Join Marketo's own Rick Siegfried as he guides you through the epic journey to a fully aligned marketing organization. He'll lead you through:
- Building programs optimized for Calendar
- Creating a digestable naming convention for the whole team
- Personalized views to focus on what matters to you
- Leveraging Calendar HD for high-level and in-the-weeds meetings
40. • Display full HD views
of your programs calendar
and goals on office walls
• Provide visibility to sales,
C-suite and business
stakeholders
Align Teams to Big Picture Goals
46. Fine, let’s get serious…
Questions?
rick@marketo.com
@RickGrind
Editor's Notes
- Introduce self
- I’m the one who sends you those emails encouraging you fine customers to check out Real-Time Personalization or Revenue Cycle Analytics or the like
- I started at Marketo in early 2011, going on my 5th year, and have come a long way…
- Yes, that is a picture of me playing Markie, our discontinued mascot, on the streets of San Francisco about a month after I started.
- I’ve since moved to Evanston, IL back to my roots in Chicagoland. Go Hawks!
- Quick story behind the bowtie photo. This is from the Definitive Guide to Digital Advertising photo shoot which was to have a Mad Men-esque theme, and I for some reason decided to dress up like a bartender instead. Then I’m referenced as “the hipster” at another point in the ebook so yeah, check it out, it’s a great piece of content.
A vast array of reasons which can be illustrated with the “oops” quotes above
What has or has not occurred
Optimizing your time with an at-a-glance view of what is happening
Cross-team collaboration – it IS difficult to coordinate across teams & regions globally, and even locally
Succinct messaging to your audience – you have a complete view of what message is getting communicated to what audience
Finally, planning ahead – if you’re able to see exactly what’s in the pipeline, even if it’s just a week in advance, it can have a huge impact on any last minute campaigns or long running programs
This is the current state of affairs
Be it an online tool like Google Calendar or the caveman calendar of a whiteboard with post-its
A complete marketing calendar solution is something that has long been lacking in the marketplace
- Marketo Marketing Calendar changes all of this by bringing your calendar to life and keeping teams coordinated, so they can be more productive and avoid costly mistakes.
- Before I get into the meat of the webinar, let me provide a quick overview of what exactly Marketo’s Marketing Calendar is.
- (1) UNIFIED
- Unlike other calendar solutions, Marketing Calendar is built on your current instance of Marketo, so it instantly displays all of your emails, events, and more.
- You can add other marketing activities to your calendar, like content assets, press releases, and blog posts, to create a single source of truth for marketing activities.
- (2) SPECIALIZED
- Marketing Calendar provides personalized views to everyone on the team and empowers them to find and resolve scheduling conflicts and gaps, and to avoid them altogether.
- With Marketing Calendar, marketing teams can more easily plan, coordinate and communicate everything marketing is doing.
- (3) ACTIONABLE
- You can reschedule, unapproved, send tests?
I’m going to be talking about how Marketo uses Marketing Calendar. This is not a live demonstration of the tool itself. There ARE lots of screenshots, but no live action in the product itself
This presentation is on Marketo’s own strategy with building out and implementing Marketing Calendar into our own Marketo instance
I’ll also be pointing out various Marketo best practices in terms of program construction and management
We will be answering the questions that marketers must ask themselves when building out their perfect calendar
Entry Types are just that, the types of entries into Calendar
Program Tags are a way of categorizing your programs and thus entries
A clear and clean naming convention is as important as anything, because if you can’t understand what someone else has added, what is the point?
Scheduling is where the action is, literally. Your ability to schedule in Calendar is what makes it such a powerful tool
Icing on the cake, Calendar HD, how to present and ‘wow’ your audience with your own Calendar presentation
I’m going to make you ask yourself a lot of questions, so get used to it.
Why do you want to have a calendar? What is it that you want to schedule that you want others to see and to have as your own source of insight
- Marketo starts you off right - everything within Marketo is visible
This is for non-Marketo activities
We’re only going to be discussing those items that are integrated with Marketo, but as a real-life example, check out all of the neato stuff there is
To properly set the stage, we must cover the base of what Marketing Calendar thrives on – program tags!
Program tagging is the system for categorizing your Marketo programs, think of it as tying specific category types to a program
With program tags, you’re able to not just easily report on your programs with tools like Revenue Cycle Explorer, but also easily view and schedule within Marketing Calendar
I’ll show that later, first, the extent of tagging
These are the tags we use at Marketo
We categorize based on audience (B2B/B2C, Region, Customer/Prospect, SMB/ENT, BOTH) – I use Both for my view of customer demand gen programs because we will run, for example, events that have “Both” customer and prospect (new business) elements. I want those to show up in my own Calendar view (which I will cover later), so I’d tag it both
Also based on various program details like what product I’m cross-selling, what piece of content is used, should this show up in our Executive Calendar HD view for the 4th floor at HQ in beautiful San Mateo?
Program Lead is an important tag because this answers the age old question, Who Owns This?
You see something that clashes with your schedule, not sure whose program it is. You can assume, but in the end, it’s best to be able to know exactly who is in charge of that schedule entry
NOW FOR A REAL LIFE EXAMPLE…
Check out the tags for this very webinar program!
In case you’re wondering about the little Tag icons, the Green Arrow indicates the inherited tag of Program Channel which is custom to your Marketo instance and the Red Stars indicate mandatory program tags
You have to know what you’re looking at and that cannot happen with everyone naming programs and campaigns whatever comes to mind, or in their own personal organized way which does no one any good but themselves
How you name your programs should be easy to translate in a second, answering the basic questions
What is this?
Who is it for?
When is it?
The way we’ve adopted to named our programs is identifying…
The way we’ve adopted to named our programs is identifying…
I’m just mentioning this as a side note since it comes up all the time
This is how we keep our Marketing Activities organized (follow progression to this program)
Programs folder -> Yearly folder -> Monthly folder -> Channel folder
Within the program, we keep things organized by asset type
Campaigns
Emails/Email Programs
Landing Pages
Lists and Reports
Now back to Calendar! This is this very webinar program
I can see all email programs and smart campaigns local to the event program
When building the program, we keep the asset names simple, but rename in Calendar in order to keep consistency
Once cloned, calendar name won’t affect program name and vice versa – If I decided to rename “Invite” to “Invite 1” – the Calendar entry will not be affected
- You’re probably asking your self what the Grey and Orange boxes mean
- Orange, or Confirmed, is a scheduled and approved program or campaign
- Grey, or Tentative, is when a program or event is scheduled but not necessarily “confirmed” or “approved”
- Approving an Email program will approve the email to go out, it is confirmed and scheduled
- Click the “swirly icon” to verify the number of leads that will be sent the email
This isn’t because you need to make sure that Marketo doesn’t send to the wrong people, it’s to make sure that you built your list correctly
Once you see the final number, THEN approve
An Event is something such as a Webinar or Road Show
To get the details on an event’s schedule status, look for the Schedule view
In this instance we’re looking at a field event, a holiday party. From here you’ll be able to see what day the event is scheduled on – December 3
Now that the event is confirmed…
It shows up in the Event Check-in App!
Available for iOS or Android – search “Marketo Events”
If you’re having trouble finding what’s already scheduled/exists in the program, use the Agenda sidebar – it is your friend!
How we avoid schedule clash within our customer facing webinars is by adding an entry that isn’t tied to any specific asset and select one of the other entry types, in this case we use Webinar Sponsored
This will now show up in the Marketing Calendar and when someone wants to schedule a webinar, they’re able to get a quick glance at what is already scheduled and pending
That is of course if the correct filters are used
This is where saved Filters come into play, the one in reference being ‘Customer Webinars (USA)’
A Calendar View is a saved set of filters, or parameters which dictate what is shown
It is a combination of…
Entry Types (which I mentioned before, those things that are important to you)
Program Tags - those super important things that make program setup magical
Workspaces – these are separate areas in Marketo that hold marketing assets like programs, landing pages, emails, etc. – this is for instances like different geographies, different product units, etc.
As you can see, my view, Cust DG (USA), consists essentially of Emails and Events whose target is customers in the US
From here, I, or any marketer, can not just see what emails and events are happening, but one can act on those emails and events
Archaic planning “solutions” – if you care to call them that – can do nothing but give insight into what others have thought about doing, that is it
Whether they’ve forgotten to schedule, decided to reschedule, or any of the other hundreds of random changes or human errors that can throw a wrench into your marketing team’s planning
If your team isn’t on the same page, you will miss those key dates
Sure, missing a day or two doesn’t seem tragic, and it’s not – no one dies (INSTILL THIS)
Though, when you’re a growing organization, and every organization is growing, pushing a significant communication can easily cause overcommunication – or underresponse
On top of that, it’s easy as pie to share with someone your filter definition!
Just click the share icon in the lower right, copy the URL, send to your buddy via whatever method you see fit
And they go to the URL you shared (and obviously, they have to be signed into Marketo) and save it by clicking the Save icon in the upper right
They can name it however they see fit as it will now be saved in their personal instance, if you update your filter definition, they won’t see those changes
And now, the pièce de résistance, Calendar HD
With Cal HD (yeah, I am now coining that, you heard it here first, folks!), I can walk into a meeting and when greeted with the question, “so, what does customer marketing demand gen have going on?”
I can respond with this complete view of everything that’s happening in my world.
Teams also need to align on goals – pipeline, revenue, opps, MQLs
Tracking these goals on a big screen TV via Marketo Marketing Calendar provides visibility to Sales, C-Suite and business stakeholders
Everyone is in the know on the key programs
program visibility to the C-suite, sales or other company stakeholders for more cross-functional alignment.
To build this beautiful view, just go to the Presentation Builder
From here you can easily drag and drop all aspects of what you want to present
The different views (filter definitions) you have saved – my home view
How often you want to change the views, should you decide to have the Presentation rotating in your office – since I only have one view, it doesn’t rotate, but the point is that it could!
Goals, which I will cover in a moment
Calendar Display, which is either by Month or 3 week blocks
Background, which is any awesome picture that your heart could possibly desire
Here you have the option to create two types of goals
Smart List Goals: you set the target, and the current value is the value of a smart list
Custom Goals: you set the target, you also set the current value
Here is the final product.
- We will be answering the questions that marketers must ask themselves when building out their perfect calendar