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Marketo Silicon Valley User Group Meeting - Feb 28, 2013

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Marketo Silicon Valley User Group Meeting - Feb 28, 2013

  1. 1. Lead Nurturing Automation Silicon Valley User Group February 2013 Jason Seeba, Bloomreach Ryan Vong, SVMUG© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  2. 2. Housekeeping Items • Marketo User Summit: Save the Date! April 8 – 10, 2013 at Hilton Union Square in San Francisco. #MUS13 • Register using this $50 discounted city code (FDDSVCA) by April 1st and the city with the most registrants will win a VIP experience at our Summit Gala! • Birds of a Feather Lunch at Summit: April 9th from 12-1pm. Interested in leading a discussion table? Email elizabethc@marketo.com • Certification. Become Market Certified at Summit 2013. • Community Engagement. Stay tuned for awesome contests in Community. You can win cool prizes and points and unique contest badges in your profile! • Give the gift of Marketo. Marketo will donate our product to 12 non- profits a year. Submit your favorite non-profit by March 15th here. • Be Social. Tweet out the groups own hash tag #SVMUG. #SVMUGPage 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  3. 3. Certification Benefits • Benefits • Validates Marketo knowledge and skills • Motivates and inspires to expand expertise • Boosts resume and earning potential • What you get • Badge and reputation points in Marketo community • Logo for personal use on social sites • Membership in exclusive LinkedIn group • E-certificatePage 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  4. 4. Certification Exam • Exam covers core Marketo admin and practitioner functionality common to ALL editions • 100 multiple-choice items; 90 minute maximum • No pre-requisites, but recommended study path is available in the Certification Roadmap • Re-certification required after one year • Exam re-takes allowed after 2 weeks; then after 6 weeksPage 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  5. 5. How to Take the Exam • Summit 2013 (San Francisco) • Sunday 4/7 from 3-5pm • Monday 4/8 from 1-3pm • $125 for the exam (no re-takes at Summit) • Sign up at http://summit.marketo.com/2013/ • After Summit • $175 for the exam • $175 to re-take the exam • $175 for annual re-certification • Availability and registration details forthcoming • For more information • http://summit.marketo.com/2013/marketo-university/#CertificationPage 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  6. 6. Jason Seeba, Bloomreach Advanced Lead Nurturing© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  7. 7. The Building Blocks for Advanced Nurturing • Programs • Progression Statuses • Program Logic • Program Organization • Lead FlowPage 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  8. 8. Programs • A Program in Marketo manifests as a collection of Child (Smart) Campaigns for a specific purpose and with a specific goal, measured by existing lead success or the acquisition of new leads. • Examples • Email Blast • Tradeshow • Webinar • Nurturing • For more: https://community.marketo.com/MarketoTutorial?id=kA250000000KyogCACPage 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  9. 9. Progression Statuses • A Channel is the type of program • Progression Statuses define the stage a lead is in within a program • Example Progression Statuses for a tradeshow • Invited • Attended Show • Engaged *** • Visited Booth *** *** = Success in a ProgramPage 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  10. 10. Progression Statuses • Find it under Admin > Tags • Define all of your channels and progression statuses • Create all SFDC campaigns from Marketo first • Get all of Marketo’s internal channels and statuses here: https://community.marketo.com/MarketoArticle?id=kA0 50000000L5zfCACPage 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  11. 11. Advanced Lead Nurturing Source: Eric Hollebone - http://test.hollebone.ca/marketo-advanced-lead-nurturing-with-traffic-cop-and-programs/Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  12. 12. Program Logic – Traffic Cop • Triggered Campaign • Listens for changes to leads • Lead status • New lead created • Account type change • Directs leads to most relevant nurturing track • Calls GatekeeperPage 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  13. 13. Program Logic - Gatekeeper • Gatekeeper checks to see what nurturing campaign is assigned • If empty, tags with current campaign • Calls MasterPage 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  14. 14. Program Logic - Master • Master checks to see if lead has been sent each email, starting with the most current/first in campaign • If hasn’t been sent, then calls the Send campaign for that specific emailPage 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  15. 15. Program Logic - Send • Send campaign double-checks that lead has not been sent email before • Sends email, then calls Wait StepPage 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  16. 16. Program Logic – Wait Step • Wait Step waits a specified amount of time • Checks to see if Nurturing Campaign Assigned is the current one • Calls the Master campaign to begin flow againPage 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  17. 17. Program Logic – Exhausted Content • When a lead exhausts all of the content in the nurturing campaign, the last step in the Master campaign adds the lead to the Exhausted Content list • You can check this manually or set up an alert to let you know that it’s time to add new contentPage 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  18. 18. Program Organization - Assets • Campaigns – Received • Smart list to add people to Received Lists • Campaigns – Send • Triggered Campaigns (Campaign is requested) to send emails • Emails • Approved emails for the campaign • Forms • Use local forms to auto-set Acquisition program (important especially for RCA) • Landing Pages • Landing pages referenced in emails • Lists • List by email of who has received each one • List of people who have exhausted the content in the campaignPage 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  19. 19. Program Organization – Measure • Email • Smart campaigns to track bounces, undelivered, unsubscribes, invalid emails • Progression Lists • Smart lists for each of the progression steps • Success • Smart campaigns to move leads to success steps • Nurture • Triggered Campaigns (Campaign is requested)Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  20. 20. Stay Organized – Progressions / Successes • Set up smart campaigns to move each lead through your progression steps • Be sure to check for leads that have exhausted all content in the campaignPage 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  21. 21. Lead Flow • How to best segment your leads • How to get marketing and sales alignedPage 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  22. 22. Ryan Vong, SVMUG Not So Advanced Lead Nurturing @RyanVong ryan.vong@gmail.com© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  23. 23. Requirements (WIP) • Notes from meeting • Key questions • Who – Audience • What they get • When • How • Success criteriaPage 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  24. 24. Structure • Master Nurture Control • Determines to which track a lead belongs • Determines exit criteria • Members based on local smart list • Each track is part of a program with assets and actionPage 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  25. 25. Reporting • Reporting can be broken into specific tracks or report as a whole program. Master should only • Each nurture program change when track has own success criteria progression changes to • Master nurture control success. has success of all nurture programs.Page 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  26. 26. Thank you!© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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