Marketo@Marketo: Putting Together Your Program Palace

Marketo@Marketo:
Putting Together Your Program Palace
Rick Siegfried
Customer Marketing Manager, Marketo

Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2016
Who is Rick?
• Manages cross-sell demand generation efforts to Marketo’s current customer base
• Started at Marketo on February 15, 2011
• Currently located in Evanston, IL with fiancé
• Plays drums in two Chicago-area metal bands

What is a program?
Program [proh-gram, -gruh m]: plan of action to accomplish a specified end

What is a Marketo Program?
A single marketing initiative. For instance…
Email Event Nurture Anything else your
Marketing Team
can imagine!

What is a Marketo Program?

My Marketo -> Marketing Activities

Ya Gotta Get Organized!

Ya Gotta Get Templatized!

Ya Gotta Get Back to Getting Organized!

Program Summary View

Program Naming Methodology…
[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]
You Are Currently a Member of…
WM – Program Setup – USA – Jun 2016
Your Program Status is…
Event – Webinar – Marketo > Registered

Program Naming Methodology…
[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]
You Are Currently a Member of…
WM – Program Setup – USA – Jun 2016
Your Program Status is…
Event – Webinar – Marketo > Registered
What is it? Who is it for? When is it?

Program Schedule View

Agenda Sidebar

Scheduling Event Programs (Webinars)

The Point of No Return

Clear the table 123

Scheduling Event Programs (Field)

Voila… Event Check-in App!

Voila… Event Check-in App!
Search for ‘Marketo Events’

The Dangers of Cloning

Program Setup Tab

Program Tagging is KEY

Tag Values
B2B or B2C B2B, B2C, Both
Customer or Prospect Customer, Prospect, Both
Customer Program Type Demand Gen, Retention, Informational
Exec View Yes, Null
Offer A lot (ex. Cheat sheets, Definitive Guides, eBooks, etc.)
Product Products and Services (ex. Web Personalization, Advanced Analytics)
Program Lead Anyone & Everyone who manages programs
Region USA, EMEA, APAC, JPN, Global
SMB or ENT SMB, ENT, Both
Vertical Specific industries we target (ex. Financial Services, Healthcare, Higher Education)
Voice of Customer Yes, Null

TAG… YOU’RE IT!

What’s left to set up?

My Marketo -> Calendar

What is Marketing Calendar and Why Should You Care?
Unified
Track any activity
Specialized
Create unique views
Actionable
Build & modify campaigns

Hey Man, Nice Filter

Entry Types

Entry Types + Program Tags

Entry Types + Program Tags + Workspaces

Welcome to my home…

Sharing is caring

Program Tokens Tab

Tokens

Basic Info!

Logistics!

.ics files!

And Back to Getting Organized…

A few campaign examples… Registered

A few campaign examples… Attended

One more… Registered and Clicked

Program Success!

My Marketo -> Revenue Explorer

Getting Organized Again!

Program Cost Analysis

• Which channels/programs are generating the most
successes/new names by month?
• Which channels are the cheapest for bringing in new
names?

• Which channels/programs are generating the most
successes/new names by month?
• Which channels are the cheapest for bringing in new
names?
Quick Tip: drag in filters to narrow
down your results

• What is the trend of cost per new name by channel?

• What is the trend of cost per new name by channel?
Quick Tip: change data view to
graph and add trend line

Program Revenue Stage Analysis

• Where are my leads in the funnel for each channel?
Known > Engaged > Lead > MQL > Opportunity > Customer

• Where are my leads in the funnel for each channel?
Quick Tip: Get more granular by
adding in Program Name

Example
How are my leads moving
through the funnel?
Where are my leads getting
stuck?
Which channels have the
best lead to opportunity
rate?

• How fast do my leads move through the funnel?

• How fast do my leads move through the funnel?
Quick Tip: Add in
conditional formatting

• FT = First Touch
• Acquisition Program = 100% of the credit
• MT = Multi Touch
• Programs in between acquisition and opportunity = divided
credit
Attribution – explained (FT vs. MT)
Content
Syndication
Clicked on
email
Attended
Webinar
Attended
Demo
Downloaded
Definitive
Guide
Opportunity
Opened
($43K)
FT
Program that generated
name (acquisition program) =
100% of credit
MT
All programs that touched
the lead and contributed to
an opp = divided credit
Example customer journey: Acquisition Program  Opportunity

• How are my marketing programs impacting total revenue?
Program Opportunity Analysis
Total Marketing Revenue
Generated
÷
Total Revenue Generated
=
% Revenue Marketing
Contributed

• How are my marketing programs impacting total revenue?
Total Marketing Revenue
Generated
÷
Total Revenue Generated
=
% Revenue Marketing
Contributed
Quick Tip: Pull in
Opportunity Name and
Cost of Opportunity to
see which opps your
programs influenced

Example Quick Tip: Consider
which channels are
driving the most
revenue (FT vs. MT)
AND the most new
names

• What is my ROI?
Revenue
÷
Cost
=
ROI

• What is my ROI?
Revenue
÷
Cost
=
ROI
Quick Tip: Set a
goal/baseline for
your ROI metric to
measure your
success on

The Questions that were Answered
• What is a program?
• How are programs set up?
• How do I organize them?
• Why use programs?
• Should I go see the new Ghostbusters movie?

Questions?
More Amazing Resources:
• docs.marketo.com
• nation.marketo.com (sorry, customers only!)

Marketo@Marketo: Putting Together Your Program Palace

Marketo@Marketo: Putting Together Your Program Palace

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Marketo@Marketo: Putting Together Your Program Palace