What we do
Tools
Industries
Legal & Law FirmsLess admin per case, faster billing, and no missed deadlinesHealthcare & PracticesFewer no-shows, cleaner records and billing that gets paidHome & Field ServicesQuotes out faster, jobs billed the same day, fewer callbacksManufacturingFewer production errors, accurate costing and on-time ordersWholesale & DistributionOrders flow in on their own, with stock numbers you can trustConstruction & ContractorsTighter job costs, faster change orders and subs paid on timeReal Estate & Property MgmtFaster lead response, less paperwork and happier owners and tenantsE-commerce & RetailMore orders shipped right the first time, fewer returns and refundsLogistics & FreightFewer delays, accurate tracking and invoices that go out on timeProfessional ServicesMore billable hours captured, faster onboarding and cleaner invoicesFinancial Services & InsuranceFaster onboarding, fewer compliance gaps and smoother renewalsHospitality & RestaurantsSmoother service, tighter inventory and less wasted laborNonprofitsMore of every dollar goes to the mission, with reporting that takes minutesEducation & TrainingLess admin per student and families who always know where things standAutomotive & DealershipsFaster follow-up, fuller service bays and fewer lost leadsStaffing & RecruitingFaster placements, error-free payroll and quicker client invoicing
Department
OperationsYou see the inefficiency every day. We build the systems that make it go away.SalesEverything your reps need, right inside the CRM. More time selling, less time searching.FinanceStop chasing data across systems. Your accounting connected to everything else.Customer ExperienceSelf-service portals so customers help themselves, on their own time.MarketingKnow who is engaging, who is at risk and where the opportunities are.Supply ChainOrders, suppliers, stock and shipments in sync, so you see problems before your customers do.WarehousePicks, packs and stock counts that update every system without anyone retyping them.HR & PeopleHiring, onboarding and payroll data moving between systems, so your people team stops chasing forms.ProcurementRequests, approvals and purchase orders that route themselves and match what was actually bought.
How we workLet's talk →
Home/Marketo/Marketo Lead Scoring

Marketo Scores Every Lead. The Score Only Updates What You Told It To.

Lead scoring is the practice of assigning a numeric value to a lead based on fit (job title, company size, industry) and behavior (email opens, clicks, form fills, page visits), so a sales team can work the leads most likely to close first instead of working a list top to bottom. In Marketo, that scoring runs on smart campaigns you configure yourself, and the score only ever reflects activity Marketo can actually see. Whatever your business tracks outside Marketo never factors in unless something pulls it in first.

How lead scoring actually works in Marketo

There's no separate scoring module to turn on. You build it out of smart campaigns and a score field: a trigger fires on an action (opened an email, visited a pricing page, filled out a form), a flow step adds or subtracts points, and the running total sits on the lead record where every other smart campaign, alert, and report can reference it.

Most Marketo instances run two scores side by side rather than one: a demographic or fit score built from firmographic data, and a behavioral score built from activity. A lead can look like a perfect fit on paper and still score low on behavior if they've gone quiet, and the combination tells you more than either number alone.

Scores also decay. Plenty of setups subtract points on a schedule for leads that have stopped engaging, so a score reflects current interest rather than a high-water mark from six months ago that nobody's touched since.

What the model can't do on its own: factor in anything happening outside Marketo. A support ticket, a contract renewal date, a product-usage signal in your app, none of it touches the score unless a separate integration brings that data in first. The lead can be souring in your CRM or your product while Marketo keeps reporting the same high number it calculated last week.

What We Build on Top of Marketo Lead Scoring

01

A score that reacts to more than Marketo can see

Account status, support history, or product usage pulled in from your CRM, helpdesk, or app, folded into the scoring logic so the number reflects the whole account, not just campaign activity.

02

A crossed threshold that does something, not just a field that changes

A lead hitting your hot-score line creates a task, assigns the right rep, or fires a Slack alert the moment it happens, instead of sitting in a smart list someone has to remember to check.

03

What's missing from your score that your sales team already knows?

A signal, a system, a piece of context that never makes it into the number. Tell us what it is.

Let's talk

Scoring leads in Marketo and still relying on someone to check the smart list?

Tell us what your score should be reacting to that it currently isn't, a CRM field, a support status, a usage pattern, and we'll work out how to wire it in and what should happen automatically once a lead crosses the line. Marketo's just today's example; the same build applies anywhere a number updates and nothing acts on it.

Let's talk →

Questions people ask

Does Marketo have lead scoring built in?

Yes, though it's not a separate module you switch on. Scoring is built out of smart campaigns, triggers, and a score field you configure yourself, which gives you full control over the rules but means someone has to design and maintain the logic.

What's a good lead scoring model?

Most work well by splitting fit (job title, company size, industry, whether they match your target buyer) from behavior (opens, clicks, visits, form fills) into two separate scores rather than one blended number, so a sales team can see whether a lead is a good fit that's gone quiet versus an active lead that isn't actually qualified.

How is lead scoring in Marketo different from Salesforce or HubSpot?

Salesforce's own scoring (through Sales Cloud Einstein or similar) and HubSpot's predictive lead scoring both run as more packaged features with less manual setup, while Marketo gives you a more flexible but entirely roll-your-own system built from smart campaigns. None of the three can score on data that lives outside that platform without an integration.

Does a lead score in Marketo decay over time?

Only if you build that into the model. A common pattern subtracts points on a schedule for leads that have stopped engaging, so the score reflects recent activity rather than a peak that happened months ago.

Can Marketo score leads using data from outside systems, like a CRM or support tool?

Not natively. That requires pulling the outside data into Marketo first, through an integration, before any smart campaign can act on it. That's the exact gap custom automation closes.

Let's talk

Tell us the one thing your team does manually that eats up time. We read every message and reply within a day.