Inherited Marketo? Making it Work for Your Organization
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The document provides guidance for organizations that have inherited a Marketo marketing automation platform on how to optimize its usage. It recommends conducting interviews with marketing, sales, sales operations, and executive teams to understand how Marketo is currently being used and define key concepts like lead scoring and sales processes. It also suggests developing a plan to cleanse and augment data, refine lead definitions and scoring, improve nurturing and reporting, and demonstrate value to sales. The goal is to maximize Marketo's potential by engaging teams, establishing best practices, and focusing content and outreach on moving leads through the sales funnel.
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Inherited Marketo? Making it Work for Your Organization
- 1. Inherited Marketo? Making it Work For Your Organization Cindy Zhou Global VP of Marketing, BackOffice Associates @cindy_zhou Rachelle Kerr Marketing Technology Manager, Babcock & Jenkins @rachellepdx
- 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Overview of BackOffice Associates® • Leading Data Quality, Migration and Information Governance Solutions Provider • Headquartered in picturesque Cape Cod - Harwich, MA • Over 350 Customers all in the Fortune 1000 • 100% Customer Success and Reference Rate • 650 Employees worldwide with offices in US, Canada, UK, Singapore, UAE, India, Australia • Marketo Customer Since December 2011 • Integrated with Salesforce.com • 100k+ “Leads” in the system • Supporting Global Campaigns
- 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 Cindy’s Marketing Automation Journey • 9 years of Marketing Automation and Sales Process Integration Experience • Market2Lead (Acquired by Oracle) • Eloqua (Acquired by Oracle) • IBM Unica • Marketo • Second Time at Marketo Transformation • Previously led Corporate Marketing and Demand Gen at Emptoris (acquired by IBM)
- 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 That was then... before Sept 2013 • Marketo admin left company to join Marketo • Sync with Salesforce.com was broken • Thousands of Open “leads” in Salesforce • No Marketo Sales Insight • Lead Sources were every email/event/campaign • Smartlists weren’t leveraged effectively • Revenue Cycle Analytics (RCA) had no data to populate reports • Executive reports were compiled manually
- 5. Needed a Plan! Recipe for Marketing Automation Success.
- 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Recipe Card for Success Success with Marketo • Team Interviews • Marketing • Sales Ops • Sales • Executives • Unraveling the Past • Lead Definition • Lead Process • Scoring Methodology • Cleansing and Augmenting the Database • Sales Follow Up • Nurture and Progression • Reporting and Analytics
- 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 • Interview your team — Marketing • Who owns the day-to-day operations of Marketo? • How many campaigns are run on average per week/month/quarter? • What is the definition of a “Lead” and what is the current scoring methodology? • Look at the reporting for the 5 most recent campaigns • Interview Sales • What is the definition of a “Lead”? • Understand the overall interaction with Marketing, – How are campaigns/activities requested? • What campaigns/programs in your opinion worked, didn’t work? • How are leads routed to sales currently? • What are the various stages in the sales process? Ingredients — Team Interviews
- 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 Ingredients — Team Interviews • Interview Sales Ops • What happens when a lead is passed to sales? • What are the triggers that cause a lead to progress? • Smallest customer? Largest customer? • How is lead/opportunity reporting handled now? • Interview Other Executives • What defines an “ideal” deal? • What type of reporting do you see now? • What are the gaps in your opinion?
- 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 Method — Unraveling the Past • Establish a baseline to work from • Number of Campaigns per month • Segmentation • Pause Campaigns that don’t fit the vision • Organize folders, archive old campaigns • Keep the programs that are working
- 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 Method — Define a “Lead” • Where is your market “sweet spot”? • Use the sizes of your smallest and largest customers as a guidepost • Are you stronger in certain verticals/industries? • Understand your sales cycles • Map your programs according to sales stages • Map your Buyer’s Journey
- 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Method — Lead Scoring • Balance Demographic vs. Behavior • Utilize the questions important to sales • Keep Form Designs Simple • Capture the lead first • Avoid BANT questions too early • Identify Key Webpages • Consider duration or amount of engagement • Leverage Score Decay
- 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 Method — Cleanse & Augment Database • Leverage Marketing Suspended Smartlists • Clean out employees, competitors, etc. • Utilize a database augmentation service to populate missing fields on leads • Leverage picklists vs. text boxes • Block junk data Have a regular data cleansing cadence
- 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 Method — Sales Follow-up • Test and ensure your lead routing works! • Configure workflow reminders • Enforce accountability by sending reminders up the management chain • Make lead conversion a priority • Leverage Sales Insight • Automate follow up emails Make it easy for sales with Marketo
- 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Method — Nurture & Progression • Establish a Lead Recycle Process for Nurture • Leverage Sales Email Templates • Personalize, Personalize, Personalize • Show clear next steps to take Keep the leads warm through targeted content
- 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Method — Reporting & Analytics • Realize the Vision • Leverage Tags • Build the Revenue Model • Opportunity Influencer in RCA • *If on SFDC CRM, mitigates the “contact roles” issue • Demonstrate value to sales • Daily and Weekly Website Visitor reports • “Prospect on Website Now” Alerts
- 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 This is now...the Reviews Are In! • No Lead Left Behind! • Leads are tracked all the way from creation to conversion in SFDC • Sales team LOVES Marketo Sales Insight • Executive Reporting is on the path to automation • Web Marketing Presence up over 1678% in 3 months Marketing is the hero!
- 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 Secrets to Success • Put a stake in the ground on Lead Definition • Ensure Scoring fits the Definition • Engage your team and sales • Utilize a Marketo Admin • Demonstrate Value to Sales Quickly • Leverage Marketo Sales Insight • Enforce Accountability • Don’t strive for perfection, just get started
- 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 Overview of Babcock & Jenkins (BNJ.com) RELEVANCE RESULTS 21 • 21 Years • Based in Portland and London • Integrated Brand-to-Demand Agency • Multiple Award Winning • Marketo Expertise (90% clients use Marketo)
- 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 BNJ’s Best-in-Class Clients
- 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 About Rachelle Kerr • Marketo Certified Consultant • Five years’ marketing automation experience • Client + Agency • bnj.com/rachelle • @rachellepdx
- 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Inherited Marketo? KEEP CALM AND USE THE CHECKLIST
- 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 Download the Checklist • bnj.com/checklist bnj.com/checklist
- 24. Step 1 – Gather Documentation
- 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Step 1 – Gather Documentation bnj.com/checklist
- 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 Step 1 – Gather Documentation bnj.com/checklist
- 27. Step 2 – Get the Lowdown
- 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 Step 2 - Get the Lowdown bnj.com/checklist
- 29. Page 29 © 2014 Marketo, Inc.#mktgnation14 Step 2 - Get the Lowdown bnj.com/checklist
- 30. Step 3 – Dig in, Admin Style
- 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 Step 3 - Dig in, Admin Style bnj.com/checklist
- 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 Step 3 - Dig in, Admin Style bnj.com/checklist
- 33. Rachelle’s Guide to Renaming, Archiving and Hiding
- 34. Page 34 © 2014 Marketo, Inc.#mktgnation14 Renaming bnj.com/checklist
- 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 What to Rename • Items that don’t match your naming convention • How renaming affects reporting: • If an asset is renamed, it will update in analytics • References to renamed assets will not update in the activity logs • Beware of: • API integrations • Filters using contains bnj.com/checklist
- 36. Page 36 © 2014 Marketo, Inc.#mktgnation14 Archiving & Hiding bnj.com/checklist
- 37. Page 37 © 2014 Marketo, Inc.#mktgnation14 What and When to Archive • Set a cadence to review items ready for archival • Define archive timeframe • Consider buying cycles • Consider analytics setup • Inactive items that truly are not built correctly bnj.com/checklist
- 38. Page 38 © 2014 Marketo, Inc.#mktgnation14 What to Hide • Custom Fields • Unneeded • CRM sync • Tags & Channels • Not in use • Do not apply to your business • Program statuses bnj.com/checklist
- 39. Thank You + Q&A Cindy Zhou cindyzhou@boaweb.com Twitter: @cindy_zhou Rachelle Kerr rachellek@bnj.com Twitter: @rachellepdx
Editor's Notes
- Country / State / Province Vertical Revenue Employee size
- Country / State / Province Vertical Revenue Employee size
- Country / State / Province Vertical Revenue Employee size
- Country / State / Province Vertical Revenue Employee size
- Country / State / Province Vertical Revenue Employee size
- Thank you, Cindy. It’s great to be here with you all this morning. I’m Rachelle with Babcock & Jenkins. I’m going to walk you through the steps to take as a Marketo Administrator when you inherit a Marketo instance.
- But first, just a quick intro to BNJ. We’ve been around for 21 years Based in Portland, Oregon & London We’re an integrated brand to demand agency (strategy, creative team) Won many awards over the years, including content marketing agency of the year To give you some context, 90% of our clients use Marketo We also have a very established marketing automation practice, going back to the 90’s, we’ve been doing marketing automation since before it was cool
- These logos give you a feel for the types of companies we work with. Fortune 100 companies use Babcock & Jenkins for their marketing automation. And we’ve worked with many people who have inherited a Marketo instance and are looking to fine tune it
- A few things about me… I head up BNJ’s Marketing Technology Practice, which includes Marketo Marketo Certified Consultant I’ve been working in the industry for 5 years Worked both client and agency side. As a client, I understand the pressure you’re under and now on the agency side, I work with people every day who are in this exact situation. If you have questions for me, the best way to get in touch is on Twitter, @rachellepdx.
- If you’re in the situation where you’ve inherited an instance, and are asking yourself: Where do I start? How do I begin to even tackle this? Maybe you don’t even know Marketo yet-- I hear this a lot from clients, which is why I’ve developed a checklist. And I’ll walk you through it this morning So first, don’t panic. Keep Calm and use my checklist
- Now that you’re calm… the next thing to do is download the checklist Go to bnj.com/checklist It’s a very simple, 250-row guide to getting this done (not really) There is detail in here but it’s really easy to work with. Good checklist even if you’re not new to Marketo, great for a spring clean, making sure you’re on track. It’s what I use on a regular basis It’s tried and tested, big companies have used this. Jump to bnj.com/checklist and download it Just simple form gate with 16 required fields. Just kidding, just your email address and we promise not to automatically MQL you to our sales team.
- My checklist uses a 3-step approach. So, Step 1
- Step 1 is all about gathering documentation. Who here loves to search shared drives, Google drive, SharePoint sites and then spend valuable time reviewing it all? Let’s be honest, it’s not fun but it’s a very necessary process. But, You need to get as much info and intel as you possibly can before you get started. This probably sounds really obvious, but don’t do anything yet, Learn first. Photo Credit: Marta Pucciarelli, http://upload.wikimedia.org/wikipedia/commons/4/41/Bonanjo_-_Centre_de_documentation_et_information_urbanisme_(CUD)_04.JPG
- What documentation should you look for? I’m going to call out just a few items from this section of checklist #1 – Your Marketo Agreement or Oder Form Understand what you’ve paid for and what you have access to What edition of Marketo do you have? What’s the maximum database size? #2 – Marketo Implementation Worksheet or SmartSheet Access Marketo Professional services and Marketo Partners often use the same documentation to define how an instance is configured. Multi-tab, purple-laden excel document # 3 – Marketo Playbook
- Moving on to Step 2
- Step 2 is all about talking to your colleagues, partners and vendors Don’t be afraid to ask silly questions As a Marketo certified consultant, a lot of what I do is ask the basic questions. Talk to people one-on-one about how Marketo was used – don’t get a big meeting together otherwise folks might get intimidated. Ask them which pieces of documentation they know about and if they can provide color around it. Again, there is a big temptation to come in and change things. Communicate back to your colleagues with your suggestions. People have an urge to change things that you inherit. Understand it first. Image URL: http://static.oprah.com/images/201004/omag/201004-omag-worst-qualities-gossip-600x411.jpg
- Who are the top 3 people you should talk to? #1 – Your Marketo Customer Account Manager (CAM) #2 – CRM Admin: Sales + Marketing = LOVE; Marketo Admin + CRM Admin = LOVE Make sure you get off to a good start by not criticizing the way things were configured. #3 – Web Manager/Team Ask them which pieces of documentation they know about and if they can provide color around it.
- Finally, Step 3 Once you have done your due diligence, it’s time to really take ownership your Marketo instance.
- Finally, it’s time to dig in, Admin Style. Image URL: http://commons.wikimedia.org/wiki/File:USMC-101008-M-1558F-390.jpg
- Remember, don’t boil the ocean This portion of the checklist could take quite a few months. Top three items to dig into here: # 1 # 2 # 3
- Finally, I’m going to give you a few tips for when you should rename, archive and hide.
- The ability to rename assets is still my Favorite Idea that Marketo has implemented to date
- What should you rename? Consider renaming recurring automation that you will continue to use. Remember to put the old name in the “description” area.
- Image URL: http://upload.wikimedia.org/wikipedia/commons/9/93/Fondos_archivo.jpg
- What and when should you Archive?
- What should you think about hiding?
- Thanks for your time this morning. Now we have some time for Q&A If you have any questions, reach out us on Twitter or sometime during the Summit.