This scenario illustrates how we would approach a common challenge. It is not a description of a specific client engagement, and the outcomes listed are what the solution is designed to achieve — not measured results.
The challenge
Marketing generates leads, but nurturing is manual and sales receives leads without context about what prospects engaged with.
The solution
Implement Marketing Cloud Account Engagement with scoring and grading, nurture programs for each segment, and automatic handoff to sales with engagement history attached.
Implementation
- 1Define lead lifecycle and qualification criteria with sales and marketing
- 2Configure scoring, grading and segmentation
- 3Build nurture programs and email templates
- 4Automate sales handoff and alerts
Intended outcomes
- Consistent lead nurturing
- Sales receiving leads with engagement context
- Shared lead definitions across teams