When and How NOT To Sync Marketo Leads with Salesforce?

We are familiar with scenarios for when and how to sync Marketo leads with Salesforce. Now, we examine when to not sync leads to SFDC. Yes, there are reasons why companies need to stop Marketo from syncing leads with Salesforce. One major reason is that the sales team should only be transferred qualified leads, so they need to make sure not to sync those non-sales ready leads. After all the sales team doesn’t appreciate being handed unqualified leads. Therefore, all Marketo users, whether small businesses or big enterprises, need to create processes to define scenarios when Marketo leads should not be synced with SFDC in order to make sure that the sales team is getting the right leads.

Why not to sync Marketo leads with Salesforce?

Set MQL lead score

Marketers need to ensure that they limit lead accessibility to those contacts when those contacts have reached certain stage of the buying journey and adequate engagement. One way of controlling lead accessibility in Salesforce is to set the parameter for certain lead score and if a lead has not reached the score threshold then it cannot be synced with SFDC. It’s a best practice for marketing teams to use lead scoring to help identify sales ready leads and to determine the unique sync process for their business.

Manage lead visibility timing

Another way of controlling lead accessibility is to regulate visibility timing on Salesforce. So, how to choose the best time to sync Marketo leads with Salesforce? One way to determine this is to apply controls in Marketo in ways which will prevent leads from getting synced with Salesforce unless those contacts meet specific conditioning. Thus, controlling leads in Marketo will ensure that leads passed to the CRM ready to get converted. Users creating such Marketo programs need to take consideration of various factors in mind.

Controlling membership sync

A powerful feature of Marketo is the Marketo Program-to-Campaign sync which works bi-directionally between Salesforce and Marketo. It can be useful in managing program membership in Salesforce including campaign views, triggers, reporting and many others. When a lead enters Marketo Program synced with a respective SFDC Campaign, a contact is created in SFDC by the Marketo program. Now, in order to limit that person back in Marketo, users need to write code to control this native program membership sync feature of Marketo. But this process can be erroneous. That’s why users must be careful about the name of that specific SFDC campaign while mapping Marketo program.

Control visibility from SFDC lead fields

Another smart technique to hold Marketo leads from being synced with SFDC and prevent visibility in SFDC is to filter on an SFDC lead field. Users can make use of lead field viz., named “lead status” to limit reports and views of leads which are marked with a sales ready status. Another approach is to make use of Salesforce record types to hold visibility and workflows of leads that are not to be shared with sales team.

Quarantine leads

Another effective method of holding leads from SFDC lead views is to separate those leads. To isolate non-sales ready leads from access, users need to create two SFDC lead queues and quarantine one lead queue which they want to keep from being viewed by sales team. We recommend setting up two SFDC lead queues that are called ‘Marketing’ and ‘Prospect’. While the ‘Marketing’ lead queue is to for grouping leads that have not garnered any engagement and lead score might be below the threshold for sales readiness. The ‘Prospect’ queue will contain the leads that have got some engagement, however, some may or may not reached the threshold of MQL score to become sales ready yet.

Now that the two lead queues are built, users need to add an automation trigger such as, SFDC APEX trigger which will call rules of lead assignment. The SFDC APEX trigger will be active as and when leads in ‘Marketing’ or ‘Prospect’ queue will achieve MQL score threshold. Once users changes the lead score value on Marketo, which will indicate the lead has become an MQL, then the value will be updated on SFDC and SFDC APEX trigger will be active, once synced. Besides updating MQL value, users can also opt for lead lifecycle stage that works as a custom field in Salesforce – trigger activation will call that SFDC lead assignment rules which was reassigned by the user.

Do you find these Marketo lead sync and hold with SFDC campaign useful in improving sales funnel with better quality, sales-ready leads? However, you do not need to be apprehensive about if your Marketo leads are getting out of sync; you can always leverage the native program sync option n Marketo to keep Marketo programs synced with SFDC campaign membership. Do you need further clarification or assistance to implement lead sync or improve your lead sync?

You can simply pick your phone and talk to our Marketo experts directly by calling at (408) 502 6765 or simply email us your queries or concerns at services@ShowMeLeads.com or our social channels Twitter, Facebook, and LinkedIn.

Marketo Advanced Segmentation – How Relevant Can Your Lead Nurture Get?

Lead segmentation is cornerstone in the success of a lead nurturing program and improving revenue. The more accurately marketers can segment their lead nurture campaign, the more relevant their messaging becomes and the shorter their sales cycle. Lead segmentation enables marketers to closely align the nurture programs to their subscribers or web visitors’ needs and preferences – in return, prospects start paying attention, engaging, and interacting with nurture campaigns. In order to shorten the gap between the brand and prospects, marketers need to move beyond basic lead segmentation and practice advanced segmentation and nurturing.

There are four ways to perform advanced lead nurture and segmentation to attain optimum relevance and engagement from all channels you target for lead nurture campaigns. These are:

  1. Segmentation based on behavioral data

  2. Running optimized campaigns

  3. Late stage lead nurture campaigns

  4. Lead lifecycle campaigns

Let us dissect each advanced lead segmentation strategy and figure out each of these will heighten your campaign in relevance scale.

1. Segmentation based on behavioral data

Lead segmentation and targeting based on behavioral data help significantly increase the relevance of a campaign and augment engagement. When marketers create their lead nurture campaigns that bind transactional data, online behavior such as site visiting and search behavior, subscribers’ interactions with emails, social channel posts, and other cross-channel communications, they can communicate more relevantly with their leads.

Marketo Customer Engagement engine

Marketo lets its users perform behavioral segmentation using Marketo Customer Engagement engine. This segmentation option enables users to transition rules. These rules direct your marketing automation system to “listen” to leads and send them the most relevant offers, information or other content based on what it hears. Users can set transition rules as per behavioral triggers or a lead score. For example, prospects who are navigating to price page multiple times can be set on a more direct lead nurture path or even get transferred to the sales funnel faster than other leads.

Interest based lead nurture track

Another way to practice behavioral segmentation is creating “topic of interest” track. This can make good reuse of your existing content inventory. Marketo enables creating interest based lead nurture track according to leads’ previous activities, choices and interests. Thus, marketers can send them more relevant and targeted content based on their previous interests and activities.

Cross-channel lead nurture

Similarly, you can create the right channel track for people based on their interests such as in email, social networks, marketing automation etc. By making your Marketo platform listen to leads’ activities through Customer Engagement engine, you can set scores as per their engagement data collected from various channels. For example, at the first stage you may Tweet links to download e-book. In the next phase, email guide to tactical strategies. In the third touch point, make an website offer to download another similar content from the site and in the next phase, email them the same content you offered for download from website. Thus, you can execute, test and optimize content and select channels based on behavioral data.

2. Running optimized campaigns

Marketers can create specialized lead nurture tracks along with behavioral data based nurture tracks. These types of lead nurture campaigns can be highly relevant as well as can be made optimized to a particular scenario for moving leads the buyer journey faster than other methods.

Event programs

Event based lead nurture tracks are extremely effective method to increase relevance of your campaigns for those leads which were generated from events. Such event lead nurture tracks are shorter tracks with few touches that leads go through until those contacts are moved to the larger lead nurture tracks. The event lead nurture tracks must be added with information, product offers and content that was part of that event which generated those leads. For this, you can simply use the recording of your event session and turn into a presentation which you can offer those leads through an email. Then, create a blog recap of the event and keep it ready to send through another email. Add those emails with content into the streams and deliver to those leads that attended your event. Thus, you can reuse the event, highlight the major parts and information presented through the event to create engagement and customers’ interest that were created during the event.

Seasonal Campaigns

Another excellent method of creating targeted campaigns is to deliver seasonal and timely lead nurture tracks, such as, around holidays, Super Bowl, New Year special, back-to-school or any other. Thus, you can immensely engage the targeted people with content which are extremely relevant and well-timed. You may contain time-sensitive blogs, e-book or video you created for the special occasion based on seasonal topic.

Accelerator Campaigns

Accelerator campaigns are tracks that are made in order to move leads to the sales funnel at an accelerated pace. Marketers can add “nudges” to the campaigns which are triggered by particular sales updates or buyer behavioral data. You can adapt nurturing approaches according to your targeted audience interests and optimize campaigns to the type of content and information that leads seek, webpages and landing pages they navigate, and social channels they use.

3. Late Stage Lead Nurture Campaigns

The late stage lead nurture campaigns can be made to make sure engagement, interactions and movements of the targeted prospects through the entire buying journey, even when they would not be willing to purchase. Following are major categories of late stage lead lifecycle campaigns.

  • Handoff campaigns –

You can create automated nurture campaign to move the leads to the sales funnel when they are sales ready to make difference between no response and timely follow-up. There are many methods to inform sales team of leads that grow sales ready: you can either pass those leads to the CRM they use, alter the owner, modifying the status field of those leads, or by creating tasks in CRM system, or simply by alerting the sales team via an SMS or an alert.

  • Recycling campaigns –

Marketers can implement two kinds of lead recycling campaigns. One campaign will contain leads that get recycled automatically based on specific business rules and goals. The other type of campaigns will consist of leads that sales teams manually recycle. The aim of recycling campaigns is to reallocate, execute and measure leads which cannot be that cannot be followed up by sales team periodically. There are times when numerous hot sales ready leads are passed to the sales funnels and sales reps get flooded with too many leads to follow them up in timely manner – this is when these recycles advanced lead segmentation and nurture campaigns are proven effective to pursue in timely fashion.

4. Lead Lifecycle Campaigns or Customer campaigns –

Customer campaigns are created when opportunities are closed and sealed. These customer campaigns are created to segment and move all those closed leads to a new nurture track which will be targeted for those customers. Now this campaign will mark those contacts as customers in the lead database so that campaigns will be optimized to them and to deliver them welcome notes and series of timely and targeted emails. Customer campaigns work great in introducing customers to product lineup and special services appropriate for them. Later, you can target them for cross-selling or up-selling services, offers or products for nurturing retaining them.

Dos and don’ts of customer campaigns

  • Besides introduction and promotional emails, engage and interact with customers through social media, websites, blogs and other channels.

  • Use customer campaigns for onboarding activities and future engagement.

  • Continue educating customers after their first purchase to get the most of your product or service and extend their customer lifetime value.

  • Use this campaign to inform customers about latest, upcoming and best new products, offers and features.

Do you find these Marketo advanced segmentation and lead nurture tips useful? Start implanting these Marketo segmentation tips and best practices to achieve greater ROI like a Marketo expert, with a Marketo expert – scour more opportunities by discussing with our Marketo specialists at (408) 502 6765 or drop your queries and challenges at services@ShowMeLeads.com. You can as well chat with us on Twitter, Facebook, and LinkedIn.

Types of Marketo Reporting – How Advanced Reporting Differs from Basic Reporting?

Owing to technical advancements, marketing team activities are now considered the pillar of customer relations with the brand. Gone are the days when sales would solely own the credit of consistent exchange and interactions between the buyers and the brand. With the right metrics and reporting tools in place, marketers’ contributions are measured and acknowledged in revenue generation. Marketers can now measure the impact of their activities and report their program performance leveraging monitoring and reporting tools in marketing automation systems. Marketo, being one of the frontrunners in marketing automation platforms, equips marketers and organizations with a comprehensive range of reporting tools to measure all types of marketing activities. With Marketo, marketers have their pick of reporting tools.

Types of Marketo reporting tools

Marketo reporting tools are broadly divided into two: the basic and advanced program reporting tools. Each is designed to help marketers track and measure impacts of their marketing efforts from demand to revenue generation. The following are the most commonly used basic reporting tools –

To measure email performance:

Email Performance: Tracks and assesses immediate performance of emails using metrics such as,  ‘delivered’, ‘soft bounced’, ‘hard bounced’, ‘unsubscribed’, ‘opened’, ‘clicked’, and many others.

Email Link Performance Stats: Gives statistics on each link clicked in emails.

Sales Insight Email Performance: Tracks activities with emails that are sent using ‘Marketo Sales Insight’ tool in platforms synced with Marketo including Salesforce, Outlook, Microsoft Dynamics, Microsoft Dynamics, Gmail plug-in, etc.

To measure campaigns and programs:

Campaign Activity: This Marketo reporting tool gives stats on all of your smart campaigns.

Campaign Email Performance: This tool is specifically used to measure ‘email performance’ which is grouped by smart campaigns.

Engagement Stream Performance Report: This report clearly shows how engagement programs are performing.

Program Performance: This report includes basic metrics like, ‘success’ and ‘members.’However, marketers can choose to run a ‘Revenue Cycle Analytics’ report for a more thorough assessment of programs.

To measure people or contacts:

People Performance Report: This report categorizes people or contacts by different attributes and includes information on opportunities.

People by Status Report: This automatic reporting tool tracks and gives stats based on the ‘person status’ field.

People by Revenue Stage Report: This basic reporting tool gives stats on ‘revenue model.’ However, marketers can check out ‘revenue cycle analytics’ to get in-depth reports on revenue model.

To measure web activities:

Web Page Activity Report: This report shows all the web activities on websites and landing pages.

Landing Page Performance: This specific reporting tool is used to hone in on landing page activities. Marketers may refer this report alongside Google Analytics for additional information.

Social Influence Review: Tracks all the social media activities that targeted people are sharing with their social contacts.

Marketo’s advance program reporting can be accessed from the ‘revenue explorer’ option main area. Revenue cycle explorer consists of different areas of analysis with various new metrics. Powered by these tools, marketers can measure program performance and effectiveness accurately. All analysis areas in Revenue Explorer have different metrics and data sets related to the specific reporting subject that users want to access. These analysis areas include –

Program Membership Analysis – View program results by participation, channel, and different success criteria.

Program Revenue Stage Analysis – Track new entries of names or people who have touched specific stages of the buying journey within a revenue cycle model.

Program Opportunity Analysis – Track opportunities that are created in in areas such as, revenue, distribution, ROI etc.

Program Cost Analysis – Access ROI for the programs they are running.

In addition to these analysis areas, there are ‘Program Analyzers’ tools that are –

Program Analyzer – This program analyzer tool enables quickly categorize programs whether effective or not. Thus, this analyzer is a great tool to determine which programs are effective and where to invest marketing resources.

Opportunity Influence Analyzer – this analyzer is marketers’ favorite by enabling them to weigh and measure their contribution in revenue generation. This analyzer tool perfectly measures effectiveness of marketing programs and engagements attained through those programs in creating opportunities.

Marketers can customize the display of advance reporting tool by selecting blank cells, grand total for rows, columns, total of filtered values. Marketers can also control display of drill-through links on Measure cells by selecting columns and choose freezing panes, whether column headers or row labels.

Records in this Revenue Cycle Explorer get updated automatically and regularly right from Marketo instances. That’s why all modifications made to accounts or people with Marketo will be visible from in Revenue Cycle Explorer, the next business day.

Though marketers have the option set the option to display rows and columns in the first checkbox, where ‘Measure cell’ is kept blank, we do not recommend that as this may slow down the processing of reporting tool. This may also lead to time out the reporting process and cause issue with the data.

Do you find these Marketo reporting tips useful? Here is how you can extend your expertise and leverage these tools like a Marketo veteran. Simply ask for their best practices to start implanting from today – by talking to Marketo specialists at (408) 502 6765 or drop your queries and challenges at services@ShowMeLeads.com. You can as well chat with us on Twitter, Facebook, and LinkedIn.

Put Marketing & Sales on Steroids with Marketing Automation + CRM Integration

Marketing automation platforms work great in making your marketing process centralized and autonomous by taking in diverse assets including email, forms, landing pages, content etc., to keep your customers engaged. With the combination of all of these you can increase its effectiveness immensely by with customer relationship management (CRM) integration. Tight and effective integration with CRM benefits marketers managing lead information, messages and content delivery, activity alerts, campaign updates, triggers and other information more effectively.

But, first thing first: what exactly is a CRM integration is and how does it functions.

What does marketing automation + CRM integration mean?

Most marketing automation and CRM platforms support integrations into each other. The Application Programming Interface (API) in these systems brings users access to the databases which help maximize the use of both connected systems. When synced, users can use marketing automation system to get access to all the data on leads from the CRM system which is connected to the automation platform and also can update the data to the leads in the CRM after a marketing activity is executed on the set of the leads.

Due to the API technology, users benefit from stable and integrated access between the CRM and the marketing automation systems, especially when data points such as, contacts, companies etc., are connected across both systems. Other methods of integration other than API include automated file imports through FTP or static URLs which provides easy uploading of data, however, constant synchronization through this process of CRM integration is a challenge in this process of CRM integration.

8 Reasons to sync CRM with marketing automation

1. Improved capability to nurture leads and customer relations

With CRM integration, marketing automation users can start building better relations with customers even before their sales reps start interacting with them. As about 57 percent of customers can initiate their buying journey before meeting sales teams, marketers can make the most of this opportunity by nurturing them with the right messages at the right intervals. Thus, they can take advantage of syncing marketing automation and CRM to get details on their leads including who, when, what, and how they interact with products, messages, websites and other digital channels. By delivering personalized messages and information to leads based on such detailed information, they can achieve a boost in qualified leads of up to 451%.

2. Help customers make more well-informed purchase decisions

With more information timely fed to customers’ queries, customers feel lesser risks and are likelier to make even bigger purchases. All these are possible because data-backed lead nurturing generate more educated customers who are satisfied with the products and their purchase decisions than those non-nurtured leads which hardly generate any sales opportunities. Thus, CRM integration allows over 47% bigger purchases at about 33% reduced costs per lead.

3. More extensive insights on customer behavior

The more insights and data you can collect on customer behavior, the more personalized and strategic lead nurturing program can be developed. Diverse range of statistics on customer behavior and interests collected through various campaigns can be synced to an integrated CRM system. Later, sales reps can access all these information from the CRM and tailor their sales pitches and offers based on the data to convert leads faster.

4. Evaluate CRM leads based on scored assigned to each

Once the CRM is synced to the marketing automation system, users can take advantage of bi-directional synchronization to get both ends of the platforms updated with the latest statuses of customer interactions and responses to diverse marketing campaigns. Thus, both sales and marketing teams can devise the most effective strategies based on these updated lead data on marketing automation and CRM systems.

5. Shorten sales cycle with the most relevant lead data

The CRM integration allows organizations and marketers to reduce the sales cycle by delivering the most relevant and useful information buyers need at their disposal, allowing them to arrive at purchase decisions quicker. Marketing automation systems that are integrated to the CRM that sales teams use to collect customers’ information update with lead scores based on customers’ interactions, engagement and replies to marketing activities. Thus, when prospects are sales ready they are assigned with the score and sent to the sales funnel as qualified leads for sales teams to pursue. Therefore, sales reps get prospects who are informed and willing to make purchase when they are pursued with the right pitches and offers, thus shortening the buying cycle eventually.

6. Add marketing attribution accurately

Though basic level of CRM enables attaining this end-to-end accountability, marketing campaigns cannot be run effectively with limited, fractions of or false metrics such as high click rates even though prospects have not made any purchases. On the other hand, CRM integration with marketing automation system boosts effectiveness of campaigns and reduces duplication of data. Also, CRM syncing improves alignment and coordination between marketing and sales teams thus, saving valuable time, energy and resources to be spent in devising and executing strategies for increasing sales.

In addition, there are advanced functions users can perform to yield better marketing and sales performance with marketing automation and CRM integration.

6 advanced marketing and sales functions include

Activity Alerts: These alerts are triggered by marketing automation platform for sales teams on the event of a particular behavior or interaction demonstrated by leads e.g., clicking ‘Contact Us’ web page.

Assign leads to Sales team: marketing automation enables users to set rules in it in order to assign leads to sales teams.

Send leads as per campaign rule: When a lead shows any activity in the campaign flow gets assigned to a sales rep. Then, the automation system allows sending those leads to reps using the CRM system that is synced to the system.

Send leads as per lead scores: The marketing automation system lets users transmit leads to the sales funnel through the synced CRM platform when the specific has garnered a specific lead score and become a qualified lead.

Campaign Triggers: marketing automation system triggers campaigns based on specific changes or interactions updated to the CRM platform.

Campaign integration: Campaigns running in the automation platform gets synced with the connected CRM system. Once synced, users can link revenues to all campaigns for gauging ROI.

Are you making the most of the CRM and marketing automation systems to improve sales of your business? In case you are looking for professional assistance from Marketo certified experts to set up and sync CRM and marketing automation platform or simply need professional training for your marketing and sales reps, then call us at (408) 502 6765 now! You can also join us and chat with us via Facebook, Twitter, and LinkedIn – let’s chat over coffee soon.

How to Make a Business Case for Marketing Automation to Attract Investments

The first question which may cloud our mind while making a business case for marketing automation would be – is marketing automation here to stay? Is it worth allocating budget and resources for this marketing technology? Recent survey findings by Emailmonday on “The Ultimate Marketing Automation stats” can help clear up your questions and push you to the next step. The findings concluded that around 51 percent of organizations have started implementing marketing automation software, with more than 58 percent of B2B organizations intending to implement this marketing technology to attain higher rate of ROI from their marketing initiatives.

What are the benefits of marketing automation adoption?

  • According to HubSpot, about 70 percent of marketers claim lead conversion is the main reason why they want to rely on marketing automation.
  • Marketing technology expenses is expected to grow and surpass that of the spending on advertising, as per Gartner.
  • Marketers and companies that already adopted automation software have reported to have doubled their lead generation results than their counterparts who are still relying on mass email blast software.
  • Marketers have claimed to augment the effectiveness of their messages and communication by migrating their marketing process to the marketing automation platform.
  • Around 67 percent of existing users reported at least 10 percent spike in sales opportunities generated from practicing lead nurturing using marketing automation software.
  • About 64 percent of marketers have witnessed plenty of benefits and improvements in results within the first six months after adopting marketing automation technology.
  • According to a Demand Gen Report, nurtured leads through marketing automation can result in nearly 20 percent increase in sales opportunities.

Unfortunately, budget constraints have been the main cause why many (37 percent) organizations and marketers have failed to benefit from this marketing automation technology, if a survey finding by Pepper Global is to be believed. So, could you let that budget hindrance stop your organizations from increasing the scope of ROI? If you are already inspired to implement marketing automation tech to boost your campaign performance, lead generation, lead nurturing efficiency, and revenues, then here is a perfect roadmap to present a persuasive and insightful business case for marketing automation.

Here is how to begin… scroll through following steps to put together a compelling business case for marketing automation and get marketing budget approval from leadership team.

  1. First of all, make sure you have clear marketing objectives in place before you start implementing this or any marketing technology.  This technology will not be an overall fix for all types of marketing and sales challenges, but, it works a great deal in overcoming major issues. So, it is time to identify three major marketing goals before adopting marketing automation.

  2. Make sure your marketing goals are all measurable, scalable and you can visualize the end results or success of the program.

  3. Once you have laid the marketing goals, identify the kind of benefits you expect from the marketing automation platform. In addition, keep in mind that those benefits must align with your marketing objectives and the focus must be consistent based on those major issues you want to address by implementing the technology. The more specific you get about the expected result, the greater chances of attaining those and increasing rate of conversions, for example, set a value to the goal, such as 30% increase in conversion.

  4. Next, consider the components you want to mostly use for our campaigns, such as, website monitoring, email, SEO tracking, social media integration, CRM integration etc. You need to prioritize on those components and features of marketing automation you will use. Making it so you can focus on and utilize your resources on those tools that matter the most for your business goals.

  5. Next, you need to narrow down upon all sources and dependencies of data to run optimized and data-driven marketing campaigns such as, CRM, prospects data, customer data, website tracking data or campaign data.

  6. Now, prioritize setting marketing budget by considering real-world schedule, costs of implementation etc. and take in to account milestones such as, technologies used, different phases, time spent for training, building expertise in the technology to analyze how and at when your goals can be achieved.

  7. Which analytics or reporting packages do you need for your campaigns? Figure out the cost essential metrics you need to measure effectiveness of campaigns and the reporting plans required to attain marketing success.

  8. In the next step, you need to calculate return on your investment in marketing automation platform by taking in to account the volume of marketing activity needed for meeting the goals (lead generation, opportunities, conversions, etc.). Also, you need to consider the present cost of marketing without the technology and how much it will increase on implementing the automation technology. Lastly, you need to consider presented as well as expected profit improvements after implementation while calculating ROI.

  9. Next, you need to take thorough assessment of risks of implementing marketing automation technology. Also identify the risks related to people handling the software, how efficient are they  with the software, and the scopes of alleviating those risks.

Lastly, you need to take an estimation of the timelines and delivery dates by measuring the time to allocate for the entire adoption process. Do you need professional help or consultation to implement a marketing automation platform or provide relevant teams the training they need to get your marketing process running seamlessly? Make sure you get in touch with the marketing automation experts who are just one call ayay from you – dial (408) 502 6765 now or you can find us on our Facebook, Twitter, and LinkedIn channels.