Ensuring at least one Lead from each Company opens an email

Level 1

Ensuring at least one Lead from each Company opens an email

Hi Community! I'm hoping for some help to solve this business problem.

We do communications through Marketo that are related to services and product changes -- in other words, communications we are legally obligated to send and that we REALLY need customers to open as it regards their existing purchases.

However, we have a hard time tracking this in a scalable way. Has anyone come across a report in Marketo that would surface up the Companies in a Smart List for a specific email send (or series of sends for one program) that have had zero Leads open an email(s)?

With this report, we would resort to more manual action and go through Account Management or another team to ensure the customer was aware.

I know we can download the excel and do some manual checking to figure this out, but we have so many of these that we are looking for another solution within Marketo to assist.

Thank you.

Level 10 - Community Moderator

Re: Ensuring at least one Lead from each Company opens an email

To some degree, you can do this with many-to-many Custom Objects, although it's a development undertaking. (You would be updating a CO record with the last date of contact, etc.)

Or you might look to the Company API (if Marketo-only) or Company object (if CRM-integrated) to update a shared field.

Or, instead of using a shared object, a webhook could be used to "fork" an update to one lead onto other leads with similar characteristics -- same idea as propagating an opt-in/opt-out to everyone in a set of leads.

There are probably some other methods of attacking this as well.

But in general, Marketo is not built for this kind of cross-lead coordination -- you have to choose one of these custom approaches.