3 Steps to Implementing MQL Tracking in Marketo

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You might already be tracking MQLs in Salesforce or in Marketo, but are you tracking all the information you need for enhanced reporting? I’ll walk you through the 3 steps you need to take for complete MQL tracking that you can report on it Salesforce and Marketo.

Step 1: Create the tracking fields

The first step is to create all the fields needed for tracking. Four fields will need to be created in Salesforce.

  1. MQL Date: The date the lead first becomes an MQL
  2. MQL Counter: Counts how many times the lead has become an MQL
  3. Last MQL Date: Tracks the last date the lead became an MQL
  4. Score at MQL: Tracks the lead score or rating at MQL

MQL Counter and Last MQL Date are optional, but I recommend adding these if your process allows for leads to become MQLs more than once.

Create the MQL Date Field in Salesforce: Step-by-step

Under Setup > Customize > Lead > Fields, create a new date field called MQL Date.

Create the MQL Counter Field in Salesforce: Step-by-step

Under Setup > Customize > Lead > Fields, create a new number field called MQL Counter.

Create the Last MQL Date Field in Salesforce: Step-by-step

Under Setup > Customize > Lead > Fields, create a new date field called Last MQL Date.

Create the Score at MQL Field in Salesforce: Step-by-step

Under Setup > Customize > Lead > Fields, create a new number field called Score at MQL.

Repeat this process for Contacts as well and don’t forget to map the lead fields to the contact fields.

Step 2: Create or modify smart campaigns

This step is dependent on what smart campaigns you already have set up for your lead lifecycle. For example, you might have a smart campaign already created to sync a lead to Salesforce if a lead hits your scoring threshold. If that’s the case then you can add these flow steps directly in your existing smart campaigns.

This is the logic to add the for the newly created tracking fields:

  • MQL Date: If MQL Date is empty stamp MQL date with the system date
  • MQL Counter: Increment field value by using the change score step
  • Last MQL Date: Update the field with the system date
  • Score at MQL: If Score at MQL is empty copy the current lead score to the field

Step 3: Create your reports

Now that all the fields and flows have been created. You can now use the fields for reporting in Salesforce and Marketo. For example, you can create reports to answer these questions:

  • How many MQLs were generated last month?
  • How many MQLs were generated this fiscal quarter?
  • How many times did a lead become an MQL?
  • What was the lead’s score when they became an MQL?

Questions?

Send them to me via email, send me a tweet @jennamolby, or leave a comment

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Welcome to my blog, where I share, tips, tricks, thoughts and solutions that I learn in my daily life as a Marketing Operations leader.

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