Target visitors based on Marketo Lists

This article will discuss how you can target and engage with your known Marketo leads through Insent. To understand how to integrate Marketo with Insent, please refer to the article describing the integration setup process for Marketo.

Insent allows you to guide specific accounts through highly personalized chat experiences based on their Marketo list membership and Lead field properties. 

Benefits of the Insent-Marketo Integration

• Insent Marketo Integration allows you to guide your Marketo leads through personalized flows when they arrive at your website.
• Improve your sales cycle time by enabling your visitors to directly connect with your Sales team or schedule an appointment for later by picking a slot off your sales team’s calendar. 
• Target visitors and walk them through personalized conversation flows based on Marketo List membership
• Accelerate and align your mid-funnel handoffs from your Marketing to your Sales teams with high agility. 

In this article, we will discuss how you can target visitors through Audience rules and personalize conversational experiences based on Conditions in conversation. This is the fourth article in a five-part series to get started with Marketo.

1. Setup the Marketo API
2. Integrate Insent with Marketo
3. Create Leads in Marketo
4. Target visitors based on Marketo lists
5. Push Insent Chat Log to Marketo

Getting Started

Whenever a known visitor or an account is on your website, Insent resolves the visitor using their Marketo Munchkin cookie and email address (if available) and searches Marketo to understand their identity and pull their data into the Insent visitor profile. 

Note: To learn more about how Insent resolves prospects please refer to this article on identity resolution.

When your visitors arrive on your website, they will encounter the Insent chat experience. You can set up targeting rules and personalize interactions for your qualified accounts and active opportunities from the ‘Audience’ tab for every conversation. You can use Demographic, Firmographic information, or their Past Website Behaviour to segment your visitors and personalize messaging that will impress. You can also use Insent fields and Dynamic Fields to target your visitors. 

To create a custom experience for your visitors, you should first navigate the ‘Conversations’ tab in Insent. 

Create a new conversation or choose an existing conversation that you would like to show to specific audiences. If you haven’t set up your first conversation in Insent, learn how to create a new conversation in Insent from this article.

Trigger a conversation based on Marketo Fields

The ‘Audience’ tab in a conversation allows you to trigger a conversation on specific web pages based on visitor interaction such as form submission or an Element click (Button or Link click).

You can also set up various rules to trigger the conversation based on Marketo lists, demographic, firmographic info, or past website behavior. 

In case you are new to Insent, learn more about the ‘Audience’ tab in Insent in this article.

You can trigger a conversation for your known Marketo leads based on Marketo list membership (Static and Smart lists) as well as through Insent and dynamic field attributes. 

Note: You can trigger the bot only on web pages where you have an active Insent Javascript.

Bot Trigger conditions 

From the list of Audience rules available, you can target visitors by choosing Marketo Lists from the Rule options. You can cascade multiple rules using logical operators (OR, AND) to set up granular audience targeting. 

You can configure rules based on Marketo list membership.

After setting up the audience rule to show a conversation to members of your target Marketo lists, you are ready to go ahead and personalize the conversation flow for your visitors. 

Add rules to conversation steps based on Marketo data

Whenever you add new steps to a conversation flow, Insent allows you to set up ‘Conditions’ that will dictate when users should be shown a certain step. ‘Conditions’ can leverage attributes from Marketo such as Email, First Name, Country, etc., through Insent field mapping. You can also use custom fields created in Marketo after mapping them with an Insent field. 

Note: If multiple MAP and CRM fields are mapped to an Insent field attribute, priority rules dictate which MAP or CRM field is used for targeting

Use the right Insent fields to control when a step is shown to a specific audience. To set up a rule for a conversation step, select ‘Add Condition’ from the options dropdown. 

All the mapped Marketo fields can personalize steps in a conversation flow and be used for visitor targeting. Insent and dynamic fields can be leveraged to show specific steps to a visitor.

Setup Condition rules based on Insent and dynamic fields

You can add as many conditions as you like to a conversation step.

The conditions can be evaluated using a wide range of operators such as: is, is unknown, is known, contains, starts with, ends with, is not, does not start with, does not end with, does not contain, and matching a regular expression.

You can leverage these operators to control the conversation flow based on visitor data in Marketo and other platforms.

Leverage Insent and Dynamic fields in a Condition to show a step based on rules.

Quick Recap

1. You can set up audience rules based on Marketo lists in the Audience tab. 
2. Leverage data in Marketo through mapped Insent fields in Audience for visitor targeting and segmentation. 
3. Show a specific conversation to a set of visitors based on the qualification rules you set up.
4. You can personalize the conversation flow through Condition rules in the Conversation builder. 
5. Roll out a red carpet welcome for high-value visitors by connecting them with agents when they arrive on your website.