If you want automated lead funnels built with a specific MarTech stack, the key is to design the funnel so that:

Data moves seamlessly between tools
Every lead touchpoint is tracked
Scoring, routing, and nurturing happen without manual intervention

Here’s how you can approach it:

1. Map Your Funnel & Stack

First, define your funnel stages and map where each tool plays a role. Example for a B2B SaaS company:

Funnel Stage	Tool in MarTech Stack	Purpose
Lead Capture	Web forms (Marketo, HubSpot, custom HTML forms)	Collect lead info, trigger automation
Data Enrichment	Clearbit / ZoomInfo / 6sense	Auto-fill missing firmographic data
Qualification	Marketo / Eloqua + SFDC Lead Scoring	Apply behavioral & demographic scoring
Routing	LeanData / SFDC Assignment Rules	Auto-assign to correct SDR/BDR
Nurturing	Marketo / Eloqua nurture streams	Send relevant content by persona & stage
Analytics	Bizible + SFDC + Snowflake	Attribute pipeline/revenue to sources

2. Automate Data Flow & Sync

Native Integrations: Marketo ↔ SFDC, Eloqua ↔ SFDC for lead/contact sync.
API Calls/Webhooks: For tools without native integrations (e.g., sending website intent data to Marketo in real-time).
Reverse ETL: Use tools like Hightouch/Fivetran to push enriched data from Snowflake back into Marketo/SFDC.

3. Lead Scoring & Routing Automation

Scoring model in Marketo/Eloqua uses:
- Demographics (job title, industry, company size)
- Behavioral (web visits, asset downloads, event attendance)
Routing logic via LeanData:
- Assign based on territory, account ownership, or lead source.
- Send hot leads directly to an SDR’s inbox within minutes.

4. Nurture Sequences by Persona

Separate nurture tracks in Marketo/Eloqua:
- Awareness: Blog articles, guides
- Consideration: Case studies, webinars
- Decision: Free trial offers, demos
Use Engagement Programs to move leads between tracks automatically based on activity.

5. Closed-Loop Attribution

Use Bizible or similar attribution to track:
- Which campaigns generate opportunities
- Time to conversion per source
Sync this data back to Snowflake/SFDC for dashboards.

6. Example Workflow

Lead fills form → Marketo form capture → API call to Clearbit → Data enriched → Lead scored in Marketo → If score > 80 → Routed to SDR via LeanData → If score < 80 → Enter nurture stream → All touchpoints logged in Bizible & synced to Snowflake for analytics.

Visual architecture diagram

Quick tour:

Top: Inputs (Website/LPs, Paid Ads with UTM, Events) feed Marketo.
Side services: Marketo calls Clearbit/ZoomInfo (enrichment) and 6sense (intent) and ingests signals back.
Routing: Marketo pushes to LeanData → Salesforce; hot leads notify SDRs via Slack/Email.
Attribution: Bizible logs touchpoints from Marketo/SFDC.
Data layer: Fivetran pulls Marketo/SFDC/Bizible into Snowflake → Tableau/Redash for dashboards.
Reverse ETL: Hightouch sends model outputs/segments back to Marketo/SFDC for smarter targeting.

Building automated lead funnels with very specific MarTech stack integrations.