Helen Abramova, MarTech Lead @ Verizon Enterprise Solutions Kendall Brown, Mgr. Global Demand Gen @ Verizon Enterprise Solutions

2. Mastering Complexity:
Building Multi-Product Global
Enterprise Environment in Marketo
Kendall Brown
Helen Abramova

3. Bios
Kendall Brown
Marketo Business Owner
15+ years in Marketing and Technology
Runner and Foodie
@kmmb98
Helen Abramova
Marketing Technology Lead
DC MUG Leader, Marketo Champion (2017)
Runner and Cyclist
@lena_abr

4. Verizon Enterprise Solutions (VES)
Verizon delivers a host of advanced IP, data, voice, wireless, and
security solutions to Fortune 500 customers globally with:
· More than 32,000 employees and 321 offices in 75 countries
· Global IP footprint serving 2,700+ cities in 159 countries
· Tens of thousands of customer relationships including 98
percent of Fortune 500

5. Marketo Journey
· Identification of stakeholders
· Define requirements & evaluate
vendors
· Selection of Marketo
· VES Implementation in 2017
· Game changer
· Expedited implementation with
addition 2 business units

6. Instance Complexity
3 Business Units
100+ Users Globally
10 Product Categories
Multiple Scoring Models
Unique Compliance
Requirements/BU
Partners/Consultants/SI
BU Specific
Contacts
Multiple Websites

7. Our environment…
Business
Complexity
Limited Time
Compliance
Requirements
Organizational
Inertia
Operational
Inconsistency

8. How To Harness Super Powers in Marketo
· Own your instance
· Bend The Rules, Don’t Break Them
· Cultivate your Marketo instance

9. Own Your Instance
“You become responsible, forever,
for what you have tamed.”

10. Governance is the Key - Teams
· Core Team:
· Ensures Marketo supports business operations
· Implementation and deployment of functionality
and integrations
· Center of Excellence:
· Data and compliance management
· Translate and implement business requirements
· Tier 2 troubleshooting and user support
· Power Users:
· Campaign execution and reporting
· Tier 1 support for casual users

11. Governance is the Key – Data & Standards
· Fields and values
· Unique identifiers
· Pick lists
· Tokens
· Standardization
· Naming conventions – campaigns,
custom fields, assets
· Program shells, templates & forms
· Processes and operations
· Reporting
· Metrics
· Definitions

12. Program Shells

13. Arm & Train Your Troops
· Establish MUG community
· Document and post everything in a
Resource Center
· Leverage Powers Users
· Train, train and train again
· Evangelize the capabilities of Marketo

14. Just send an email, right?

15. Bend The Rules,
Don’t Break Them
“What does not break us, makes us stronger”

16. Rules Protect, Do Not Guide

17. Standard Scoring: Mapping
Scoring
Demographic
Behavioral
Job Title
Department
Email Click
Form Fill Out

18. Multi-Product Scoring: Mapping
Scoring
Demographic
Behavioral
Comms
Security
Multi-Product
Job title
Department
Email Click
Registration
Registered for
Webinar
Contact Me
Form
Networking

19. Multi-Product Scoring: Solution
· Demographic Scoring is
universal
· Behavioral Scoring is split
between scoring programs:
· VES products
· VES multi-product
· VES Operational No Score
· VES international multi-product
· VBM product
· WBG product

20. Multi-Product Scoring:
Solution
· Direct Scoring:
· if clicks > score increase
· Status Update Scoring
· if status changed to ABC > score
increase
· Scoring includes MQLs being
pushed to SFDC

21. Scoring: Prerequisites
· 2 day workshop
· Handshake between stakeholders
· Naming convention:
US|SCORE|2018|EM|1234|Email
· Program shells utilization
· Channels and tags
· Tokens usage

22. Standard Engagement
· More content
· More streams
· Dynamic content
Person
Email 1
Email 2
Email 3
Email 1
Email 2
Email 3
Email 1
Email 2
Email 3
Awareness Education Consideration

23. Multi-Product Engagement
· Personas
· Job Level
· Industries
· IT/LOB
· Stages
· Products
· No product
Dynamic Content
Streams
Engagement program for
each product
Engagement program to
identify product of interest

24. Multi-Product Engagement: Solution
· Engagement – Branding
· Identify the interest
· Re-engage after disqualifying
· Re-engage inactives
· Engagement Comms, Security, Network
· Product related engagement programs
· Points of entering and points of routing out
· Success metrics

25. Multi-Product Engagement: Solution
Person
Engagement
Branding Engagement
Comms
Engagement
Security
Engagement
Networking
Do we know Product of Interest?
No Yes
Email Comms
Email Security
Email Networking

26. Predictive Scoring
· Building models
· Limited customer data
· From overall scoring to product specific models
· Enrichment data: picking up the right data points
· Integrating with Marketo scoring
· Combining demographic, behavioral and firmographic scores
· Developing follow up scenarios

27. Company fit + Behavioral scoring

28. Cultivate Your
Marketo Instance
“Life is a journey, not a destination”

29. Onward and upward
· Build scalable and flexible system
· You are not playing hard enough if
you are not failing
· Maintain alignment between
marketing, sales, ops.
· Continually define and document
processes
· #AKT
· Evaluate results and make
adjustments regularly

31. Thank you!