SalesInsightinSalesforce
ThisisabriefoverviewofMarketoSalesInsightforSalesforceusers.
Detailedmarketinghistory
Beforeyou'reassignedalead,heorshehasalonghistoryofmarketingtouchesincluding
watchingdemos,readingemails,andviewingwebpages.
ToviewthisinSalesforce,firstopenanylead.ThenscrolldowntotheMarketoSalesInsight
section,justbelowtheleaddetails.Itwilllooklikethis:
Priority,Urgency,andRelativeScore
MarketoSalesInsightpicsyourbestleadsandcontactsbasedontheirpriority.Aleador
contact'spriorityhastwocomponentsurgencyandrelativescore.
Thesearederivedfromtheleadscoreameasureoftheperson'sinterestinyourproduct(s).
Thehigheraperson'sleadscore(andthusthehigheraperson'spriority),themorelikelyheor
shewillrespondpositivelytoacallfromyoursalesteam.
Note:Youneedseveralscoringcampaignstogetthefullvalueofpriority,urgency,andrelative
score.Withtoofewornoscoringcampaigns,thesefieldswon'tbeuseful.
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Urgency
Theflamesrepresenturgencyhowmuchthisperson'sleadscorehaschangedrecently.A
highurgency(moreflames)meansthatthislead'sscorehasincreasedlotslately;it'sagood
signthatthisleadisinterestedinyouroffer.Youshouldfollowupwiththispersonquickly!
Forexample,aleadwhorequestedademoandvisitedseveralwebpageswillprobablyhavea
veryhighurgency.Aleadwhodidn'tvisityourwebpageoropenyouremailswillhavealow
urgency.Useurgencytoprioritizewhoneedstobecontactednext.
RelativeScore
Thestarsrepresentrelativescoreameasureofhowthisperson'sleadscorecomparesto
everyoneelse's.Ahighrelativescoremeansthispersonisprobablymoreinterestedand
informedaboutyouroffercomparedtopeoplewithlowerrelativescores.
Iftwoleadshavethesameurgency,youcanuserelativescoretotellwhichonedeservesa
phonecallfirst.Theonewiththehigherrelativescoremayreactmorefavorablytoyouroffer
versusthelowerone.
HowUrgencyandRelativeScorearecalculated
Tocalculatethenumberofstarsandflames,firstyourleadsandcontactsaresortedbyscoreor
scorechange(forRelativeScoreandUrgency,respectively).Thenthey'redividedintotiers
thetoptierreceivesthemoststarsorflames,thenextreceiverfewer,andsoondown.
Asscoreschange,urgency,priority,andrelativescorevaluesareimmediatelyrecalculatedso
thatyourBestBetsarealwaysuptodate.Theurgencyandrelativescoretiersare
automaticallycalculatedeverynightonMarketoservers.
UsingMyWatchList
InyourWatchList,youcanbookmarkyourleadsandcontactsinasingleplaceforquick
viewing.AfteryouaddaleadtoyourWatchList,theleadwillalsoappearinyourLeadFeed.
ViewingyourWatchList
ClickontheMarketotab.Afterthepageloads,clickontheMyWatchListtab.
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Initially,itwillbeempty.Asyouaddleadstoit,itwilllooklikethis:
Column
Description
Name
Thisperson'sname
Account
Accountname(withlink)orcompanyname
LastInterestingMoment ThemostrecentInterestingMomentforthisperson
Date
WhentheLastInterestingMomentoccurred
Status
Leadstatus
Priority
Urgencyandrelativescore
Remove
TakethispersonoffyourWatchList
AddingpeopletotheWatchList
GotoanyleadorcontactpageandscrolldowntotheMarketoSalesInsightsection.Inthe
Actionsmenu,pickAddtoMyWatchList.
Note:IfyoujustcreatedthisleadinSalesforce,AddtoWatchListmaynotworkrightaway.If
so,waitafewminutesfortheleadtosyncwithMarketoandthentryagain.
You'llseetheWatchediconandlinkappear,confirmingthispersonhasbeenaddedtoyour
WatchList.ClickthatlinktogodirectlytoyourWatchList.
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RemovingpeoplefromtheWatchList
OnewaytoremoveapersonfromyourwatchlististogototheWatchListandclicktheXat
theendoftherow.
YoucanalsoremovethepersonbygoingtotheleadorcontactdetailpageandpickingRemove
fromWatchListintheActionsmenu.
TrackingAnonymousWebActivityinSalesforce
Marketocanidentifycompaniesofpeoplewhovisityourwebsitebutdon'tfilloutanycontact
forms.ThesearecalledAnonymousvisitors.Somemaybenewleadsthatareworth
prospecting;othersmaybeexistingleadsspendingtimeonyourwebsite.
TheiractivityislistedintheAnonymousWebActivitytaboftheSalesInsightDashboard.Using
informationweretrievefromareverseIPlookup,youcangetdetailedinformationaboutthese
leads.Itwillbeblankbydefault,butafteryouaddsometerritoriesyou'llseethisinfo:
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Section
Description
TimeFrame
Howfarbackintimetolookforanonymouswebactivity
PageViews
Numberofpagesviewedinthistimeframe
Company
NameofthecompanyfromreverseIPlookup
LastVisit
Timeanddateofthelastvisitbythisperson
Research
Searchothersites(Jigsaw,Demandbase,orLinkedIn)forleadinfo
ChooseTerritory Filterwhichanonymousvisitorsappear(seebelow)
Choosingyourterritories
Leadsareshownbasedwhichterritoriesyouchoosetomonitor.Tosetuptheseterritories,
clicktheChooseTerritorylinkintheupperrightofthepanel.
Checktheboxesnexttotheterritoriesyoumanage,thenclickSave.YourAnonymousWeb
Visitorstabwillpopulatewithanymatchingleadswhenyou'redone.
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Changingthedaterange
Ifyoudon'tseeanyleadsorwanttochangethedaterangeforsearchinganonymousweb
activity,trytheTimeFrameoption.Inthatpulldown,youcanpickhowmanydaysinthepast
tosearchforanonymouswebactivity.Afterchangingthetimeframe,theviewwill
automaticallyrefreshwithnewdata.
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AddingpeopletoMarketoCampaignsfromSalesforce
YourMarketoadministratorhascreatedseveralspecialcampaignsforyourleadsandcontacts.
Typicalexamplesincludesendingsomeoneawhitepaperaboutanewproductormailinga
seriesofnurturingemailsforpeoplenotreadyforsales.
Toaddaleadorcontacttooneofthesecampaigns,gotothatperson'sdetailpageandfindthe
ActionsmenuintheMarketoSalesInsightsection.PickAddtoMarketoCampaignandclick
Go:
You'llseealistofpotentialcampaigns;belowtheselectedcampaignisabriefdescription
providedbyyourmarketingteam.PickthecampaignforthispersonintheCampaignName
pulldown,thenclickFinish:
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SubscribingtoLeadFeedemails
YoucanchoosetoreceiveemailnotificationsofcertainInterestingMomentsbyclickingthe
Subscribelinkbeneathanyevent:
Inthedialogthatappears,pickwhateventshouldtriggertheemailInterestingMomentsby
thesameperson,account/company,type,ordescription.Alsoentertheemailaddresswhere
thealertsshouldbesent.ClickSubscribewhenyou'redone.
You'llstartreceivingemailupdatesformatchingeventsfromnowon.
ReceivingLeadFeedemailsonyourmobilephone
Mostmobilephonecarrierswillletyoureceiveemailsonyourphonejustliketextmessages.
Yourphone'semailaddressisavariationonyourphonenumber.
Somecommoncarriersandemailaddressesarebelow.Replace"[10digitphonenumber]"
withyourphonenumber(ex."6505551234").
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Note:Somecarriersorphoneplansmaychargeforthisservice.Pleasecheckwithyourcarrier
fordetails.
Carrier
Emailaddress
Alltel
[10digitphonenumber]@message.alltel.com
AT&T
[10digitphonenumber]@txt.att.net
BoostMobile
[10digitphonenumber]@myboostmobile.com
Nextel
[10digitphonenumber]@messaging.nextel.com
SprintPCS
[10digitphonenumber]@messaging.sprintpcs.com
TMobile
[10digitphonenumber]@tmomail.net
Verizon
[10digitphonenumber]@vtext.com
VirginMobileUSA [10digitphonenumber]@vmobl.com
*Youareabletounsubscribefromtheactualemails
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SendingaMarketoEmailwithSalesInsight
AspartofMarketoSalesInsight,youcansendpersonalized,trackedemailsprovidedbyyour
MarketingteamfromwithinSalesforce.Youcanthenviewtheactivitiesonthoseemailsin
SalesInsight.
Pickingmailrecipients
YoucanpickyouremailrecipientsfromSalesforceintwoways.First,fromaleadorcontact
detailpage,picktheSendMarketoEmailactionfromtheMarketoSalesInsightmenuand
clickGo:
Second,youcanselectmultiplerecipientsfromacontactorleadlist,thenclicktheSend
MarketoEmailbutton:
Sendingtheemail
YoucanmakeyourchangestotheblankemailorusetheTemplatepulldowntopickatemplate
providedtoyoubyyourMarketingteam:
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Feelfreetomakeeditstotheemailsubjectorbody.However,donoteditthetokens.They
looklikethisintheemailbody:
{{FirstName:default=Sir/Madam}}
Tokensareautomaticallyswappedoutwiththerecipients'informationwhentheemailissent.
Optionally,sendyourselfatestemailbyclickingtheSendTestbuttonatthetoporbottomof
thepage.
Whenyou'redone,clickSendwithMarketo.Marketowilladdtrackinginformationtothe
emailthensendittotherecipients.ThiswillallowMarketotoletyouknowwhentheemailis
openedorclicked,andwilltracktherecipientsoyoucanfindoutwhentheyvisitthewebsite.
ViewingEmailResults
ActionsyourleadsandcontactstakeontheseemailsisvisibleintheMyEmailsectionof
theMarketotabandintheEmailtaboftheleadorcontactdetailpages.
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