Sales prospects into Marketo - best practice

[Anonymous]

Hi everyone,

I am just after a bit of general advice.
Most of our leads coming in to marketo are organic and paid search leads on the back of campaigns we run.

These are synced across to salesforce and hit our Pre Sales queue for qualifying.

We get many requests from sales creating their own leads in Salesforce that they want to prospect directly.

They want an email template and the ability to make a few adjustments to wording and then send

I have tried using marketo sales insights and there own set of email templates which works for individual leads.
When they get multiple leads it gets a bit more convoluted. They don't want to manually add leads into salesforce but give me a list to directly import into Marketo.
It then becomes a smart campaign process and the sales guys loose the visibility to edit emails as we batch send them from marketo.

I am thinking a prefered process would be to import into marketo and then sync the leads to a "lead queue" in Salesforce where they have visibility of all leads and can then send individually or in a batch using the "Send marketo email" functionality of linked email templates.

Does anyone have a similar process or have recommendations of what they do for this scenario?

Cheers

Tim

[Darrell_Alfons2]

Hey Tim,

You can also batch import the leads to Salesforce and assign to the correct owners, and sales could manage this through their lead list views.

List views will allow them to batch add to marketo campaign or send marketo email.

My personal opinion is that MSI will always be a little challenging to use and you are going to have to to make some sacrifices somewhere. If you have the budget the easiest is to use sales automation like Toutapp or Yesware which gives sellers more control over templates and recipients.

[Anonymous]

Hi Darrell,

Thanks for the feedback.

Yes we try and make all our process's as easy as possible for sales otherwise they just don't get used. They have to be able to see the benefit and buy into it.
Yes importing direct into salesforce is an option. I will explore that option.
We use the marketo approach as we have a few initial smarts that set up Lead source, Area of Interest, Account owner, Campaign Attribution etc.

Cheers

Tim

[Anonymous]

I would recommend loading the leads into Marketo.  Provide Sales with a Excel template (.csv) of the preferred fields you'd like for them to complete - at a minimum you should have First, Last, Email, Title, Company, Phone Number, and you can add the Lead Source or other info you may receive to the csv file.  I'd strongly recommend adding a Lead Note - as this will help Sales with follow up too.  If you can't add a specific lead source (as Sales Generated Prospect) ask your SFDC team to create this as an option for you.  Create a Smartlist based on the lead source (=Sales Generated Prospect and Leadscore is < 100), next and run a flow step to create an interesting moment and assign lead score (like 100) that will sync the leads to Salesforce.  Depending on your lead assignment rules your sales team should see the imported leads (usually in 15 minutes or less) and they can assign specific lead owners and use SI templates for outreach.  Using a consistent interesting moment for importing of these Sales Generated Leads will make it easier for Sales to find these leads in SI too.  This approach will enable you to track the Sales Generated Prospects, future marketing engagement, and ROI attribution.

[Anonymous]

Hi Heidi,
Thanks for your response, some interesting ideas. Yes I think I will stick with the MSI email template approach for outbound.

Cheers

Tim