MCA Lead Scoring 3

Question 1

In Marketo, which object stores the lead's cumulative behavioral and demographic score by default?

Accepted Answer

Score (system field)

Answer

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?

Accepted Answer

Raise the MQL threshold or increase negative demographic scores for poor-fit leads

Answer

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?

Accepted Answer

Lead Performance Report filtered by score range and opportunity creation

Answer

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?

Accepted Answer

They provide sales reps with context about key lead activities without changing the score

Answer

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?

Accepted Answer

Apply a high-value score boost for demo requests and route to sales if the threshold is crossed

Answer

High-intent actions like demo requests should carry enough score weight to push a lead over the MQL threshold and trigger sales routing.

(MCA) Marketo Certified Associate Practice Test