Short Answer
Marketo Sales Insight is a sales effectiveness tool designed to prioritize sales efforts by providing real-time insights into a lead’s or customer’s engagement with marketing activities. It integrates with customer relationship management (CRM) systems to give sales teams visibility into marketing interactions that can inform their sales strategy.
Introduction to Marketo Sales Insight
Marketo Sales Insight aims to bridge the gap between marketing and sales. By providing crucial information directly within the CRM, sales representatives can better understand the interests and behaviors of their leads and customers, based on their interactions with various marketing efforts like emails, web pages, and events.
Key Features of Marketo Sales Insight
Real-Time Alerts
Sales reps receive notifications about lead activities that matter most, helping them act quickly on the hottest leads.
Lead Scoring
Marketo Sales Insight uses lead scoring to rank prospects based on their engagement, allowing sales to focus on leads that are more likely to convert.
Activity History
It provides a chronological view of a lead’s interactions with marketing efforts, offering context on the lead’s interests and engagement level.
Email Tracking
Sales reps can track the performance of the emails they send, including opens and clicks, directly within the CRM.
How to Use Marketo Sales Insight
Step 1: Integration with CRM
- Marketo Sales Insight must be connected to a CRM system. The integration is typically set up by an administrator.
- Once integrated, sales reps will see Marketo Sales Insight data within the lead and contact views of the CRM.
Step 2: Prioritize Leads
- Use the Marketo lead scoring model to identify and prioritize the most engaged leads.
- Focus on leads with higher scores, as these are more likely to be sales-ready.
Step 3: Real-Time Alerts
- Configure real-time alerts to notify sales reps of important lead activities, such as a lead visiting a pricing page.
- Act on these alerts promptly to engage leads at peak interest.
Step 4: View Activity History
- Access the lead’s activity history from the CRM to understand their interaction with marketing campaigns.
- Use this history to tailor sales conversations to the lead’s specific interests and behaviors.
Step 5: Send and Track Emails
- Send emails directly from the CRM using Marketo Sales Insight.
- Monitor opens, clicks, and other engagement metrics to gauge interest levels.
Step 6: Monitor and Collaborate
- Regularly review the engagement data provided by Marketo Sales Insight.
- Collaborate with marketing to refine lead scoring models and alert criteria based on sales feedback.
Considerations When Using Marketo Sales Insight
Alignment Between Sales and Marketing
Ensure both sales and marketing teams agree on the definitions and significance of lead scores and interesting moments.
Training and Adoption
Sales reps should receive proper training on how to interpret and act on the insights provided.
Data Quality
High-quality data is essential for accurate scoring and insights. Maintain clean CRM data to ensure effectiveness.
Customization
Tailor Marketo Sales Insight settings to match the specific sales process and criteria of your organization.
Compliance and Privacy
Respect privacy laws when tracking email engagement and managing lead information.
Conclusion
Marketo Sales Insight is a powerful tool for enhancing sales effectiveness by providing actionable insights into lead engagement with marketing activities. By integrating closely with CRM systems, it empowers sales teams with real-time data that can guide their outreach strategies. Effective use of Marketo Sales Insight relies on close collaboration between sales and marketing, proper training, and a shared understanding of what constitutes a qualified lead. When used correctly, it can lead to more informed sales conversations, better prioritization of efforts, and ultimately, increased sales success.
