What does a Lead Score represent in Marketo?

A Lead Score in Marketo represents the engagement a lead has with marketing materials. This scoring system is designed to quantify the level of interest a potential customer shows based on their interactions with emails, downloads, form submissions, and other content provided by the organization. By calculating the lead score, marketers can better assess which leads are more likely to convert into customers, allowing for a more targeted and effective follow-up strategy.

In Marketo, the scoring can be based on various criteria, such as how frequently a lead engages with the content and the types of interactions they have. For instance, a lead who regularly opens emails, downloads whitepapers, or attends webinars would score higher than a lead with minimal interaction.

Understanding lead scores helps marketers prioritize their outreach efforts and tailor their campaigns based on the engagement level of leads, ultimately improving conversion rates and the efficiency of marketing efforts.