Short Answer
An Interesting Moment in Marketo is a logged event that captures key behavioral data or demographic changes of a lead, which is deemed significant by marketers. It highlights moments that are essential for sales to understand a lead’s journey and engagement level.
Marketo Interesting Moments
Interesting Moments are part of Marketo’s lead scoring and sales insight functionalities. They are used to track specific activities or noteworthy changes in a lead’s profile that signal their readiness to engage further or buy. These moments can be used to trigger automated marketing actions or to inform sales teams of potential opportunities.
Purpose of Interesting Moments
The main goal of Interesting Moments is to provide sales teams with a snapshot of the most relevant information on a lead without overwhelming them with data. This helps align marketing and sales efforts towards leads that show high engagement or purchase intent.
Types of Interesting Moments
Interesting Moments can be categorized broadly into three types:
- Milestones: Significant events in a lead’s journey, such as downloading a white paper or attending a webinar.
- Behavioral: Actions that indicate a lead’s interest or engagement level, like frequent website visits or email interactions.
- Demographic: Changes in lead information, such as job title updates or company changes, that could affect the sales approach.
How to Use Marketo Interesting Moments
Step 1: Define What Constitutes an Interesting Moment
- Determine which lead behaviors or profile changes are valuable indicators for your business.
- Align with sales to understand which moments they find most useful for targeting and prioritization.
Step 2: Set Up Interesting Moments in Marketo
- Navigate to the Smart Campaigns within Marketo that are related to your desired Interesting Moments.
- For each campaign, create a ‘New Smart Campaign’ or use an existing one where you want to log an Interesting Moment.
Step 3: Create Smart List Criteria
- Define the trigger in the Smart List that will log the Interesting Moment, such as a form submission or a page visit.
Step 4: Use Flow Steps to Log the Moment
- In the Flow step of the Smart Campaign, add the ‘Add Choice’ action.
- Select ‘Interesting Moment’ as the attribute to set and define the type of moment (Milestone, Behavioral, or Demographic).
- Craft a concise description for the Interesting Moment that provides clear context for sales.
Step 5: Test the Interesting Moment Trigger
- Create a test lead that meets the Smart List criteria.
- Perform the action or change that should trigger the Interesting Moment.
- Verify that the Interesting Moment is logged correctly in the lead’s activity log.
Step 6: Monitor and Refine
- Regularly review the Interesting Moments being logged to ensure they are providing value.
- Adjust the criteria and descriptions as needed based on feedback from the sales team and marketing analytics.
Considerations When Using Marketo Interesting Moments
Relevance
Choose events that provide meaningful insights into a lead’s behavior or profile changes. Irrelevant data can clutter the sales process and reduce efficiency.
Clarity
Ensure the description of each Interesting Moment is clear and provides actionable intelligence for sales teams.
Overuse
Avoid setting up too many Interesting Moments, which can lead to information overload and diminish their impact.
Sales Alignment
Work closely with sales to ensure the Interesting Moments align with their needs and contribute to a more effective sales process.
Data Privacy
Be mindful of privacy regulations and ensure that any personal information logged in Interesting Moments complies with data protection laws.
Conclusion
Marketo Interesting Moments are a powerful feature designed to enhance the alignment between marketing and sales by providing concise, actionable insights into a lead’s behavior or profile. By carefully defining, setting up, and monitoring Interesting Moments, marketers can significantly improve lead qualification and ensure that sales teams are equipped with the information they need to engage leads effectively. Regular communication with sales and ongoing refinement of what constitutes an Interesting Moment are essential to maximize the value of this feature.
