A Marketo consultant helps businesses get their marketing automation working properly, whether that means setting up the platform, fixing an existing setup or improving how campaigns are run. This can cover lead management, segmentation, email programs, CRM connections and reporting.The work often sits between marketing and technology, making sure the platform supports the way your team actually works.

Marketo can take care of many of the repetitive steps involved in running marketing campaigns. For example, a team can use it to send nurture emails, score leads, segment audiences and trigger communications based on customer activity. That gives marketers more time to work on the campaign itself instead of manually managing every step.

Marketo can help manage a lead from the first interaction through to sales handover and ongoing communication. Marketing teams can build nurture journeys around things such as customer interests, behaviour, engagement and lifecycle stage. Lead scoring can then help sales teams identify which prospects need attention, rather than treating every lead in the database the same way.

It depends on what the campaign is meant to achieve. For some campaigns, engagement may be the starting point, while others should be measured against qualified leads, sales opportunities, conversions or revenue. It is also useful to look beyond Marketo itself and connect campaign activity with CRM and sales data. That gives you a better idea of what the marketing activity actually contributed.