Turn Buyer Intent into Action: Integrate TrustRadius Intent-Driven Leads with Marketo

In today’s fast-moving technology landscape, identifying in-market buyers is more critical than ever. TrustRadius’ Intent-Driven Leads program helps tech sellers connect with qualified, engaged prospects — accounts actively researching products and solutions relevant to your business. Now, with the ability to integrate these leads directly into Marketo, marketing teams can act on leads faster and more efficiently than ever before.

TrustRadius intent-driven leads: A new era of lead generation

TrustRadius has evolved far beyond a review site, becoming a comprehensive business intelligence platform for technology sellers. Its Intent-Driven Leads program leverages downstream intent data to generate high-quality, ICP-qualified leads from accounts actively researching technologies on the platform.
Key highlights of the program include:

• Opt-in, ICP-qualified leads: Buyers engage with TrustRadius customer stories and market reports to signal intent.
• High conversion potential: Leading technology providers have seen measurable improvements in pipeline, conversion rates, and account penetration.
• Actionable insights: Leads are filtered by ideal customer profile and suppression lists, ensuring relevance for your sales and marketing teams.

“As we piloted the Intent-Driven Leads program, TrustRadius delivered 4,000 ICP-matched leads in less than two weeks, enabling our teams to take immediate action,” said Brett Rafuse, VP of Integrated Marketing at Cisco.

Why the Marketo integration matters

Marketing automation is the engine that turns leads into pipeline. With the new Marketo integration, intent-driven leads flow directly into your existing campaigns and programs, streamlining execution and improving speed-to-lead.

Benefits include:

• Seamless lead ingestion: Leads are delivered straight into your Marketo instance, ready for nurturing and scoring.
• Maintain workflow consistency: Keep all of your demand generation campaigns, email nurturing, and ABM strategies within Marketo without switching platforms.
  

Enhanced segmentation and personalization: Use Marketo’s tools to segment by intent signals, product interest, or buyer persona to deliver highly targeted campaigns. 

Getting started with the Marketo integration

Setting up the integration is straightforward for Marketo administrators. Once configured, leads generated by TrustRadius’ intent program will flow automatically into your Marketo instance, ready to fuel ABM campaigns, nurture sequences, and targeted outreach.

The combination of TrustRadius intent-driven leads and Marketo automation gives technology marketers a powerful way to identify, prioritize, and engage leads actively researching solutions. By leveraging high-quality, in-market leads directly within your marketing workflows, you can accelerate pipeline, improve conversion rates, and maximize ROI from every campaign.