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A
Anonymous
December 8, 2015
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Direct Qualification of Leads as MQL

  • December 8, 2015
  • 2 replies
  • 1911 views

Hi All,

In a normal scenario, we have leads coming into our Marketo lead records and based on their attributes and activities, their score keeps increasing (or decreasing) and they reach threshold scores to be qualified as MQL or Prospect or etc. upon which we decide to push the leads to our SFDC instance.

However, there might be scenarios wherein we do not want to process certain leads based on their activities or attributes, and straight away qualify them as MQL so that the Sales people can start pitching them. (For eg.- We import a list of potential leads, straight away assign them MQLs so that the sales people start approaching them via calls). How do you guys suggest, I create a program/ smart campaign to straight away process leads as MQLs without tracking their activities for extreme urgent scenarios ?

Thanks !

-Prabash.

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Best answer by AlokRa4

You should have 2 separate programs.
- Lead Scoring Program: This program should contain all the scoring that is being done when a lead is created. This would include both behavior and demographic scoring. Create a campaign in this program to push leads where the score goes >25 to 'Assign to MQL program.

- Assign as MQL: Create a campaign in this program which will be requested. In the flow, you can mark the lead as MQL, and sync to SFDC.

Now, talking about your high-value campaigns, like someone filling Contact Us form, you should create a campaign in Contact Us Program and request Assign as MQL campaign. It is very critical that you just have a single campaign which assigns leads as MQL and pushes them to SFDC.

Reach out directly if you want to see an example of a nice lead flow created in Marketo.

2 replies

A
AlokRa4Accepted solution
New Participant
December 8, 2015

You should have 2 separate programs.
- Lead Scoring Program: This program should contain all the scoring that is being done when a lead is created. This would include both behavior and demographic scoring. Create a campaign in this program to push leads where the score goes >25 to 'Assign to MQL program.

- Assign as MQL: Create a campaign in this program which will be requested. In the flow, you can mark the lead as MQL, and sync to SFDC.

Now, talking about your high-value campaigns, like someone filling Contact Us form, you should create a campaign in Contact Us Program and request Assign as MQL campaign. It is very critical that you just have a single campaign which assigns leads as MQL and pushes them to SFDC.

Reach out directly if you want to see an example of a nice lead flow created in Marketo.

    A
    Anonymous
    December 8, 2015

    Hi:

    In a flow step use the change revenue stage and assign it to the MQL stage.

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