If you are not familiar with Marketo Sales Insight and how it can transform the way sales and marketing teams work together, make sure you check out our post Introduction to Marketo Sales Insight. For those of you interested in understanding how insights from this application can be turned into productive actions for your sales team, keep reading.
1. Say the Right Things at the Right Time
We know that stars and flames represent the quality of the lead and how urgent it is to contact them. The sales rep can prioritize leads considering both these factors.
The lead’s last interesting moment can help the salesperson prepare for the call. For example, if the lead’s last activity was filling out an inquiry form for Document Generation, the salesperson can inform the lead of the benefits of using the application and set them up for a trial.
Adding important leads to the watchlist also helps to know the best time frame for contacting the lead. For example, if the last interesting moment says that the lead downloaded a key whitepaper, it means the lead is motivated to buy. It is advisable to contact the lead closer to the time the whitepaper was downloaded. Taking this action at the right time increases the chances of closing the sale.
2. Making Sense out of Anonymous Activity
When the Anonymous Activity tab is clicked, salespersons can find out which companies in their territory have been visiting the website and how many pages they have visited. Marketo Sales Insight provides direct links to the companies’ Jigsaw, Demandbase and LinkedIn accounts.
Research the company using Jigsaw, purchase contacts in the company with DemandBase and utilize LinkedIn to find mutual connections who can facilitate the sale.
3. Make Use of Lead Record
A sales rep can click on a lead and find their entire history from different touchpoints. Insights from lead quality and urgency, interesting moments, web activity, score changes and email interactions can be converted into actions.
Here are a few of the actions salespersons can directly take using Marketo Sales Insight.
Add to Marketo Campaign
This option is used to ask the marketing team to suspend a person or add them to a pre-set nurture series. Under this option, a salesperson can take further actions like add to nurture series, send an event invitation and suspend marketing for the lead.If the Marketing team has enabled nurture series, they will inform the sales team about it and any actions that need to be taken.
View in Marketo
This option is used to view a lead as they would appear in Marketo. This is read-only. The salesperson can view the complete lead history from Marketo and Salesforce.
Add/Remove to Watch List
The sales rep can monitor key leads on their Marketo Sales Insight dashboard by subscribing to RSS.
Send Marketo Email
The sales team can send personalized marketing emails to leads from their own email address. The email template to be used can be modified.
4. Stay Updated
It’s easy for the sales team to stay updated on lead activity with Marketo Sales Insight. They can subscribe to notifications about leads they are focussing on and receive updates in the Lead Feed section. The Lead Feed section looks similar to Facebook notifications and provides updates like website activity and email interactions. Salespersons can also subscribe to RSS feed if enabled.
5. Always Follow-Up
A salesperson can send Marketo emails to leads and track opens and clicks. Combined with Marketo Sales Insight’s other powerful capabilities, a salesperson can use information like the lead’s online behaviour to be ready to answer any queries that the lead might bring up during the follow-up chat. Every interaction with a lead is an opportunity and Marketo Sales Insight ensures that the sales team is ready for it.
Hope you liked reading our 2-part series on how Marketo Sales Insight can boost sales, shorten the sales cycle and transform the way sales and marketing work together. If you’re interested in setting up Marketo Sales Insight for your sales team, feel free to contact us.
