London MUG Sept 2022.pptx

London Adobe
Marketo
Engage User
Group
29th September 2022

Welcome Back or Welcome!
Adele Miller
Snr MarTech Manager
Bazaarvoice
Courtny Edwards-Jones
MOPS Manager
Zuora
Emily Poulton
Director Int Consulting
Revenue Pulse

Adobe Marketo Engage
User Group House Rules
In order to ensure our MUGs stay user-focused and a safe space for members of
the Marketing Nation to learn, network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted at MUG events
• Don’t contact people outside of the User Group without their consent
• If MUG members share their use case at the User Group, please don’t share
that information without their consent

This MUG Meeting is not being Recorded.
To ensure that we are abiding by the MUG Program Code of
Conduct and to respect the privacy of the content shared
during today’s session, we would like to inform all attendees
that this session will not be recorded.
After the meeting concludes, if you have any outstanding
questions or missed a portion of the content, please feel free
to email us at adele.miller@bazaarvoice.com and we will do
our best to answer your questions. The Slides will be shared.

• 5:00-5:15pm - Arrival and Settling in 🏢
• 5:15-5:30pm - Welcome Back from Adele, Courtny & Emily 🙋🏻♀️💁🏻♀️🙆🏻♀️
• 5:30-5:50pm - Generating game-changing results from gifting at scale with Marketo 🎁 - Georgina Drake, Twilio
• 5:50-6:10pm - Fix your leaky funnel, go straight to meetings! 🏻 - Tom Leader, Chili Piper
• 6:10-6:15pm - Refresh 🏻 🏻
• 6:15-6:35pm - How to Build your MOPs Function & Demonstrate Value 👷🏻♂️ - Robert Nicholson, Robert Walters
• 6:35-6:55pm - Marketo Summer Release update & what does Adobe mean for Marketo 🌞 - Russell Henley, Marketo
• 6:55-7:15pm - Closing Comments and Q&A 👩🏻⚖️
Todays Agenda

• London MUG Catch Up – 4th November 2020
• London MUG Meeting – 31st March 2020
• May MUG | Time for Smarketing (12th May 2021)
• GDPR with Inga Romanoff (29th July 2021)
• Casual Christmas Time Catch Up (16th December 2021)
• Levelling up your Customer Experience – Dynamic Chat & NPS (23rd February 2022)
• Deep-dive on Deliverability & How-to Audit an Instance (22nd June 2022)
Virtual MUGS since our last in-
person user group

Gifting at Scale with
Marketo 🚀
Georgina Drake
Manager, Growth & Lifecycle Marketing and
Marketing Operations, EMEA - Twilio
©2022 TWILIO INC. ALL RIGHTS RESERVED

Quiz Time
1. % increase in gifting (2021 vs 2020)?
1. Most successful day for gifts to be claimed?

Quiz Time
1. % increase in gifting (2021 vs 2020)? 438%
1. Most successful day for gifts to be claimed? Saturday
*Stats from Reachdesk - Global State of Gifting Guide
Wednesday & Friday

In 2021 Twilio’s CEO publishes a book…

The Challenge 👀
📚 We need to distribute 100s of books
🌍 Across multiple countries and trade zones in EMEA.
📮 We need to compliantly collect address information
🏠 In the midst of a global pandemic when people are
working from home.

The Resolution 🙌
Direct marketing / gifting platforms that integrate with Marketo! 📦

Sending at Scale 📈
Launchpoint integrations, triggers and webhooks 🚀
*Note we have multiple options for
multiple distribution centres.

Additional Build Options 🧱
Branded landing pages or multiple use urls 🔍
*Utilises {{lead.Email Address}} token to
create a unique url for each recipient.
*Page hosted by Reachdesk, link can be used
anywhere, address confirmed through form.

Results 📊
Minimal spend, maximum return 💰
ROI: 💸
Pipeline = 6,400x spend
Actual = 5,000x spend
Potential = 11,000x spend
.

Coffee ☕
Who doesn’t love free coffee?! 🆓
3x no. of registrations vs
email without coffee offer!

Coffee eGift 📧
Simply insert the multiple use url into event reminder emails 🙌
*Marketo email utilises multiuse url. Note you
will need an email per currency.
*Recipient choice with multiple options
means the receiver can choose their
favourite coffee vendor!

2022 TWILIO INC. ALL RIGHTS RESERVED
Summary 📑
Marketo Triggers Save Time Track Interactions
Automation, Efficiency, Tracking & ROI 🚀
Use any Marketo trigger to send numerous
recipients a variety of gifts at any time.
Utilising Marketo allows you to automate sends to
specific or mass audiences, automatically without
manual work.
Direct integrations with Marketo allow you to track
interactions with gifts and trigger automation off
interactions.
Measure ROI
Track and measure ROI of direct marketing
initiatives and optimise spending on campaigns
that work.

Using Marketo x Chili Piper to fix
your leaky Funnel

Who is Chili Piper?
● Co-founded by Alina & Nicolas Vandenberghe in 2016
● Bootstrapped for 3 years then raised $53M (seed, A, B)
● Remote from day 1: 240 employees in 135 cities and 40
countries

Marketing was focused on
capturing the email address of
prospects.
The Old Way of Inbound:
The “Capture Email
Address” Imperative

The Old Way of Inbound:
Inbound SDRs Go Chase the Leads
Marketing hands-off the
prospects to Sales. It’s now
the responsibility of SDRs to
chase them.

Problem: It didn’t work so well
● Qualification - Using humans to qualify leads
● Routing - Routing leads using spreadsheets
● Scheduling - Too many back-and-forth emails
● Handoff - Transferring leads from SDRs to AEs
60%of inbound leads are LOSTdue
to slow follow up and friction in the buying
process.

Forms
60% of demo requests never make it to the sales pipeline. Why?
● Buyers are unable to book a meeting after form submission
● Misalignment between marketing and sales teams
● Limited integration between marketing automation and CRM
Slow lead response times kill inbound conversion rates.
50% of leads go with the
vendor that responds
first.
9x more likely to convert web leads
when you respond in 5 minutes.

The New Way:
Automate the Inbound SDR

The New Way of Inbound:
The “Straight To Meeting” Imperative
Capturing email addresses and chasing leads is a losing game: Booking
meetings instantaneously is the new imperative.

Social Media Management
e.g. Sprinkler
Account Based Marketing
e.g. Marketo
Reviews
e.g. G2
A/B Testing Landing Pages
Routing & Booking
Chili Piper
DARK FUNNEL
INBOUND CONVERSION
This is Part of a Bigger Trend: the Dark Funnel
Prospects educate themselves on their own in the Dark Funnel

What’s going on under the hood?
● Chili Piper JS & Marketo Forms 2.0 JS integration
● Marketo captures lead as usual, all lead data, UTMs, hidden fields are
captured
● Chili Piper uses email address to search Salesforce for existing prospect
● Chili Piper uses form data + existing CRM data to intelligently qualify and
Route prospects to the correct queue - a group of reps or existing owner
● Prospect is able to book a meeting with a rep within seconds
● Chili Piper waits for Marketo to create the lead, then pushes data to
Salesforce, such as the event,custom fields on the Lead/Contact and
updating ownership

Lead
Routing
Qualified Prospect:
Successfully books a meeting
Qualified Prospect:
Doesn’t book a meeting
Disqualified Prospect:
No times shown

Smart Campaigns x Chili Piper
● Chili Piper pushes data such as the meeting type
and booking status to Salesforce
● When this data syncs back to Marketo, it can be
used to add prospects to smart lists, trigger flows
etc.
● Qualified Prospect didn’t book? Trigger a flow to
email them with a one click booking link!
● Prospect books a meeting? Update their lead
status and score automatically!
● Prospect didn’t show up to the demo? Send an
automated email pushing them to rebook.

The impact of instant speed to lead
● Gong.io implemented Chili Piper and ClearBit to
allow for an effortless demo request process
● Improved form conversion by 70% and now fast-
tracks ideal leads straight to AEs
● 5x increase in the number of demo requests.

Thank You
Tom Leader
tom@chilipiper.com
Tom Leader
tom@chilipiper.com

Robert Nicholson, Director of Digital Marketing, Data & Analytics
How to Build your MOPs Function &
Demonstrate Value

40
What is MOPs? Marketing OPERATIONS
Operationally achieving marketing,
not “spending the most money”
This applies to:
• Design
• Website management
• Marketing automation
• Events

41
Why?
The problems we face:
• Increase in Digital workload: Increase in Digital communications (email, websites updates, webinars)
• Increase in Marketing workload: Digital touchpoints increasing beyond general marketers capability to
manage
• High costs: Cost of hiring & efficiency of scale across global and local marketing of digital activities
What we need to achieve:
• Delivery (Scope)
• Results (Quality)
• Efficiency (Time)
• Cost
The Iron Triangle: The theory is that you have to compromise on at
least one of these things, which creates a trilemma. You might know this
from hearing some variation of the cliché “fast, cheap or good: pick two”.
Of course, a bad project will compromise on all constraints, overrunning
on time and budget, and then delivering a bad final product.

42
Where do responsibilities sit?
1. Understand the Value
marketing brings
• Value creation - How
crucial is each process
compared with others in
creating value for my
company’s customers?
• Value capture - How
crucial is each process in
enabling my company to
capture some of the
value that it has created
for customers?
2. Evaluate Skill
3. Evaluate Context
4. Evaluate Risk

43
What the high / low mix is
Marketing
Automation
Website SEO
PPC/SE
M
Analytic
s
Digital
Events
Job
Grading
+ Cost
Digital Marketing
Director
Marketing
Operations
Manager
Marketing
Automation
Technical Expert
Marketing
Automation
Executive
Marketing
Operations
Executive
Digital Marketing
Manager
Digital Marketing
Executive
SEO Technical
Expert
Demand Centre /
Campaign Operations
Platform /
Strategy /
Intelligence
Market
Intelligence &
Data Strategy
Digital Marketing
Field / Local /
Campaign
Marketing

44
How do you measure?
• Measurement is a key part of your business case!!! Success depends on you showing this continuously!
• Look to a Workfront / Wrike type process management tool
• Ticket completion - understand your processes vs cost vs time
• Cost of people vs time taken of tasks
• This is both the ROI of your systems as well as your people
• Once you build trust in your approach you’ll have to proof your business case less – but each new hire is supported
by data

45
Where can we find Talent?
• Marketo skills globally,
but you can find clusters
of people skilled in
Marketo & Hubspot

46
What challenges can you face?
• Local opposition:
• We “Need” to do this locally
• Losing talent:
• Freeing up the 80% of work allows focus on the higher ROI elements. This allows your talent to focus on more productive
work
• Automation & staffing are global trends – this is getting in front of these trends
• Losing touch with the coal face:
• Digital tools have enabled collaboration, digital management tools have enabled process & task management
• You can’t get the skilled people:
• You can train & a find skilled workforces & cultures
• We’re not big enough:
• Multiple approaches & locations can be possibilities
• What’s your business case:
• You can see workload increases of 200% and staffing cost reductions of 85%+

Visit us online at
robertwaltersgroup.com

London MUG Sept 2022.pptx

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