Structuring Marketo Engage for Multiple Teams and Buyer Journeys

In B2B and B2C considered purchase models, long buying cycles, multiple marketing channels, and high lead volumes make effective lead management challenging. The marketing operations (MOps) team at Minto has successfully mastered these challenges by creating centers of excellence that accommodate varying needs across teams within a single Marketo environment.

Learn how Minto Communities leverages Adobe Marketo Engage to create a scalable, structured approach that integrates traditional and digital marketing, streamlines lead qualification and personalizes the buyer journey to increase conversions.

Key Takeaways:

-How to set up Marketo to support multiple teams and diverse go-to-market strategies within one instance

-Tips for creating custom pockets of centers of excellence, including leveraging workspaces and partitions

-How to implement advanced segmentation techniques to form targeted buying groups for personalized marketing campaigns

Industry: High Tech, Industrial Manufacturing, Telecommunications, Travel, Hospitality, and Dining

Technical Level: Beginner to Intermediate

Track: B2B Marketing

Presentation Style: Case/Use Study

Audience: Campaign Manager, Digital Marketer, Marketing Executive, Operations Professional, Marketing Practitioner, Marketing Operations , Email Manager, Marketing Technologist