Marketo Los Angeles User Group Meeting - February 2014

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Best Practices on how to create the Perfect Marketo Program …

Best Practices on how to create the Perfect Marketo Program
Benefits of Marketo Programs:
• Present facts to the management on which is the most effective program
• Measure the ROI of different Marketo Programs
• Report on which program got you highest number of net new leads
• Track the acquisiton cost and provide cost per lead
• Increase productivity by creating a perfect Marketo Program

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  • ShareYour Marketo Marketing Nation Summit Story i.e. “Top X Reasons You Won’t Miss Summit” or “My Peak Summit Experience Ever”From all submissions, three names will be drawn to receive a $100 Amazon gift card. You’ll also receive endless fame AND the finished product will include your name and company name Email djwaldow@marketo.com a SHORT video, audio, written paragraph, art project – OR choose your own medium - get creative! (NOTE: emails must contain subject line – “Marketo Summit Story Submission”) These should not take you more than a few minutes to create or you’re working too hard! Eligible entries will be collected from Monday February 24th to Friday March 7, 2014 by 11:59pm PST.

Transcript

  • 1. Welcome LA Marketo User Group February 28, 2014 Los Angeles Marketo User Group Leader Madhu Gulati President/ Chief Strategy Officer ShowMeLeads Inc. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 2. Thanks to our Sponsors #LAMUG Page 2 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. Agenda  A word from our sponsor  Marketo Programs and Events Series    Channels Progression Statuses Success Criteria  6 Marketo Best Practices  Group share (45 minutes)  Announcements #LAMUG Page 3 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Marketo Programs and Events Series 3 steps to build a good foundation for Marketo Programs/Events #LAMUG Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. Marketo Programs and Events Define the Channels Define the Progression Statuses Define the Success Criteria #LAMUG Page 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Marketo Programs and Events Define the Channels #LAMUG Page 6 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Marketo Programs and Events What is a Channel? Any program in Marketo needs to have a channel. It defines the type of marketing program that you would like to create in Marketo. For instance, if you are hosting a Webinar, you will select Webinar as your Program Channel. Programs cannot be created without a Channel, so you will need to select the appropriate Channel according to your program type. Unique to each Channel are Progression Statuses and Success Criteria. #LAMUG Page 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. Marketo Programs and Events Channels • Good Foundation in Marketo world of Programs and Events means having a clear picture in mind on what all different types of channels you are going to use and would like to report on. • Marketo uses Tags where you get to define the channels. Tags are a way of grouping your data for reporting purposes. These identifiers provide the ability to categorize data and define how you want to report on your Program in order to understand Program effectiveness and ROI. Marketo instance comes with pre seeded channels, which is a good starting point, but do not limit yourself to that. #LAMUG Page 8 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Marketo Programs and Events Channels- Things to remember! • To customize, always clone the out of the box channels. You cannot revert back to the default settings for an out-of-box channel. Once changes are applied, the channel becomes custom. • Be Creative, customize the tags and channels, map them to your business process. • If you edit after a channel has been used by various programs, all references to the channel that was changed, including new and existing Programs or Events, will reflect the new name. For reporting purposes, the channel will be reflected with the current(latest) name but the data represents the current and/or historical information for the channel regardless of how many times the name changed. #LAMUG Page 9 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Marketo Programs and Events Define Progression Statuses #LAMUG Page 10 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. Marketo Programs and Events What is a Progression Status? Progression Statuses are defined per channel so they are unique to each channel. It helps you define the stage a record is in within a Program based on the progress made. In simple words consider it as steps, step 2, step 3…of how records would move form stage to another within one specific channel. progression statuses are specific to the Program Channel, so be sure to create a Program with the Progression Statuses you need by selecting the right Channel. #LAMUG Page 11 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. Marketo Programs and Events Progression Statuses • The statuses are directly related to the type of the channel that is selected. Progressions define the statuses a record moves through as a member with the specific Program where the channel linked to progression status. Program Tags Type Type1(Channel) Progression Status Make sure to put the right sequence Page 12 © 2014 Marketo, Inc. Statuses #LAMUG Marketo Proprietary and Confidential
  • 13. Marketo Programs and Events Progression Statuses- Things to remember! • Be Creative, customize the different statuses based on your business process and a record flows with in a channel. • Do not limit your self to define only success related statuses. The more detailed you are, better reporting, but do not over do it! • Remember to have a logical sequence for the steps. The Step number reflects the sequence a leads moves through Progression statuses. Steps represented with an equal number are weighted the same (considered a tie) and a lead can step through any of the steps before moving to the next. By default a lead cannot go back to the step that it has progressed through with the same program. • If you edit or add new statuses after the program has been launched , all references to the progression statutes that was changed or added, will reflect the new name. For reporting purposes, the Status will be reflected with the current (Latest)name but the data represents the current and/or historical information for the Status regardless of how many times the name changed. #LAMUG Page 13 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. Marketo Programs and Events Define the Success Criteria #LAMUG Page 14 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 15. Marketo Programs and Events What is Success Criteria? Each and every program in Marketo is build with the goal in mind. Think about what is the ultimate tactical goal from each of the program. By selecting the Success box next to a Progression status, you are flagging the Progression status as a Success action. Therefore, when a lead reaches that Progression status, they reached the moment in the Program or Event that your company defined as a “Success.” You can have zero or multiple Success actions assigned to a channel. Success actions are reflected in Program and Event reporting. Page 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #LAMUG
  • 16. Marketo Programs and Events Success Criteria Check what is out of the box and edit if needed. #LAMUG Page 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Marketo Programs and Events Success Criteria- Things to remember! • Choose at least one success Criteria for each Tag/Channel • Before choosing the success, ask yourself what is the ultimate goal. It is ok to have more than one success but to get a clear picture keep it simple. • Once a Lead/Contact is associated with a Success Status within a Program they cannot be easily dissociated and then reassociated with a different Success Criteria. • All newly created Programs or Events for the channel type you are editing will no longer use the hidden Progression status. However, existing Programs or Events with the channel type in use do not change. Hence to hide the last one add another steps and then hide. #LAMUG Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 18. 6 Marketo Best Practices © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. Database Management- Best Practices • Create Data Normalization Program • • For Past(example to normalize region) For Future (example to normalize region) • Consider all the fields that are required to sync to SFDC • Retire Old SFDC fields that are still visible in Marketo-Fields in Marketo cannot be deleted and can only be hidden. Before hiding any unused fields, data from the replaced field can be run through a smart campaign to update the current field with the appropriate information. In addition, any campaigns that are utilizing the old field should be updated with the current field so all future updates and campaigns react to the correct information #LAMUG Page 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 20. Insights From Reports Implement Best Practices  Leads Reports: • Leads By Lead Source- Do all the leads have Lead source:  If no, find out why  If yes, look at top 5, does it make sense  Are the lead source values standardized? • Also, to as a best practice, no lead should be in Marketo with out a lead source. Would good to have the following:  Original Lead Source  Original lead Source Details  Most Recent Lead Source  Most Recent Lead Source Details • As a safety net create a report and subscribe to yourself which is any time lead source is empty and keep an eye on it. #LAMUG Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. Insights From Reports Implement Best Practices  Leads By Lead Scoring    Create a smart list, lead score is –ve or low, and see any good leads are there in that list If yes, time to rebuild the lead scoring model Also, it is Best Practice to have basic lead scoring model where the lead score is combination of the following:  Behavior(Implicit) Score  Demographic (Explicit) Score  Leads without Email Address    Lead with out email address has no value, so even though they are in Marketo, you cannot do anything with them Plan how to make sure all the leads that you get have the email address Delete the ones with out email address from Marketo only #LAMUG Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 22. Insights From Reports Implement Best Practices  Email Performance Reports  These are standard reports but will help you know the following: • How many emails have been sent out in a time period • Email Open and Click through rate • Unsubscribe and bounce rate by emails  Web Activity Reports    Company Web Activity Reports- This report is very basic but is one of the favorite of executives and Sales Team Anonymous- Create and Subscribe to this standard report to know if inbound Marketing or even out bound Marketing helping leads come to website Known- Create and Subscribe to this standard report to know if inbound Marketing or even out bound Marketing efforts are converting leads #LAMUG Page 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. Organization of the Folder Structure Best Practices  Is it Consistent  Easy to Navigate  Naming Convention #LAMUG Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 24. Organization of the Folder Structure Best Practices Naming Convention Programs and Campaign: TradeShow-2013-DreamForce-All-Weekly Use the following naming convention for new and cloned reports: Descriptive Name(agreed Standard Name)Time Period – Region-Schedule set up Good examples: TradeShow-2013-DreamForce-Email Performance-All-Weekly Data Management Smart List: • Segment name with any exclusion • Activity in past period • Segment-can be product, suppresses list, exclusion list, country etc.) #LAMUG Page 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Lead Routing- Check the following Is it Centralized Too many Rules Adhoc flow steps Which fields are required to sync to SFDC Has any time sync failed API calls #LAMUG Page 25 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 26. Lead Routing- Best Practices  Enable Campaign Inspector  Export all the active campaigns  Look for “Sync to SFDC” in the flow step  See if that can be consolidated into one centralized Program  Be Aware of CRM Rules/Requirement  Missing User Permission  Minimum Field requirement  Validation Rules  Create rules so that first the explicit criteria is evaluated and only if not there, then depend on inferred criteria #LAMUG Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Lead Scoring • Centralized or not • Easy to Find • Adhoc #LAMUG Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Lead Scoring- Best Practices Have basic lead scoring model where the lead score is combination of the following: • Behavior(Implicit) Score • Demographic (Explicit) Score #LAMUG Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Programs Vs Campaigns Best Practices 1. 2. • Establishing targets and ROI estimates up-front Designing programs to be measurable Focusing on the decisions that will improve marketing Plus : • What will you measure? • When will you measure? • How will you measure? #LAMUG Page 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. 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? Fill out this form indicating your city and you’ll be added to the list! #LASMUG Page 30 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 31. San Francisco Moscone West April 7-9, 2014 Register Here! © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 32. Summit Information! Visit summit.marketo.com/2014/ to view: Agenda / Tracks / Sessions Tweet now! #mktgnation14 Page 32 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 33. Win $100 in Community Log into the Marketo Community for details Page 33 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 34. Tweet With Us! #LASMUG Page 34 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 35. Become a Marketo Certified Expert Visit community.marketo.com/MarketoCertification for details Page 35 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 36. Thank you! Questions, comments or suggestion for our next meeting, please feel free to post in LA Marketo User Group or send an email to Madhu@ShowMeLeads.com © 2014 Marketo, Inc. Marketo Proprietary and Confidential