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Ultimate marketing activities marketo university 2010

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  • 1. Ultimate Marketing Activities Maria Pergolino, Director of Marketing Andrew Spoeth, Sr. Manager, Marketing Programs Chris Russell, Sr. Manager, Marketing Operations Chris Russell Sr Manager Marketing Operations © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 1
  • 2. Objectives Learn to tackle more complex marketo  campaigns and features:  Advanced Nurture  Advanced Scoring Techniques  Advanced Sales Insight Advanced Sales Insight  Advanced Functionalities © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 2
  • 3. Agenda Advanced Scoring Techniques  Scoring Optimization g p  Lead Degradation   Product Scoring & Account Scoring Advanced Nurture  Nurturing Optimization  Recursive Nurturing with Stoplight Campaigns R i N i i h S li h C i  Track Transition Advanced Sales Insight Advanced Sales Insight  Sales Insight for Salesforce Chatter  Marketing Suspend g p  Sales Nurturing Tracks © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 3
  • 4. Prerequisites This is a session for Intermediate or Advanced  Users Working knowledge of Marketo Lead  Management – all basic functionality © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 4
  • 5. Marketo Application Requirements Marketo Account Munchkin Tracking Code SFDC Sync SYNC © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 5
  • 6. ADVANCED LEAD NURTURING © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 6
  • 7. WHAT IS YOUR QUESTION? © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 7
  • 8. Why invest additional time on nurturing?  Deliver more  relevant messaging l i  Support new  products  Penetrate new  markets  Meet increased  Meet increased exec. expectations  And many more… © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 8
  • 9. Marketo’s nurturing coverage Intro. Intro Bus. Bus Process Late Automation Stage Mid‐Stage Early Stage y g Upsell Accelerator  Accelerator Campaign © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 9
  • 10. Core nurturing coverage and goals Late Stage Mid‐Stage Early Stage y g •Thought Leader •Industry Positioning •Product Focused ROI •Build Brand •Guide Eval. •Case Study •Low Pressure Low •Solution Focused ROI Solution •PR PR © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 10
  • 11. Accelerator  Campaign Unstick the stuck ACCELERATOR © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 11
  • 12. Give them a reason to do it today Set up: Auto drip Target: Leads who  Target: Leads who were recycled Goal: Acc. Re Goal: Acc. Re‐ engagement if  circumstances  changed. Response: Great! © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 12
  • 13. Now the fun part BUILDING THE MACHINE © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 13
  • 14. Basic Marketo nurturing campaign One Smart Campaign  Send email, wait, repeat… Positives:  Automated drip; fire and  forget  Easy to add a/b email testing Things to Consider: Things to Consider:  It’s siloed  Only considers criteria for  y membership once  Limited safeguards against  over/miss‐communicating © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 14
  • 15. Structure is important… Separate the tactical  from the strategic Create chokepoints Campaigns should be  good listeners Think through your  segmentation © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 15
  • 16. Traffic cop – smart list Always listening for  updates that could  change which nurturing  change which nurturing campaign is best Trigger off any changes:  Revenue stage  D t Data value changes l h  Added to smart list © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 16
  • 17. Traffic cop – flow action (only 1) Prioritizes and assigns best nurturing campaign Only calls one campaign at a time  Only calls one campaign at a time © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 17
  • 18. Inside a nurturing program Master  Determines next email  Emails  1 email/offer per  campaign Wait Step Wait Step Alerts Exhausted Content E h t dC t t  Know when its time to  build new content © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 18
  • 19. Program master 2nd flow action One of two  flow actions Not member  = Not sent  email © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 19
  • 20. From Marketo in 5 easy steps DYNAMIC CONTENT WRAPPER © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 20
  • 21. D.C. – Field and email set up Field:  Go to Admin>>Field Mgmt>>New Custom Field and create  new string field: “Industry Dynamic Content” Email  Create email in Marketo with blank section  Add token in section for new field Add token in section for new field © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 21
  • 22. D.C. – Setting up the smart campaign flow Add single “Change Data Value” flow action  step before “send email” flow action. Use Conditions to define what HTML to use HTML with text, links, images © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 22
  • 23. WHY WE SCORE LEADS © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 23
  • 24. Two Types of Scores Demographic Behavioral Industry Web page visits Location Clicks in email Company Size / Annual Company Size / Annual Search behavior Search behavior Revenue Views web assets, e.g. case Job Title studies, white papers,  Email domain b webinars Views pricing page, reviews Lead source Lead source Measure of how  Measure of how  much we like them h lik th much they like us h th lik © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 24
  • 25. About Demographic Score Relative fit in your target customer profile Ideally keep independent of Behavioral Score © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 25
  • 26. Demographic Scoring - Industry © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 26
  • 27. The Problem with Job Titles Not standardized Thousands of possibilities Options: p  Normalize, i.e. force into Pick List  Or use “contains” © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 27
  • 28. Job Title Scoring © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 28
  • 29. Sifting Through the Job Title Mess © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 29
  • 30. Sifting Through the Job Title Mess 1 3 2 © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 30
  • 31. Sifting Through the Job Title Mess © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 31
  • 32. Sifting Through the Job Title Mess © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 32
  • 33. Sifting Through the Job Title Mess © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 33
  • 34. Sifting Through the Job Title Mess © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 34
  • 35. Sifting Through the Job Title Mess © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 35
  • 36. Job Title Scoring © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 36
  • 37. Job Title Scoring - Level © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 37
  • 38. Demographic Thresholds A Prospect is a Lead which reaches a  Demographic Score of x Use negative qualifiers as quasi‐filters e.g.  competitor adds ‐50  -50 0 x +50 © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 38
  • 39. BEHAVIORAL SCORE © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 39
  • 40. Behavioral Score Measure of relative interest in your product Should match your customers’ buying process An unmaintained scoring system will have  g y scores “drift” Take inventory y © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 40
  • 41. Inventory of Lead Score Analytics Section © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 41
  • 42. Inventory of Lead Score © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 42
  • 43. Inventory of Lead Score © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 43
  • 44. Inventory of Lead Score If necessary,  reset scores to  bring them in  compliance  li with your  model © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 44
  • 45. Making it all fit Scores as milestones 0 65 100 © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 45
  • 46. LEAD DEGRADATION © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 46
  • 47. Bad Behaviors View career pages Specific search behavior, e.g. “free” Inactivity y © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 47
  • 48. Inactivity Scoring New Smart Campaign © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 48
  • 49. Inactivity Scoring © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 49
  • 50. Inactivity Scoring © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 50
  • 51. How to Measure Inactivity Score change Web page visits Email clicks Form fills © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 51
  • 52. PRODUCT SCORING © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 52
  • 53. Why Product Scoring? Distinct Target Markets Cross Selling new Products to Current  Customers Assigning Leads to the Right Sales Reps © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 53
  • 54. Product Scoring Tips Plan out how the additional score will be used Get sales and marketing buy‐in Set up new behavioral or demographic rules  p g p and campaigns Check other (original) scoring fields, adjust if  ( g ) g , j necessary © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 54
  • 55. Creating a New Custom Field © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 55
  • 56. How We Use Product Scoring 2 3 © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 56
  • 57. Filter or Score? Depends on what you are measuring “Yes/No” answer  use a Filter “Maybe” or “it depends” answer  y p  use a Score © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 57
  • 58. Takeaways Plan a quarterly review Study won Opportunities on an individual  basis Consult your Sales team Page 58
  • 59. To Learn More Marketo.com Resources on Lead Scoring  http://www.marketo.com/b2b‐marketing‐ resources/category/best‐practices/lead‐scoring Page 59
  • 60. SALES INSIGHT © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 60
  • 61. Quiz –Sales Insight Which of these Sales Insight actions can be used  to trigger campaigns in Marketo?  a) Sales Email was Sent b) Opened Sales Email c) Click Sales Email  ) d) Received Sales Email e) All of the Above All of the Above f) None of the Above © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 61
  • 62. Quiz – Sales Insight Which of these Sales Insight actions can be used  to trigger campaigns in Marketo?  Answer:  a) All of the Above © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 62
  • 63. Sales Insight – Salesforce.com Chatter Feature:  Automated Feed of Interesting Moments into Chatter  Stream Benefits:  Get feedback from Sales on Marketing Campaigns  Automate participation in the conversation Automate participation in the conversation Easy to Install  Simple process, must complete for both lead and contact p p , p  Requires Salesforce.com Chatter be enabled © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 63
  • 64. Demonstration 1. Installing Sales Insight Interesting Moment’s  Feed into Salesforce.com Chatter © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 64
  • 65. Demonstration First, make sure that you have Chatter enabled  in Salesforce under Setup → App Setup →  Customize → Cha er → Se ngs, and check  Enable E bl © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 65
  • 66. Demonstration Next, go to Setup → App Setup → Customize →  Cha Ch er → Feed Tracking. O → F d T ki Open the "Lead" record,  h "L d" d then make sure that Enable Feed Tracking is  checked. Also check Last Interesting Moment Desc. Also check ast Interesting Moment esc. Click Save when you're done © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 66
  • 67. Demonstration Repeat the process for your "Contact" record ‐‐ check  Enable Feed Tracking, check Last Interesting Moment  E bl F d T ki h kL I i M Desc, and click Save: © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 67
  • 68. Sales Insight - Marketing Suspend Most often used:  During late stage negotiations or during first contact  To reduce number of emails  To ensure additional discounts aren t offered To ensure additional discounts aren’t offered © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 68
  • 69. Demonstration 1. Creating a Marketing Suspend Campaign © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 69
  • 70. Demonstration © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 70
  • 71. Sales Insight – Sales Nurturing Tracks Deliver a series of personal emails from a Marketo Sales rep to  engage the reader engage the reader Very personal, text only Utilizes a Saturday send to get attention Series of 5 Emails in this example:  Introduction  Case Study Email Case Study Email  Saturday Email  Marketo Success Email  Follow Up Follow Up © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 71
  • 72. Demonstration Creating a Sales Nurturing Track (See Lab Document for step‐by‐step instruction) © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 72
  • 73. Takeaways Advanced Scoring Techniques  Scoring Optimization g p  Lead Degradation   Product Scoring & Account Scoring Advanced Nurture  Nurturing Optimization  Recursive Nurturing with Stoplight Campaigns R i N i i h S li h C i  Track Transition Advanced Sales Insight Advanced Sales Insight  Sales Insight for Salesforce Chatter  Marketing Suspend g p  Sales Nurturing Tracks © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 73
  • 74. Speaker Contact Information Chris Russell chris@marketo.com Andrew Spoeth, @andrewspoeth andrew@marketo.com Maria Pergolino, @inboundmarketer maria@marketo.com i @ k t © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 74
  • 75. Thank Y ! Th k You!