Marketo is an extremely powerful marketing automation platform. Many leading marketing teams at Product Led Growth (PLG) companies have adopted it to power lead scoring and customer lifecycle campaigns. Unfortunately Marketo on its own has a few limitations for teams at SaaS companies with a self-serve or free trial product.
Where Marketo falls short for PLG
First, its lead scoring capabilities are logic based. Many marketing operations and growth teams that build scores directly in Marketo use a points based system that assigns a high score based on whether an individual user performs certain actions (downloads a white paper, visits the pricing page) and fits a firmographic and demographic criteria (Fortune 500 company, VP title). This logic based approach means you often miss out on potential users or accounts that have a high propensity to convert or expand based on a variety of factors you can’t predict. This is where machine learning really shines.
Second, Marketo doesn’t reflect events like product usage, billing data or other metrics in custom fields particularly well. You often have to bring that data in from a data warehouse like Snowflake, BigQuery or Redshift. For many companies, especially those with a self-serve or free trial motion, product usage is more important than visiting the pricing page or downloading a white paper when it comes to determining intent and whether an account is "sales ready."
These two deficiencies are very important to running effective PLG go-to-market campaigns so often Growth and Marketing teams get very frustrated with Marketo. That's where Correlated comes in.
Correlated is an ML-powered lead scoring tool that helps SaaS companies identify the highest propensity users and accounts that show signs of converting to become paid customers or expanding their spend. But it doesn't stop at lead scoring. One of the unique features of Correlated is its ability to drive field updates in Marketo based on its ML models.
Correlated Lead Scoring and Marketo
This is especially valuable for Marketo customers, as it enables them to get even more out of their Smart Campaigns. Smart Campaigns are a key part of the Marketo platform, where users can automate and personalize marketing efforts based on specific triggers and actions. With Correlated, Marketo customers can go even further by using the data generated by Correlated's ML models to drive field updates and personalize their Smart Campaigns using product usage data.
Example: lead and account scoring
For example, let's say Figma is using Correlated to identify their highest propensity leads based on likelihood to expand from a self-serve workspace to a Professional plan. Correlated leverages machine learning to ingest Figma's audience data including product usage, self-serve billing information and data from CRM to identify the highest propensity users or workspaces to convert from self-serve to Professional. Figma can connect their data warehouse to Correlated to make sure they are sending the most up-to-date and comprehensive data set for lead scoring. Lastly, the growth team at Figma can leverage the ability for Correlated to build custom models that adjust multiple times per day to make sure the best possible leads are being routed to the sales, xDR and CS teams.
With the ability to drive field updates in Marketo, the Growth and Marketing Ops teams at Figma can automatically update the lead score field in Marketo for their leads so they can be easily identified and prioritized for Figma’s inbound SDR team. This ensures that the company's marketing efforts are always focused on the most valuable leads, maximizing the return on investment for their campaigns.
Driving Personalization in Marketo using Correlated
One other limitation of Marketo on its own is the ability to use tokens to personalize emails with more complex data like product usage, billing data or other calculated metrics. By using product usage data as tokens in your Marketo email templates, you can create highly targeted and personalized campaigns that drive better results.
By combining the data generated by Correlated with the automation capabilities of Marketo's Smart Campaigns alongside personalization tokens, SaaS companies can supercharge their PLG go-to-market efforts and drive even more value from their marketing automation efforts.
3 examples of personalized email campaigns using Correlated and Marketo
- Product onboarding campaign: Use product usage data to trigger an automated email series that guides new users through the key features of your product. This can help drive adoption and ensure that users are getting the most value out of your product.
- Cross-sell campaign: Use product usage data to identify users who are highly engaged with a specific feature or functionality of your product. These users may be more likely to be interested in purchasing additional products or services, so you can use this data to trigger targeted emails promoting relevant offers.
- Customer success campaign: Use product usage data to identify users who may be at risk of churning due to low engagement. Trigger an automated email series offering personalized support and resources to help these users get more value from your product and prevent churn.
Correlated and Marketo, a winning combo!
Marketo customers who are looking to take their marketing efforts to the next level should consider integrating Correlated into their strategy. With its ability to drive field updates based on ML models, Correlated can help Marketo customers leverage the full power of Smart Campaigns and drive even greater results from their marketing efforts. Using product, billing and other customer data in Correlated, smart marketers can also drive personalized campaigns easily in Marketo using Correlated.