Keeping Marketo Sales Insight Clean

May 20, 2015 Chris Leonard

Interesting moments are behavior-based alerts of a lead’s interest, activity and interaction with your company.  While marketers may consider certain activities to be important, sales reps may find meaning in something else. Talk to your sales reps about what they find most interesting during the lead lifecycle.  Ask what activities demonstrate key buying signs and use that information to re-evaluate Marketo's Interesting Moments.

Below are a few examples of interesting moments:

  • Opens Sales Email
  • Clicks Link in Email
  • Fills out Form
  • Visits Multiple Web Pages in 1 Day
  • Visits Key Web Page
  • Unsubscribes from Email
  • Searches for Your Company by Brand Name

Best practices for interesting moments:

  1. Strike the right balance.  Too many interesting moments will get ignored, while too few won’t communicate the significant information.
  2. Keep your messages as short as possible.
  3. Use Tokens in the Description field in your Interesting Moment to customize the alert.

Common Tokens to use in Interesting Moments:

 

Triggers Name of Constraint Token Syntax
Email    
Clicks Link in Email Trigger Name {{trigger.Trigger Name}}
  Name (Email Name) {{trigger.Name}}
  Link (Link URL) {{trigger.Link}}
  Subject {{trigger.Subject}}
 
Email Bounces Trigger Name {{trigger.Trigger Name}}
  Name (Email Name) {{trigger.Name}}
  Category {{trigger.Category}}
  Details {{trigger.Details}}
  Subject {{trigger.Subject}}
 
Email Bounces Soft Trigger Name {{trigger.Trigger Name}}
  Name (Email Name) {{trigger.Name}}
  Category {{trigger.Category}}
  Details {{trigger.Details}}
  Subject {{trigger.Subject}}
 
Email is Delivered Trigger Name {{trigger.Trigger Name}}
  Name (Email Name) {{trigger.Name}}
  Subject {{trigger.Subject}}
 
Opens Email Trigger Name {{trigger.Trigger Name}}
  Name (Email Name) {{trigger.Name}}
  Subject {{trigger.Subject}}
 
Unsubscribes from Email Trigger Name {{trigger.Trigger Name}}
  Name (Email Name) {{trigger.Name}}
  Web Page {{trigger.Web Page}}
  Client IP Address {{trigger.Client IP Address}}
  Subject {{trigger.Subject}}
 
Web Page    
Fills Out Form Trigger Name {{trigger.Trigger Name}}
  Name (Form Name) {{trigger.Name}}
  Web Page {{trigger.Web Page}}
  Client IP Address {{trigger.Client IP Address}}
     
Visits Web Page Web Page {{trigger.Web Page}}
  Referrer {{trigger.Referrer}}
  Search Engine {{trigger.Search Engine}}
  Search Query {{trigger.Search Query}}
     
Salesforce    
Clicks Link in Sales Email Trigger Name {{trigger.Trigger Name}}
  Name (Same as Subject) {{trigger.Name}}
  Subject {{trigger.Subject}}
  Sent By {{trigger.Sent By}}
  Link {{trigger.Link}}
 
Is Sent Sales Email Trigger Name {{trigger.Trigger Name}}
  Name (Same as Subject) {{trigger.Name}}
  Subject {{trigger.Subject}}
  Sent By {{trigger.Sent By}}
 
Opens Sales Email Trigger Name {{trigger.Trigger Name}}
  Name (Same as Subject) {{trigger.Name}}
  Subject {{trigger.Subject}}
  Sent By {{trigger.Sent By}}
 
Sales Email is Received Trigger Name {{trigger.Trigger Name}}
  Name (Same as Subject) {{trigger.Name}}
  Subject {{trigger.Subject}}
  Received By {{trigger.Received By}}

Source: Marketo Community

 

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