Marketo Certified Expert Certification Practice Test

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What is the role of a Marketo lead score?

To rank leads based on purchase history
To evaluate lead engagement and readiness to buy
To identify leads that need immediate sales attention
To calculate the potential revenue from a lead

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

The role of a Marketo lead score is primarily to evaluate lead engagement and readiness to buy. Lead scoring methodologies assign numerical values to leads based on their interactions and behaviors, such as email opens, website visits, and social media engagements. These scores help marketers assess how interested or engaged a lead is with their content and offerings, which in turn indicates their likelihood of progressing through the sales funnel. By quantifying engagement, companies can prioritize leads for outreach and tailor their marketing strategies accordingly. This is pivotal for sales teams, as higher-scoring leads are generally seen as more likely to convert into customers, allowing for better allocation of resources and time. While factors such as purchase history, immediate sales attention, and potential revenue can play significant roles in lead management, they do not directly describe the primary function of lead scoring within Marketo. Lead scoring aims to provide insights into engagement levels, which is essential for nurturing leads and enhancing conversion strategies.