Marketo Certified Expert Certification Practice Test

What is the purpose of creating a lead scoring model in Marketo?

1. To track website visitors' location

2. To score lead engagement and readiness to buy

3. To manage email deliverability

4. To create landing pages

The correct answer is: To score lead engagement and readiness to buy

Creating a lead scoring model in Marketo is primarily designed to evaluate a lead's engagement and readiness to make a purchase. This process involves assigning numerical values to various actions that a lead may take, such as opening emails, clicking on links, attending webinars, or completing forms. The overall score helps marketing and sales teams identify which leads are most likely to convert, allowing them to prioritize their efforts more effectively. By focusing on engagement, businesses can tailor their outreach based on the needs and interests of leads. A high score typically indicates strong interest and engagement, suggesting that a lead may be closer to making a buying decision. Conversely, a low score can indicate that a lead may need more nurturing before they are ready for a sales conversation. This targeted approach to lead management improves conversion rates and optimizes the marketing and sales process. The other options, while potentially valuable in different contexts, do not directly relate to the purpose of lead scoring. For instance, tracking website visitors' location does not measure engagement or readiness to buy. Managing email deliverability focuses more on ensuring emails reach recipients, not on gauging lead interest. Creating landing pages is another essential aspect of marketing but does not pertain to evaluating leads’ intent or readiness to purchase.