Marketo Sales Insight (MSI) is one of the most underutilised yet powerful tools in Marketo when it comes to improving sales performance and aligning marketing and sales teams.
I recently joined our CEO & Marketo Certified Solutions Architect, James Fletcher, on a webinar all about Marketo Sales Insight and its top use cases.
As someone that uses MSI on a daily basis, I wanted to share some of the top tips we discussed with you to demonstrate how our sales and marketing team use MSI to improve sales intelligence and end-to-end sales processes.
Get ready to equip your sales team with the best practices and skills to get the most out of this game-changing sales tool in Marketo. We love it, and we hope by the end of this blog, you will too!
Marketing and sales alignment has been a bit of a buzz word across the industry for a number of years. It’s something many organisations struggle with.
It allows your sales team to leverage the intelligence from Marketo in real time, within Salesforce or MS Dynamics.
MSI enables sales teams to engage with customers and prospects more effectively by:
MSI is only available for Salesforce CRM and Microsoft Dynamics CRM.
How many times have you as a marketer been asked:
MSI can show you this information at a granular level. It allows you to build up a full picture of intelligence for a specific individual, or even at an account view. You can also use actions to allow sales to add prospects to campaigns, or even send Marketo emails, which we’ll look at later on.
The “Insights” view in MSI is another key area where you can provide intelligence from Marketo that is viewable in your CRM. A few examples of this are:
Taking our own organisation as an example, insights might allow us to see that three or four people from a given account have been engaging with our content on data hygiene. This starts to build up a picture of the best way to start a meaningful conversation with a target account.
You can even look at this from an opportunity level, which is a really useful way to help progress deals and engage prospects at the right time. Keeping momentum in deals is one of the biggest challenges sales people face so insights like this can help keep conversations moving.
Marketo Sales Insight email subscriptions can help sales ‘keep track’ of engagements by subscribing to:
Members of your sales team can choose what they want to see, and when they want to see it – removing pushback you may get when setting up a one-size-fits-all approach to notifications.
Here’s an example: I’ve had a great conversation with a prospect and we discussed an upcoming webinar they were interested in. What’s the best way for me to invite them to that webinar without having to go through the Marketing team and ask them to send it in Marketo?
In Sales Actions, I can quickly use the Add to Marketo Campaign feature, avoiding the back and forth that goes with questions like:
By tracking consistently using request campaigns in Marketo Engage, everyone saves time!
MSI Send Marketo Email goes a step further than Add to Campaign, and gives sales the tools to send emails that are tracked via Marketo Engage for common scenarios such as:
Request campaigns are built within Marketo Engage, and made available to Sales. Sales are provided with a baseline, but can fully customise the content.
One of the best ways to leverage this capability is aligning a typical sales approach to your interesting moments, tying the process together and simplifying how we action those insights.
Successfully scaling Marketo Sales Insight relies on training for both sales and marketing. It needs to include:
Like everything Marketo Engage – nothing should sit still, and should keep evolving to realise its value.
It’s time to put these use cases into action! If this blog has helped you upgrade your approach to Marketo Sales Insight, we would love to hear about it.
If you need support taking your next MSI steps, whether that is simply some extra hands or whether you need help with the bigger picture, we’re here to help. You can send us a message through the website or book a meeting with me by clicking here.
Follow JTF Marketing on LinkedIn for even more insights and resources!
We just launched a new short online course that dives into the detail of Marketo Sales Insight specifically for marketing users. Find out more by clicking here, and if you’re a sales user – watch this space!