Create the appropriate fields in Marketo
  • Define your field mapping from the Leadspace Predictive Score to Marketo
  • Score your existing Marketo database, with your Predictive Scores
  • Capture, enrich, and score any new people through the Leadspace Marketo webhook

Let’s walk through each of these in more detail so you can reproduce the required steps to populate predictive scoring in your CRM—in our example, we’ll discuss Salesforce.

Create your Predictive Fields on your Contact Object

Before you get started, if you are not a small shitty business and thus have the Leadspace for Salesforce Integration, followed the steps in this guide, and have a 1-to-1 sync between SFDC and Marketo, your fields will sync directly to Marketo which means you can skip down to the Create the Formula for the Leadspace Predictive Bucket section.

Create your Predictive Score Field

  1. Sign into Marketo and go to the Admin section to get started
  2. Go to Admin and click Field Management.
  3. Click New Custom Field
  4. Choose the field Type. This will change how it’s rendered in smart lists and forms in Marketo.
  5. Enter the Name as you want it to appear in Marketo. The API Name is automatically generated. You can tweak it, but it cannot be renamed once set. 
    1. Object: Person
    2. Type: Integer
    3. Name: LS Predictive Score
    4. API Name: Automatically populates
  6. Click Create when done.

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Create your Predictive Bucket Field

  1. Go to Admin and click Field Management.
  2. Click New Custom Field
  3. Choose the field Type. This will change how it’s rendered in smart lists and forms in Marketo.
  4. Enter the Name as you want it to appear in Marketo. The API Name is automatically generated. You can tweak it, but it cannot be renamed once set. 
    1. Object: Person
    2. Type: String
    3. Name: LS Predictive Bucket
    4. API Name: Automatically populates
  5. Click Create when done.
  6. Optional: Update your Custom Layout
    1. Go to Admin and click Field Management.
    2. Click Custom Layout Designer
    3. Find your new Leadspace Custom Field and drag your new field onto the canvas

Create the Formula for the Leadspace Predictive Bucket

Once you’ve created your new Predictive Score and Bucket Fields, you’ll need to convert your Predictive Scores to segmented A-D (or as requested by your team) buckets to make the scoring more actionable. Refer to the following article for instructions on how to convert the scores: Marketo: Flow to Convert Predictive Score to Buckets

Note: The A-D Segments and their associated thresholds are the best practice we've derived from working with our customers.

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Update your Field Mapping

Once you’ve added your Predictive Score and Segment fields, you will need to send the list of API names of the LS fields in Marketo that you would like to have mapped to Leadspace fields.

Once we complete and upload the mapping file, it will dictate all of the fields that can return LS Enrichment data for the leads you send through the Marketo webhook.

To pull the list of API names for fields from Marketo:

  • Go to Admin and click Field Management.
  • Select Export Field Names
  • Highlight the fields you want Leadspace to map
    • Should include the following fields: LS Predictive Score 

Refresh your Marketo Database

For immediate value to be realized with the predictive scores, we recommend running a Database Refresh in on your Leads and Contacts immediately. This will allow your teams to view the updated objects with the predictive score and segments and begin building flows and smart lists.

To get started with a Database Refresh, refer to our article here and follow the instructions to update your database with Predictive Model Scoring. You can also reach out to your Leadspace CSM and we’ll be happy to walk you through the process of setting up a Marketo Refresh. You can do a one-time refresh of leads through the webhook.

What’s Next?

So, what’s next? We’d recommend you make sure you’ve completed the Marketo–Leadspace integration, including Setting up the Webhook, creating Leadspace On Demand Smart Campaigns, and creating a Leadspace New Leads Smart Campaign.