Best Interesting Moments

[Anonymous]

I'm curious for input into the best/most effective interesting moments people are using. Obviously many are unique to each company and sales/marketing team, but interested to hear of ones that you've found to be most effective, top global triggers (visits 3 web pages in a week) vs ones localized to programs (filled out X form), and ones that are not worth using (maybe they create too much noise, opened email etc).

[Dory_Viscoglio]

Hey Tim, we use them for events, inquiries/MQLs, a few transactional things that Marketo does to our clients, downloads, newsletter registrations, and some other things. Basically, we want that to be a quick spot where a sales person or account manager can glance and see the most recent "big" things that a person has done that could push a sale forward, or will help an account manager understand what's going on with a user. We don't do them for page views, because that is handled by our scoring model.

[Josh_Hill13]

I agree with Dory.

Don't bother with things like Opens unless it's a Sales Email. I'm not sure clicks are that helpful because it's shown in the Email tab anyway. Form Fills and Key Pages are helpful. Registrations or Attending events are probably helpful to Sales. The best thing to do is ASK your team what they want to know about.

[Alex_Stanton1 · Accepted solution]

Hi Tim,

It is worth noting that interesting moments are visible in the Opportunity Influence Analyzer. if you use this report. Like Dory and Josh suggest, talk to sales to see what they deem interesting. Then, if you use the Opportunity Influence Analyzer, consider what interesting moments will highlight marketing's role in relation to an Opportunity and add those to the list as well. This is where items like open an email or click a link might make sense.  (Read more here: Tell the Marketing Story with an Opportunity Influence Analyzer - Marketo Docs - Product Docs)​.

[Julz_James]

Our most useful Interesting Moments are when lead scores hit the MQL mark, also we use them for all success factors, which as Alex says, helps build the picture in the Opportunity Influence Analyzer.  The BDA team focus more on any interesting moment around 'Contact Us' forms or 'Visited Booth' for their qualification purposes. 

We only use Interesting Moments for the most 'relevant' part of the campaign - i.e. When the lead reaches the goal we have for them.