Marketo Integration: Lead Segmentation

There's more than one way to skin a cat. We love animals here at Oktopost, and would never harm a cat, but when applying this idiom to lead segmentation, it can't be closer to the truth. A C-Level prospect requires high-level content where engineers might prefer to receive how-to’s and guides. If your products or services are solving multiple pain points, then better lead nurturing would mean sending content that resonates with the targeted audience.

We’ve found that using the Marketo integration, businesses can better segment their lead databases by interest or based on what the prospects are engaging with on social media. Once the integration is set up, every single social click, regardless whether the click leads to your website, or a third party, such as YouTube or even somebody else’s blog, is now registered in Marketo. This article will demonstrate how to use this click information to segment your Marketo leads.

Step 1: Creating a Social Campaign in Oktopost

Start by creating social media campaigns in Oktopost, and use the campaign tags to indicate the topics of the campaign. In this example, the campaign is promoting blog posts from Q2, 2016 that discuss Advocacy for Enterprise companies.

Step 2: Create Static List

In Marketo, create static lists where you'll keep your segmented leads.

Step 3: Create Programs

Create programs that are triggered on social clicks and are coming from the segmentation campaigns. The screen captures below show how to set up the programs.

Trigger whenever there's a web page visit that contains /social/ and add a constraint where the Search Query contains utm_term=XXXX (in our case 'advocacy'). This will occur when somebody clicks on a social link that was in the "Advocacy" campaign, due to the naming convention in step 1.

Simply add the lead to the relevant list. In this example, the Advocacy list.

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