Managing different types of contacts in one instance

Question

We have been been using Marketo for just over a year now and are looking for best practices on how to manage a diverse contact base.

We currently use Marketo to manage our communications with a variety of different contacts including;

- leads

- current clients (b2b)

- members (individuals using our services, these are employees of our clients)

- partners (that we work with to sell our services)

- prospective employees

- additional business segments operating as separate brands

Up until recently we have been using the account type filed as a primary identifier for our contact types, however that is no longer possible (as a single contact to can be more than one type of contact in a single record). We are looking for best practices or recommendations on how to solve this issue. Any suggestions or resources would be appreciated. Thanks!

Grant_Booth · Answer

Have you considered using a multi-select field in your CRM? If you're using SFDC, it should sync down multiple values into the corresponding Marketo field as a semi-colon separated list (Value1;Value2;Value3) Then you could use a filter for that field in Marketo and use "contains" instead of "is" for the logic.

Alternatively you could make boolean (true/false) fields for each type, so a contact could have 'true' for some of them and 'false' for others.

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