B2B Lead Management With Marketo Engage

But worry not! Here’s how you can overcome this challenge and gain a more accurate view of your B2B audience’s multi-faceted needs:

Challenge

Marketo’s default structure excels in a 1:1 scenario. However, in B2B, a single contact might be John Doe from Company A, interested in Product X. But John might also be John Doe from Company B, interested in Product Y. Marketo struggles to natively capture this complexity. Creating separate leads for the same person can lead to data duplication and inaccurate insights.

Solution

Here’s where leveraging a Customer Relationship Management (CRM) system like Salesforce can be a game-changer. Salesforce offers a “contact to account association” feature. This allows you to tie a single contact record to multiple accounts (companies).

How It Works

Imagine John Doe, the multi-product enthusiast. In Marketo, he might appear as a single lead. But by integrating Salesforce’s “contact to account association,” you can connect John’s contact record to both Company A and Company B. This way, you have a clear picture of his multi-product interest without creating unnecessary duplicate leads in Marketo.

Beyond This Solution

While the Salesforce integration offers a powerful solution, there might be other approaches depending on your specific needs. Consider exploring:

• Custom Marketo Fields

Create custom fields within Marketo to capture additional details about a contact’s multiple companies or product interests. For example, you could create a dropdown menu for “Product Interest” or a text field for “Additional Company Affiliation.” This allows you to gather richer data and segment leads more effectively.

• Third-Party Integrations 

Explore integrations with other platforms that might offer functionalities to enhance B2B lead management within Marketo. There might be solutions that enable you to create hierarchical relationships between contacts and companies, providing a more comprehensive view of your B2B audience.

The Benefits

By implementing these strategies, you can:

• Get a Better Understanding of Your Audience

Gain a deeper understanding of your B2B audience’s multi-product needs. This enables you to more precisely target marketing campaigns. Imagine creating focused advertising campaigns that specifically address John Doe’s interest in Company A’s Product X and Company B’s Product Y. This personalized approach is far more effective than generic messaging.

• Improve Lead Segmentation

Segment your leads based on their diverse interests across different accounts and products. This enables you to nurture leads with highly relevant content and offers. For example, you could segment leads by industry, company size, and specific product interest. This allows you to deliver targeted content that resonates with each segment, ultimately improving lead engagement and conversion rates in the process. 

• Minimize Data Duplication

Get rid of unnecessary duplicate leads and keep your Marketo database clean. You can be sure you’re reaching the right individuals at the right time with the correct message if your database is clean. By doing this, you can decrease the amount of money you waste on unnecessary leads and increase the accuracy of your marketing campaigns.

• Optimize Marketing Campaigns

Develop targeted campaigns that resonate with the specific needs of each B2B contact. By understanding your audience’s multi-product interests, you can craft campaigns that address their pain points and showcase the value proposition of your different offerings. This personalized approach significantly increases the effectiveness of your marketing efforts and drives better ROI.

By understanding and overcoming the limitations of Marketo’s native structure for B2B scenarios, you can better understand your multi-product customers and ultimately drive B2B marketing success.