The system is simple: the more points a lead has (on a scale of 1-100), the hotter the lead. Leads get points added or subtracted based on aspects like how recently a lead visited and how frequently they visit. Marketo also takes into consideration other factors, such as keywords, content subject matter and actions that should increase or diminish scores, i.e., visiting the career page. Marketo also implements “score decay.” This involves decreasing a lead’s score if they become inactive and get colder and colder and colder. Demographics 30 points based on manual Prospect review 0-8 points based on title Source and Offer Website leads source: +7 Thought leadership offer: -5 Behavioral Engagement: Visit any webpage or open any email: +1 Watch demos: +5 each Register for webinar: +5 Attend webinar: +5 Download thought leadership: +5 Download Marketo reviews: +12 More than 8 pages in one visit: +7 Visit website 2x in one week: +8 Search for “Marketo”: +15 Visit pricing pages: +5 Visit careers pages: -10 (I especially love this one!) No Activity in One Month: