Best practices for account-based marketing? | Community
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A
Ari_Echt1
Level 5
September 18, 2014
Solved

Best practices for account-based marketing?

  • September 18, 2014
  • 4 replies
  • 2911 views
As we move more towards account-based marketing, and names originate in Salesforce as contacts under accounts rather than leads, just wondering if people are creating a "Contact Status" to provide an indication to marketing as to what's happening with that contact prior to an opportunity being created. 

If you are creating a Contact Status field, are you mirroring Lead Status values? Or taking a different approach. 

Any input would be greatly appreciated. 



    Best answer by Josh_Hill13

    I always setup a Contact Status (if I can) that starts at the last Status the Lead could have had on Conversion. Usually it is "MQL" or "Qualified".

    A good way to do this is

    Lead Status:
    Nurturing
    MQL
    Working/SAL
    SQL > Converted
    Recycled
    Trash

    Contact Status:
    SQL > Converted
    Active Client
    Ex Client
    Recycled
    No Longer There

    4 replies

    Josh_Hill13
    Josh_Hill13Accepted solution
    Level 10
    September 18, 2014

    I always setup a Contact Status (if I can) that starts at the last Status the Lead could have had on Conversion. Usually it is "MQL" or "Qualified".

    A good way to do this is

    Lead Status:
    Nurturing
    MQL
    Working/SAL
    SQL > Converted
    Recycled
    Trash

    Contact Status:
    SQL > Converted
    Active Client
    Ex Client
    Recycled
    No Longer There

      A
      Ari_Echt1Author
      Level 5
      September 18, 2014
      Thank you, Josh. 

      The workflow is that names are being created in SFDC as new contacts, not leads being converted. 

      In that case, would you ever have earlier engagement values on the contact status such as "attempting contact" or "2 way conversion"? 



      Josh_Hill13
      Josh_Hill13
      Level 10
      September 19, 2014
      Sure, in that case, you can have earlier steps like

      Attempting Contact
      Nurturing

      not sure what 2 way conversion is.
      A
      Anonymous
      November 21, 2014
      Hi,
      I am interested in this idea as well. We have contact status in place, but I am not sure that covers all the scenarios and tracking when it comes to account based marketing in Marketo. Does anyone have any other ways they are executing account based marketing in Marketo?
      Thanks,
      Katie Kangas
      A
      Ari_Echt1Author
      Level 5
      August 31, 2015

      Hi Katie,

      I recently posted a write-up on how we're handling Contact Status that might be helpful for you.

      blog.invoca.com/one-useful-marketo-trick-for-better-account-based-marketing/

      Regards,

      Ari

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