TEMPLATE Marketo Program Playbook

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Template to document your current Marketo program. Provides transparency, use for onboarding new team members and can be used as part of your program governance and change management process

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TEMPLATE Marketo Program Playbook

  1. 1. Marketo Program Playbook – <company name> <your logo here> ©2011 Marketo Inc. Page | 1 11111 Street Name City, State 11111 First Last Title email@email.com | 111-1111-1111 <company name>Marketing Programs Lead/Primary User First Last Title <company name>Executive Sponsor First Last Marketo Account Executive email@email.com | 111-111-1111 The following document was updated on: ## Month #### By: Frist Last
  2. 2. Marketo Program Playbook – <company name> <your logo here> ©2011 Marketo Inc. Page | 2 PLEASE NOTE: Links in this document redirect to the Marketo Community site and will require a Marketo Login. Please contact your Marketo Administrator to request access to the system. Table of Contents EXECUTIVE OVERVIEW OF YOUR REVENUE PERFORMANCE MANAGEMENT PROGRAM...................................................3 COMPONENTS OF MARKETING INITIATIVES ............................................................................................................3 <COMPANY NAME> LEAD LIFECYCLE .....................................................................................................................3 Revenue Cycle Modeler (Insert screenshot of Revenue Cycle Modeler here).........................................3 <COMPANY NAME> TEAM ..................................................................................................................................4 EDUCATION & TRAINING REQUIREMENTS..............................................................................................................5 <COMPANY NAME> PROCESS FOR CREATING SMART CAMPAIGNS, PROGRAMS OR EVENTS............................................6 Approval Process...................................................................................................................................6 Campaign Checks and Balances............................................................................................................6 SUPPORT..........................................................................................................................................................7 Marketo Support (See Contacts & Resources section of this document for additional information).....7 <company name> Support .......................................................................................................................7 PROJECT TIMELINES ...........................................................................................................................................7 DATABASE MANAGEMENT ..................................................................................................................................7 SFDC Best Practices ..................................................................................................................................7 Marketo Lead Management Best Practices..............................................................................................7 STYLEGUIDE .....................................................................................................................................................8 CONTACTS & RESOURCES ...................................................................................................................................9 <company name> Contacts......................................................................................................................9 Marketo Contacts & Resources................................................................................................................9 APPENDIX....................................................................................................................................................10 MARKETO USER ROLES & PERMISSIONS..........................................................................................................10 GLOSSARY TERMS .......................................................................................................................................10 <COMPANY NAME> PRIVACY POLICY ..................................................................................................................10 <COMPANY NAME> OPT-IN OPT OUT POLICY ......................................................................................................10 HOW TO IMPROVE EMAIL DELIVERABILITY .......................................................................................................10
  3. 3. Marketo Program Playbook – <company name> <your logo here> ©2011 Marketo Inc. Page | 3 EXECUTIVE OVERVIEW OF YOUR REVENUE PERFORMANCE MANAGEMENT PROGRAM Program Goal (Business and Marketing Goals) Why we have it (mission statement) Expectations COMPONENTS OF MARKETING INITIATIVES Email Marketing – (insert short description here) Online Advertising – (insert short description here) PPC/SEO – (insert short description here) Thought Leadership – (insert short description here) Direct Mail – (insert short description here) Social Media – (insert short description here) Events – (insert short description here) Conference Roundtable Speaking engagements Webinar <COMPANY NAME> LEAD LIFECYCLE Revenue Cycle Modeler(Insert screenshot of Revenue Cycle Modeler here) A revenue cycle modeler is a representation of your process for moving leads from anonymity to generating revenue. This includes your qualification phases and your rules for moving leads down the path to marketing and sales success. o Pre-marketing qualified: Leads you're nurturing and are not ready for your sales team  Examples of nurturing campaigns o Marketing qualified: Leads who marketing has decided are ready for sales qualification  List qualifiers (how leads move from Pre to MQL) o Sales accepted Leads who qualify for your sales process that the sales team will work  List qualifiers (how leads move from MQL to this stage) o Sales qualified An opportunity has been identified  List qualifiers (how leads move from Pre to SQL) o Closed/won An opportunity was won and completed Reference Marketo Community Article: Revenue Cycle Modeler Overview http://community.marketo.com/MarketoArticle?id=kA050000000KyvF Creating Phases in the Revenue Stage Modeler http://community.marketo.com/MarketoArticle?id=kA050000000KyvU
  4. 4. Marketo Program Playbook – <company name> <your logo here> ©2011 Marketo Inc. Page | 4 <COMPANY NAME>TEAM List member of each team and their roles within the program with their permission status within Marketo (See Appendix Section for example) o Segment by U.S. National and Non-U.S. (Regional/Country) o Lead for each function/region o Provide definition of Marketo roles/permissions(See Appendix Section for example) o Owner or go to for that function in Marketo Cross-Functional Roles
  5. 5. Marketo Program Playbook – <company name> <your logo here> ©2011 Marketo Inc. Page | 5 EDUCATION &TRAINING REQUIREMENTS New Users MUST complete the following: o Marketo Lead Management Fundamentals - New to Marketo? Get started learning the key concepts of Revenue Performance Management and using the key capabilities of Marketo Lead Management by completing this course. Reference Marketo Link: http://community.marketo.com/MarketoArticle?id=kA050000000KyuT (Classes are offered both as live, group virtual sessions and on demand) o Marketo Sales Insight Fundamentals- In this session, you will learn key Marketo Sales Insight concepts and share practical examples you can incorporate into your marketing campaigns and processes. You will create "Interesting Moments" campaigns to pass relevant information to your sales team and "Sales Available" campaigns for Salesforce. Reference Marketo Link: http://community.marketo.com/MarketoArticle?id=kA050000000KyuW o Marketo NEXT Learning Center- An interactive site with Knowledge Base article, how to videos and step-by-step instructions on our latest Marketo release. Reference Marketo Link: http://community.marketo.com/marketocommunitynexthome o Marketo Masters: Day In the Life of a Sales Rep (Marketo Sales Insight) - Learn to use Marketo Sales Insight to prioritize, focus on, and interact with the hottest leads and opportunities. You will hear from Scott Edmonds, Marketo Sales Representative, to get a real-life salesperson's perspective on "How I use Sales Insight?" Reference Marketo Link: http://community.marketo.com/MarketoArticle?id=kA050000000KyuE Users with Admin roles who will be using Revenue Cycle Explorer must complete the following: o Marketo Revenue Cycle Modeler Fundamentals - In this session, you will learn to create a model to visually represent your marketing and sales business processes and define how your leads move through the marketing funnel. You will also learn to activate your model so the Marketo application will capture data about your lead movements and apply best practices to manage the model after it is activated. Reference Marketo Link: http://community.marketo.com/MarketoArticle?id=kA050000000KyuP o Marketo Revenue Cycle Explorer Fundamentals - Learn to use Marketo Revenue Cycle Explorer, a component of Revenue Cycle Analytics, to measure, understand, and optimize your revenue performance with customized dashboards and interactive reports. Reference Marketo Link: http://community.marketo.com/MarketoArticle?id=kA050000000KzDN Upon completion of the fundamentals training each user will create the following in a test folder o Test batch campaign o Test trigger campaign o Program o Event Reference the Marketo Video Libraryfor short how to guides on new features: http://community.marketo.com/MarketoVideoLibrary
  6. 6. Marketo Program Playbook – <company name> <your logo here> ©2011 Marketo Inc. Page | 6 Learn the Marketo task you need to for your role (Campaign Manager, Marketing Director, Web Developer, IT/SFDC Manager and Executive) http://community.marketo.com/MarketoTutorialRoles <COMPANY NAME>PROCESS FOR CREATINGSMART CAMPAIGNS, PROGRAMS OR EVENTS Naming convention File Organization (where to file it) Folder creation Map each campaign to a business goal o Possibly in the description of the campaign o Will help in over communicating Include screen shots of Master Campaigns for each Initiative Approval Process Create a shared calendar of all upcoming email blasts and program dates o Conduct weekly meetings with your team to discuss the calendar and upcoming activities to ensure everyone is on the same page should a program or campaign be rescheduled. Prior to release, at minimum two team members will need to review the distribution list, campaign and asset(s). o A written approval from each team member must be collected prior to release. Campaign Checks and Balances Establish and create common segmentation groups (customers, EMEA, marketers, etc…) o When possible, add negative filters to lists that remove people who may have previously received the offer. o Use redundancy whenever possible.  If there are three ways to exclude people from a list (for example: was added to opp, lead status is opp, account field: # of Open opps), include all three to the list just in case one of those fields is out of date. o Pay very close attention to the number of affected leads on the scheduling tab, and then very closely review the individual members. This helps remove assumptions about who we think the email is going to verse who it is really going to. Reference Marketo Community Article:Running a Smooth Campaign and Eliminating Campaign Errorshttp://community.marketo.com/MarketoArticle?id=kA050000000KzSY
  7. 7. Marketo Program Playbook – <company name> <your logo here> ©2011 Marketo Inc. Page | 7 SUPPORT Marketo Support (See Contacts & Resources section of this document for additional information) SLA when ticket is created Reference Marketo Community Article:Getting Help from Marketo Supporthttp://community.marketo.com/MarketoArticle?id=kA050000000Kyrb <company name> Support Request from Marketing List of marketing lead for each campaign (if applicable) PROJECT TIMELINES Protocol for each type of project (example: modeler stage approval/update, scoring change or update, etc…) Update to scoring model DATABASE MANAGEMENT SFDC Best Practices <insert internal company best practices policies and procedures> Marketo Lead Management Best Practices Reference Marketo Community Article: Data Management in the Lead Databasehttp://community.marketo.com/MarketoArticle?id=kA050000000Kysv Inactive leads: Identify the people who are not interacting with your company - not opening or clicking emails, not visiting the web page, not attending events, etc. Build an inactive smart list using ALL filters: o Lead was created date (at least 12 months ago) o not visited web page is any, constraint date of activity in past 12 months o not filled out form is any, constraint date of activity in past 12 months o not clicked link in email is any, constraint date of activity in past 12 months o not opened email is any, constraint date of activity in past 12 months o Options for inactive leads: 1.Remove leads from data base 2.Add inactive leads to a marketing suspend campaign 3.Opt in path - Create and release an email to inactive list with the following sample copy: We have not heard from you in a while. Would you like to continue to receive messages?
  8. 8. Marketo Program Playbook – <company name> <your logo here> ©2011 Marketo Inc. Page | 8 STYLEGUIDE Examples of <company name>standard templates o Include screen shots o Copy examples Protocol to request or update template Reference Marketo Community Articles: Landing Page Optimization http://www.marketo.com/b2b-marketing-software/landing-page-optimization.php Marketo Masters: Mastering the Elements of Design Studio http://community.marketo.com/MarketoArticle?id=kA050000000KzMa Working with Marketo Email Templates http://community.marketo.com/MarketoArticle?id=kA050000000KyqN
  9. 9. Marketo Program Playbook – <company name> <your logo here> ©2011 Marketo Inc. Page | 9 CONTACTS & RESOURCES <company name> Contacts Name Email Phone Marketo Contacts & Resources Customer Support -For troubleshooting issues related to system problems, unexpected behavior, technical questions and urgent requests. To submit a ticket or to contact support please visit https://app.marketo.com/homepage/success?task=ticket. To help expedite your support issue, please include as much detail as possible. A complete list of Support Services can be found at http://community.marketo.com/MarketoArticle?id=kA050000000Kyrb Customer Success Team The team helps you navigate the available Marketo resources and teams and provides best practices advice, all with the goal of helping you take your marketing to the next level and ensure your continued success with Marketo. To request assistance please email success@marketo.com. Renewals & Product Upgrades Please contact renewals@marketo.com. Professional Services -Marketo’s consultants provide a wide range of professional services for all aspects of revenue performance management. This includes asset design and creation, lead scoring, lead lifecycle management, custom software development and custom training programs. To request services, please contact Carlyn Manly at carlyn@marketo.com . Marketo Community:http://community.marketo.com/MarketoCommunityHome o A platform created to give our customers the ability to: o Get product answers quickly o Connect and share resources with other Marketo peers o Suggest features for the Marketo Roadmap Marketo University - An education center of excellence whose purpose is to enable partners and help customers accelerate user adoption, drive success, and extend the customer’s value of Marketo solution through relevant and effective training at the right time. http://community.marketo.com/MarketoUniversityHome Marketo User Group - You’ll have an opportunity to get answers to the top questions on your mind, gain new insights into how other companies are taking advantage of Marketo and network with other marketers. The Marketo Masters Webinar Series - Marketo University offers ongoing, continuous training to help you get the most out of Marketo and further your marketing success. Join Marketo Masters with our series of advanced training webinars. Led by a Marketo expert, we will help you gain and put advanced knowledge into practice. View past sessions at http://community.marketo.com/MarketoArticle?id=kA050000000KyuQ
  10. 10. Marketo Program Playbook – <company name> <your logo here> ©2011 Marketo Inc. Page | 10 APPENDIX MARKETO USER ROLES & PERMISSIONS Name Division Region *Role Permission **<company> Business Function/Title *Sample Roles Admin Standard User Marketing User Web Designer Analytics User **Sample Business Function Marketing Manger Marketing Specialist Marketing Research Analyst Business Systems Analyst For a complete description of roles and permissions please reference the knowledge base article Introduction to User Roles and Permissions: http://community.marketo.com/MarketoArticle?id=kA050000000Kyp2 GLOSSARY TERMS Marketo o Marketo's Glossary - In this glossary, you will find definitions for words that are used throughout the application. Reference Marketo Article: http://community.marketo.com/MarketoArticle?id=kA050000000Kyrf o Programs & Events Glossary - This glossary defines all of the terms that are used in the programs and events functionality. o Reference Marketo Article: http://community.marketo.com/MarketoArticle?id=kA050000000KzcO <company name> o Glossary Terms - o Differences between the two <COMPANY NAME> PRIVACY POLICY <COMPANY NAME> OPT-IN OPT OUT POLICY HOW TO IMPROVE EMAIL DELIVERABILITY Reference Marketo Community Article: Strong Mail 20 Tips for e-Mail Programshttp://community.marketo.com/MarketoArticle?id=kA050000000KzEa

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