As a marketer, you've probably wished you could respond to prospective buyers anywhere and everywhere, at any moment in time, right? With triggered campaigns, you can! Watch Mike Madden, Director of North America Commercial & Customer Demand Generation, as he broke down the powerful use cases for triggers, from scoring specific actions to prioritizing leads for sales to creating timely emails from website visits!

1. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
AllAboutMarketingAutomation–What
ItIs&WhyItWorks
Mike Madden
Director, North America Commercial & Customer DG
Marketo

2. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Housekeeping
• This webinar is being recorded! Slides and recording will be sent to you after the
webinar concludes.
• Have a question? Use the chat box and I’ll get to your questions after the webinar.
• Posting to social? Use our hashtag - #mktgnation
• There is a brief survey after the webinar

3. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Agenda
What is a
Triggered
Campaign?
1
5 Use Cases for
Triggered
Campaigns
2
Conclusion
3

4. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
If you could have one superpower, what would it
be?

5. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
WhatisaTriggeredCampaign?
Gain The Power To Exist In All Places at Once

6. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Imagine Having Superhuman Hearing!
Listen for
everything that is
happening
Narrow it down to
what’s most
important

7. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Put Your Ears Out There and Listen For…
Behaviors
• Website visits
• Number of website visits
• Clicks link on web page
• Email opens & clicks
• Form completions
• Ad clicks
• Landing page views
• Content sharing
• Sales activity
• Email bounces & unsubscribes
• New Lead/Subscriber created
Operations
• Job title
• Technologies used
• Behavior Score change
• Demographic score change
• Phone number change
• Product interest change
• Address change
• New subscription requested
• Campaign is requested
• New sales stage/opportunity
• Account Score change

8. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
The Evolution of Knowing
Pre-Internet
• Sales owned most of
the buyer’s journey
• Remember
brochures?
Early 2000s Today
• Marketing gains a
little more control of
the buyer’s journey
• Still some brochures
• The entire car buying
process can happen
online
• Sales is more
transactional

9. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
The Smart Campaign: A Trigger’s Happy
Home
Smart List
“Who”
Flow
“What”
Schedule
“When”
Results
“Wow”

10. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
#1:ScoringBehaviors
Score Every Action Based on Importance

11. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Behavioral Scoring and Why It’s Awesome
What is Behavioral Scoring?
Scoring is a shared sales and marketing
methodology for ranking leads in order to
determine their sales-readiness. It helps
marketers understand which leads should be
nurtured and which ones should be fast-
tracked to sales.
Why Scoring is Awesome
• Creates a common “lead” definition
• A 10% increase in lead quality can
translate into a 40% increase in sales
productivity
• Improve sales and marketing alignment
• Focus on the right leads/accounts
• You gain more insight into where someone
is in their buyer’s journey, which means
more relevant messaging
• Most leads aren’t ready for sales

12. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Score Everything from One Central
Location!
Behavioral – Clicks Marketing
Email
These are
tokens

13. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Let’s Say You Sent 100,000 Emails…
Trigger
Action
= +3 on Behavior Score

14. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
What About Contact Me Forms?
Trigger
Action
= +24 on Behavior
Score

15. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Is There Negative Scoring? You bet!
Trigger
Action
= -5 on Behavior Score

16. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Use Case #1 Recap: Behavioral Scoring
• Behavioral scoring listens for positive and negative actions, then
scores them
• Use triggers to build a complete picture of how prospects/customers
engage
• Capture everything in real time on any channel

17. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
#2:Demographic Scoring
Score Your Buyers Based On Who They Are

18. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Demographic Scoring and Why It’s
Awesome
What is Demographic
Scoring?
Implicit or Explicit attributes like company size,
industry, valid email/phone, job title, job role,
decision maker, etc.
Why Demographic Scoring is
Awesome
• Demo scoring completes the picture – who
is engaging AND are they a good fit?
• When done right, demo scoring
dramatically improves lead quality
• Demo scoring focuses sales on the right
prospects
• Gauge the effectiveness of your
acquisition programs by demographic
scores

19. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Demographic Score Lives in One Place
Too!
Demographic – Job Title CMO

20. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Let’s Say You’re Acquiring New Names…
Trigger
Action
= +50 on Demographic
Score

21. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Use Case #2 Recap: Demographic Scoring
• Score people based on who they are and/or who they become
• Know which programs bring in the right new names and which ones
don’t

22. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Big Picture, How Do Triggers Impact
Scoring?
1. Real-time scoring makes your decisions more actionable
2. Know in the moment exactly what quality leads you are
acquiring
3. Build actionable models that combine behavioral,
demographic, and even firmographic scoring to empower
your sales team
Quality = Behavior Score +
Demographic Score

23. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
#3:Intelligent NurtureEngine
Place People in Nurture, Automatically

24. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Triggers Can Help New Leads Find Their
Home
1. Customer
• Customers require different messaging and you are
focused on cross-sell/upsell
2) C-Level
• You have identified that c-level prospects require different
messaging
3)
Competitive
• If a prospective buyer uses a competitive
technology/product, feed them competitive nurture
messaging
4) Vertical
• People respond better with messaging in the correct
vernacular
?

25. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Use Case: Sorting New U.S. Leads into
Nurture
• Newly acquired
lead is in North
America, Key
Vertical, Financial
Services
New Lead
Acquired
• We need to sort
the lead into the
appropriate region
before we can sort
by industry
Region
Selection • We’ve placed the
region, next is
placing the newly
acquired lead by key
industry
Industry
Selection

26. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
How to Sort by Priority
Trigger
Action
We are requesting
the next trigger
campaign that
processes verticals

27. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
How to Sort by Key Vertical
Connectin
g Trigger
Action
Lead is placed in
Financial Services

28. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Use Case #3 Recap: Intelligent Nurturing
• Based on who people are, place them automatically in the right
programs with the right messaging
• Triggers can reduce the headache of sorting new people into the
appropriate programs
• Make your messaging (and even your routing) more intelligent

29. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
#4: Webinar Registration
Here’s What Happened to You

30. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Does This
Page Look
Familiar?
Triggers tracked:
• Email or Ad click
• Reg page view
• Form Completion

31. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
How You Were Registered for This Event
Trigger
Multiple
Processi
ng
Actions

32. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Use Case #4 Recap: Webinar Registration
• Listen for the right form completion, then assign multiple actions in
a single campaign
o Confirm registration
o Update the person’s program status for attribution and reporting
o Add the person to a static list for one, easy-to-reference location of
registrants

33. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
#5:YourWebsite
Using Triggered Campaigns to Drive Revenue

34. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Why use website triggers? Because they drive 3x
more engagement than batch/nurture emails

35. © Marketo, Inc. 10/3/2018 Proprietary & Confidential

36. © Marketo, Inc. 10/3/2018 Proprietary & Confidential

37. © Marketo, Inc. 10/3/2018 Proprietary & Confidential

38. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Listening for the Email Product Page View
Trigger
Multiple
Filters

39. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Then Reacting With Relevance!
Actions
Wait step
Send
personalized
email
Alert the Sales
person that
owns the
account
Add the person to
the Email
Marketing Nurture
Program

40. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
Why The World Needs More Triggered
Emails
7,675% more
efficient at
generating an
opportunity
261%
higher open
rates
157%
higher click
to open
rates 833%
higher click
through
rates

41. © Marketo, Inc. 10/3/2018 Proprietary & Confidential