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Silicon Valley Marketo User Group - May 8, 2014

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Social Media lead generation & tracking with Marketo presented by Maurina Venturelli

Social Media lead generation & tracking with Marketo presented by Maurina Venturelli

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  • Net new - Click to Twitter and click on a lead gen linkRe- engagedhttps://info.whitehatsec.com/Social-BypassingIE.htmlGoogle URL builder: https://support.google.com/analytics/answer/1033867?hl=en
  • Link to Bypassing IE https://app-ab01.marketo.com/#PG1556A1
  • Link to net new social lead Twitter processor : https://app-ab01.marketo.com/#SC10490A1
  • Takes you to Social MQL Stamping last interaction processor https://app-ab01.marketo.com/#SC10208B2
  • Takes you to Social MQL Stamping last interaction processor https://app-ab01.marketo.com/#SC10208B2
  • Link to Bypassing IE https://app-ab01.marketo.com/#NP1492A1
  • Link to report in Marketo https://app-ab01.marketo.com/#AR1243B2LA1
  • Transcript

    • 1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Social Media Lead Generation & Tracking with Marketo Presented by: @mventurelli #SVMUG
    • 2. @mventurelli #SVMUG #MKTOUGPage 2 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Housekeeping Items • Community. Want to collaborate with other Marketo users on a daily basis? Log into the community and see what others are talking about. Start small and vote on an idea you like! • LinkedIn City Group Participation. Join the city LinkedIn to network, view meeting presentations, request meeting topics and more! • Not receiving MUG invites? Make sure “Marketo User Events” is checked in your Email Subscription Center. #SVMUG
    • 3. @mventurelli #SVMUG #MKTOUGPage 3 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Want to learn more about Marketo Real-Time Personalization? Login to the Community Thursday, May 8th from 8 – 11am PST and David Myers, Product Manager, RTP at Marketo, will be online to answer your question. Click here for more details: http://bit.ly/1hY9wJz
    • 4. @mventurelli #SVMUG #MKTOUGPage 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Sign up for our Virtual Event on May 15th! Register Here http://pages2.marketo.com/Road-to-Success-Registration.html
    • 5. @mventurelli #SVMUG #MKTOUGPage 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Review us on G2 Crowd and/or Trust Radius and email reviews@marketo.com to claim your Community Reward! Write a Review!
    • 6. @mventurelli #SVMUG #MKTOUGPage 6 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Do you want to be a Marketo Champion? Champions characteristics: • Expertise – Marketo Certified Expert • Responsiveness • Leadership • Evangelism • Activity in the and on other social channels • Engagement - Represent Marketo at events like Summit. For the Summer 2014 class, apply by June 15th by visiting marketo.com/champion To view a list of current Champions, click here.
    • 7. @mventurelli #SVMUG #MKTOUGPage 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Become a Marketo Certified Expert Visit community.marketo.com/MarketoCertification for details
    • 8. @mventurelli #SVMUG #MKTOUGPage 8 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Tweet With Us! #MKTOUG #SVMUG
    • 9. @mventurelli #SVMUG #MKTOUGPage 9 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Hi! 👋 • Fun Facts: Fleetwood Mac & Jay-Z, Nickname: Montana, Nike shoe designer • Social Media for 8 years: HopeLab, ADP, Cisco, WhiteHat Security
    • 10. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Figure out this social media lead generation thing. 👋Holy $#*% 👋
    • 11. @mventurelli #SVMUG #MKTOUGPage 11 © 2014 Marketo, Inc. Marketo Proprietary and Confidential For Today… • Using Marketo for social media lead tracking • Net new leads • Re-engaged leads • Social scoring • MQL stamping • Live webinar registration • Reporting • Organizing Social Media in Marketo • Social Media advice • What would be cool!
    • 12. @mventurelli #SVMUG #MKTOUGPage 12 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Some Quick Definitions • Social channel – Twitter, Facebook, LinkedIn, etc • MQL – lead score 50 or greater • Lead – any body who fills out a form • Net new leads – new people in our data base • Re-engaged leads – people already in our data base • Lead source – the source where the lead originated (social) • Lead source detail – social channel • Last interaction – the last interaction a lead had (social) • Last interaction detail – the social channel • Social engagement – anytime someone fills out a social form • “Processor” – Marketo Smart Campaign
    • 13. @mventurelli #SVMUG #MKTOUGPage 13 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information?
    • 14. @mventurelli #SVMUG #MKTOUGPage 14 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information?
    • 15. @mventurelli #SVMUG #MKTOUGPage 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Total Social Leads • UTM parameters • utm_source = lead source / last interaction • utm_medium = lead source detail / last interaction detail • Net new - set up a global lead source processor • Re-engaged – happens on the form level
    • 16. @mventurelli #SVMUG #MKTOUGPage 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
    • 17. @mventurelli #SVMUG #MKTOUGPage 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information?
    • 18. @mventurelli #SVMUG #MKTOUGPage 18 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information?
    • 19. @mventurelli #SVMUG #MKTOUGPage 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Social Scoring • How many leads (net new and re-engaged) are we getting from each social channel? • Who is most involved on social and from what channel? • Build: New lead fields for each channel • Build: Net new social lead processor for each channel • Build: Re-engaged social lead processor for each channel
    • 20. @mventurelli #SVMUG #MKTOUGPage 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Social Scoring List View
    • 21. @mventurelli #SVMUG #MKTOUGPage 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information?
    • 22. @mventurelli #SVMUG #MKTOUGPage 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information?
    • 23. @mventurelli #SVMUG #MKTOUGPage 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Social MQL Stamping • This will tell us how many net new leads from social are becoming MQLs and when – quality. • How many re-engaged leads are become MQLs because of social engagement and when. • Build: two new fields: Social MQL, Social MQL date • Build: Net new processor • Build: Re-engaged processor
    • 24. @mventurelli #SVMUG #MKTOUGPage 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Social MQL Stamping
    • 25. @mventurelli #SVMUG #MKTOUGPage 25 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information?
    • 26. @mventurelli #SVMUG #MKTOUGPage 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information?
    • 27. @mventurelli #SVMUG #MKTOUGPage 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Using the “Potted-Plant” • Understand quality • Build: Nurture campaign • Build: Each program is a separate channel • Build: Each program has their own processors • All programs use the same form
    • 28. @mventurelli #SVMUG #MKTOUGPage 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Social Channels vs. Email Program Channel Total Members New Names New Names % Success Success % Total Cost (USD) Cost per Member (USD) Cost per New Name (USD) Cost per Success (USD) .Social Webinar - Bypassing IEs Anti-XSS Filter - twitter Social - Webinar 70 50 71.4% 70 100.0% $100.00 $1.43 $2.00 $1.43 .Social Webinar - Bypassing IEs Anti-XSS Filter - facebook Social - Webinar 3 2 66.7% 3 100.0% $100.00 $33.33 $50.00 $33.33 .Webinar - Bypassing IEs Anti-XSS Filter - Mar 2014 Webinar 27521 20 0.1% 157 0.6% $100.00 $0.00 $5.00 $0.64 Social Webinar - Bypassing IEs Anti-XSS Filter - linkedin Social - Webinar 10 7 70.0% 10 100.0% $100.00 $10.00 $14.29 $10.00 Total 27604 79 52.0% 240 75.0% $400.00 $11.19 $17.82 $11.35
    • 29. @mventurelli #SVMUG #MKTOUGPage 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information?
    • 30. @mventurelli #SVMUG #MKTOUGPage 30 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Started With Some Questions 1. How many leads (net new and re-engaged) are we getting from social? 2. How many leads (net new and re-engaged) are we getting from each social channel? 3. How many leads (net new and re-engaged) are becoming MQLs? 4. What is the behavior of social leads for live webinars? 5. How are we going to report on the information?
    • 31. @mventurelli #SVMUG #MKTOUGPage 31 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Total Net New Social Leads Q2 „14
    • 32. @mventurelli #SVMUG #MKTOUGPage 32 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Total Social Leads for Q2 „14
    • 33. @mventurelli #SVMUG #MKTOUGPage 33 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Opportunities from Social
    • 34. @mventurelli #SVMUG #MKTOUGPage 34 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Organizing Marketo Webinars • Use “social” plus the name of the channel when naming the program • Use “master” in the potted plant name • Only master program gets synched to SFDC • Create channel Recordings, White papers, etc. • Use “social” in the name of the program • Build specific program for each piece of content • Add a cost associated • Sync to SFDC • Create appropriate channel
    • 35. @mventurelli #SVMUG #MKTOUGPage 35 © 2014 Marketo, Inc. Marketo Proprietary and Confidential @mventurelli‟s Social Media Advice • Social Media lead gen posts funnel • Measure RTs, reach, etc., monthly / quarterly • Try to relate your brand to pop culture • Schedule lead gen posts for the month • Live tweet from webinars (impressions on lead gen) (entire audience) (lead gen posts) (net new leads) (re-engaged) (MQLs) $
    • 36. @mventurelli #SVMUG #MKTOUGPage 36 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What Would Be Cool! 👋 • Knowing who your customers and prospects are online. • For instance • SFDC Contact name = Joe Smith • Twitter handle is @haxAlot • LinkedIn profile is linkedin.com/joesmith • Thanking people via the social channel they used • Filled out a form via Twitter, we’ll send you an automatic tweet thanking you.
    • 37. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Thank you! 👏 @mventurelli @whitehatsec #SVMUG
    • 38. @mventurelli #SVMUG #MKTOUGPage 38 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Sources • What Are UTM Tracking Codes? [FAQs] http://blog.hubspot.com/marketing/what-are-utm- tracking-codes-ht • Google URL builder https://support.google.com/analytics/answer/103386 7?hl=en

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