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.

Integrations

  1. How to Set Up The Marketo Integration
  2. How to Set up Social Insights for Salesforce
  3. Salesforce Insights Data and Reports
  4. How to Set up Data Sync for Salesforce
  5. How to Set Up The Social Advocacy Package For Salesforce
  6. How to Set Up The Eloqua Integration
  7. How to Set Up the HubSpot Integration
  8. How to Set Up The Salesforce Integration
  9. How to Find the Security Token in Salesforce
  10. How to Set Up the Bitly Integration
  11. How to Set Up the Feedly Integration
  12. How to Set Up the Act-On Integration
  13. Feedly Custom Sharing with Oktopost
  14. Act-On Integration: Segmenting Lists Using Social Data
  15. Act-On Integration: Social Lead Scoring
  16. Marketo Integration: Social Lead Scoring
  17. Conversion Tracking With Marketo Forms 2.0
  18. Marketo Integration: Lead Segmentation
  19. Marketo Integration: Interesting Social Moments
  20. How to Set Up the Salesfusion Integration
  21. How to Set Up the Pardot Integration
  22. Setting up the Google Analytics integration
  23. How to Set Up the Facebook Retargeting Integration
  24. How to Create a Facebook Audience Based on Social Behavior
  25. Attributing Social to Leads in Marketo
  26. How to Set up the AdRoll Integration
  27. Webhooks
  28. How to Connect Oktopost to Zapier
  29. Oktopost Tracking with Google Tag Manager
  30. How to Create Salesforce Cases From Assignments
  31. Setting up Integration Assets
  32. Social Click URLs
  33. Salesforce Campaign Naming Parameters Guide
  34. How to Track Conversion on Pardot Forms
  35. How to Track Conversions on Act-On Labs Forms
  36. How to Set Up Single Sign-on With AD FS
  37. How to Set Up Single Sign-on With Okta
  38. How to Set Up Single Sign-on With OneLogin
  39. How to Set Up The Facebook Lead Ads Integration

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