Integrating Drift & Marketo to Drive Leads for Scanmarket

Unit4’s Scanmarket Source-to-Contract solution needed a smarter way to capture and qualify leads without disrupting Unit4’s existing sales operations and lead qualification processes. Integrating Drift (conversational marketing) and Marketo (CRM/marketing automation) required a precise and strategic approach that aligned with the company's structured workflows while effectively promoting the Scanmarket offering.

Jason led the initiative and collaborated directly with Unit4’s Marketo development team. Together, they created a custom strategic mapping path that allowed Drift and Marketo to work in harmony. A tailored Drift playbook was developed to guide prospects through a simplified, three-point contact funnel specific to Scanmarket — ensuring product relevance while maintaining system-wide integrity.

The integration was designed to trigger only on designated product-specific pages, reducing friction and ensuring a streamlined user journey for high-intent visitors.

To avoid interference with Unit4's broader lead qualification systems, Jason engineered a setup where key variables from Drift were mapped directly into Marketo. This allowed leads interacting with Scanmarket-specific Drift bots to be auto-qualified as MQLs (Marketing Qualified Leads) and routed directly to the appropriate product team — all while respecting Unit4’s CDR (Customer Development Representative) structure.

This innovative technical workaround ensured high-quality lead capture and a smooth handover process without requiring adjustments to Unit4’s core workflows.

- 🔁 Seamless integration between Drift and Marketo, designed specifically for Scanmarket lead flow

- 💡 Smart Drift playbooks targeted only relevant product pages, guiding users through a three-step contact funnel

- ⚙️ Technical mapping allowed leads to bypass standard qualifying rules and route directly to Scanmarket’s team

- 📈 Lead volume for Scanmarket doubled without any disruption to Unit4’s existing systems

- ⏱️ Project completed ahead of schedule thanks to close collaboration between teams

By developing a strategic integration between Drift and Marketo, Flux Media helped Unit4 unlock a new, efficient pipeline for Scanmarket Source-to-Contract. The project demonstrated how tailored automation, clean technical planning, and cross-functional collaboration can supercharge lead generation — without complicating existing systems. It’s a modern model for scalable marketing solutions in complex enterprise environments.