Talk Track: (Danielle) hello everyone and thanks for joining Katie and I today.. Influitive gave us the challenge of 18 minutes today… so this is a no fluff kind of presentation. To kick off .. some quick intro’s I am Danielle Camara, I have been with Marketo almost 6 years.. And as you can see I am about to take a sabbatical here shortly and enjoy the summer with a newborn. But thought I would sign myself up to speak at event being 8 months pregnant and have limited lung capacity to breathe! Very smart. Outside of that i have done a little bit of everything as it relates to CM over the years, started and grew our SMB focused advocate program, then shifted towards our enterprise business and most recently taken on our larger customer engagement programs- annual summit, roadshows, engagement programs like Purple Select and larger scale nurture programs.
I am Katie I have been at Marketo for about a year and half now.. Running everything from our annual User Summit, Roadshows to really launching and growing our Advocate Program, Purple Select where we will be talking about today….
(Danielle) Diving right in, let me give you the quick who we are and what we do here at Marketo…
Talk Track: (Danielle)
Quickly for those that don’t know who Marketo is let me give you the who and what we are.
First let me ask– do I have any Marketo advocates in the room? (hand out swag) Do I have anyone in the room that needs new purple swag? (hand out swag) Awesome!
----------------------------------------- So Just like sales has their CRM application and Finance has their ERP application, Marketo is the digital platform for marketers to run their function. We are the fastest growing publically traded marketing company with 4600 + customers, across 20 + industries in over 39 countries. Our core promise is “Marketing First”- we focus everything we do, all of our resources and all of our energy on innovating for marketers and providing expertise to help them succeed. We help marketers master the art and science of digital marketing. This focus has given us the ability to create the most innovative digital marketing platform on the market today. The platform provides all the capabilities that marketers need to build personalized and long-term relationships with their customers.
With that, let me dive into our baby, Purple Select, our Influitive Platform
Talk Track: (Danielle) Let me give you a feeling for how we originally thought about launching our Purple Select, hub, and then talk about how that is very different today.
Marketo has over 4600+ customers, however, we recognized that one of our competitive advantages was the network effect of the Marketing Nation (Marketers having a community and place to go to learn from each other with that we created what we call the Marketing Nation,
We realized that there were so many hungry and anxious marketers who wanted to share their success but didn’t have a scalable platform to do so… it went from everything from formal channels (case studies, video testimonials, Summit presentations, etc) to informational channels (birthdays, team successes, etc..)
Originally the justification for Influitive, as virgins to this was revenue/metric driving activities… driving reviews, driving referrals, social shares easily, growing our advocate base from a few hundred to hundreds etc.. We thought small as generally our manual ways had only allowed to scale so far..
Today.. We think differently… Purple select is very much like a community to some degree. Why not engage with all of your clients in a fun way? Why were we just going after customers that were through implementation… green… and sales/cams told us we should invite them to our ‘advocate program’ why not invite all customers! Well we did, we shifted into a place where we are largely trying to engage with our customer base in efforts of driving happy, loyal customers first which only fueled our advocate programs..
With that let me talk to you about how we are set up which I think also helps clarify our programs and alignment to each
Talk Track (Danielle): The team acts very much like a funnel for our base of customers, we have our community counter parts Liz and Scott driving our Customers within the Community-focusing on education, sharing of best practices, connecting with one another, providing product feedback and so on.
Of our amazing community of 50,000 marketers - our marketing Nation, Katie and I drive Engagement programs where we think about ways in driving that community of 50,000 members down the journey to advocates. Things like our Purple Select program, in-person events and nurture programs are what we drive to do this.
And then we have our top end of the funnel for our classic Advocate Program that Becky Wolfe drives today (+one more headcount coming soon) in that she is supporting all of our sales and marketing teams across reference and content growth as well as sourcing customers for Marketing around PR, Speaking and Interviews.
All of our programs certainly align and have a ton of cross over but in theory we also all recruit for each other… the more customers I can pull down from the community into “Purple Select’ the more customers Becky has to work with in serving sales and marketing with our best customers. Previously as a lot of you know a challenge in Becky’s role is spending time recruiting new advocates/references into her world, Katie and I try to make that easy by giving her a silver platter of our best customers to work with!
Talk Track (Danielle: Today with 18 minutes, we picked a sliver of our program in….. how do we drive engagement within our hub, Purple Select which at the end of the day leads to increased retention rates amongst our customers and how we are proving success at Marketo
Katie will talk about our offline and online experiences and how we promote our program internally and then we will wrap up with how we started to showcase our metrics and how we have changed the conversation today internally
Talk Track: (Katie)
When the program launched early last year we thought about all of the ways we can get in front of our customers to promote and drive awareness to our new EXTERNAL advocate Program, PS. So within our Summit and Roadshows we created a space for Customers to engage with us, a one stop shop for customers to 1) sign up for our community, meet their local user group leader 2) demo a product they wanted to learn more about or deep dive into products with an expert they already have today and 3) Sign up for Purple Select. What does our PS pitch sound like?... By completing advocacy activities within the Purple Select Platform, you can showcase your experience and knowledge to gain positive exposure across the Marketing Nation and beyond. Your engagement will provide you with access to exclusive opportunities to grow your personal brand and propel your career in the in this fast-paced marketing network.
------------------------------------------------------------------------- Awareness and Growing programs Pitch Purple Select: Marketo central: one stop shop, created space for custmoers came and learn product demo station, get involved with user groups, and purple select sign ups and then driving reviews while they were there. Marketo Central – A Customer’s One Stop Shop Recruitment and Awareness Increased Engagement Additional Asks
Talk Track: (Katie) It’s a constant process to drive engagement within the hub as we all know, so when we look across quarters and don’t have any events going on … how can we drive very similar online engagements that peak not only engagement but help us hit our quarterly goals around growth across the program. We ran two online experiences, one in Q3 and one in Q4 last year. You can see from the metrics that we obviously learned a few things in our second experience Purple Palozza as we did quite a jump in success… but if you think about that look at Jeopardy success alone… how would we have done that in the past over 5 days– would have been impossible.. To engage with a couple hundred advocates, build relationships get to know them, drive 20 referrals and sprinkle some online reviews on top of it… lets just say our expectations have reset since knowing what we can do in PS vs. previously with 2 headcount and thousands of customers to engage with at any given time. Define what Purple Palozza was..
Talk Track- (Katie)
I always like to see the back end, reality of programs, so this excel screenshot may not be the prettiest but I wanted to provide some inight into how ive thought about building out these experiences. Talk about goals- why to do experience Talk about- How to create a successful experience-
Limited Time Experience (5 Days) Prizes Not for Advocate that Earned Most Points Evenly Spread Out Challenges Throughout the Week Daily Incentive to Keep Coming Back Engagement within Challenges Clear Instructions
Talk Track- (Katie)
Another big ‘ah-ha’ moment with PS this past year was being able to build relationships with our customers at scale. I think we all figured when rolling out a ‘platform’ you would lose that.. But in reality you actually have a mechanism/a systematic approach to create relationships at scale– who knew! For example; Every month the team takes 20 minutes and individually signs Birthday cards for the members who have birthdays that month- writing personal notes from each person if they have worked with them or know them How often do you talk to customers find out they are having a baby, just moved into a new house or got a promotion– in reality that takes going to your swag closet/or having no swag and having to find something and then heading over to shipping and receiving– again something we all wish we had time to do but isn't reality… today we can do with a click of a mouse with the use of just Influitive and points or pulling in our integration with PFL and sending them some fun swag
Talk Track- Danielle Great job Katie.. Let me wrap up with the ‘gold’ or at least what has been ‘gold’ for us… literally Katie was converted last year to the phenomenal work and growth she had with this program and I finally got to showcase metrics to my executive staff and CEO that had a measurable impact on the business.
Again, we justified bringing on Influitve based on referrals, growth in advocates and online reviews. In our market category- marketing automation- buyer reviews is huge for us. We all know the stats 80% of buyers are shopping online before ever even contacting a sales rep, this is very true for us in our world.
Internally this is how we showcased ourselves in Q2 after going live for 3 months… we drove 165 reviews, increased our rating on Trust and G2 and oh by the way had over 8,500 challenge completions… now this was a hard one to tie value and explain to executives.. But think about this… this was like sending a ton of emails and having 8500 customers respond with an answer- engaging with us.. Telling us something of value or maybe not of value. But hey talking to us nonetheless! This is not possible with a standard advocate program– we just opened pandora’s box and it was freaking awesome!
Talk Track- Danielle--
A quarter later we evolved… we changed the game.. How about telling our VP of Customer Success that every member of our program was at a retention rate of 99.1%? We went from highlighting reviews, referrals and advocate growth to talking about driving larger scale engagement across our customer base. Our new focus has been driving our customer segments… Katie is now doing special targeted campaigns to go after inviting our Strategic account base to Purple Select, our enterprise customers, our Consumer customers that are still early in their lifecycle with marketing automation to drive success. We sent our Customer success team weekly emails of their accounts/customers that are ‘engaging on PS’ we all know that its hard to scale a CAM organization and the ratio of how many customers they each have to make success- how do we help them, how we communicate back to them that the customer that has been ignoring them isnt in fact RED but instead communicating with us in a different way, Purple Select.