Tag Talks: Organizational Goodies That Will Make Your Planning and Reporting Rock
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Learn how to properly use tags in Marketo. Also includes two program builds: CASL compliance and SLA tracking. CASL program scales for any opt-in and international program. SLA tracking program allows you to pull lists of violated SLA leads with lead owners attached. Voila!
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Tag Talks: Organizational Goodies That Will Make Your Planning and Reporting Rock
- 1. Tag Talks: Organizational goodies that will make your planning and reporting rock! April 15, 2015 Kristen Malkovich Marketing Automation @kristen_malk
- 2. Page 2 TAGS: Something worth understanding • Basics: Access from admin section • Ways to slice and dice your data • Organize your reporting, calendar and workspaces • Type A personalities unite!
- 3. Page 3 What’s in a tag? • Types: channel tags, custom tags • Custom ideas: Team, Region, Product • Workspace/Lead Partition Originator
- 4. Page 4 Most importantly… • Tags help you with your reporting! • In standard reports: • Program Analyzer • Program Performance • RCA Report Enhancers/Organizers
- 5. Page 5 Custom Channel Tags • Opt-in • CASL compliance • Leads from opt-in only • SLA Program • Violated SLA list • Impacts • Increased sales-marketing alignment • Organized AND detailed reporting
- 6. Page 6 Opt-In (CASL tracking) Set-Up • New Channel Tag: Opt-in • One email per status • Fancified: Add on different subscription levels • Smart Lists: Canadian People (country or inferred country is Canada; email address includes .ca); potential vs. actual
- 7. Page 7 Let’s break it down… • Smart Campaign 1: • Trigger: lead is created • Flow: Change data value; Marketing Suspended is true • Send opt-in email 1; change program status to net-new lead • Trigger Campaign 2: • Clicks link in opt-in email 1 • Flow: Change program status to opt-in; send email 2 (double opt-in)
- 8. Page 8 #1 #2
- 9. Page 9 Still Breaking it down… • Trigger Campaign 3:Clicks link in email 2 • Flow: Program status is double opt in • Change data value suspended to false
- 10. Page 10 Renewals • Trigger Campaign: program status is double-opt (or clicked link in email 2—your choice or both) • Flow: Wait 165 Days, Send Email 3 (Renewal email); wait 15 days • Change data value: If clicked link in email 3, marketing suspended is false; if not clicked link marketing suspended is true • Change Program status: (same rules as above); if clicked link change status to opt-in renewal; if not, status is opt-out
- 11. Page 11 #4
- 12. Page 12 Impacts • Campaign success report • Compliance with CASL laws; date and time stamp with program steps • Apply to all opt-in programs • Customize for a better experience
- 13. Page 13 SLA Violations! • Prerequisites: RCA modeler • Audit current SLAs in model • You may not need both!
- 14. Page 14
- 15. Page 15 Set-up • New Channel Type • Smart Campaigns: • Choose: fast-track or MQL • Lists: Incomplete, Complete • Smart Lists: Program status • Alert Emails
- 16. Page 16 Next Steps • Trigger Campaign 1: • Revenue Cycle Stage Was Changed • New stage is: Fast Track/MQL/Etc. • Flow: send alert email • Program status to “alert sent” • Add to list “Incomplete SLA”
- 17. Page 17 SLA Violation Cont. • Trigger Campaign 2: • If action is taken to accept lead • Remove from incomplete • Change program status to “SLA fulfilled” • Add to list “completed SLA violations” • Change Revenue Stage • Fancified: Interesting moment
- 18. Page 18
- 19. Page 19 REGULATE • Trigger Campaign 3: Program Status is changed • New Program Status is Alert Sent • Date of activity • Filter: Not Fulfilled • Flow: • Change status: SLA Violated • Send Alert Email • Fancified: interesting moment SLA Violated
- 20. Page 20
- 21. Page 21 Final Step • Trigger Campaign 4:If leads is accepted • Filter: program status was SLA violated • Change status to fulfilled, add to completed list
- 22. Page 22 Impacts • Lists of violated SLAs • Enables a higher level of alignment between Sales and Marketing • Enhances your modeler!
- 23. Page 23 Workspaces/Lead Partitions • What: playlands and lead hotels • Who: international marketing teams, field marketing teams, cross-selling opportunities, upselling opportunities • Misc: testing environment, internal mailings
- 24. Page 24 Workspace/Partition Impacts • Segment out your data • Report in a more detailed/granular level • By workspace and/or partition • Originator Tag: workspace/team/product acquired the lead
- 25. Page 25 Das Calendar • High-level overview of all activities • Drill it down by workspace • Custom entry types identify specific events
- 26. Page 26 Lessons Learned • Tags rock! Organize your data for reporting and calendaring purposes • Custom channel tags track any program; 1 per marketing activity • Workspaces are another incredible tool for organizing leads, empowering teams and reporting like a boss
- 27. Thank You!
Editor's Notes
- Update with new cover from visual brand deck.
- -tags are a simple way to make your marketo data work hardest for you -easy to manipulate -overall allows you to organize virtually every aspect of your marketing campaigns and data Quick disclaimer: I learned that I couldn’t use any memes or photographs that I didn’t explicitly own, so I made my own—throughout this presentation you’ll see my dogs, friend’s pets and pictures of myself instead. Enjoy! Additionally, all of these slides will be posted. I have textual and pictorial documentation of both workarounds depending on your learning style, so no need to take pictures or worry about not capturing the information
- Two types of tags: channel tags and custom tags Channel tags help you measure success within your marketing programs Custom tags help you slide and dice your data and organize the strategy of your marketing programs Can implore any number of custom tags: some ideas include: who is doing the work, the language the program originated in, what market segment you’re targeting, the type of program this is (different from channel tag if you’re having specified campaigns), what region of the world is this targeting, what segment of your database, any themes you’re running If you’re utilizing workspaces and partitions, and moving leads in between partitions, it’s a good idea to have one to figure out the lead partition the lead originated from
- Tags live within programs; applying tags through the setup part of programs enables marketo to ‘see’ them in other areas Primarily within the reporting Two custom reports where they are used are the program analyzer as well as program performance; even if you’re not utilizing RCA, they will assist you immensely with your reporting
- Two custom tags I created: opt-in and SLA violations Both are incredibly simple, but simultaneously sophisticated in the impacts that they can have on your company and reporting Opt-in programs makes you compliant with Canada’s CASL law, allows you to report on how many leads you may have required from your opt-in programs exclusively However, it’s not limited to these two impacts. You can easily augment this program to determine what success is within your opt-ins by using channel steps as subscription levels. This would mean that your subscription would be based upon how much content you’d want someone to receive, but you could easily put people into segmentations and simultaneously run reports to see what subscriptions you have the most of SLA violation programs enhances your RCE lead-flow should you have that set up. If not, it can work as an interim program, or perhaps it just shows you the number of SLAs that are occurring. It can be as complex or simple as you’d like to make it. I think the best part of this program is that is quickly identifies WHO is getting stuck in your lead funnel, which allows you to take the data you collected and manipulate it further. You’ll be able to pull a list of violated SLAs, and perhaps after seeing who is stuck you can figure out why through a variety of other reports Biggest and bestest impacts include: increased sales and marketing alignment—you’ll be able to work with your sales team to identify hiccups and who is stuck and hopefully how to ameliorate this.
- Create a new channel tag Create an email per status—for net new leads, have an opt-in message— For leads that have responded to that, have an opt-in message—Thanks for wanting to listen to us yada yada Double opt-in message—something along the lines of “now that we know you want to get serious, click here so we’re sure!” Opt-in renewal—for canada—”your subscription is about to expire” Opt-out—”see ya later alligator” Should you want to make this program fancier, you could add in different types of statuses that would either increase or decrease your subscription levels Build two smart lists of potential canadians and actual canadians
- Create two smart campaigns—the first will capture all net-new leads as they enter the system. I chose to mark our leads as marketing suspended since they didn’t actually unsubscribe—I also didn’t want to influence our unsubscribe rate with something that was mandatory. The way I have this set up is so that this opt-in email is sent only once; you may want to increase that depending on your opt-in goals or after examining the deliverability of your first email. If you’re doing list purchases, this may be a program you clone and run separately, but that is entirely up to your discretion. The second trigger campaign is based on whether or not they interact with your first email—again, you may want to send the first one more than once. But be sure to update their program statuses, this is where you’ll be able to see how many leads go from single opt-in to double opt-in
- Once they click the link in the second email, you can un-suspend them and mark them as double opt-in Or, if you’re fancifying your program, this may trigger a 3 email (perhaps not immediately, but within 24hrs?) that asks them their preferences.
- Renewing CASL opt-in is where things were notably tricky. I was looking for an easier and more secure way to capture the date and time stamp that are required, and this renewals is simple but can be changed according to your business needs. Although there is a difference for renewal times between leads and customers, I chose to mark everyone as leads, you may want to create an additional campaign for customers (however that is identified in your SFDC instance)
- Although this is contingent upon you having a modeler set up, you COULD create a separate program channel if you don’t have a modeler and make a ‘butchered’ version of one to substitute/add people to these stages
- This is not entirely finished but you can see the variety of phases we have, this model is focuses on the mql->sal stage; imagine we’re zooming in to that part!
- Things you need to make this program include: Setting up a new channel type Choosing which stage leads you’re going to be looking at; in my previous model, I used fast-track, in previous models I fast-track, in my current model I’ve used MQL Make two static lists: label complete and incomplete Smart lists based on these program statuses And the alert emails you want to send to sales!
- First trigger campaign: the stage changes; if you don’t have a model set up, you have have this trigger based off of whatever action should be occuring on the salesforce end or even lead score…totally up to you!
- Update with new cover from visual brand deck.