How to crush demand with Tourial’s new native engagement integration with Marketo

Shonna Bairos
August 23, 2022

When buyers engage with your website, your emails or your ads, they’re on the hunt. They’re searching for something and they’re yearning for someone to give it to them on a silver platter.

They want information, understanding, and true comprehension — so they can make a decision and get back to work (or Netflix).

As the marketer, interactive Product Tours make you the hero of their story, dishing out product experiences that entertain and educate fast.

They do it so well, in fact, that the interactions buyers take in your Tours have value of their own. The longer they spend in your Tours, the more they click, the more qualified they become. 

It’s like a pipeline factory, providing your buyers with the product knowledge they're wanting and then sending them to your sales team so they can have better conversations.

This means you really need to know which prospects viewed which Tours, how much time they spent, and whether they clicked any CTAs or submitted your form. If you know that, then you know who’s most likely to talk to your sales team on a demo or sign up for a trial.

Well, Tourial’s Marketo Engagement Integration takes all that crazy valuable data andpushes it automatically into Marketo.

Wondering how to capitalize on all this goodness? Here’s 3 ways Tourial’s Engagement Integration with Marketo is going to knock your socks off.

1. Automate campaigns to target the buyers that are most likely to actually buy

Wish you could improve the abysmal % of buyers that actually make it through a marketing campaign and become revenue? Maybe you can, if you know where to cast your line.

When 100 buyers enter one of your Product Tours and 53 of them invest the time to click all the way through, you don’t just want to know who they are, you want to act on that information — whether it's by sending them additional Tours or product information relevant to what they just viewed, or by sending them directly to sales for follow up.

Create lists of high-intent buyers (prospects that reach a specific threshold like ‘spent 120+ seconds in the Tour’) and set campaigns in Marketo to trigger automatically. 

You impressed them with your Product Tour, now it’s time to guide them toward the finish line. See what that does for your conversion rates! 🤓 

2. Ping your sellers every time a lead takes a Tour, automatically

No one gets more excited than sales when they know a prospect is researching your Product Tours. With engagement data flowing into Marketo you can automate real-time notifications that your sellers can use to better understand what they've engaged with so far, leading to higher quality conversations.

You can alert them in Slack or via email with the engagement metrics they care about, like what was the name of the Tour they just viewed and how much time did they spend?

Adding Tourial engagement data to Marketo’s 'Interesting Moments’ is another way to give your GTM teams an even better view of contact activities across your Tours, emails and other site pages.

They’ll love you for it, and so will your pipeline. 😍

3. Prove to yourself (or your boss) that Tourial makes you money

You don’t just want your buyers hanging out in your Product Tours and not taking any further action. Show them your product's "how" so they can make the decision to take the next step (better quality conversions, anyone?).

As buyers book demos, become opportunities, close and become new customers, what you need to attribute those dollars to your Product Tours is right there waiting for you. Hop into Marketo and see what that lead did in your Tours before they converted. 

Maybe they took a Tour and jumped straight to your lead form. Maybe they converted 2 days later. Or, perhaps they viewed 3 more Tours after their demo to show their boss how awesome your product is!

Using reports in Marketo, you can easily see how much pipeline has been influenced by your Tours and tie that directly to won revenue.