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Smash the Data Silos: Use Marketo to Create A Single Source Of Customer Truth

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As marketing leaders attempt to lead their company in the engagement economy, the lack of a shared, unified view of the customer and their journeys due to siloed data, tools, and teams is the #1 reason they fail. How can you use Marketo to wrangle all your systems and point solutions to create a single source of customer truth? In this session from the Marketo Marketing Nation Summit 2018, we will look at the bottlenecks and disconnects that block customer insight and go through a methodology for overcoming them.

Learn how to:
-Break down silos by modeling, tagging, and schematizing Marketo and cross-platform data to create a single source of truth

-Turbocharge your Marketo touchpoint, program, and channel reporting with a journey-based analytic framework that illuminates the entire customer lifecycle across platforms.

-Leverage data to uncover high impact opportunities and obstacles in the path-to-purchase and path-to-advocacy.

-Transform a fragmented tangle of touchpoints, programs, channels, and platforms into a unified story and learn how to use the data fearlessly to achieve new levels of customer engagement.

Presenters:
-Courtney Grimes, MarTech Solutions Engineer, DemandLab
-Eric Hollebone, Chief Marketing Technologist, DemandLab
-Gary DeAsi, Director of Demand Generation Pointillist

Published in: Data & Analytics
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Smash the Data Silos: Use Marketo to Create A Single Source Of Customer Truth

  1. 1. Smash the Data Silos: Use Marketo to Create a Single Source of Customer Truth Courtney Grimes, Martech Solutions Engineer, DemandLab Eric Hollebone, Chief Marketing Technologist, DemandLab Gary DeAsi, Director of Marketing, Demand Generation, Pointillist
  2. 2. courtneygrimes @cougrimes erichollebone @erichollebone garydeasi @gDAZ Courtney Grimes Martech Solutions Engineer DemandLab Eric Hollebone Chief Marketing Technologist DemandLab Gary DeAsi Director of Marketing, Demand Generation Pointillist Who are you?
  3. 3. Why should I care? Because Marketing Reporting Sucks. (seriously)
  4. 4. Why should I care? AND IT COULD SUCK LESS
  5. 5. · “Do the people who go through my help and support areas of my website longer file less support tickets? · “What’s my return on online ad spend? I’m not selling with an online store, and the sales cycle can take several months.” · “Why do anonymous visitors drop off at the contact us form—and what prevents them from becoming known leads?” We All Have Big Questions.
  6. 6. Leverage Big Data, Get Big Insights Big Data Customer Insight Integrate and unify data across all tools & systems in your tech stack Take a journey-based approach to marketing measurement
  7. 7. Scaling Analytics with the Data Lake
  8. 8. Today’s Marketing Stack Realities System of Record (your CRM) System of Action (Marketo) System of Engagement (your customer ecosystem)
  9. 9. Today’s Marketing Stack Realities You’ve got Marketo… You’ve got Marketo partners and integrated solutions… …and you’ve got everything else you’re using in your organization.
  10. 10. If you can Pivot in Excel… Using VLOOKUP, pivot tables or other Excel features, you can generate:
  11. 11. … you can build your own data lake
  12. 12. Build a data model that connects
  13. 13. You Can Do This: Let’s Connect Analytics Use case: Landing Pages 1. Update your analytics setup to enable their User/Visitor ID 2. Edit your landing page template or tag manager to add the following (GA): 3. Setup JavaScript firing order: best done in your tag manager. Use case: Your Website Extending User/Visitor ID to the rest of your online infrastructure depends on configuration, the webserver and using Marketo’s REST API.
  14. 14. Real-World Example: Show me closed won opportunities where someone filled out a form and were tagged in my online advertising campaign. Take the total revenue of those opportunities and divide it by the cost of my advertising campaigns to give me Return on Advertising Spend. You Can Do This: Solve a Big Question • Advertising info • Marketo cookie ID and/or User ID • Marketo form • Web analytics ID • Advertising ID • Advertising info • Ad costs Online Ad Online Analytics MarketoCRM • Marketo cookie and/or User ID • Marketo form • CRM ID • CRM ID • Opportunity info • Revenue gained
  15. 15. Part 2 Customer Journey Analytics: So you have all your data in one place…now what? Gary DeAsi Director of Marketing, Demand Generation Pointillist
  16. 16. 67%of marketing leaders say creating a connected customer journey across all touchpoints and channels is critical to the success of their overall marketing strategy
  17. 17. Customer Journeys Without Data Data Without Insights
  18. 18. What is Customer Journey Analytics? An analytics practice that combines quantitative and qualitative data to analyze customer behaviors and motivations across touchpoints and over time to optimize customer interactions and predict future behavior.
  19. 19. 4 Core Components of Customer Journey Analytics Data Fusion Journey Design & Planning Journey Testing & Optimization Journey Automation & Orchestration Data unification, journey discovery & analysis Journey mapping Prioritize initiatives, test hypotheses Workflows & engagement across channels + platforms
  20. 20. Free Trial +Product Usage Sales Demo +Completed Implementation +Adoption Journey Milestones Understand the Critical Steps in the Path Defining lifecycle & journey stages, milestones & metrics
  21. 21. How Are Customers Progressing Through the Journey? Lifecycle flow / success path analysis ü Set benchmarks Known Engaged Lead Sales Lead Opp Won üWaterfall reporting Where are they getting stuck?
  22. 22. Acquisition (FT) Influenced (MT) Velocity Touchpoints Milestones Engagement Demographic/Firmographic Known Sales Lead OpportunityFirst Visit ? ? ? ? Won Why Do Some Journeys Succeed and Others Fail? Journey success/fail analysis
  23. 23. Emails Programs Campaigns Activities Page Visits Blog Visits Emails Programs Campaigns Activities Page Visits Blog Visits Analyze Cross-Channel Touchpoints & Interactions at Every Stage First Visit Lead Created Sales Lead Opportunity Created Won
  24. 24. Emails Programs Campaigns Activities Page Visits Blog Visits Emails Programs Campaigns Activities Page Visits Blog Visits How do your most valuable customers begin their journey? What is working? All Prospects Closed Won Marketo Programs Pre-MQL Marketo Programs Pre-MQL
  25. 25. Emails Programs Campaigns Activities Page Visits Blog Visits Emails Programs Campaigns Activities Page Visits Blog Visits
  26. 26. Journey to Closed Won Dashboard
  27. 27. Journey to Closed Won Dashboard
  28. 28. Analyze Journeys at the Individual Account Level Marketo Opportunity Influence Analyzer
  29. 29. Campaign Influence: Not Just Who, What, Where, But WHEN Campaign Reporting by Journey or Lifecycle Stage
  30. 30. Why do some buy after they try and others not? Start Trial Activate Purchase Direct to Trial Free Tool Content Cross-Sell Opportunity Trial Success Journey to Trial Journey to Trial Success Journey to Purchase ?
  31. 31. Why do some buy after they try and others not? Start Trial Activate Purchase Product Usage Nurture Training/Demo Help/Support Direct to Trial Free Tool Content Documentation & Tutorials Sales Interactions Cross-Sell Opportunity Journey to Trial Journey to Trial Success Journey to Purchase Success Metric
  32. 32. Post-Purchase: The Journey is Just Beginning! Billing & Payment Product Usage Technical Support Customer Community Sales Interactions NPS, CSAT Marketing’s view of customers Customer Service VOC
  33. 33. Customer Experience Value Matrix
  34. 34. Take Aways Data Lake Journey Analytics • Infrastructure doesn’t matter (in the beginning) – getting started does. • Initially integrate your big three (GA, Marketo, CRM) • Linking IDs are critical to flexible reporting • Usually leads to some unexpected insights • Start thinking in journeys! Beyond single channel or stage • Set journey-based metrics • and KPIs • Insights must be shared across functions and teams • Not just insight alignment, action alignment!
  35. 35. One last thing… Marketo has announced updating its data retention policies as of August 15, 2018. If you are a long sales cycle organization, a data lake can help retain marketing activities. https://nation.marketo.com/docs/DOC-5761-marketo-activities-data-retention-policy-overview-faq#jive_content_id_Activities_with_90Day_Retention_Period High volume activities – 90 Days Change Score, Visit Webpage Page clicks, Click Link on Webpage, etc. Medium volume – 25 Months Click Email, Email Delivered, Add to Opportunity, SFDC Activity etc.

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