Campaign Follow Up-               What to Do With a Lead               Campaign/Event Management Best Practices-          ...
Campaign Follow Up- What to Do With a Lead                                      Justin England             Melissa McCread...
Campaign Follow Up-               What to Do With a Lead               Campaign/Event Management Best Practices-          ...
Typical Business Scenario:     Tradeshow Planning and Follow Up               •   You have a tradeshow coming up-         ...
Pre-Show Planning         LIST GENERATION:         Do you have a pre-registration or registration list you can purchase   ...
Pre-Show Best Practices         1. Set up your Program in Marketo.         2. Prepare your lists- work on data quality= li...
Pre-Show Best Practices         • Use for                              that are not set it and           forget it nurturi...
Page 8   #mus12   © 2012 Marketo, Inc.
Programs vs.     Campaigns                       Once you are logged into Marketo,                     you will see the op...
Programs    vs. Campaigns                                                  When you select Programs, there is             ...
Programs vs.    Campaigns                          Here are the different options                   Using Programs, you ca...
Pre-Show Best Practices    1.  Set up the event program to include smart lists, asset/whitepaper, and the        post-show...
Pre-Show Best Practices    1. Response Rates-          • What is the most opened subject line with a download?          • ...
Page 14   #mus12   © 2012 Marketo, Inc.
Show and Tell:    Reports & CRM Integration                                Here is what you see                           ...
Show and Tell:    Reports & CRM Integration              1                To Create a new report:                         ...
Show and Tell:    Reports & CRM Integration                                                      6                        ...
Show and Tell:    Reports & CRM Integration                 10   Final Steps for Setting Up the Report:                   ...
Show and Tell:    Reports & CRM Integration     Integrate Your     CRM tools such     as SFDC with     your Marketo     ca...
Post-Show Best Practices     Being first to follow up is not      always best and could be a bad      gamble.     You ne...
Page 21   #mus12   © 2012 Marketo, Inc.
Show and Tell:    Marketo-Integrated Webinars                     1 Setting Up the Webinar Integration: 1. Click on the Ad...
Show and Tell:    Marketo-Integrated Webinars                     Setting Up the Webinar Integration:                     ...
Post-Show Best Practices    • Use a webinar to keep the conversation going-           Use Marketo’s webinar integration t...
Takeaways    1. Use Marketo Programs    2. Remember Data Quality in list       loads and registration forms    3. Review M...
Helpful Tutorials From    the    Videos:     Creating Events and Programs    Tutorials:     Create & Manage an Event    ...
Contact Information:          Presentation will be             on SlideShare          Melissa McCready-                   ...
Thank you!    • Session presentations          • Will be emailed to registered participants          • Available at the Ma...
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Marketo Summit 2012 SF- Lead Follow Up

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Presented by:
Melissa McCready (CRM Happy)
Carly Guarcello (Joyent, Inc.)
(Sponsored by ReachForce)

What are the best practices for tradeshow/event management using Marketo? Are you sending a pre-show invite to your booth including a link to your post-show webinar? How are you managing the tradeshow where you can report on ROI? How are those leads being passed to sales to effectively work? Learn from customers who have perfected the pre and post-show best practices on when to send, what to send, setting up a webinar using Marketo, and how to set up the processes up in a way to capture quality information to then pass to sales to increase your tradeshow pre and post-show activities.

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  • ReachForce-Justin England:As the Vice President of Business Development, Justin owns channels & strategic alliances, as well as the products, strategy and execution of ReachForce’s Conversion Acceleration business.  Prior to ReachForce, Justin served as the founding Vice President of Sales and Customer Success for Manticore Technology, one of the earliest SaaS Marketing Automation pioneers.  While at Manticore, he owned all revenue acquisition and retention for the company from the earliest days of the business in 2001 through 2010.  Under his leadership, Manticore was ranked in the FAST 50 List of the fastest growing private companies based on revenue growth (for 2008, 2009 and again in 2010).  Prior to Manticore, Justin had corporate and sales-related roles at both Trilogy and DELL.

Justin also serves as an Advisor to two SaaS businesses, a Marketing Automation expert and author on the Focus.com Network, and as an Expert Consultant to 3 independent primary research firms serving the global institutional investment fund community. Melissa McCreadyMelissa McCready brings over 12 years of experience in transforming companies through Customer Relationship Management CRM) and Marketing Automation implementations, process improvements, and training users on tools such as Marketo and Salesforce.com. She is a Silicon Valley-based independent consultant focused on rocketing revenue for her high tech clients. McCready has worked with all-sized clients on transformational CRM and Marketing Automation projects at start-ups to global, billion dollar companies during her career. She has presented at the Silicon Valley User Group, has been named an expert in a variety of areas by Focus.com, and recently hit 1,000 views on her LinkedIn presentation on Marketo best practices. McCready is a former competitive figure skater, originally from the suburbs of Chicago. She migrated to California to work for Siebel partners back in 2000 and has never turned back, crediting the weather and her love for high tech. She Lives in San Jose with her husband and two kids, Declan and Maeve and their two Old English Bulldogges.Carly GuarcelloCarly Guarcello is a marketing specialist and lead generation expert at Joyent, a leading cloud computing company. Joyent delivers software that powers private clouds and is the operator of the third-largest public compute cloud, the Joyent Cloud. At Joyent, Guarcello runs a Marketo program servicing tens of thousands of lead records generated by dozens of annual trade show appearances, six-figure online advertising campaigns and multiple-monthly Webinars. In her role Guarcello oversees all lead gen automation efforts and Marketo-driven marketing as well as integration with Salesforce.com. She works closely with senior sales leaders and diverse sales teams at Joyent to deliver key business values such as lead generation, capture and measurement, campaign planning and measurement, and forecasting and funnel metrics. Guarcello was formerly a Division I Field hockey player but has transitioned this drive and focus to the ski slopes of the Lake Tahoe Area.
  • You have a tradeshow coming up-What do you need to plan and set up?You want to invite people to your booth-What do you need to consider for audience, copy, and content?You have a post-show webinar to promote-How can you manage the webinar registrants and attendees?You need to show ROI-How do you track spend on everything relating to this show?
  • Get Your Ducks In a Row and Focus!LIST GENERATION:Do you have a pre-registration or registration list you can purchase form the show vendor? If not, do you have last year’s attendee/registration list or an idea of those who typically attend?CONTENT THEME & AUDIENCE SEGMENTATION:What is the show about? Who is your audience? What is the theme for your booth? Does your content add value?CONTENT FOCUS & CALL-TO-ACTION:What products/services will be your organization’s focus? How do you want to engage your market(s)
  • What actions should you take now?Set up your Program in Marketo.Prepare your lists- work on data quality= list scrubbing, standardizing data, and updating contacts with current data using tools like ReachForce.Prepare random samples lists.Set up your campaign(s) in your CRMtool- i.e. SFDC.Prepare your email content, call-to-action, value-add offer.Set up landing pages in Marketo- use tools to increase the quality of registration such as ReachForce.Set up and start tracking your online ads and SEM using Marketolanding pages (Munchkin Code).Start running A|B email tests for your subject lines and content.Schedule your reporting.Consider a follow up event, such as a Webinar using Marketo.
  • Why MarketoPrograms and Not Campaigns?Use for multi-step campaigns that are not set it and forget it nurturing campaignsPrograms allow you to roll up measurements for all campaigns included in the programYour assets are attached to the programPrograms can include webinars!Marketo’s RCA- Revenue Cycle Analytics- works great for measuring programs!
  • Show And TellOpen Marketo and show example of a program as well as set up for campaign in SFDC
  • Campaigns v Programs
  • steps to take for the pre-show invite:Set up the event program to include smart lists, asset/whitepaper, and the post-show webinar form and landing page.Scrub, dedupe and load your list into Marketo.Set up your campaigns in your CRM tool/SFDC.Set up your Smart Campaigns for the pre-show invite.Test your copy and subject lines using random samples.Set up your registration landing pages for your post-show webinar.Set up your smart lists for your webinar registrants.Set up reporting in Marketo and your CRM tool to review lead conversion.Send the A|B test invitations for subject line and copy.Review the A|B results to determine the best version(s) to use for the pre-show invitation including the link to the registration for the post-show webinar…ANDSend out the best subject line and copy to the final pre-show list.
  • Check the Temperature Of:Response Rates-What is the most opened subject line with a download?What is the content with the best open and downloads?What are the “profiles” of those who have responded- job role, industry, activity on your website/downloads?Website Visits-Is there a spike upward for downloads?How effective are your online advertisements?Partner Efforts-Keep track of Market Development Funds (MDF).Will you be co-marketing, list sharing, co-branding for the event follow up?
  • Show And TellOpen Marketo and show example of a program as well as set up for campaign in SFDC
  • Show And TellMarketo Program ReportSFDC Campaigns
  • Things to Consider:Being first to follow up is not always best and could be a bad gamble.You need to differentiate, stand out, keep the conversation going.Consider responses on copy and subject line from your pre-show activities to decide your final touch efforts.ADD VALUE!!!! Webinars produce the highest conversion rates!
  • Show And TellOpen Marketo and show example of a program as well as set up for campaign in SFDC
  • Show And TellSet up of a Marketo Webinar
  • Post-Show Best PracticesUse a webinarto keep the conversation going-Use Marketo’s webinar integration to run your post-show webinar.Use a form effectiveness tool like ReachForce to capture the best data on your registrants.Use the intelligencefrom your pre-show activities to make decisions on your post-show activitiesReview reports about delivery and downloads.Review the profile of those who responded.Do what produces an increase in the quality of the customer experience and/or an increase in revenue. Data quality is grossly underestimatedDelivery and message effectiveness depend on clean data.Segmentation is only possible with data- use tools like ReachForce!
  • Use Marketo ProgramsRemember Data Quality in list loads and registration formsReview Metrics to Decide Post-Show ActionsUse Value-Add Content, Marketo integrated webinars, and best practicesRepurpose your content and your webinars
  • Contact Information:Melissa McCready- melissa@crmhappy.comCarly Guarcello- carlyg@joyent.comJustin England-jengland@reachforce.com
  • Session presentations Will be emailed to registered participantsAvailable at the Marketo CommunityWin a Free iPad!Complete the email survey for your chance to winEnjoy the rest of the Marketo User Summit 2012
  • Marketo Summit 2012 SF- Lead Follow Up

    1. 1. Campaign Follow Up- What to Do With a Lead Campaign/Event Management Best Practices- Planning and Follow Up© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    2. 2. Campaign Follow Up- What to Do With a Lead Justin England Melissa McCready Vice President, Business Marketing Automation Expert, Development, ReachForce CRM Happy Carly Guarcello Marketing Specialist, Joyent© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    3. 3. Campaign Follow Up- What to Do With a Lead Campaign/Event Management Best Practices- Planning and Follow Up© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    4. 4. Typical Business Scenario: Tradeshow Planning and Follow Up • You have a tradeshow coming up- What do you need to plan and set up? • You want to invite people to your booth- What do you need to consider for audience, copy, and content? • You have a post-show webinar to promote- How can you manage the webinar registrants and attendees? • You need to show ROI- How do you track spend on everything relating to this show?Page 4 #mus12 © 2012 Marketo, Inc.
    5. 5. Pre-Show Planning LIST GENERATION: Do you have a pre-registration or registration list you can purchase form the show vendor? If not, do you have last year’s attendee/registration list or an idea of those who typically attend? CONTENT THEME & AUDIENCE SEGMENTATION: What is the show about? Who is your audience? What is the theme for your booth? Does your content add value? CONTENT FOCUS & CALL-TO-ACTION: What products/services will be your organization’s focus? How do you want to engage your market(s)Page 5 #mus12 © 2012 Marketo, Inc.
    6. 6. Pre-Show Best Practices 1. Set up your Program in Marketo. 2. Prepare your lists- work on data quality= list scrubbing, standardizing data, and updating contacts with current data using tools like ReachForce. 3. Prepare random samples lists. 4. Set up your campaign(s) in your CRM tool- i.e. SFDC. 5. Prepare your email content, call-to-action, value-add offer. 6. Set up landing pages in Marketo- use tools to increase the quality of registration such as ReachForce. 7. Set up and start tracking your online ads and SEM using Marketo landing pages (Munchkin Code). 8. Start running A|B email tests for your subject lines and content. 9. Schedule your reporting. 10. Consider a follow up event, such as a Webinar using Marketo.Page 6 #mus12 © 2012 Marketo, Inc.
    7. 7. Pre-Show Best Practices • Use for that are not set it and forget it nurturing campaigns • Programs allow you to for all campaigns included in the program • Your to the program • Programs ! - works great for measuring programs!Page 7 #mus12 © 2012 Marketo, Inc.
    8. 8. Page 8 #mus12 © 2012 Marketo, Inc.
    9. 9. Programs vs. Campaigns Once you are logged into Marketo, you will see the options across the top. Click on the Marketing Activities tab. Programs is the first option you will see. Smart Campaigns is your next optionPage 9 #mus12 © 2012 Marketo, Inc.
    10. 10. Programs vs. Campaigns When you select Programs, there is the option to create the webinar as well as multiple campaigns within one folder. Smart Campaigns is a one off campaign and does not link multiple campaign pieces together into one folder.Page 10 #mus12 © 2012 Marketo, Inc.
    11. 11. Programs vs. Campaigns Here are the different options Using Programs, you can… you see when viewing  You have the option to add events- this is where you can set up you post-show webinar, for Programs vs. Campaigns example.  You can store all of your related assets within the program.  You can set up tokens within the program. Using Smart Campaigns…  You have one member list.  Assets are not stored and editable within this view.  You cannot add tokens here.Page 11 #mus12 © 2012 Marketo, Inc.
    12. 12. Pre-Show Best Practices 1. Set up the event program to include smart lists, asset/whitepaper, and the post-show webinar form and landing page. 2. Scrub, dedupe and load your list into Marketo. 3. Set up your campaigns in your CRM tool/SFDC. 4. Set up your Smart Campaigns for the pre-show invite. 5. Test your copy and subject lines using random samples. 6. Set up your registration landing pages for your post-show webinar. 7. Set up your smart lists for your webinar registrants. 8. Set up reporting in Marketo and your CRM tool to review lead conversion. 9. Send the A|B test invitations for subject line and copy. 10. Review the A|B results to determine the best version(s) to use for the pre- show invitation including the link to the registration for the post-show webinar…AND 11. Send out the best subject line and copy to the final pre-show list.Page 12 #mus12 © 2012 Marketo, Inc.
    13. 13. Pre-Show Best Practices 1. Response Rates- • What is the most opened subject line with a download? • What is the content with the best open and downloads? • What are the “profiles” of those who have responded- job role, industry, activity on your website/downloads? 2. Website Visits- • Is there a spike upward for downloads? • How effective are your online advertisements? 3. Partner Efforts- • Keep track of Market Development Funds (MDF). • Will you be co-marketing, list sharing, co-branding for the event follow up?Page 13 #mus12 © 2012 Marketo, Inc.
    14. 14. Page 14 #mus12 © 2012 Marketo, Inc.
    15. 15. Show and Tell: Reports & CRM Integration Here is what you see when you click on the Analytics Tab.Page 15 #mus12 © 2012 Marketo, Inc.
    16. 16. Show and Tell: Reports & CRM Integration 1 To Create a new report: 1. Click on the Setup tab 2. Select New Report 2 3. Select Program Performance 4. Enter in a name and description 5. Click the Create button 3 4 5Page 16 #mus12 © 2012 Marketo, Inc.
    17. 17. Show and Tell: Reports & CRM Integration 6 7 Setting Up the Report: 6. Select the Programs Icon From the right and drag and drop under the Filters Section on the left 7. Double-click the Programs section 8 8. Select the program name(s) from the pop-up window 9. Click the Apply button 9Page 17 #mus12 © 2012 Marketo, Inc.
    18. 18. Show and Tell: Reports & CRM Integration 10 Final Steps for Setting Up the Report: 10. Subscribe to the report by either clicking the Subscriptions tab and selecting the desired recipients and timing 11. Finally, test your report by clicking on the Reports tab 1 1Page 18 #mus12 © 2012 Marketo, Inc.
    19. 19. Show and Tell: Reports & CRM Integration Integrate Your CRM tools such as SFDC with your Marketo campaigns! Utilize customization features in SFDC to set up for Parent-Child Campaigns and spend information for true ROI reporting.Page 19 #mus12 © 2012 Marketo, Inc.
    20. 20. Post-Show Best Practices  Being first to follow up is not always best and could be a bad gamble.  You need to differentiate, stand out, keep the conversation going.  Consider responses on copy and subject line from your pre-show activities to decide your final touch efforts.  ADD VALUE!!!! Webinars produce the highest conversion rates!Page 20 #mus12 © 2012 Marketo, Inc.
    21. 21. Page 21 #mus12 © 2012 Marketo, Inc.
    22. 22. Show and Tell: Marketo-Integrated Webinars 1 Setting Up the Webinar Integration: 1. Click on the Admin icon 2. Select Event Partners 3 3. Select New Event Partner 4. Enter in your credentials 5. Test the sync 2Page 22 #mus12 © 2012 Marketo, Inc.
    23. 23. Show and Tell: Marketo-Integrated Webinars Setting Up the Webinar Integration: 1. You must have first scheduled with your webinar provider before you can schedule in Marketo 2. Schedule 3. Now you are onto setting up your registration form, landing pages, email invite, and members to send toPage 23 #mus12 © 2012 Marketo, Inc.
    24. 24. Post-Show Best Practices • Use a webinar to keep the conversation going-  Use Marketo’s webinar integration to run your post-show webinar.  Use a form effectiveness tool like ReachForce to capture the best data on your registrants. • Use the intelligence from your pre-show activities to make decisions on your post-show activities  Review reports about delivery and downloads.  Review the profile of those who responded.  Do what produces an increase in the quality of the customer experience and/or an increase in revenue. • Data quality is grossly underestimated  Delivery and message effectiveness depend on clean data.  Segmentation is only possible with data- use tools like ReachForce!Page 24 #mus12 © 2012 Marketo, Inc.
    25. 25. Takeaways 1. Use Marketo Programs 2. Remember Data Quality in list loads and registration forms 3. Review Metrics to Decide Post- Show Actions 4. Integrate Marketo data with your CRM tool 5. Use Value-Add Content, Marketo integrated webinars, and best practices- i.e. repurpose your webinars and content!Page 25 #mus12 © 2012 Marketo, Inc.
    26. 26. Helpful Tutorials From the Videos:  Creating Events and Programs Tutorials:  Create & Manage an Event  Create a WebEx Event User Guides:  Marketo WebEx Adapter User Guide  Marketo ON24 Adapter User Guide  Using the Marketo Adobe Connect Adapter Marketo Blog Posts:  http://blog.marketo.com/blog/2011/05/how-to-manage-successful- webinars-a-checklist.html  http://www.marketo.com/b2b-marketing-resources/category/best- practices/email-deliverabilityPage 26 #mus12 © 2012 Marketo, Inc.
    27. 27. Contact Information: Presentation will be on SlideShare Melissa McCready- melissa@crmhappy.com Following the Event! Twitter: @mcp823 Carly Guarcello- carlyg@joyent.com Justin England- jenglenad@reachforce.com Twitter: @reachforcePage 27 #mus12 © 2012 Marketo, Inc.
    28. 28. Thank you! • Session presentations • Will be emailed to registered participants • Available at the Marketo Community • Win a Free iPad! • Complete the email survey for your chance to win • Enjoy the rest of the Marketo User Summit 2012Page 28 #mus12 © 2012 Marketo, Inc.

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