The Journey of a Lead with Marketo
Think of a lead's journey. It starts when they first hear about your business. Maybe they saw an ad. Maybe a friend told them. They are just a name at this point. Marketo helps you learn more. It tracks what rich people database do online. Did they visit your website? Did they read a blog post? All this information is important. Marketo keeps it all in one place. It helps you understand your lead. You can then send them the right message. The right message at the right time.
Capturing Leads with Marketo Forms
The first step is getting leads into Marketo. This is where forms come in. Marketo lets you create forms. You can put these forms on your website. When someone fills out a form, they become a lead. Their information goes straight into Marketo. You can ask for a name and email. Or you can ask for more. You can offer something in return. This could be a free guide. It could be an ebook. In this way, you make a fair trade. The lead gets something valuable. You get their information.
Scoring Your Leads with Marketo
Not all leads are the same. Some are ready to buy now. Others need more time. Marketo helps you tell them apart. It uses a system called lead scoring. Every time a lead does something, they get points. For instance, they get points for visiting your pricing page. They get more points for downloading a case study. A lead with many points is a "hot" lead. A lead with few points is a "cold" lead. This helps your sales team. They know who to contact first. Therefore, it saves a lot of time.
Nurturing Leads with Marketo Campaigns
You can't sell to a cold lead. You have to warm them up first. This is called lead nurturing. Marketo is great for this. You can set up automated campaigns. A campaign is a series of messages. For example, you can send an email. The email gives helpful advice. After a few days, another email goes out. This email offers a special tip. This continues until the lead is ready to buy. Marketo handles this for you. It sends the right email at the right time. Consequently, you build a relationship.
Automating Your Lead Funnel with Marketo
The entire process can be automated. This is the beauty of Marketo. You can set up a "funnel." A funnel is a path for leads. When a lead enters your funnel, Marketo takes over. It sends the welcome email. It waits a few days. Then it sends the next email. If the lead opens the email, Marketo gives them points. If they don't, Marketo sends a different email. This is all done without you lifting a finger. This saves so much time and effort. It lets you focus on other tasks.
Reporting and Improving with Marketo Analytics
Marketo also tells you what works. It has powerful reporting tools. You can see how many leads you have. You can see where they came from. You can also see which campaigns are working best. This helps you make smart choices. You can stop doing things that don't work. You can do more of the things that do. This means you get better at marketing over time. Marketo helps you grow. It helps you get more customers. It truly is a great tool for any business.