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How to use Yesware to track sales activity in Marketo

April 8, 2014 by in News

Recent data shows that alignment between Marketing and Sales departments can help companies become up to 67% better at closing deals, and generate 209% more value from marketing. 

What it means: Smarketing is more than just a fun sounding buzz word. It’s key to your business success.

Screenshot 2014-04-08 10.09.48Pro-tip: Marketers can use Yesware to gain visibility into sales activity in Marketo, without disrupting the Sales team process. 

Yesware’s integration with Marketo offers a win-win to an all too common problem: Lack of visibility into the sales cycle. After Marketing Qualified Leads (MQLs) are passed along to the sales team, marketers are often hard pressed to understand what happens when a salesperson emails that prospect. Did they click on a link? Visit the website?

To avoid the lead black hole and understand which activities equal closed business, marketers and salespeople can now view Yesware data in Marketo. This integration helps teams:

  1. Segment Smart Lists for more timely and relevant communications. Each of these actions — email opens, replies, link clicks, attachment opens, and scheduled calendar events — is captured within Marketo, offering marketers a better understanding of how a lead has engaged with sales and when. 
  2. Improve lead quality. Sales activity data is directly fed into Marketo’s lead record to reveal a 360-degree view of the entire customer acquisition process. For example, you may think a lead went dark, but then see that they’re resurfacing in their interactions with sales, prompting you to bump their lead score up again.

Bottom line: This is a win-win for savvy smarketers.

  • Salespeople can increase the prioritization of prospects based on both sales and prospects activities.
  • Marketers can easily see what happens after a salesperson engages with a lead.

From first contact to close, Yesware’s Marketo integration enables both teams to work together more effectively with a holistic overview of lead, account, and opportunity activity all in one place.