A-Ha moments and Co-Operation

Question

Hi Guys!I'm interested in some Aha moments and examples of Marketing and Sales working together to achieve awesomeness in Marketo.One example we have is a sales team member who asked to create a campaign in salesforce that is populated when a contact ifirst nterracts with Marketo in a way that would indicate they are cookied. Along with a date of when they started being tracked...The sales and pre-sales guys(and girls) have used this to priorities and set-up their account ownership on a weekly basis.Do you have any examples of reports, Aha moments, or moments of sheer brilliance?Warm regards,Nora Slattery

Anonymous · Accepted Answer

We have a ton of alert emails, many with corresponding Interesting Moments that our sales team finds useful. Below are a few of these.

3+ Resource Requests in Last 6 Months Alert
Anonymous Community Visitor Alert
Community Visitor Alert
Custom Integration Request
Email Bounced Alert
Email Duplicate Created Alert
Event Registration Alert
Forwarded Email Alert
Forwarded Email Received Alert
Marketing Suspend Expiration Alert
MQL SLA Expiration Alert 1, 2 and 3
Name Duplicate Created Alert
New Lead Assigned To You
New MQL Alert
Searchlight Datasheet Request
Searchlight Demo Request
Searchlight Info Request
Searchlight International DataSheet Request
Searchlight Trial Login Alert
Searchlight Trial Visitor Alert
Shared Content Alert
Suspect Lead Status / Owner Change Alert
TQA SLA Expiration Alert
Unknown Marketo Contact Created Alert
Unresolved Unknown Marketo Contact Alert
Unsubscribed From a MLM Email Alert
Unsubscribed from a Sales Email Alert
Website Visitor Alert

Anonymous · Answer

Creating a campaign in Salesforce that is populated when a contact first nterracts with Marketo in a way that would indicate they are cookie is relatively risky.

Tracking relies on cookies, unique to each lead. Each browser on each device manages its own cookies. If the same person uses a corporate desktop, home laptop and a mobile device it will generate at least three distinct leads, some of them potentially anonymous for a long time. That scenario would be exacertabed if the person uses different browsers depending on personal preferences or interactions with specific websites.

Setting an interesting moment and/or initial score when an lead is created is a possibility. The next goal is keeping the lead engaged to merge the possible anonymous leads along the time, keeping in mind clearing cache and cookies would generate another anonymous record.

It is achievable and can be reliable though. It requires some planning to ensure the leads are converted and/or merged during the early stages of their lifecycle.

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