MCA Lead Scoring 3 — Questions and Answers
Question 1: In Marketo, which object stores the lead's cumulative behavioral and demographic score by default?
- Score (system field) (Correct answer)
- Priority
- Urgency
- Relative Score
Correct answer: Score (system field)
The 'Score' system field is Marketo's default field for storing a lead's cumulative score.
Question 2: A marketing team notices MQL volume is too high and many MQLs are not converting to opportunities. What scoring adjustment is most appropriate?
- Lower the MQL threshold score
- Add more positive behavioral scores
- Raise the MQL threshold or increase negative demographic scores for poor-fit leads (Correct answer)
- Disable demographic scoring
Correct answer: Raise the MQL threshold or increase negative demographic scores for poor-fit leads
Raising the MQL threshold or penalizing poor-fit demographics filters out low-quality leads before they reach sales.
Question 3: Which Marketo report helps you evaluate whether your lead scoring model is accurately predicting sales-qualified leads?
- Email Performance Report
- Lead Performance Report filtered by score range and opportunity creation (Correct answer)
- Web Page Activity Report
- Social Engagement Report
Correct answer: Lead Performance Report filtered by score range and opportunity creation
Filtering the Lead Performance Report by score range and cross-referencing opportunity creation reveals scoring model accuracy.
Question 4: What is the purpose of 'Interesting Moments' in relation to lead scoring in Marketo?
- They automatically increase the lead score
- They provide sales reps with context about key lead activities without changing the score (Correct answer)
- They replace behavioral scoring triggers
- They are used to set the MQL threshold
Correct answer: They provide sales reps with context about key lead activities without changing the score
Interesting Moments surface notable lead activities to sales in Salesforce/CRM without automatically altering the numeric score.
Question 5: A lead's score is 75 and the MQL threshold is 100. She requests a demo. Which action best reflects proper scoring practice?
- Wait for the score to reach 100 naturally
- Apply a high-value score boost for demo requests and route to sales if the threshold is crossed (Correct answer)
- Reset the score to zero and restart
- Remove her from scoring programs
Correct answer: Apply a high-value score boost for demo requests and route to sales if the threshold is crossed
High-intent actions like demo requests should carry enough score weight to push a lead over the MQL threshold and trigger sales routing.
Question 6: Which of the following best describes 'explicit' data in lead scoring?
- Data inferred from behavioral patterns
- Information the lead directly provided, such as job title or company size on a form (Correct answer)
- IP-based geographic data
- Engagement scores derived from email opens
Correct answer: Information the lead directly provided, such as job title or company size on a form
Explicit data is information a lead self-reports, like form-fill fields, used for demographic scoring.
Question 7: In Marketo, how can you prevent a lead from being scored on the same webinar attendance more than once?
- Use 'Remove from Flow' step
- Set the Smart Campaign qualification rule to 'run once per lead' (Correct answer)
- Delete the score after attendance
- Use a global suppression list
Correct answer: Set the Smart Campaign qualification rule to 'run once per lead'
Setting the campaign qualification rule to 'run once per lead' ensures the scoring trigger fires only one time per lead for that event.
MCA Lead Scoring 3
In Marketo, which object stores the lead's cumulative behavioral and demographic score by default?