ABM Lead Lifecycle vs Traditional Lead Lifecycle

[Alexis_D_Alba1]

Hello!

We are currently in the process of redefining our lead lifecycle so that it make sense in regards to our new sales structure. We currently do not have AMB,  so we're setting it up the traditional way (MQL, SAL, SQL, etc.) . However, we are looking into ABM solutions which is the direction we ultimately want to go. My questions are the following:

- Does it make sense to continue to set up the traditional funnel metrics if we plan to move to ABM?

- Can we keep our traditional funnel metrics in conjunction with ABM funnel metrics -- basically can we measure both leads and accounts simultaneously?

Again, we don't currently have ABM, but we plan on implementing a solution in the near future. This is all new to me so any feedback would be greatly appreciate.

Thanks in advance,

Alexis

[Anonymous]

I have been thinking on this topic quite a bit and I believe that there's value in retaining the lead lifecycle and running that side by side with the account funnel to have access to reporting on both. In most situations, they aren't mutually exclusive and you can actually use the lead lifecycle status to feed into the account lifecycle. The downside to this, of course, is you need to have multiple models enabled if you really want to do this properly.

[Alexis_D_Alba1]

Thanks, Kristen!  That definitely makes sense. We've made the decision to move forward with redefining our current lead lifecycle. I do wonder if having  multiple models is the best solution. I'd love to see more conversations on this topic.

[Anonymous]

I have been working on this some more over the past week. Based on the current functionality of ABM, it's still very difficult to do a proper account lifecycle in Marketo without doing customizations in Salesforce. This is in large part due to the fact that you cannot access the majority of the ABM-specific data, such as account score, in fields or in filters in Marketo yet. I'm probably going to write up my thoughts on this in a blog post since I'm still going to try to execute one to the best of current capabilities, but it is probably not worth it for most people to go down this path right now.

[Alexis_D_Alba1]

Can you send the link to your blog post? I'd love to read it. Thanks!

[Anonymous]

Hi Alexis,

Good to see you again. It's been a while we had meeting with you and Nick for other Wordpress-Marketo connector.

Since we are helping many customers with Account Based Marketing in Marketo, so I thought to share few blogs written on ABM by our Marketo experts, please refer below 2 links for the blogs;

1- 5 Steps for Building an ABM Campaign | Grazitti Interactive

2- Drive Revenue with Account-Based Marketing | Grazitti Interactive​

Would be great, if we could re-connect and discuss your requirement in detail and showcase few examples of ABM. Please share your thoughts.

Thanks,

Shailendra Pratap

Marketo Consultant | Grazitti Interactive

M +1-650 417 9738 | E: shailendrap@grazitti.com