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makiko.hultz
Level 2
August 3, 2017
Question

Campaigns for existing customers

  • August 3, 2017
  • 1 reply
  • 3306 views

Hello!

We are in a unique industry where we mostly promote our products and services to our existing customers. They are in SFDC as Contact. We would like SFDC to create a new lead every time someone fills out a Marketo form, whether that person is a contact in SFDC or brand new lead. Right now, SFDC is only creating a lead if the person who filled out a Marketo form is a brand new lead. I spoke with Marketo support and I was told what we are looking for will require a custom solution. But there must be other businesses who market their products/solutions to existing customers. How do you manage inquiries that are coming from existing customers in Marketo to SFDC? Your input is much appreciated!

Thank you!

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1 reply

Eric_Salamon1
Eric_Salamon1
Level 6
August 3, 2017

I think this issue is more of a question on how your SFDC instance is structured. Normally you would have a lead become a contact/ account. Once a contact/account is established, you would attach an opportunity (the sale). Once the sale is complete the person remains a contact in the system and can still be marketed to. There can be many opportunities locked into a contact or account, so nothing should prevent you from marketing to them.

One thing you may want to consider is unique scoring based on the individual focus points that you may target them for.

M
makiko.hultzAuthor
Level 2
August 3, 2017

Eric,

Thank you so much for your comments. I believe what you described is our current SFDC structure. So when our current customer submits an inquiry via Marketo form, SFDC should create an opportunity that is attached to his contact information. Am I understanding the process correctly? Also, could you elaborate or give me an example on the unique scoring based on the individual focus points? Thank you!

Eric_Salamon1
Eric_Salamon1
Level 6
August 3, 2017

Makiko,

When a person fills out the form you can choose where they go either to a campaign or somewhere in the system. Normally someone reviews this person and decides what they will do with it. if they are far enough through the process in SFDC the opportunity needs to be created. Marketo may be able to do that, but it is usually better to have human interaction at that point because marketing should be handing the leads to the sales team.

Now in terms of focus points. I worked with a company that sold new add-ons to their customers as well as new units to new prospects, the ideal way to score that was to create an individual score based on product category and have it increase or decrease to gauge the level of interest. This will vary based on your individual industry.

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