12-11-19 Marketo User Group - Brisbane

Brisbane Marketo User Group
Nov 2019

2
Agenda
8:30 - 8:40 Introductions, housekeeping & agenda
8:40 - 9:25
Driving digital marketing transformation with a marathon mindset
- Ben Scott, Senior Digital Marketing Manager, Grant Thornton
9:25 - 9:40
How we use Zoom webinars with Marketo
- Sam Krauser, Database Marketing Specialist, Console
9:40 - 10:00 Tips & tricks - Form pre-fill
10:00 Close - followed by networking

3
Meet your User Group Leaders
JAMES GUNN
MARKETING OPERATIONS PARTNER, TECHNOLOGYONE
james_gunn@technologyonecorp.com
https://www.linkedin.com/in/jnkgunn/
SAM KRAUSER
DATABASE MARKETING SPECIALIST, CONSOLE | MARKETO CERTIFIED EXPERT
skrauser@console.com.au
https://www.linkedin.com/in/sam-krauser-1686869a/

4
The point of user groups is to…
• Create a sense of community
• Share knowledge, valuable insights and actionable learnings
• Champion people in our region who are doing awesome things
• Help you strengthen our knowledge of the platform
• Help you make connections that will push you forward in your career
What’s this whole thing about, anyway?

5
• You do not talk about the Marketo User Group.
The first rule of User Group is…
1. Spread the word – if you know someone who’s interested let them know!
2. You’re among friends – speak up, no question is a dumb question.
3. Be respectful to speakers and other members – please put your phone on silent.
4. Share your feedback – this is our party and we’ll talk APIs if we want to.
5. Participation is the lifeblood of our user group
6. No soliciting - but, do feel free to reach out to agencies and consultants after today’s session
7. On MUG days we wear purple.

©2019 Grant Thornton Australia Limited. All rights reserved.
Ben Scott
Grant Thornton Australia
Driving digital marketing
transformation with a
marathon mindset

©2019 Grant Thornton Australia Limited. All rights reserved.©2019 Grant Thornton Australia Limited. All rights reserved.2
Toogoolawah 12:00pm | 0km

3 Grant Thornton Australia
Over 135
Countries
US$5bn
Global Turnover (FY 2018)
50,000
People Globally
$248.4m
National Turnover (FY 2018)
6
Offices Nationwide
1,160+
People Nationally
Over 700
Offices Globally
5
Integrated service lines
170+
Partners Nationally
14
Core industries

Tax
Business planning
Corporate advisory
Employment taxes
Expatriate taxes
Fringe benefits tax
GST & indirect taxes
International tax
Research & development
Risk management
Transfer pricing
Audit & Assurance
Compliance audits & reviews
Expert opinions
External audits
Internal audits
IFRS advice and training
Reviews of financial reports
Systems & controls reviews
Private Advisory
Business planning
Compliance services
Outsourced accounting
Private wealth advisory
Tax advisory services
Financial Advisory
Capital markets
Insolvency
Financing
Due diligence
Family law
Financial modelling
Initial Public Offerings
Investigations
IT forensics
Mergers & acquisitions
Restructuring & turnaround
Risk management
Grant Thornton Consulting
Business risk services
Leadership talent & culture
Performance improvement
Public sector advisory
Technology advisory
Full service support designed for
mid-sized businesses

Marketing technology stack - July 2015
5

What were the problems we were trying to solve?
6
Connecting our marketing and sales efforts
Extremely difficult to prove return on investment (ROI)
Converting leads to opportunities
Lack of sales information and quality data
Compliance with GDPR and APPs

©2019 Grant Thornton Australia Limited. All rights reserved.7
What was our approach to solving these problems?
1.
Technology
2.
Standardise
process
3.
Team support
based around
1 and 2

“One foot in front of the other. Repeat as often as necessary to
finish.”
Haruki Murakami
8

It’s a marathon
9
July 2015 July 2016 July 2017 July 2018 July 2019

©2019 Grant Thornton Australia Limited. All rights reserved.10 ©2019 Grant Thornton Australia Limited. All rights reserved.10
Esk 2:45pm | 19 km

Our journey
11
Social media
roadshow series
Firm's first digital
marketing strategy
Google Analytics &
UTM tracking
introduced
Marketing
automation
pilot launched
Social media
monitoring
introduced
SEO
monitoring
introduced
Fresh legs, easy wins, feeling good
Social media policy
created

Coominya 6:05pm | 42.5 km

Our journey
13
Social media
roadshow series
marketing strategy
Google Analytics &
UTM tracking
introduced
Social media policy
created
Social media
monitoring
introduced
SEO
monitoring
introduced
New CMO
appointed
CRM vendor workshops
CMS
update
Website
DQM
launched
Brand refresh
and template
update
(responsive)
Some milestones ticked, still feeling good
but a long way to go!
Podcasts introduced
Marketing
automation
pilot launched

Fernvale 9:30pm | 62.5 km

Our journey
15
Social media
roadshow series
marketing strategy
Google Analytics &
UTM tracking
introduced
Social media policy
created
Social media
monitoring
introduced
SEO
monitoring
introduced
CMS
update
Website
DQM
launched
Launch of marketing
automation (all
campaigns and
events run through
system)
CEO social media
mentoring
iPad check-ins
introduced for
events
First marketing
supported webinar in
marketing
automation
CRM approved
and funded
Keep going, you’re into unchartered
territory. Follow the torch light.
Brand refresh
and template
update
(responsive)
Podcasts introduced
New CMO
appointed
Marketing
automation
pilot launched

Our journey
16
Social media
roadshow series
marketing strategy
Google Analytics &
UTM tracking
introduced
Social media policy
created
Social media
monitoring
introduced
SEO
monitoring
introduced
CMS
update
Website
DQM
launched
CEO social media
mentoring
iPad check-ins
introduced for
events
CRM approved
and funded
Keep going, you’re into unchartered
territory. Follow the torch light.
CRM
launched
Lead scoring
introduced
LinkedIn Sales
Navigator launched
Campaign ROI,
Attribution and
Funnel reporting
Legacy email system
turned
off and marketing
automation
introduced for all
events nationally
New
preference
centre
GDPR
workflows
Sales Cycle
launched
Push through, you’re nearly there!
Brand refresh
and template
update
(responsive)
Podcasts introduced
Cvent integrated
New CMO
appointed
Launch of marketing
automation (all
campaigns and
strategic events run
through system)
First marketing
supported webinar in
marketing
automation
Marketing
automation
pilot launched
CRM/Marketing
automation
integration

17 Grant Thornton Australia
Improved client experienceBetter qualified leads More insightful data on our
clients
Knowledge of where clients
sit in the funnel
True marketing ROI for the
first time
APPs/GDPR compliance Less admin and more value
for Partners
More efficient marketing

GDPR compliance and workflows
New contact added to
Salesforce
Email requesting
consent sent to contact
Contact clicks consent
button
Marketo updates and
syncs information to
Salesforce
Confirmation email sent
to contact confirming
consent given with link
to update preferences
24 hour wait
18
Contacts are added
to an Opportunity as
a Contact Role
Opportunity Stage is
changed to Closed
Won
Update Marketing
Consent field on
Contact Roles
attached to the
Opportunity to
equal “True”
Wait step – 10 business days
Send email to
Contacts notifying
them of change
including a link to opt-
out if they wish and
link to preference
centre
Contacts are added
to an Opportunity as
an XXXX
Opportunity Stage is
changed to Closed
Won
Update Marketing
Consent field on
Contact attached as
XXXX to equal “True”
Send email to
Contacts notifying
them of change
including a link to opt-
out if they wish and
link to preference
centre
Wait step – 10 business days

Data normalisation
19
Field: Job Title
Field: Job Function
Field: Job Level
+
=
Field: Industry
Field: Annual Revenue
Field: No. of Employees
+
=

In the minds of our Partners, they’re
starting to get why this technology
can help them…and how the
technology supports the process and
supports them winning more in the
marketplace
- Fraser McNaughton, CMO
What have been the challenges?
• Using technology we’ve
never had or used before
• Launching Salesforce on its
own initially without the
other integrations
• Communicating the value to
Partners
20

Completely
connected
marketing and
sales team
Full ROI
reporting and a
greater focus on
tracking activity
Visibility of
sales pipeline
One true source
of data
What have been the outcomes?
21

Marketing technology stack - July 2019
22

Ipswich 1:30am | 87.5 km

Our journey
24
CRM
launched
Lead scoring
introduced
LinkedIn Sales
Navigator launched
Campaign ROI,
Attribution and
Funnel reporting
New
preference
centre
GDPR
workflows
Sales Cycle launched
Push through, you’re nearly there!
Cvent integrated
July 2018 July 2019
Implementation
of lead
lifecycle/RCM
Salesforce alerts
Automated lead
routing model
Website
personalisation –
EPiServer/Marketo
integration
Marketo
Sky
Update your
preferences
campaign
July 2020
Here we go again!
Digital
marketing
coordinator
joined
CRM/Marketing
automation
integration
Legacy email system
turned
off and marketing
automation
introduced for all
events nationally

“If we push on, we begin to feel a vague, tingling sense of who, or what, we really are.
It’s a powerful feeling, strong enough to have us coming back for more, again and again.”
Adharanand Finn
25

How we use Zoom Webinar with Marketo
Tips & Tricks

Webinars at Console
Tech
Zoom Webinars (1000 attendees limit)
Marketo API integration (new and no longer clunky)
Stats
Quarterly release webinars
120 registrants OCT18 —> 754 registrants OCT19
~50% attendance rate
~5% conversion rate to MQL

Audio Setup
😃
● Microphone x2
● Mixer x1
● Boom Arm/Stand x2
● XLR Cable x4
● USB A to USB cable
● Headphones (Monitoring
Audio)
~$920 Total.
Ask me for the gear list if
interested 👍

The form pre-fill “upgrade”
A summary of changes to form pre-fill behaviour

So what happened?
In April, Marketo made a change to the way forms pre-populate:
Old form behaviour
• Marketo landing pages would rely on Munchkin tracking cookies to identify known person
records
• Marketo forms would pre-fill based on that cookie
New form behaviour
• Forms only pre-fill if the URL used to navigate to the Marketo landing page contains a valid
mkt_tok URL parameter value

• This parameter is added to tracked links in Marketo emails
• The form will pre-fill as expected
mkto_tok

● Navigating to a Marketo page directly
● Clicking through from a sample email
● Refreshing a Markto page
● Navigating to a non Marketo page with an embedded form
● Navigating to a non-Marketo page that includes an <iframe> pointing to a
Marketo Landing Page that includes a form with pre-fill enabled
● Visiting a Marketo page with a mkt_tok that Marketo Munchkin cookie that
don’t match the same person
● Copying a Marketo tracked link from an email and sharing
Scenarios - Will the form pre-fill?
❌
❌
❌
❌
❌
✓
If you’re tricky

Security
● Users on a shared computer, or those that were incorrectly cookied could be shown personal
information relating to another person
● Now only the recipient of the email will get the pre-fill experience
○ Unless they forward it 😁
Why the “upgrade”?

Spread the word
mugs.marketo.com is the new site for Marketo User Groups
- Also, this is where we will post today’s slides

Don’t forget the resources available to you!

12-11-19 Marketo User Group - Brisbane

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