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Marketo Champion Series: Part 8

How to Find and Reset Records with Negative Behavior Scores in Marketo

Behavioral score is a critical metric in Marketo for knowing the buyer readiness of a prospect. Lead scoring models rely on many parameters to score person records, like intent, engagement, interactions, and other customizable activities. But including records with negative scores in your campaigns can have negative consequences.

3x Marketo Champion Elliott Lowe teaches you how to identify and remove records with a negative behavior score. 

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If you have behavioral or engagement scoring smart campaigns, you want to ensure that those are not causing the behavioral score to go negative after a period of inactivity.

The reason for this is that a prospect with a negative behavioral score that re-engages with you will likely not be identified because the score increase from the engagement may not cause their behavioral score to become positive and they may never have enough engagement activity to reach the threshold to change their revenue stage to an MQL or generate an alert to a sales rep.

This video shows you how to identify those records, so you can reset their negative behavioral score to 0 and investigate which scoring smart campaigns caused the score to go negative.

If you don’t have an active smart campaign that decrements the Behavioral Score and Person Score periodically due to lack of activity, it’s possible that another person may have created such a smart campaign in the past and there may be some persons with negative scores.

To identify those records, create a smart list that selects records whose Behavioral Score or Person Score is less than zero. If you have records with negative scores such as in this example, you can export the smart list, with just columns with the Email Address, Lead/Person Score, Behavioral Score and Demographic Score. Then change the Behavioral Score values to zero and change the Lead/Person Score values to the same value as the Demographic Score.

Finally, import the list to reset the Behavioral and Lead/Person Score field values. A couple of cautions:

Be sure that you don’t have any duplicate records with same email address as the records you’re importing as the score might be changed on the incorrect record – I’ll discuss how to identify and resolve duplicate records in the Step 10 video.

Be sure that any smart campaigns you have that are triggered by positive changes in scores won’t produce undesirable results.
If your behavioral scoring smart campaigns are designed correctly, they should not decrement the score such that it becomes less than zero.

Here are typical Negative Scoring smart campaigns.

In the Smart List tab in addition to the appropriate negative activity filters and triggers, you’ll add a Behavioral Score greater than zero field filter, which will prevent the smart campaigns from running on any records that already have a zero behavioral score.

In the Flow tab, if you are updating both Behavior and Lead Scores in your scoring smart campaigns, you’d have a Change Score flow step for the Lead Score first and it would have choices that would ensure that the Lead Score is only decremented as much as the Behavioral Score will be decremented.

For example, if the Behavioral Score is greater than the amount that will be decremented, the flow action will be to decrement the Lead Score by the full amount. If the Behavioral Score is less than the amount to be decremented, then the Lead Score will be decremented only as much as the Behavioral Score will be decremented to reach a score of zero.

After the Change Score flow step for the Lead Score, you’d add a Change Score flow step for the Behavioral Score.

Be sure it is after the Change Score flow step for the Lead Score or the Lead Score flow step won’t work properly.

The Change Score flow step for the Behavioral Score needs just one choice for the case where the Behavioral Score is less than the amount that will be decremented, and if so, the flow action will be to set the Behavioral Score to zero.

The Default choice will be to decrement the Behavioral Score by the full amount.

In the Schedule tab of batch campaigns, you’d set it to run on a periodic basis. In this case monthly. The run times should be different for each batch smart campaign to ensure that they don’t run simultaneously, which may cause the choices in the Change Score flow steps to not work correctly for those records that qualify in multiple smart campaigns.

The qualification rule should be to allow the person to run through each time. For triggered smart campaigns, you may want to set the qualification rule, so that the person can run through once each day.

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