Turning Marketo Into a Hub for Lead Generation and Qualification
- Marketo
- Smart campaigns
- SEO
- Conversion paths
- Blogging
Longview had a powerful tech stack in hand—including DiscoverOrg, ZoomInfo, DataCaptive, and other sources—but these data sources weren’t being leveraged in a sophisticated, meaningful way to maximize the investment. We wanted to understand how leads from Longiew’s tech stack were engaging with content and how we could provide a personalized experience that directly related to the prospect’s area of interest. To resolve this, we consolidated contact data from these disparate sources into Marketo and set to work cleaning up the contact data. Then, we put Marketo to work as a hub for lead generation and qualification.
In order to maximize Longview’s tech stack investment, we needed to identify where leads were coming from and how we could provide them with relevant information based on their Buyer’s Journey stage. By creating targeted lists for specific campaigns, we were able to create a comprehensive program strategy that led to more engaged and qualified leads for the sales team. In addition, we revamped existing data management programs that directly influenced how leads are qualified and passed to the sales team.
By streamlining lead sources, acquisition programs, and accurately attributing program success, we are able to track how leads from different sources engage with content. Furthermore, we wanted to provide visibility for the sales team into different campaigns in order to nurture the relationship between marketing and sales and ensure a seamless transition.
We started by creating conversion paths and segmented lead nurturing workflows based on smart data. Additionally, we implemented dedicated SEO for organic search, resulting in new traffic for lead generation nurturing emails. With these strategies, we were able to bring in new leads, nurture them, score them, qualify them, and pass the most qualified leads directly to sales in Salesforce.
Lastly, we set to work creating keyword- and buyer persona-driven blog articles and premium content in order to support our lead generation efforts.