What does the term "lead scoring" refer to in Marketo?

Lead scoring in Marketo refers to the practice of assigning values to leads based on their interactions with your company. This process helps marketers prioritize leads by evaluating their level of engagement, such as website visits, email opens, downloads, and social media interactions. The overall score provides insight into how likely a lead is to convert into a customer, allowing marketers to tailor their strategies and focus their efforts on leads demonstrating higher interest or readiness to buy.

Interactions can be tracked and measured in various ways within Marketo, enabling a dynamic scoring system that adapts based on a lead's behavior over time. By focusing on interactions rather than just demographics, marketers can create more targeted and effective campaigns that resonate with leads based on their specific actions and signals. This approach ultimately leads to better conversion rates and more efficient use of marketing resources.