Use these 5 Marketo analytics to help your sales team close more deals

Collecting data in Marketo is the easy part—let’s see how performing analytics on the data can help your sales team close more deals.

grey_AppHowTos.pngMarketo provides digital marketing software and solutions, helping businesses thrive in a “Marketing First” world. Marketo provides software for marketing automation, social media management, content marketing and email marketing; whatever stage your business is in, you can find the solution to fit your needs and help your business grow.  

Marketo-Logo-Large-3If your business relies on Salesforce, you will be glad to learn how Marketo utilizes this popular management software to make your sales data easy to visualize, understand and analyze, increasing your sales and profits. Collecting the data is the easy part—let’s see how performing analytics on the data can help your sales team close more deals.

Integration tools like Bedrock Data make it easy to keep your Marketo intelligence data in sync and up to date with your CRM and other systems.

Here are Five Marketo analytics fields that will help your sales team close more sales:


1. Lead Score

Lead scoring allows you to gauge your potential customers’ level of engagement by tracking their online behaviors and activity. With this information, your sales and marketing teams can work together to make effective decisions to attract and retain customers and increase sales. This analytics field will help you to determine whether a potential customer is a lead to be nurtured for a long-term sale or is intent on making a swift and urgent sale. The key to building trust with your customers comes from establishing a relationship with them, and one of the early stages of learning about your customers should come from how they are interacting with your brand on your website and digital presence. Once you understand your potential customers’ motivations, you can tailor your marketing and sales representatives’ approach based on how you can help your customers fix their problem with your product.

2. Lead Source Data (Original Source, Original Search Engine, etc...)

Learning how your potential customers are coming to your website is valuable information; it allows you to learn about your visitors’ interests, helps you to target audience segments with personalized landing pages and exclusive content, and shows you the reach and influence of your digital presence. You can use this lead source data—such as the original source or search engine that led a customer to you—to strengthen your marketing efforts and to maintain relationships with existing customers.

For example, if a large number of your leads come to you from a referral link, you’ll want to learn more about the website or company using the referral link. Is this a company your business has been aware of previously? Is it a competitor? Are they accurately portraying your business in a way which aligns with your key messaging and ideal reputation? Are there opportunities for partnership? Relationship building should occur within your industry as well as with your customers; this could give you the chance to correct any misinformation about your business and explore new avenues of marketing, audience and industry best practices.

3. “Last Interesting Moments”

The “last interesting moments” field is an excellent source of data that will help your business to close more sales. This field monitors your potential customers’ activity and alerts you in order to respond most appropriately; for example, when a site visitor downloads a whitepaper or guide, your sales representatives can reach out to the contact by phone to explore how your business can help the customer. In real time, you can track the activities that distinguish a potential customer who is ready to make a sale from the mildly interested people who are in the early, information gathering stages. It allows you to approach the right customer, at the right time, with the marketing language that is most likely to resonate with that individual and his or her needs.

4. Social Data

Social data can be particularly helpful in engaging potential new customers with your business’s brand. This can occur in two ways: through the digital presence your business maintains, and through reviews of your business and products posted by customers. First, your business will want to craft social media content that aligns with and reflects the branding on your website and collateral materials. By ensuring that the information you put out about your business is accurate, you are setting up the perception of your business. However, social data is going to be most effective in helping to increase sales if you are also using the medium as a hub for customer service and helpfulness. By responding in timely fashion to potential customers’ questions and existing customers’ concerns, you can demonstrate the reliability and trustworthiness of your business. In turn, this will positively impact the reviews your customers are posting. Results from a 2014 Local Consumer Review Survey showed that 88% of respondents trust online reviews as much as personal recommendations, and 72% said positive online reviews make them more likely to use local businesses. Therefore, it is important to be responsive and transparent in your social interactions with clients.

5. Product Interest and Products Purchased

Product Interest and Products Purchased fields enable you to gauge customers’ likelihood of closing a sale by using data generated by product-specific scoring. Once you understand a lead’s level of interest in the products you have to offer, you can connect him or her with the appropriate support, whether that means nurturing marketing efforts or contact from a sales representative. Additionally, monitoring an existing customer’s purchase history can help you close future sales. For example, your sales team can call with updates about new products near the end of an installed product’s life cycle; by making it easy for the customer to get information and not making the customer hunt down their product replacement alternatives, you will have dramatically increased your odds of closing the sale.

In order to keep track of the essential analytics around your leads and lead activities, it is key to make sure that your data within Marketo can continusouly sync to your CRM system, like Salesforce, as well as your company's additional sales and marketing apps so that your sales team has access to real-time, updated lead activity data to which they can act upon quickly to close more deals, quickly.  For help with integrating Marketo with your other business systems, check out Bedrock Data’s online integration resources.

how to integrate marketo

Lisa Falcone

Written by:

Lisa Falcone

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