How to Build Powerful Reports Using Marketo Interesting Moments

We’re going to let you in on a little secret. One of our favorite use for Marketo interesting moments is to use them create powerful Marketo reports showing which programs are responsible for creating the most MQLs.

To do this, you’ll need to be a subscriber to Marketo’s Revenue Cycle Explorer and Marketo Sales Insight.

The result: Two reports showing single attribution last touch for MQLs and Most Recent MQLs.

The Insight: This allows you to see the interesting moment responsible for creating the MQL or Most Recent MQL (when working with recycled leads), as well as the programs responsible for creating the most MQLs or Recycled-MQLs. Include the program name in interesting moment description via the {{trigger.Name}} token to report on the program responsible for the MQL.

How to collect the Marketo interesting moment data:

If you don’t have fields for MQL Reason and MQL Most Recent Reason, as well as the date fields, you’ll need to create them and sync them over to RCE.

Then, when MQL status is reached, populate MQL Reason and MQL Most Recent Reason with the token for “Last Interesting Moment Detail”. Populate MQL Timestamp and MQL Most Recent Timestamp with the token for the System Date/Time.

MQL reason and MQL Timestamp should be blocked for updates via flow step in the Field Management section of Marketo admin so that they are not modified. MQL Most Recent Reason and MQL Most Recent Timestamp should be updated every time.

Here’s what this looks like:

SMART LIST

Trigger: Revenue Stage is Changed – MQL

FLOW STEPS

Change Data Value: MQL Reason = {{lead.Last Interesting Moment Desc}}
Change Data Value: MQL Most Recent Reason = {{lead.Last Interesting Moment Desc}}
Change Data Value: MQL Timestamp = {{system.date time}}
Change Data Value: MQL Most Recent Timestamp = {{system.date time}}

QUALIFICATION RULES

Every time

Now you’re ready to build your reports!

How to build your single attribution last touch reports:

Use the Lead Analysis area in RCE to report on your MQL Reason field and MQL Most Recent Reason field (each in a separate report). The timeframe is any given month, and can be broken out by specific program or channel.