In this new section of the Marketing Rockstar’s Guide to Marketo, I show you how to use Data.com to automatically update leads. The Enrich with Data.com flow action is designed to help you construct a lead profile more quickly for your hungry lead qualification reps.

There are some limitations, however. First, the flow action will update the entire Lead no matter what you want it to update. Second, Data.com may be unable to find a good match.

Here’s the short version:

1. Get a Jigsaw.com account.
2. Add this account to Marketo: Admin > Data.com
3. Create a new campaign.
4. Use the smart list to pull leads who are missing key contact info.
5. Add Flow Step: Enrich with Data.com = True
6. Run Once.

If you want to setup an automatic campaign, you can, but read the Guide chapter to learn how to do this the right way, so your precious data isn’t overwritten.

Using the Data.com Enhancer .

For more updates on How to Use Marketo, sign up for the email updates.

Lead scoring is one of the first systems new marketing automation users want to build in Marketo. Building a great lead scoring system is easy once you take the time to do these four main steps:

1. Find out what demographics and behaviors matter to Sales.
2. Translate those preferences into relative ranks.
3. Translate those ranks into scores.
4. Use Marketo to build relevant Smart Lists and Workflows.

But wait, it isn’t that simple, is it? No, building a lead scoring system is not done in 4 steps. Lead scoring systems are one of the first things people do with marketing automation because it is a clear action to move forward. Watch this Marketo webinar on Scoring Leads and Using Lead Tokens.

Here’s how you can put lead scoring theory into practice in your own Marketo instance. This is a major win for anyone moving to inbound marketing with Marketo. You’ll show Sales and your manager that progress toward Sales-Marketing Alignment is happening and you’ll learn a ton about Marketo too.

Resources

• Reinventing Lead Scoring: How to use Data Science to Market Better  [Adobe Marketo Session / Video + Slides]
• Taking Lead Scoring to the Next Level [Blog]
• How to Set up Marketo Behavior Lead Scoring Batch Campaigns
• Demographic Gating: How to Score and Quality Leads More Efficiently [Video + Blog]
• How to Build a Lead Scoring System in Marketo [2012, Slideshare]
• How to Build a Lead Scoring System in Marketo [2012, PDF/Note: links in the pdf are not working right now.]

When you have launched your scoring system, you should have a meeting or two with the sales team to review the scores and the process for handing off leads. You will accomplish two things with these meetings:

1. Acknowledge Sales’ role, input, and help to improving the lead process. They will clearly see how your survey took in their ideas to improve marketing qualified leads (MQL).
2. Sales will understand better what the data means for them, which should mean they can decide better how to prioritize leads and when MQL should be Sales Accepted (SAL).

Remember that sales people want leads they can close. They want to ignore other people as much as possible. The more they understand how you are helping, the more likely it is they will see your system helping them find the leads they want. It is a first step in many to building the sales-marketing trust required for revenue generation.

I wrote a short guide which you can modify to help sales people understand why and how you are doing things. Clearly your process will differ from my experience, so edit this as needed.

The Sales Guide to Lead Scoring [PDF]

I am pleased to present the first chapters for the Marketing Rockstar’s Guide to Marketo. I am working on 37 different sections and will start releasing each one as it is finished.

For the moment, I am offering this as a free download as each chapter comes out. Please enjoy, re-use, and most of all, let me know what you think!

Here are the first chapters to help you with Marketo:

1. Introduction [PDF] – the required manual introduction and icon review. Updated on Slideshare!
2. Getting Help [PDF] – a review of different ways to get help using Marketo
3. Email Reputation Management [PDF] – the big chapter everyone has been waiting for! A total explanation of email reputation management using Marketo complete with Steps, Smart List ideas, and procedures. Updated Email Reputation Management Chapter on Slideshare (Nov 30).

I look forward to hearing your opinions on layout and approach. If you see anything which needs correction, further explanation, or just want to say hi, let me know!

Best,

Josh