Marketo Certified Expert Certification Practice Test

Which of the following would NOT contribute to behavior scoring?

1. Attends webinar

2. Fills out form

3. Visits web page

4. Job title changes

The correct answer is: Job title changes

The ability to score behavior is essential in understanding and engaging with leads effectively. In this context, behavior scoring is an approach that focuses on interactions that indicate a lead's level of engagement or interest in your offerings. Activities like attending a webinar, filling out a form, and visiting a webpage represent direct interactions between the lead and your marketing efforts, making them significant contributors to behavior scoring. Attending a webinar shows active engagement and interest in your content, which is a strong indicator of a lead's potential to convert. Filling out a form demonstrates intent and provides tangible data to assess the lead's needs and interests. Visiting a webpage allows you to gauge interest based on specific content that the lead consumes, signaling their ongoing engagement with your brand. In contrast, a change in job title does not inherently reflect any direct interaction with your marketing materials or behavior related to your offerings. Although a job title change could suggest a shift in professional responsibilities or interests, it does not directly indicate engagement levels or behavioral intent as the noted activities do. Therefore, job title changes do not contribute to behavior scoring as they lack the engagement-centric context that other options provide.