MCA Lead Scoring 2 — Questions and Answers
Question 1: A lead downloads a whitepaper (+10), visits the pricing page (+15), and unsubscribes from email (−20). What is the net score change?
- −5
- +5 (Correct answer)
- +25
- +45
Correct answer: +5
10 + 15 − 20 = +5 net score change.
Question 2: Which Marketo feature allows score decay when a lead has not engaged for a defined period?
- Score Decay Smart Campaign (Correct answer)
- Interesting Moments trigger
- Lead Lifecycle Program
- Revenue Cycle Modeler
Correct answer: Score Decay Smart Campaign
A Score Decay Smart Campaign uses a scheduled trigger to reduce scores for inactive leads over time.
Question 3: A company wants separate scores for 'product interest' and 'buying intent.' Which Marketo capability supports this?
- Single global score field
- Multiple custom score fields (Correct answer)
- Lead Partitions
- Program Channels
Correct answer: Multiple custom score fields
Marketo supports multiple custom score fields so companies can track different scoring dimensions independently.
Question 4: When should you use 'Change Score' versus 'Change Data Value' in a Marketo flow step for scoring?
- They are interchangeable for score fields
- Change Score adds/subtracts relative values; Change Data Value sets an absolute value (Correct answer)
- Change Data Value is for demographic data only
- Change Score only works with the default Lead Score field
Correct answer: Change Score adds/subtracts relative values; Change Data Value sets an absolute value
'Change Score' adjusts the field by a relative amount while 'Change Data Value' overwrites with an absolute value.
Question 5: A prospect visits a web page 20 times in one day. Which scoring best practice prevents score inflation from this behavior?
- Score every page visit equally
- Cap scoring frequency using a 'once per day' or 'once per period' constraint (Correct answer)
- Remove web visit scoring entirely
- Use revenue cycle stages instead
Correct answer: Cap scoring frequency using a 'once per day' or 'once per period' constraint
Adding a frequency cap (e.g., once per day) to web-visit triggers prevents a single hyperactive session from inflating a score.
Question 6: Which demographic factor is LEAST likely to be used as a negative score in a B2B lead scoring model?
- Job title = Student
- Company size < 10 employees (for enterprise product)
- Industry = Target vertical (Correct answer)
- Location = Country not served
Correct answer: Industry = Target vertical
Being in a target vertical is a positive demographic signal, not a negative one.
Question 7: A Marketo smart campaign fires 'Change Score +5' every time a lead clicks any email link. After 10 clicks the lead's score is 50. What issue does this reveal?
- The score field is misconfigured
- Score accumulation without a frequency cap can over-inflate scores from repetitive actions (Correct answer)
- Marketo only allows 5 score increments
- The lead should be in a different partition
Correct answer: Score accumulation without a frequency cap can over-inflate scores from repetitive actions
Without frequency caps, repeated low-value actions like link clicks can accumulate scores that misrepresent true sales-readiness.
MCA Lead Scoring 2
A lead downloads a whitepaper (+10), visits the pricing page (+15), and unsubscribes from email (−20).
What is the net score change?