The document discusses how AskNicely worked with Marketo to help scale its customer feedback business. It outlines some of the challenges AskNicely faced with growth, including keeping up with product changes and lack of flexible reporting. It details how AskNicely rebuilt its tech stack, integrating Marketo and other tools like Salesforce, to help track everything, learn quickly from experiments, share workloads, and market at every customer touchpoint. The document provides examples of how AskNicely used Marketo programs and templates to automate marketing communications and engage customers.

1. Helping AskNicely move
faster with Marketo

2. AskNicely: What we do
AskNicely: What we do
• Customer feedback based on the Net
Promoter Score (NPS®) framework.

3. AskNicely: What we do
AskNicely: What we do
• Customer feedback based on the Net
Promoter Score (NPS®) framework.
• Focus on automation and integration

4. AskNicely: What we do
AskNicely: What we do
• Customer feedback based on the Net
Promoter Score (NPS®) framework.
• Focus on automation and integration
• Moving beyond collecting feedback
to helping business act-on feedback
and improve customer experience.

5. #1 Rated Feedback Management Software

6. #1 Rated Feedback Management Software

7. 2014
Day One

8. The challenges of scale:
• Marketing was struggling to keep up with product and
market changes
• Tracking and reporting was not flexible enough
• Moving up market
• Lack of consistency throughout the customer journey

9. Re-building our tech stack
for growth

10. Lead Opportunity Customer
Salesforce
Marketo
Bizible
Unbounce
Mkto SalesInsight
SalesLoft
Website – custom-built Php
ChurnZero
DiscoverOrg
ClearBit
Google Analytics
Jet Webinar
VWO
Calendly
Slack
AskNicely
Intercom
Zapier
Traction Complete

12. Our core principles for marketing:
• Track and measure EVERYTHING
• Learn fast, fail fast, change fast
• Marketing at every touch point
• Spread the workload (and make the server do the work)

13. 1. Track and measure
EVERYTHING

14. Marketo Programs
& Salesforce Campaigns

17. Marketo Programs
& Salesforce Campaigns

18. Web form
Content
Acquisition
• Has cost associated
• Measures leads created
• Syncs with Salesforce
• Reported on from bizible
• Categorised by channel
• Measures conversion
• Reported on from Marketo
• Measures content engagement
• Syncs with Salesforce
• Reported on from bizible
• Categorised by content type

20. 2. Learn Fast, Fail Fast,
Change Fast

21. Our Demo Experiment

26. Engagement Programs

32. 3. Share the Workload
(and make the server do the work)

33. Modular Email
Templates

38. Snippets, script tokens and
formula fields

44. Guided Landing Page
Templates

46. 4. Marketing at Every
Touchpoint

47. Consistent, Measurable
Customer Comms

49. Finding the Next Best
Engagement

51. My Takeaways

52. 1. Start Small

53. 2. Use Structure to
Create Flexibility
(and visibility)

54. 3. Personalise.
(But in the Smallest Possible Sections)

55. 4. Centralise Data
(And then give everyone the right tools)