Marketing Analytics Empress, Kristen Malkovich, and Marketo's Product Marketing Monarch, Brian Glover, present: - What exactly a workspace is - The nuances of marketing to global audiences and sub-brands - The ability to grow your marketing in any direction, all within Marketo - How workspaces can make YOU a rockstar at your organization

1. Working with Workspaces

2. Brian Glover
Sr. Product Marketing Manager
Marketo
Kristen Malkovich
Marketing Analytics Empress
Valeant Pharmaceuticals

3. Business Complexity = Marketing Complexity
• Regional teams
• Multiple
divisions/brands
• Channel partners

4. What Are Workspaces & Partitions?
Workspaces

5. What Are Workspaces & Partitions?
Workspaces
Partitions

6. Workspaces & Partitions Are Flexible
Workspaces
Partitions

7. Workspaces & Partitions Are Flexible
Workspaces
Partitions

8. Workspaces & Partitions Are Flexible
Workspaces
Partitions

9. Workspaces & Partitions Are Flexible
Workspaces
Partitions

10. Why Workspaces & Partitions?
 Prevent unwanted campaigns from touching designated people
(leads/contacts/consumers)
Create a more relevant for experience for your Marketo users
 Simplify reporting and data management

11. My Role – Marketing automation consultant for Valeant
Pharmaceuticals, working specifically with the aesthetic division.
Product lines include: Solta Medical and IfMarketing.
Solta Medical is an aesthetic medical device company specializing
in both invasive and non-invasive treatments for skin-resurfacing,
body-contouring and acne. Solta Medical is a division of Valeant
Pharmaceuticals.
IfMarketing is a division of Solta Medical. They assist practices in
marketing their treatment offerings through a variety of print and
digital assets that are customized for each physician’s patient
demographic.
Background

12. Structure and Strategy
Valeant Pharmaceuticals
Dermatology Divsion
Aesthetics Division
(Skin Care, Injectables, Medical
Devices, Implants, etc.)
Solta Medical
(Medical Devices)
If Marketing
Valeant Pharmaceuticals is an international
pharmaceutical company with a variety of
divisons and product lines including neurology,
dermatology and infectious disease.
Their growth strategy is based in acquisitions
of medical and pharmaceutical companies.
It is the largest pharmaceutical company in
Canada and was valued at $29.2 billion in May
2013.
2014: Valeant acquired Solta Medical.
2014: Solta Medical acquired If Marketing

13. Acquisition Issues & How We Used
Workspaces
If Marketing has:
o Different leads
 Own Salesforce CRM and previous automation platform
o Different lead flow model
 Sales process is quicker for If Marketing than for medical devices
 Leads are passed to inside sales only; leads come from fewer sources
than Solta Medical model
o Different marketing programs
Workspaces solves:
o Headache of separating leads until new opt-into Solta Medical database
o Allows company to continue to acquire new companies and integrate into
Marketo

15. Other Use Cases
Easy wins:
o Testing environment
 Test all campaigns with a
designated seed list
 Removes all test smart
campaigns from reporting
 Especially helpful when
testing nurture campaigns
prior to execution
o Sales Rep/Internal mailings
 Allows reporting on internal
communications
 Removes employees from
reporting on campaign and
email performance without a
smartlist filter :)

16. Organizational Impacts
● Enables easier reporting by product line;
thorough view of performance in RCA
● Lead flow can change per workspace,
allowing for customized treatment of
each lead and a different scoring model
● With marketing calendar, see a high level
view of what’s going on internally by
workspace

17. Fireside Chat

18. Q&A

19. Additional Resources in Marketo Community
Understanding workspaces and lead partitions
• https://community.marketo.com/MarketoArticle?id=kA0500
00000KyxBCAS
Sample workspaces and lead partitions
• https://community.marketo.com/MarketoArticle?id=kA0500
00000KyxCCAS
Workspaces and lead partitions quick start
• https://community.marketo.com/MarketoArticle?id=kA0500
00000KyxHCAS
Marketo Proprietary and Confidential | © Marketo, Inc. 11/25/2014 Page 19

20. Thank You!
Kristen Malkovich
Marketing Analytics Empress
Kristen.Malkovich@valeant.com
Brian Glover
Sr. Product Marketing Manager
bglover@marketo.com