Marketo
Read a lead's interest and hand it to sales right when they can act.
With Adobe Marketo Engage, we set lead stages and scoring criteria and connect marketing and sales in one flow through campaign automation and CRM integration. Neodigm, an official partner, works with you from adoption to operations.
Leads pile up, but sales is always one step late
Even when leads arrive from your website, campaigns and events, judging score and priority by hand pushes the leads most likely to buy to the back. Sales receives leads of uneven quality, and marketing struggles to prove results.
Every lead gets the same email and the same journey
Lead quality reaching sales is uneven, so follow-up is late
Campaign QA and data cleanup take a lot of operating time
We design lead criteria and follow-up actions as one flow
With Marketo Engage programs and Smart Campaigns, we set up follow-up touchpoints based on customer behavior and align the sales handoff criteria through CRM integration. We diagnose your current lead flow first, then decide the scope of adoption.
Set lead stages and scoring criteria
Campaign automation based on behavior and segments
CRM integration and sales handoff criteria
Data quality management and performance reporting
Marketo operations in numbers
When lead stages, scoring criteria and nurturing flows are set in numbers, marketing and sales move on the same standard.
5,000+ follows figures Adobe has published (check the date). The rest are examples. Actual criteria and effects vary by environment.
Global customers using Marketo Engage5,000+
Early, Mid and Late lead nurturing streams3 stages
A lead scoring above this is handed over as an MQL (example criterion)70+ points
Target improvement in MQL-to-SQL conversion (example)About 30% higher
Core capabilities that surface the leads sales should contact first
We confirm what is available per feature against your contracted edition and release status.
Lead scoring
Score behavior and attributes to surface the leads sales should contact first, and run the handoff criteria.
Smart Campaign
Follow-up emails and alerts run automatically on conditions and triggers.
CRM integration
We align fields and sync rules so lead and sales stage data flow back and forth on the same standard.
Dynamic Chat
Chat with website visitors in real time and move on to consultations and meeting bookings.
Marketo AI
We confirm the availability and scope of AI features that help with repetitive operations, by edition.
Performance measurement
Compare response by program and channel and use it as the basis for improving the next campaign.
From inflow to sales handoff, the path a lead takes
When each stage has a standard, you can see right away which lead stalled where.
Inflow and identification
Leads arriving through forms, web visits and events are gathered into one profile.
Nurturing
Early, Mid and Late nurturing streams build interest.
Scoring
Behavior and attributes are scored, and a lead above the threshold (for example 70 points) is judged an MQL.
Sales handoff
Through CRM integration, leads go to sales at the right time and follow-up results come back.
Channels that were separate, now one lead flow
AEM site visits
Form submissions and content consumption flow into Marketo lead data.
AI search traffic (Brand Visibility)
Visitors who arrive from AI search are managed in the same nurturing flow.
Optimized pages (Sites Optimizer)
Lead quality signals from pages with improved conversion are reflected too.
Three things to decide before you start
Lead stages and handoff criteria
First agree the lead statuses and follow-up actions marketing and sales will use.
CRM and website integration
We review field mapping, sync rules and the scope of campaign identification.
Consent and data quality
Decide what the collected data will be used for and manage consent status alongside it.
Neodigm is an Adobe Silver Solution Partner
Marketo adoption and lead operations design
Neodigm designs lead stages and sales handoff criteria, CRM integration and how campaigns are run to fit your sales and marketing processes.
Frequently asked questions
How long does adopting Marketo usually take?
It depends on your environment and scope, but about 6–10 weeks through initial setup and CRM integration is typical. Tell us your current environment and we will lay out a schedule.
Can it integrate with our existing CRM?
It integrates with major CRMs, and we start by organizing field mapping and sync rules. Tell us which CRM you use and we will explain how to integrate.
Can marketers run it themselves?
Yes. We provide training and an operating guide after the build, and can also take on campaign operations with you if needed.
Can we get our current state checked before adopting?
Yes. A Marketo health check diagnoses your current settings and lead operations and proposes improvement priorities.
First, check whether Marketo fits how we run leads.
Tell us your current lead flow and CRM environment, and within 24 hours we will outline the scope of adoption and how we would proceed.