Marketo Integration: Social Lead Scoring

Lead scoring allows marketers to prioritize leads, qualify the right leads for sales, and capture long-term sales opportunities that would otherwise be lost. With Marketo users can score leads based many different criteria, and with the Oktopost integration, even social actions can be used to score leads.

After setting up the Marketo integration, whenever a lead converts, and that lead originated from social media, six custom fields are automatically populated in Marketo. Based the values of these fields, you are able to affect your lead scores.

Leads can be scored based on the following social criteria:

Social Criteria Definition
Social Network The network from which the lead originated
Group Name of Group from which the lead originated
Profile Name of the personal company page from which the post was published
Campaign Name of the social campaign within Oktopost

Scoring Leads Based on Social Network

This example will show you how to score leads based on the social network they came from.

Step 1: Create a new smart campaign

In Marketo, create a new Smart Campaign, you might want to create a new folder for all of your lead scoring.

Step 2: Listen to data value changes

On the Smart List tab, add a 'Data Value Changes'. The 'Attribute' is: "Okto Click Network" and the 'New Value' is 'Is Not Empty'. Whenever a new social lead conversion happens, this field will get a new value of the originating social network name.

Step 3: Setup scoring

On the 'Flow' tab, drag over 'Change Score' from the sidebar, and add the criteria according to your preferences. In this sample we chose to give Facebook a score of 10, Twitter 20 and LinkedIn 40 points.

Step 4: Activate campaign

On the 'Schedule' tab, make sure the campaign is active.

Scoring Leads Based on Social Clicks

If you have the Track Social Clicks setup with your Marketo integration, then every single social click will be reported in Marketo as a website visit. This information can be very useful, especially considering that some of your social links are pointing to pages that aren't a part of your domain. Even if you send traffic from your Twitter to Youtube, for example, you will still see those clicks in Marketo.

To score based on social clicks, you will need to create a trigger based on webpage visit. The social clicks will all start with the CNAME that you provided when setting up the integration in Oktopost.

The URL of the webpage embeds the social campaign name, network name, social profile used to send the post, etc. This information can used to change the lead score as in the example below.

Integrations

  1. How to Set Up The Marketo Integration
  2. How to Set up Social Insights for Salesforce.com
  3. How to Set up Data Sync for Salesforce.com
  4. How to Set Up The Eloqua Integration
  5. How to Set Up the HubSpot Integration
  6. How to Set Up The Salesforce Integration
  7. How to Find the Security Token in Salesforce.com
  8. How to Set Up the Bitly Integration
  9. How to Set Up the Feedly Integration
  10. How to Set Up the Act-On Integration
  11. Feedly Custom Sharing with Oktopost
  12. Act-On Integration: Segmenting Lists Using Social Data
  13. Act-On Integration: Social Lead Scoring
  14. Marketo Integration: Social Lead Scoring
  15. Conversion Tracking With Marketo Forms 2.0
  16. Marketo Integration: Lead Segmentation
  17. Marketo Integration: Interesting Social Moments
  18. How to Set Up the Salesfusion Integration
  19. How to Set Up the Pardot Integration
  20. Setting up the Google Analytics integration
  21. How to Set Up the Facebook Retargeting Integration
  22. How to Create a Facebook Audience Based on Social Behavior
  23. Attributing Social to Leads in Marketo
  24. How to Set up the AdRoll Integration
  25. Webhooks
  26. How to Connect Oktopost to Zapier
  27. Oktopost Tracking with Google Tag Manager
  28. How to Create Salesforce Cases From Assignments
  29. Setting up Integration Assets
  30. Social Click URLs
  31. Salesforce Campaign Naming Parameters Guide
  32. How to Track Conversion on Pardot Forms
  33. How to Track Conversions on Act-On Labs Forms
  34. How to Set Up Single Sign-on With AD FS
  35. How to Set Up Single Sign-on With Okta
  36. How to Set Up Single Sign-on With OneLogin
  37. How to Set Up The Facebook Lead Ads Integration

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