Lead-to-Account Mapping
Lead-to-account mapping is a crucial part of an effective ABM approach. With lead-to-account mapping, prospects, or leads, are grouped into the same company account as they engage with your brand. This allows you to target and sell to individuals from the same company in a consistent manner. There is no additional Salesforce configuration needed to begin benefitting from this feature. The Marketo Measure Lead to Account Mapping different matching methods:
- Lead Website to Account Website
- Lead Email Domain to Account Website Domain
- Lead Company Name to Account Name
- Lead Company to Account Website Domain
- Lead Website to Account Contacts’ Email Domain
- Lead Email Domain to Account Contacts’ Email Domain
- Lead Website to Account Leads’ Email Domain
- Lead Email Domain to Account Leads’ Email Domain
The Accounts’ Leads/Contacts are validated by their email/website domains and matched to the lead email/website’s domain or subdomain. The Account with the most matches is used.
Predictive Engagement Score
The Marketo Measure Predictive Engagement Score, or PES, is a dynamic value that illustrates how engaged a particular account is with your marketing efforts. This score is helpful for segmenting accounts to target. It is a valuable tool for identifying accounts to target more effectively and efficiently.
There are many components that go into the algorithm that calculates the PES. Recency and age have a large influence on score changes, along with last touchpoint activity or page views. Adding new contacts to an account also impacts PES. Below is a list of some PES inputs:
- Total number of page views from the account
- Average number of page views
- Average number of persons in the account
- Age of last page view
- Average age of page views
- Number of persons in the account
- Specific important pages and if there has been a visit in the past 30/60/90 days
- If the account has a closed lost/won deal
- How likely to be closed lost/won
A grade of “N/A” simply means that there is not sufficient data on that account for the model to generate a true grade - with more data, a grade is given eventually.
A grade of “-” (the dash symbol) means that this account has yet to be processed by the ABM process, due to time constraints, occasionally missed processes, and so forth. If you believe that an Account should have a grade, based on other similar accounts or timeframes, reach out and let Marketo Measure know.
Setting up ABM Page Layout in Salesforce
To begin using the PES, you must add the PES field and Related List to the appropriate page layouts in Salesforce.
-
Navigate to Setup > Customize > Accounts > Page Layout. Then select the page layout that you’d like to edit.
-
Go to Fields and move the field “Predictive Engagement Score” into your Account Information section.
-
Finally, go to Related Lists and move the “Leads” Related List into your page layout.
-
Next, navigate to Setup > Customize > Leads > Page Layout and select the appropriate page layouts you would like to edit.
-
Click Fields and add the Account field where you see fit on the page.
You’re all set!
Marketo Measure
- Overview
- Introduction to Marketo Measure
- Marketo Measure Tracking
- Configuration and Setup
- Channel Tracking and Setup
- API Connections
- Marketing Spend
- Advanced Marketo Measure Features
- Marketo Measure Discover UI
- Marketo Measure and Adobe
- Marketo Measure and Dynamics
- Marketo Measure and Marketo
- Marketo Measure Salesforce Reporting
- Marketo Measure Data Warehouse
- BI Report Templates
- Security and Compliance
- Marketo Measure Ultimate
- Miscellaneous
- Release Notes
Marketo Migration to the Adobe Admin Console - (Pre-Migration)
Experience Cloud Tech Sessions
Tuesday, Mar 4, 6:00 PM UTC
Join Adobe's Customer Experience and Identity Team to prepare for a smooth Marketo migration to the Adobe Admin Console. Learn key steps, best practices, and how to avoid roadblocks for a seamless transition.
RegisterMarketo Migration to the Adobe Admin Console - (Post-Migration)
Experience Cloud Tech Sessions
Tuesday, Mar 11, 4:00 PM UTC
Migrated Marketo to the Adobe Admin Console? Join our webinar to master key features, best practices, and troubleshooting tips. Learn how to manage users,, settings, and more. register now!
Register