Skinning Schrodinger’s Cat: Fearless Marketing When You Don’t Know What You Don’t Know

Who We Are (ie: why are we qualified?)
 Jenn DiMaria
Marketing Automation Consultant
RevEngine Marketing
 Marketo Champion x 3
 MCE x 5
 Marketing Automation Experience: 8 years
 Julz James
Assistant Professor of Marketing
St. Edward’s University
 Marketo Champion x 3
 MCE x 3
 Marketing Automation Experience: 5 years

Why are we doing this?
There are multiple ways to do everything in Marketo, but if
you’re like most of us, you don’t always know what you don’t
know, and tackling operations can become tricky business.
In this session, you’ll learn:
 The pros and cons (and compromises!) of how
we’ve set up multiple Marketo systems
 Tips and tricks about what you know you need,
but have been worried about tackling
 What we wish we’d known going into Marketo

Sending Content Confirmation Emails

Goal: Send out confirmation emails for content
being downloaded, BUT only want to send out
a confirmation for the first piece of content
 Not ‘Best Practice’ but instance specific
 Can also be used for express opt-in if you need
to comply with CASL or the EU’s ePrivacy
regulation

 Have an autoresponder campaign as a request at the end of every content
tracking campaign. Only run through campaign once
 Build the email globally and put a "not was sent email" filter on it
 Smart campaign triggered from ‘Data Value Change’ on temp content field, but
only on first change – ‘is empty’ to ‘is not empty’
 Use for double opt-in by changing the temp content field to a persistent “Express Opt-in”
TRUE/FALSE field

Request Campaign
3
1
2
Add ‘Request Campaign’ to
Flow. Look for the name of the
campaign you built.
Build Auto Responder
Campaign. Add ‘Campaign is
Requested’ as Trigger
Ensure Auto Responder is set
to ‘Flow through once’

Global Campaign
Not was Sent Email Data Value Changes

A/B Testing
Email Program vs. Smart Campaign

 Email Program
 Automatically sends out Winner
 Set to communications limits
 Smart Campaign (frequently used if you need to
test emails in a nurture program)
 Champion/Challenger, manual winner chosen, manual
random lists, or send campaigns (was not sent email
filter).
A/B Testing

 Email Program  Default Program

How to Scale Quickly
 Clone Rinse and Repeat vs. Tokenized Campaigns
 Game of Clones – Joe Reitz

Global Forms
 Housed in Design Studio
 Acquisition sets automatically ONLY IF
embedded on a local Marketo Landing Page
(use global attribution logic if embedded
elsewhere)
 You only need to make changes in a few
places, as opposed to many
Program Forms
 Hosted locally within each Program
 Acquisition sets automatically
 Global changes (ie: adding/removing fields)
need to happen individually and manually

Exclusion Lists
 Be careful with embedded Smart Lists
– they can cause your system to lag
because Marketo is trying to reference
loads of embedded logic
 Records can be in multiple lists (Static
or Smart)
Segments
 Not always real-time, so just know it’s
possible for people to slip through the
cracks while the logic sorts itself out
 Records can only be in one bucket of
every segment and the order of each
bucket matters
Joe Schmoe can be in any one of
these lists, so you’d have to
create Smart Campaigns to
remove him from previous lists if
he’s added to another
Joe Schmoe can only be in
one of these segments and
he’ll be added
automatically to the first
segment he qualifies for

Advanced Logic
 Try not to get too clever!

Attribution: How to Give Credit
Where Credit’s Due

Scenario: You’re stamping lead sources on your
forms using default values in a hidden field OR
they’re getting set in local campaigns, leading to
manual setup each time and room for human error
Attribution: URL Parameters Save Lives

Scenario: You’re stamping lead sources on your
forms using default values in a hidden field OR
they’re getting set in local campaigns, leading to
manual setup each time and room for human error
What can you do? Implement global campaigns
for sources based on UTM parameters

How It’s Done (this is a VERY BASIC version of a scalable setup. Visit http://bit.ly/REMattribution for the full story):
1
Decide on
naming
conventions
for your URL
parameters.
It’s important
these naming
conventions
are easy to
decipher and
consistent!

1
Decide on
naming
conventions
for your URL
parameters.
It’s important
these naming
conventions
are easy to
decipher and
consistent!
2
Set up fields
for the
information
you want to
capture.
Make sure to
add separate
fields if you
want to
differentiate
between first
and last touch.

1
Decide on
naming
conventions
for your URL
parameters.
It’s important
these naming
conventions
are easy to
decipher and
consistent!
2
Set up fields
for the
information
you want to
capture.
Make sure to
add separate
fields if you
want to
differentiate
between first
and last touch.
Add the fields as
hidden fields to
your form(s).
3

4
Create a trigger that looks for a person
being created with an empty source

4
Add a flow with “Change Data Value” choices based on
what your UTM values start with
5

4
Add a flow with “Change Data Value” choices based on
what your UTM values start with
5
http://pages.revenginemarketing.com/attribution-ebook?utm_source=SM-Marketo-Attribution-eBook6
Create your magical URL! (Pssst: this URL works and you can download the full eBook here)

Attribution
 SFDC Campaign Sync
 To help show Marketing Influence Revenue
 Progression Statuses
 Marketo > SFDC Campaign Sync
 SFDC Campaign Responses = Success
 SFDC Campaign > SFDC Opportunities via Contact Role

Attribution
Program Statuses:
Channel Status Channel Status
Email Campaign Sent;
Clicked Email;
Downloaded Asset - Response;
Unsubscribed
Newsletter / Blog Visited
Subscribed – Response;
Engaged – Response;
Unsubscribed
Event Invited;
Registered;
Scheduled Meeting - Response;
Booked Demo - Response;
Attended Show;
Visited Booth - Response;
Attended Seminar Session - Response;
Influential Meeting - Response;
Attended Demo - Response;
Executive Meeting - Response;
No Show;
Post Show Engagement - Response
Nurture Member;
Engaged - Response;
Inactive;
Marketing Qualified - Response;
Opportunity - Response;
Won - Response;
Disqualified;
Unsubscribed

Nurture Programs:
Report on Velocity

Keep emails in individual
Programs assigned to a
separate, default Program
Nurture channel (you need to
create this in Admin)
Nurture Programs: Step 1
1
1

Create “Action” campaigns to
track individual activities and
engagement in each of those
emails for quick reporting
1 2
1

 Create Programs for Entry, Exit, and
Unsubscribe
 Program membership ensures
people don’t receive content more
than once
 Allows you to build easy mini-
funnel, nurture-specific reports
based on Program membership
1

Unsubscribe
than once
1
2

Unsubscribe
than once
1
3
2

Unsubscribe
than once
1
3
42

 Create streams for Exit + Unsubscribe
 Ensures people stop receiving content
 Provides at-a-glance reporting

Scenario: You want to run reports on when
emails bounce and why so you can purge
bad addresses and or diagnose deliverability
issues.
Data Management: Bounce Management

Scenario: You want to run reports on when
emails bounce and why so you can purge
bad addresses and or diagnose deliverability
issues.
What can you do? Create Bounce
Management Smart Lists and Campaigns
 Track which records are bouncing, when,
and why
 Track which emails caused records to
bounce
 Immediately suspend non-existent email
addresses so they don’t affect reports

How It’s Done:
1
The Community has a
great getting-started post
for reference:
http://bit.ly/bouncemgmt
Set up Smart
Lists for each
bounce category

How It’s Done:
1 2
The Community has a
great getting-started post
for reference:
http://bit.ly/bouncemgmt
Set up Smart
Lists for each
bounce category
Create custom fields for:
• Email Bounced Category
• Email Bounced Subject
• Email Bounced Date (can
sometimes pull in from SFDC)

How It’s Done:
3
Set up your trigger to record both hard
and soft bounces

How It’s Done:
3 4
Set up your trigger to record both hard
and soft bounces
Create a flow step that records the bounced
email’s subject line, date, and attributes a
category for them (these are fields you
need to create

Scenario: You’re over your Marketo database
limit and need some quick wins to get your
numbers down
Data Management: Delete the Deleteds

numbers down
Did you know…?
 Marketo doesn’t automatically delete records
that have been deleted in SFDC. You may
have a ton of dead records floating around.

numbers down
Did you know…?
What can you do?
 Run weekly/monthly batch campaign during
downtime (ex: Midnight Saturdays) to look
for records deleted in SFDC
 Note: you can restrict what type of data gets
deleted (ex: maybe you only want to delete
records with no email address)

numbers down
Did you know…?
What can you do?
1

numbers down
Did you know…?
What can you do?
1
2

Scenario:
 You need to pull up a list of people who haven’t visited your
website or opened an email in the past year, PLUS you’d
like to filter by unsubscribe date for more specificity
Data Management: Time Stamping

Scenario:
But did you know…?
 Several activities expire after 90 days and can’t always be
pulled up in a record’s Activity History
 Even more activities are going to expire in upcoming
months
Sometimes, you need specific activity histories to accurately
purge records

Scenario:
But did you know…?
 Several activities expire after 90 days and can’t always be
pulled up in a record’s Activity History
 Even more activities are going to expire in upcoming
months
Sometimes, you need specific activity histories to accurately
purge records
What can you do? STAMP ALL THE THINGS!
 Set up custom fields and stamp the date and activity name
of anything that’s important to your funnel.

How It’s Done (let’s use “Clicked Link in Email” as a example):
1
Create your custom
fields for tracking
• It helps to determine
a naming
convention so the
fields are lumped
together for usability

1 2
Create your custom
fields for tracking
a naming
convention so the
fields are lumped
Create your trigger campaign
• For email clicks, remember to constrain
by “Link Not Contains Unsubscribe” to
ensure unsubscribe clicks don’t get
counted as legitimate activity

1 2 3
Create your custom
fields for tracking
a naming
convention so the
fields are lumped
Create your trigger campaign
• For email clicks, remember to constrain
by “Link Not Contains Unsubscribe” to
ensure unsubscribe clicks don’t get
counted as legitimate activity
Create your “Change Data
Value” flow steps to record the
last date of activity and specific
activity
• Trigger tokens come in handy
here!

Data Management
 Know your data flow and sales process thoroughly
 Get Sales involved in what is and isn’t the process when the leads are in
SFDC

 Triggers are always OR statements
 Check your Advanced Filter Logic and WAIT for the
email count to finish before hitting send
 Set up Communication limits in Admin
 DO NOT sent operational emails unless they are
actually operational or confirmation emails
 Event Confirmation
 Content Download Confirmation
 Company Information
 Product Updates
 Durable Unsubscribe is a thing
Gotchas

Questions?
Go to www.menti.com and
use the code 51 08 61

Marketo Champion Booth
Want to get your burning questions answers? Speak to the
Champions at the Customer Advocacy Booth
We can help with:
• Any questions about setting up campaigns, lead scoring, nurturing,
attribution and much more.
• Live walk-throughs in an instance
• How to navigate the Community
• Where to get the best swag!

Skinning Schrodinger’s Cat: Fearless Marketing When You Don’t Know What You Don’t Know

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Skinning Schrodinger’s Cat: Fearless Marketing When You Don’t Know What You Don’t Know