Campaign follow up what to do with a lead 5-24-2012 mm

476 views
437 views

Published on

From the 2012 Marketo User Summit, San Francisco. Presented by Melissa McCready, CRM and MA Consultant and Carly Guarcello of Joyent.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
476
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Campaign follow up what to do with a lead 5-24-2012 mm

  1. 1. Campaign Follow Up- What to Do With a Lead   Campaign/Event  Management  Best  Prac9ces-­‐     Planning  and  Follow  Up  ©  2012  Marketo,  Inc.  Marketo  Proprietary  and  Confiden9al  
  2. 2. Campaign Follow Up- What to Do With a Lead   Jus$n  England   Melissa  McCready   Vice  President,  Business   Marke@ng  Automa@on  Expert,   Development,  ReachForce   CRM  Happy   Carly  Guarcello   Marke9ng  Specialist,   Joyent  ©  2012  Marketo,  Inc.  Marketo  Proprietary  and  Confiden9al  
  3. 3. Campaign Follow Up- What to Do With a Lead   Campaign/Event  Management  Best  Prac9ces-­‐     Planning  and  Follow  Up  ©  2012  Marketo,  Inc.  Marketo  Proprietary  and  Confiden9al  
  4. 4. Typical Business Scenario: Tradeshow Planning and Follow Up •  You  have  a  tradeshow  coming  up-­‐    What  do  you  need  to  plan  and  set  up?     •  You  want  to  invite  people  to  your  booth-­‐    What  do  you  need  to  consider  for  audience,      copy,  and  content?     •  You  have  a  post-­‐show  webinar  to  promote-­‐    How  can  you  manage  the  webinar  registrants      and  aJendees?     •  You  need  to  show  ROI-­‐    How  do  you  track  spend  on  everything  rela@ng      to  this  show?  Page  4   ©  2012  Marketo,  Inc.     #mus12  
  5. 5. Pre-Show Planning                                                                                                 LIST GENERATION:   Do  you  have  a  pre-­‐registra9on  or  registra9on  list  you  can  purchase   form  the  show  vendor?  If  not,  do  you  have  last  year’s  aRendee/ registra9on  list  or  an  idea  of  those  who  typically  aRend?       CONTENT THEME & AUDIENCE SEGMENTATION:   What  is  the  show  about?  Who  is  your  audience?  What  is  the  theme  for   your  booth?  Does  your  content  add  value?       CONTENT FOCUS & CALL-TO-ACTION:   What  products/services  will  be  your  organiza9on’s                                                       focus?  How  do  you  want  to  engage  your  market(s)  Page  5   ©  2012  Marketo,  Inc.     #mus12  
  6. 6. Pre-Show Best Practices   1.  Set  up  your  Program  in  Marketo.   2.  Prepare  your  lists-­‐  work  on  data  quality=  list  scrubbing,   standardizing  data,  and  upda9ng  contacts  with  current  data  using   tools  like  ReachForce.   3.  Prepare  random  samples  lists.   4.  Set  up  your  campaign(s)  in  your  CRM  tool-­‐  i.e.  SFDC.   5.  Prepare  your  email  content,  call-­‐to-­‐ac$on,  value-­‐add  offer.   6.  Set  up  landing  pages  in  Marketo-­‐  use  tools  to  increase  the  quality   of  registra9on  such  as  ReachForce.   7.  Set  up  and  start  tracking  your  online  ads  and  SEM  using  Marketo   landing  pages  (Munchkin  Code).   8.  Start  running  A|B  email  tests  for  your  subject  lines  and  content.   9.  Schedule  your  repor$ng.   10.  Consider  a  follow  up  event,  such  as  a  Webinar  using  Marketo.  Page  6   ©  2012  Marketo,  Inc.     #mus12  
  7. 7. Pre-Show Best Practices   •  Use  for   that  are  not  set  it  and   forget  it  nurturing  campaigns   •  Programs  allow  you  to   for  all   campaigns  included  in  the  program   •  Your   to  the  program   •  Programs   !   -­‐  works   great  for  measuring  programs!  Page  7   ©  2012  Marketo,  Inc.     #mus12  
  8. 8. Page  8   ©  2012  Marketo,  Inc.     #mus12  
  9. 9. Programs vs. Campaigns   Once  you  are  logged  into  Marketo,     you  will  see  the  op9ons  across  the  top.     Click  on  the  Marke9ng  Ac9vi9es  tab.     Programs  is  the  first  op9on  you  will  see.       Smart  Campaigns  is  your  next  op9on  Page  9   ©  2012  Marketo,  Inc.     #mus12  
  10. 10. Programs vs. Campaigns   When  you  select  Programs,  there  is   the  op9on  to  create  the  webinar    as  well  as  mul$ple  campaigns     within  one  folder.     Smart  Campaigns  is  a  one  off   campaign  and  does  not  link   mul$ple  campaign  pieces   together  into  one  folder.    Page  10   ©  2012  Marketo,  Inc.     #mus12  
  11. 11. Programs vs. Campaigns Here  are  the  different  op9ons   Using  Programs,  you  can…   you  see  when  viewing   ü  You  have  the  op9on  to  add  events-­‐  this  is  where   you  can  set  up  you  post-­‐show  webinar,  for   Programs  vs.  Campaigns example.     ü  You  can  store  all  of  your  related  assets  within   the  program.   ü  You  can  set  up  tokens  within  the  program.   Using  Smart  Campaigns…   ü  You  have  one  member  list.   ü  Assets  are  not  stored  and   editable  within  this  view.   ü  You  cannot  add  tokens   here.  Page  11   ©  2012  Marketo,  Inc.     #mus12  
  12. 12. Pre-Show Best Practices   1.  Set  up  the  event  program  to  include  smart  lists,  asset/whitepaper,  and  the   post-­‐show  webinar  form  and  landing  page.   2.  Scrub,  dedupe  and  load  your  list  into  Marketo.   3.  Set  up  your  campaigns  in  your  CRM  tool/SFDC.   4.  Set  up  your  Smart  Campaigns  for  the  pre-­‐show  invite.   5.  Test  your  copy  and  subject  lines  using  random  samples.   6.  Set  up  your  registra9on  landing  pages  for  your  post-­‐show  webinar.   7.  Set  up  your  smart  lists  for  your  webinar  registrants.   8.  Set  up  repor9ng  in  Marketo  and  your  CRM  tool  to  review  lead  conversion.   9.  Send  the  A|B  test  invita9ons  for  subject  line  and  copy.   10.  Review  the  A|B  results  to  determine  the  best  version(s)  to  use  for  the  pre-­‐ show  invita9on  including  the  link  to  the  registra9on  for  the  post-­‐show   webinar…AND   11.  Send  out  the  best  subject  line  and  copy  to  the  final  pre-­‐show  list.  Page  12   ©  2012  Marketo,  Inc.     #mus12  
  13. 13. Pre-Show Best Practices   1.  Response  Rates-­‐   •  What  is  the  most  opened  subject  line  with  a    download?   •  What  is  the  content  with  the  best  open  and  downloads?   •  What  are  the  “profiles”  of  those  who  have  responded-­‐  job   role,  industry,  ac9vity  on  your  website/downloads?   2.  Website  Visits-­‐   •  Is  there  a  spike  upward  for  downloads?   •  How  effec9ve  are  your  online  adver9sements?   3.  Partner  Efforts-­‐   •  Keep  track  of  Market  Development  Funds  (MDF).   •  Will  you  be  co-­‐marke9ng,  list  sharing,  co-­‐branding  for  the   event  follow  up?  Page  13   ©  2012  Marketo,  Inc.     #mus12  
  14. 14. Page  14   ©  2012  Marketo,  Inc.     #mus12  
  15. 15. Show and Tell: Reports & CRM Integration Here is what you see when you click on the Analytics Tab.Page  15   ©  2012  Marketo,  Inc.     #mus12  
  16. 16. Show and Tell: Reports & CRM Integration 1 To Create a new report: 1.  Click on the Setup tab 2.  Select New Report 2 3.  Select Program Performance 4.  Enter in a name and description 5.  Click the Create button 3 4 5Page  16   ©  2012  Marketo,  Inc.     #mus12  
  17. 17. Show and Tell: Reports & CRM Integration 6 7 Setting Up the Report: 6.  Select the Programs Icon From the right and drag and drop under the Filters Section on the left 7.  Double-click the Programs section 8 8.  Select the program name(s) from the pop-up window 9.  Click the Apply button 9Page  17   ©  2012  Marketo,  Inc.     #mus12  
  18. 18. Show and Tell: Reports & CRM Integration 10 Final Steps for Setting Up the Report: 10.  Subscribe to the report by either clicking the Subscriptions tab and selecting the desired recipients and timing 11.  Finally, test your report by clicking on the Reports tab 11Page  18   ©  2012  Marketo,  Inc.     #mus12  
  19. 19. Show and Tell: Reports & CRM Integration Integrate Your CRM tools such as SFDC with your Marketo campaigns! Utilize customization features in SFDC to set up for Parent-Child Campaigns and spend information for true ROI reporting.Page  19   ©  2012  Marketo,  Inc.     #mus12  
  20. 20. Post-Show Best Practices   «  Being  first  to  follow  up  is  not   always  best  and  could  be  a  bad   gamble.   «  You  need  to  differen9ate,  stand   out,  keep  the  conversa9on  going.   «  Consider  responses  on  copy  and   subject  line  from  your  pre-­‐show   ac9vi9es  to  decide  your  final  touch   efforts.   «  ADD  VALUE!!!!  Webinars  produce   the  highest  conversion  rates!    Page  20   ©  2012  Marketo,  Inc.     #mus12  
  21. 21. Page  21   ©  2012  Marketo,  Inc.     #mus12  
  22. 22. Show and Tell: Marketo-Integrated Webinars 1 Setting Up the Webinar Integration: 1.  Click on the Admin icon 2.  Select Event Partners 3 3.  Select New Event Partner 4.  Enter in your credentials 5.  Test the sync 2Page  22   ©  2012  Marketo,  Inc.     #mus12  
  23. 23. Show and Tell: Marketo-Integrated Webinars Setting Up the Webinar Integration: 1.  You must have first scheduled with your webinar provider before you can schedule in Marketo 2.  Schedule 3.  Now you are onto setting up your registration form, landing pages, email invite, and members to send toPage  23   ©  2012  Marketo,  Inc.     #mus12  
  24. 24. Post-Show Best Practices •  Use  a  webinar  to  keep  the  conversa9on  going-­‐   ü  Use  Marketo’s  webinar  integra9on  to  run  your  post-­‐show  webinar.   ü  Use  a  form  effec9veness  tool  like  ReachForce  to  capture  the  best   data  on  your  registrants.   •  Use  the  intelligence  from  your  pre-­‐show  ac9vi9es  to   make  decisions  on  your  post-­‐show  ac9vi9es   ü  Review  reports  about  delivery  and  downloads.   ü  Review  the  profile  of  those  who  responded.   ü  Do  what  produces  an  increase  in  the  quality  of  the  customer   experience  and/or  an  increase  in  revenue.     •  Data  quality  is  grossly  underes9mated   ü  Delivery  and  message  effec9veness  depend  on  clean  data.   ü  Segmenta9on  is  only  possible  with  data-­‐  use  tools  like  ReachForce!  Page  24   ©  2012  Marketo,  Inc.     #mus12  
  25. 25. Takeaways 1.  Use  Marketo  Programs   2.  Remember  Data  Quality  in  list   loads  and  registra9on  forms   3.  Review  Metrics  to  Decide  Post-­‐ Show  Ac9ons   4.  Integrate  Marketo  data  with  your   CRM  tool   5.  Use  Value-­‐Add  Content,  Marketo   integrated  webinars,  and  best   prac9ces-­‐  i.e.  repurpose  your   webinars  and  content!  Page  25   ©  2012  Marketo,  Inc.     #mus12  
  26. 26. Helpful Tutorials From the Videos:   v  Crea9ng  Events  and  Programs     Tutorials:   u  Create  &  Manage  an  Event     u  Create  a  WebEx  Event       User  Guides:   ²  Marketo  WebEx  Adapter  User  Guide   ²  Marketo  ON24  Adapter  User  Guide   ²  Using  the  Marketo  Adobe  Connect  Adapter   Marketo  Blog  Posts:   §  hRp://blog.marketo.com/blog/2011/05/how-­‐to-­‐manage-­‐successful-­‐ webinars-­‐a-­‐checklist.html     §  hRp://www.marketo.com/b2b-­‐marke9ng-­‐resources/category/best-­‐ prac9ces/email-­‐deliverability    Page  26   ©  2012  Marketo,  Inc.     #mus12  
  27. 27. Presentation is Contact Information: available at: Melissa McCready- melissa@crmhappy.com Twitter: @mcp823 Carly Guarcello- carlyg@joyent.com Justin England- jenglenad@reachforce.com Twitter: @reachforcePage  27   ©  2012  Marketo,  Inc.     #mus12  
  28. 28. Thank you! •  Session  presenta9ons     •  Will  be  emailed  to  registered  par9cipants   •  Available  at  the  Marketo  Community   •  Win  a  Free  iPad!   •  Complete  the  email  survey  for  your  chance  to  win   •  Enjoy  the  rest  of  the  Marketo  User  Summit  2012  Page  28   ©  2012  Marketo,  Inc.     #mus12  

×