Speaker: Dan Stevens, Sr. Dir. - Digital Marketing Ops @ Avanade

1. Strengthening Sales & Marketing
Alignment: Developing Real-Time
Alerts with Rich,Actionable Insights
Dan Stevens
Sr. Director, Digital Platforms & Channels
Avanade, Inc.

2. About Avanade
 Established in 2000 as a joint venture between Accenture and Microsoft
 More than 80 locations in 23 countries
 More than 30,000 employees worldwide
 More than $2 billion in revenue
 Thirteen-time Microsoft Alliance Partner of the Year winner (Ten years in a row)
 Deployed Marketo in 2013 across our global organization
(integrated with MS Dynamics 365 CRM)
Avanade is the leading provider of innovative digital and cloud
services, business solutions and design-led experiences delivered
through the power of people and the Microsoft ecosystem.

3. Basic Real-Time Alert

4. Real-Time Alerts: Beyond the Basics
The “glue” that keeps Marketing connected with
Marketing and Sales

5. You will walk away with the following:
 Maximize the use of tokens – including “trigger tokens” – to
populate your alerts with rich data/insights.
 Create smart campaigns to populate “history” fields of key
insights – including Sales Insight data (like Interesting Moments).
 Include specific detail/instruction to ensure Sales is properly
adopting your lead management processes.
 Understand the kind of data that can be contained in alerts –
including direct links to the lead records in your CRM.
 Select from different types of alerts to ensure both Marketing and
Sales are working in tandem.

6. Composition of a Real-Time Alert
LEAD tokens and LOCAL/PROGRAM tokens

7. MQL Sales Alert Template
“Tokenized” Template: Lead/Local/Inherited Tokens
39 tokens are included:
• Lead tokens
• History field tokens (lead/script tokens)
• Rich-text tokens
• Velocity email script tokens

8. Sales Alert: Rendered

9. MQL Sales Alert: Rendered Detail
Demographic Data
Contact-Us/
Teleprospecting Detail
Referrer Info/
Program/Campaign
Attribution Detail
Lead Score
Interesting Moments

10. MQL Sales Alert: Rendered Detail
Web Activity/History
Direct Link to CRM
Lead Record
Direct Link to Marketo
Record/Activity Log
(Send Alert Info Token)
Lead Lifecycle
Definitions

11. Maximize the use of Tokens!

12. Rich-Text Tokens for Common Content Blocks

13. Concatenated “History” Fields
By default: large blocks of run-on text
NEW VALUE:
{{system.dateTime}} {{lead.Current Field}} {{lead.History Field}}
ATTRIBUTE:
History Field
There must be some way to make this easier to read!

14. Create a Global {{line-break}} Text Token
http://blog.teknkl.com/dark-mkto-alleys-line-break-token/
Detailed instructions (contained in the blog post) courtesy of
Sanford Whiteman. Here’s a high level summary:
• Open Firefox Dev Tools
• Create a text token in the Marketo UI with a dummy value
• Edit the token value in the UI (to another dummy value)
• Capture the HTTP POST from the UI edit on the Network tab
• Click Edit and Resend in Dev tools
• Edit the POST payload to replace the dummy value with the
four characters %5Cn (the URL-encoded form of n)
TIP: define at top-most parent folder so all sub-
folders/programs have access (inherit the tokens).

15. Formatted/Readable “History” Fields
Large block of text with line breaks
…but those line-breaks don’t render as <br /> tags in HTML
NEW VALUE:
{{system.dateTime}} {{my.line-break}}
{{lead.Current Field}} {{lead.History Field}}
ATTRIBUTE:
History Field

16. Replace Hidden Line Break with <br />
${display.br($lead.avanadeInterestingMomentHistory)}
display.br($attribute):
replaces all hidden line-breaks with <br />

17. Formatted/Readable “History” Fields

18. Key MSI Data to Include in Your Alerts
Interesting Moments History
{{system.dateTime}}: Attended an Avanade Event: {{trigger.Name}}
{{my.line-break}}{{lead.Avanade Interesting Moment History}}

19. Key MSI Data to Include in Your Alerts
Web Page History
{{system.dateTime}}: {{trigger.Web Page}}
{{my.line-break}}{{lead.Avanade Web Page History}}

20. Email Script Tokens for Transforming
Boolean Values

21. Other Real-Time Alerts

22. Our Lead Lifecycle
!
! ! !!!

23. Other Real-Time Alerts
Campaign Responses/Conversions

24. Other Real-Time Alerts
Change in Progression Status

25. Other Real-Time Alerts
Webinar Connector is “Broken” (Registration Errors)

26. Other Real-Time Alerts
 General Contact-Us Request (non-Sales-related)
 Partner Requests
 Event Registration (sent to event coordinator(s))
 MQL Reassignment (Marketing)
 Teleprospecting (appointment setting)
 Untouched MQLs (to prevent leads from being actioned properly)
 Sales has progressed a lead backwards

27. Operationalize the
Real-Time Alerts

28. Central Smart Campaigns for Alert Sends
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2
3
4
5

29. Wrap-Up / Summary
 Maximize the use of tokens to populate your alerts with rich data/insights
 Create smart campaigns to populate “history” fields of key insights
 Include specific detail/instruction to ensure Sales is properly adopting your
lead management processes
 Include other data that can be contained in alerts – to maximize the value of
the alerts
 Use a variety of alerts to strengthen Sales and Marketing alignment
Download this presentation:
https://avana.de/MarketoAlerts

30. Marketo Champions 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!