Marketo Scoring vs RevenueOS Scoring

What is Marketo?

Marketo is a marketing automation tool that offers to help businesses automate their marketing tasks. It provides a variety of services such as managing marketing campaigns, email marketing, and analytics. From the initial awareness stage to purchase and retention, Marketo enables businesses engage and keep a track of the whole customer life cycle. Adobe acquired Marketo in 2018, and is now part of Adobe’s Experience Cloud. Marketo is currently working with over 2,000 businesses across 36 countries all around the world. 

Marketo’s platform is offering a  number of services to its B2B companies but we are going to compare and contrast the lead scoring strategies of Marketo and RevenueOS in this article. 

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Lead Generation and Lead Scoring in Marketo

Two of the main services offered by Marketo are Lead Generation and Lead Scoring. It makes use of landing pages and forms, to capture leads and tracks the engagement of these leads as they move forward in the customer journey. The customized lead scoring feature is used to help businesses assign numeric values (or scores) to leads depending on their level of engagement and behavior. This, in turn, helps give priority to follow-up activities and leads which have a higher chance of conversion. 

Here is a break-down of Marekto’s Lead Generation tools that are designed aid business in extracting contact information of potential customers and tracking their engagement with marketing content:

• Forms and Landing Pages: Businesses can create custom forms and landing pages that are used to get contact information of potential customers. These forms are presented on websites or shared through emails and other social media platforms.  Marketo records thorough information, such as name, email address, job title, etc, and creates a new record that can be later used during sales and marketing campaigns. 

• Lead Tracking: Lead interactions are monitored by Marketo after their contact information has been recorded. These interactions are in the form of clicks, website visits, social media interactions, etc. These interactions can provide insights into the leads’ possible points in the customer journey. 

Mareketo’s lead scoring is mainly based on assigning values to leads in regards to their interactions with a company’s marketing content. Here is how it works:

• Score attributes: Marketo allows businesses to define which attributes should be used to score leads. These attributes, which can be enriched and overwritten by Clearbit, include factors such as job title, company size, and geographic location.

• Score behavior: In addition to score attributes, Marketo also allows businesses to define which behaviors should be scored. This can include email opens and clicks, website visits, social media engagement, and other interactions with marketing content.

• Score values: Once score attributes and behaviors have been defined, Marketo assigns values to each one based on their importance to the business. For example, a lead who visits a pricing page on a website may be assigned a higher score than a lead who only opens an email.

• Lead scoring thresholds: Finally, businesses can define scoring thresholds that determine when a lead is considered sales-ready. For example, a lead who reaches a certain score threshold may be automatically assigned to a sales rep for follow-up.

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How is RevenueOS Scoring different?

RevenueOS operates on similar scoring algorithm but it does offer more than a Marketo lead scoring tool. Other than providing the same kind of contact information about potential customers, RevenueOS provides:

• Outbound Scoring: Marketo works with leads that are already present in your database. As opposed to Marketo, RevenueOS also helps businesses with lead generation based on gathering large quantities of data regarding companies in the field. We review around 50m company profiles and score them against your Ideal Customer Profile criteria. Additionally, RevenueOS selects an N number of leads that are the most suitable for your business and sends them to you everyday. 

• Research-based Scoring: Marekto’s lead scoring is done according to a pre-defined list of fields, however, RevenueOS scores leads after carrying out an extensive research that collects all the relevant data and the scoring starts after that. This way, every company gets a customized lead scoring algorithm that caters to their business needs.  

Last Word:

Marketo’s Lead Scoring platform has been in use for years now. A number of companies are using the platform to sieve through their potential customers. However, RevenueOS and its lead scoring platform offers more refined services of outbound lead scoring which may be the thing that your business needs to upscale your performance. We suggest that Marketo and RevenueOS can work hand in hand: RevenueOS can help your business find new leads which can be forwarded to Marketo for nurturing through marketing campaigns. 

If you are interested, please drop us a visit at our website, and if you want to book a meeting, leave us a message and we will get in touch with you shortly!