What does Negative Scoring do in Marketo?

Negative scoring in Marketo is designed to manage how lead scores are calculated based on engagement and interaction with your marketing efforts. When a lead exhibits inactivity or shows behaviors that suggest they are no longer engaged, negative scoring effectively decreases their score. This mechanism allows marketers to adjust their focus toward leads who are more likely to convert, as it helps filter out those who are not actively engaging with the content or brand.

The other options do not accurately describe negative scoring. For example, increasing scores for positive actions typically refers to positive scoring, which rewards leads for engaging with marketing materials. Assigning scores based on demographic data is a separate practice that involves scoring leads based on predefined characteristics rather than their engagement behaviors. Lastly, providing scores based on user engagement aligns more with positive scoring rather than negative, so it does not capture the essence of what negative scoring does.