Sales Insight Tips and Tricks

Marketo’s Sales Insight has a few features that not many marketers use enough. These tips can help you work with Sales in a scalable way with write once emails that can be used repeatedly by Sales. You will have to remind Sales how to make money off of Sales Insight:

Sales reps will ask this question before they tune MSI out. Salespeople want to focus on sales and not spend time on new systems. Great sales reps, however, will spend time preparing for calls using the best intelligence they can. Sales Insight is their intelligence tool.

Sales Insight provides more visibility into the behaviors of people on your Site, your Emails, and your Events. Certain behaviors indicate the Lead is starting, engaging, or closing the Buying Process. Use the information MSI provides to help prepare for Sales calls:

• Ask better questions.
• Ask relevant questions earlier to demonstrate understanding of their needs.
• Know when to call.
• Know when not to call.
• Spot potential RFP activity early using Activity, Anonymous Web Activity.
• Use Anonymous Web Activity to prospect and call Leads before our competitors.

Sales Insight Exposed Emails

You can “expose” an email in Marketo to Sales Insight where your Sales Team can then see it using the Sales Insight Send Email action inside Salesforce.

When should you allow Sales to see one of your emails in MSI or the Outlook Plugin?

Type of Email	Expose to MSI?	Duration
Webinar Invitation	Yes	Only until event starts then turn it off.
Event Invitation	Yes	Only until event starts then turn it off.
Nurturing Emails	Use Campaign IS Requested instead.	Usually better to allow Sales to insert a Lead into the flow.
White Paper Download	Sometimes	I prefer to let sales write a persona note instead.
Newsletter	No.	Never. This is a marketing email.
Brochure Email	Sometimes.	I prefer to let sales write a persona note instead.

Some teams love using the Outlook Plugin or the MSI Email Tool to send and record all the emails they need. In that case, exposing more basic emails such as White Paper blasts and pre-made Brochure links can speed things along.

Let Sales Determine Next Steps with MSI Exposed Campaigns

You can expose any campaign to Sales Insight whenever you use the Trigger

Campaign Is Requested by Source IS “Sales Insight”

Many firms choose to allow Sales to drop Leads or Contacts into special nurturing campaigns to push out information automatically. Marketing can also allow Sales to adjust data or throttle email using this technique. The most common options are nurturing and Marketing Suspended.

Here’s what this looks like to Sales:

Monitor Sales Insight Email Use

Remember that you can monitor use of Sales emails with the filters. These actions will also appear on the SFDC Activities list and Sales Insight Email tab.

• Opened Sales Email
• Was Sent Sales Email
• Clicked in Sales Email
• Sales Email Bounced
• Sales Email Was Received

Trigger Emails or Programs with Sales Insight

You can also use Sales Insight to trigger a marketing campaign. For instance, if Sales sends out more than 2 Sales Emails, maybe that Lead is hot and marketing should back off with a Marketing Suspended campaign. Use these Triggers:

• Is Sent Sales Email
• Opens Sales Email
• Sales Email Bounces
• Sales Email Is Received

Ultimately, the success of Sales Insight is up to your reps. Spend some time with them to help them understand how the tool solves the common problems of sending out common product emails or invitations. Show them how much detail they are missing by not using it. Then show them how much their buddy is making – because she’s using Sales Insight.

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