Our marketing team has been historically creating a new lead for each and every time a person "raises their hand" for a specific product -- like if they filled out a form online or attended a webinar or visited a both, etc. This has resulted in duplicate leads. We are working on correcting this, doing some de-duplication efforts, and making use of campaigns and campaign members to record what marketing interactions a person engaged with. This works but the sticking point is how do we track product interest
-- for example prospect was interested in Product A in January and Product B in July. Could be a current customer or someone we've never done business with before.
My gut reaction is that we use opportunities for this -- every interest in a product is it's own opportunity record that they can work through all the stages -- however sometimes the sales person, account manager, BDR, or Solution Engineer finds out quickly that they are not actually qualified for that product and DQ the "lead" -- if we use opportunities like I was thinking -- we'd have a ton of "garbage" opportunities.
We are migrating from Marketing Cloud Engagment (fka Exact-Target) TO Marketing Cloud Account Engagement (fka Pardot) -- so we are using this as an opportunity to clean house and fix processes
Thoughts/Ideas on how to handle this?
#Marketing Cloud #Pardot B2b Marketing Automation
