Marketo Engage lead management best practices
Discover Adobe’s recommended approach to lead management and learn how marketing and sales can work from a shared framework for qualification, follow-up, and measurement.
Overview
This session offers actionable insights to enhance your lead management strategies using Marketo Engage. By aligning marketing and sales processes, you can create a more efficient and effective lead lifecycle. Learn to implement best practices for lifecycle design, lead scoring, routing, and reporting to optimize your marketing and sales efforts.
What you will learn
- Strengthen lifecycle design, lead scoring, routing, and nurture strategies.
- Enhance consistency across marketing and sales processes.
- Use reporting and key metrics to understand funnel performance and drive better business outcomes.
Target audience
This session is ideal for:
- Marketing leaders and professionals at all experience levels.
- Sales professionals looking to align with marketing strategies.
- Business leaders aiming to optimize lead management and improve ROI.
Agenda
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Building a trusted lifecycle model:
- Understand the six key pillars of a lead lifecycle model.
- Learn how to create clear stage definitions and align them with marketing and sales processes.
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Fit and engagement scoring:
- Combine demographic and behavioral data to create a comprehensive lead scoring model.
- Implement best practices for weighting, negative scoring, and calibration.
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Lead routing strategies:
- Explore account-based matching, territory-based routing, and round-robin distribution.
- Emphasize accountability and speed in lead follow-ups.
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Segmentation and nurturing:
- Develop targeted engagement programs based on lead lifecycle stages.
- Align content with buyer journey stages and use segmentation for personalization.
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Lifecycle reporting and optimization:
- Differentiate between activity metrics and lifecycle performance metrics.
- Establish a plan for ongoing model maintenance and refinement.
Join us to enhance your understanding of lead management practices and drive better alignment between your marketing and sales teams.