Marketo Revenue Lifecycle Modeling Done Right Part 1 of 4: The What and Why of Modeling

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MQL measures should be broken out into MQL and Most Recent MQL for recycled leads. For example, if you have an MQL Timestamp field, also create a MQL Most Recent Timestamp field. Analytics will keep track of inflow, outflow and balance of this stage. Transitions are shown as arrows and they control how leads move between stages.

Everything that Marketo can see, trigger off of, or update is 100% related to leads and contacts. This creates a few hurdles when trying to create an account-based approach to the customer lifecycle and makes reporting on this journey next to impossible. For a marketo revenue cycle modeler by that puts strategy first, call the experts at MASS Engines.

Because we used setup the Lifecycle progressions using the Playdoh technique…..We now get great at-a glance stats on programs. For example, if you ever get the question “How many MQLs came out of our last trade show? Marketo developed Programs a few years back and came up with the concept of a Program Status so we all can see the status of where someone sits within a program. For example, has someone registered or attended a webinar.

There are several actions that could trigger this block including submitting a certain word or phrase, a SQL command or malformed data. If you could count how many new leads were converted to customers and the elapsed time for any month, you could compare the conversion ratio and time-to-convert month by month. The conversion over six monthly periods might look something like this, averaging 6.53% across the period. Folder for ‘Success Path’ will define the ‘horizontal green line’ in a revenue lifecycle model in Marketo. ‘Fast Tracks’ which will help transmitting leads faster to the funnel and will be sent based on particular triggers created to ascertain readiness for conversion. A key achievement of the Revenue Cycle Modeler is that through defining the lifecycle, sales and marketing become better aligned and their processes and activities become better understood.

One caveat to this approach is you lose some visibility into historical membership like attended and registered. I won’t get into those details here but know there are some work arounds. For example, Splash has created some child SF campaigns to track specific membership.

The modeler will measure how much water goes into the bucket per day and how much goes out of the holes.

Together, we will build, measure and optimize lead generation tactics, re-targeting campaigns, personalized nurture sequences and more. The Revenue Cycle Modeler within Marketo is one of its core features. It’s extremely customizable and allows marketers to map out their entire lead to revenue process. The RCM analytics enables marketers to see how many leads are generated and which of those converted, plus their time spent in each stage . Once you go into Pardot, you have a predefined one that can feel limiting.

This is part of Salesforce Campaign Influence and shows the business revenue that our marketing campaigns have influenced. The key piece of advice when choosing Pardot is to lean into Salesforce to do ROI reporting. I’ve built many landing pages within Pardot since I’ve been using it – and it’s pretty fun. If you can do development you can do all kinds of crazy stuff, one example was the dynamic images we did using Pardot’s dynamic content feature. From a developer’s point of view, the syntax is pretty easy to understand. Campaigns in Marketo are driven by ‘smart campaigns’, whereas in Pardot there are segmentation rules and automation rules.

With this type of tracking in place, the account has finally become the focal point of our customer lifecycle giving us the ability to measure conversion rates and velocity accurately. This type of model is truly a representation of the account journey. Once all of our stages were defined and the criteria set, we could then leverage the reports Dash offers to track conversions and velocity. Without a fully constructed RCM, there a number of reports in Marketo that cannot be leveraged to their full potential.

Splash is an Event management platform and Dyn is a leader in internet performance software. With all that said, there is one glaring issue that needs to be addressed when it comes to building a lifecycle in the Marketo platform—and that is the concept of an account. Now you have a visual representation of your lifecycle, the executional flows, the additional reporting and much more. Augment your team, plan and activate campaigns, and constantly optimize for performance.

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