Answering the first part:
Operational Procedure for Lead Routing in Adobe Marketo for Multiple Countries
Working with Sales Team and other stakeholders Define the Goal
To effectively route leads from multiple countries to the appropriate sales teams using Adobe Marketo's features like smart campaigns, scoring tokens, and segmentations.
Create custom fields to store lead scores, and create tokens for each scoring category. For example:
- {{my.Behaviour Score}}
- {{my.Demographic Score}}
- {{my.Geographic Score}}
- For each token, establish rules based on lead actions and attributes. For example:
- {{my.Behaviour Score}} increases by 10 for form submissions.
- {{my.Demographic Score}} increases by 20 for job title matches.
- {{my.Geographic Score}} increases by 30 for leads from preferred countries.
Create Segmentations
- Determine the segments based on geographic regions (e.g., North America, EMEA, APAC) or countries.
- Add segments based on country-specific fields. For example:
- Segment 1: Countries = [USA, Canada] (North America)
- Segment 2: Countries = [UK, Germany, France] (EMEA)
- Segment 3: Countries = [Japan, China, Australia] (APAC)
- Save and activate the segmentation to make it available for use in smart campaigns.
Set Up Smart Campaigns for Lead Routing and create new smart campaigns for each region.
Activate Campaign Triggers such as:
- "Data Value Changes" for lead fields.
- If score = MQL value change status to MQL and hand off to SFDC
- "Lead Score Changes" to capture significant scoring updates.
Use Filters for Specific Countries in a region to ensure only leads from specific countries enter the campaign. For example:
- Country = USA, Canada for the North America campaign.
- Country = UK, Germany, France for the EMEA campaign.
Define Flow Actions:
- Assigning leads to the appropriate sales teams or queues.
- Sending Sales Alert email notifications to sales representatives.
- Changing lead statuses based on the score or geographic location.
Utilise Geographic Fields and filters
- Use country, region, and city fields to segment leads accurately and route them accordingly.
Person score combines behavioor, demographic, and geographic scores to prioritise high-quality leads – establish MQL score level
Reporting to track the performance of your lead routing campaigns.
- Monitor key metrics such as lead response time, conversion rates, and sales feedback.
Optimise Scoring Rules periodically review and adjust scoring rules based on performance data and feedback from the sales team.
Update segmentations as needed to reflect changes in market focus or business strategy.
By following this operational procedure, you can efficiently route leads in Marketo based on their geographic location and lead scores, ensuring that the right leads are assigned to the appropriate sales teams promptly. Regular discussions with sales team and stakeholders to review business needs, score or segment changes.
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