Curious to see how the Marketo Demand Generation team uses Marketo to automate campaigns? Sometimes the best way to understand marketing automation is to actually see it. Watch Mike Madden, Sr. Marketing Manager as he broke down five common use cases marketers encounter and showed you firsthand how to solve them using marketing automation!
Marketing for Asset Management: How to Build Programs that Grow AUMMarketo
While prospects and clients become more tech savvy, you are still tasked with the same objective: build trust, educate prospects on macro-economic events that will impact investments and grow AUM. Listen to Mike Madden, Senior Demand Programs Manager at Marketo, to learn how to nurture prospects by investor persona, drive personalized engagement at scale, and build long-lasting relationships through digital channels.
We’re going back to the basics. Watch Ellen Gomes, Senior Manager of Content Marketing at Marketo, discuss strategies for creating and distributing content marketing, why content marketing can’t be ignored, and how to identify metrics that indicate success.
The 8 Biggest Mistakes Field Marketers Make and How to Avoid ThemMarketo
People often hear “field marketing” and simply think, “events marketer.” Sure, events can be part of the field marketing success matrix, but that’s already one of the mistakes: not seeing field marketing as a strategic partner for your sales organization. Join this webinar to learn more of the common mistakes field marketers make—from not understanding sales goals to mismanaging the many details associated with your job.
All About Marketing Automation - What It Is & Why It WorksMarketo
As a marketer, you've probably wished you could respond to prospective buyers anywhere and everywhere, at any moment in time, right? With triggered campaigns, you can! Watch Mike Madden, Director of North America Commercial & Customer Demand Generation, as he broke down the powerful use cases for triggers, from scoring specific actions to prioritizing leads for sales to creating timely emails from website visits!
Creating Customized Buyer Journeys with AI and DataMarketo
1:1 B2B marketing and sales is a strategy focusing on targeted marketing initiatives and messaging to your audience. AI, data and digital are the foundation for creating personalized buyer journeys and engaging prospects and customers with relevant and insightful content. Watch our speakers from Lattice Engines, Informatica, nFusz and ion interactive to learn how to use AI, data and digital technologies to engage with relevance and create personalized content at scale. Informatica will also show how they transformed their marketing with AI and data to deliver customized buyer journeys at scale to achieve a 2x increase in effectiveness while reducing cost per qualified lead by 54%.
Marketo's Secrets to Scalable Demand GenerationMarketo
Curious to see how the Marketo Demand Generation team uses Marketo to scale programs and grow revenue? Watch Mike Madden, Director of Demand Generation, break down the core marketing automation principles to building a demand generation machine that scales, performs across regions, and drives more business!
We’re going back to the basics. Watch Mike Madden, Sr. Demand Generation Program Manager at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of marketing operations. We'll give tips for lead routing, scoring, marketing and sales alignment, and more of the essentials you need to develop an effective marketing operations team.
Marketing for Asset Management: How to Build Programs that Grow AUMMarketo
While prospects and clients become more tech savvy, you are still tasked with the same objective: build trust, educate prospects on macro-economic events that will impact investments and grow AUM. Listen to Mike Madden, Senior Demand Programs Manager at Marketo, to learn how to nurture prospects by investor persona, drive personalized engagement at scale, and build long-lasting relationships through digital channels.
We’re going back to the basics. Watch Ellen Gomes, Senior Manager of Content Marketing at Marketo, discuss strategies for creating and distributing content marketing, why content marketing can’t be ignored, and how to identify metrics that indicate success.
The 8 Biggest Mistakes Field Marketers Make and How to Avoid ThemMarketo
People often hear “field marketing” and simply think, “events marketer.” Sure, events can be part of the field marketing success matrix, but that’s already one of the mistakes: not seeing field marketing as a strategic partner for your sales organization. Join this webinar to learn more of the common mistakes field marketers make—from not understanding sales goals to mismanaging the many details associated with your job.
All About Marketing Automation - What It Is & Why It WorksMarketo
As a marketer, you've probably wished you could respond to prospective buyers anywhere and everywhere, at any moment in time, right? With triggered campaigns, you can! Watch Mike Madden, Director of North America Commercial & Customer Demand Generation, as he broke down the powerful use cases for triggers, from scoring specific actions to prioritizing leads for sales to creating timely emails from website visits!
Creating Customized Buyer Journeys with AI and DataMarketo
1:1 B2B marketing and sales is a strategy focusing on targeted marketing initiatives and messaging to your audience. AI, data and digital are the foundation for creating personalized buyer journeys and engaging prospects and customers with relevant and insightful content. Watch our speakers from Lattice Engines, Informatica, nFusz and ion interactive to learn how to use AI, data and digital technologies to engage with relevance and create personalized content at scale. Informatica will also show how they transformed their marketing with AI and data to deliver customized buyer journeys at scale to achieve a 2x increase in effectiveness while reducing cost per qualified lead by 54%.
Marketo's Secrets to Scalable Demand GenerationMarketo
Curious to see how the Marketo Demand Generation team uses Marketo to scale programs and grow revenue? Watch Mike Madden, Director of Demand Generation, break down the core marketing automation principles to building a demand generation machine that scales, performs across regions, and drives more business!
We’re going back to the basics. Watch Mike Madden, Sr. Demand Generation Program Manager at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of marketing operations. We'll give tips for lead routing, scoring, marketing and sales alignment, and more of the essentials you need to develop an effective marketing operations team.
How does Marketo get the most out of their own search and social advertising campaigns? Watch Scott Minor, Online Marketing Program Manager, and Favian Castillo, Digital Marketing Specialist, as they spill the beans on their paid strategy at Marketo. You'll learn about targeting, user experience and tracking, as well as measuring success and ROI by program, campaign, and individual ads.
Legend of the Hidden Audiences: Web Personalization at CA TechnologiesMarketo
Put on your explorer's hat and join us on an expedition to discover the hidden audiences on your website using Marketo Web Personalization. The legend of the unknown visitor is real and there’s probably thousands of them on your site right now. We must create personalized experiences that engage visitors to fill out forms and become known. Huddle around your guides from CA Technologies and Marketo as they share their personalization secrets and discoveries.
Four Trends Impacting Demand Marketing Leaders in 2018Marketo
Successful demand creation leaders are quadruple threats. They know what it takes to successfully define and manage demand, can plan and execute demand programs that hit their objectives, know how to leverage digital and non-digital tactics, and understand how to assess the demand function’s resources and effectiveness. To continue achieving demand growth objectives, demand marketers can never be satisfied with the status quo.
Join Marketo and our guest, SiriusDecisions, to learn about four trends and how they will impact your business in 2018.
View to learn:
• The questions and answers that will drive marketing agendas in 2018
• Insights into where demand gen leaders must challenge entrenched assumptions
• Recommendations to support the development of capabilities in new or weak areas
Why Web Personalization is Essential for ABMMarketo
According to Infosys, 74% of customers feel frustrated when website content is not personalized. How many of those web visitors are in your target accounts? View these slides for best practices and success stories in boosting engagement across strategic accounts and marketing ROI with Web Personalization.
Digital Marketing Bootcamp - Email and Nurture: Tips and TechniquesMarketo
The inbox is a cluttered war zone of mayhem. Open this, click that—how can you get your customer's attention in such a mess? Watch this webinar to learn the latest tips, tricks and techniques in email marketing.
As Seth Godin put it, why waste a sentence saying nothing? If you want content opened, read, and clicked, it all starts with the subject line. Join Mike Madden, Sr. Demand Generation Programs Manager at Marketo, for our on-demand webinar, 3 Hacks to Boost Email Open Rates, to learn three simple and surprising tips to launch your open rates sky high!
The Quest for the Holy Grail: Driving Predictable RevenueMarketo
Do you want to significantly boost predictable revenue, the holy grail of SaaS companies? Of course you do! Watch this session to discover how TrackMaven, a competitive intelligence and analysis company for digital marketers, was able to leverage Marketo and Fliptop, a predictive lead scoring company, to meet their lofty sales goals.
Here at Marketo, we’ve constantly got a slew of pipeline building, revenue generating, engagement cultivating marketing programs running. All to different audiences through different channels and with varying metrics to reach.
Watch our team of Analytics Aces reveal the secrets to reporting on the metrics that prove marketing’s impact.
3 Powerful Marketing and Sales Alignment Strategies for Successful Business O...Marketo
Feel like you know Marketing and Sales alignment is important, but your organization just isn't quite nailing it yet? Join Heidi Bullock, GVP of Global Marketing at Marketo, to learn proven, practical tips for how to make it work and make it last. We will cover how you can leverage technology (like marketing automation), vetted processes, and other tips to help your teams work together more effectively and efficiently.
Marketo User Groups: Account-Based Marketing (Silicon Valley)Marketo
We have a special presentation to help you win more in 2017. Our event will feature 5x Marketo Champion, Josh Hill, peers from the Marketing Nation, and every B2B marketer’s favorite topic – account-based marketing (ABM)!
What's Coming This Year: Marketo's 2019 Marketing PredictionsMarketo
2019 is here, and so are Marketo's marketing predictions for this year! Watch Mike Madden, Paulo Martins, and Paul Wilson for their webinar, What's Coming This Year: Marketo's 2019 Marketing Predictions, to learn about the trends you should be ready for in 2019.
Email marketing doesn’t need to be complex. Join Mike Madden, Sr. Demand Generation Program Manager at Marketo, to learn the fundamentals of email marketing. We'll define the metrics, discuss copy and design, and give you the essentials you need to understand and implement a bulletproof email marketing strategy.
You'll learn:
- How to write subject lines that beg to be opened
- Best practices for testing and measuring your email campaigns
- Pitfalls, perils, and how to avoid them
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
5 Critical Steps to Account-Based MarketingMarketo
Check out our webinar as part of Uberflip’s ABM Hacks series, where Marketo’s Charm Bianchini, Senior Director of Enterprise Marketing, and Uberflip will share their secrets for improving the results from your account-based marketing efforts. Whether you're a seasoned ABM user or embarking on your first ABM campaign, you’ll learn the tips and tricks you need to improve the effectiveness of your ABM tactics.
Infuse Marketing Automation with Dynamic Purchase Intent Data from BomboraMarketo
Check out this Marketo LaunchPoint presentation to discover how to combine your potential customers' purchase intent data with the power of marketing automation!
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing AutomationMarketo
This summer, are you wondering how your small team can turn up the heat and be more effective and efficient at every stage of the funnel? If so, join Marketo's Heidi Bullock, VP of Demand Generation, to discover key strategies and techniques for B2B demand generation marketers.
Marketo User Groups: Account-Based MarketingMarketo
View our slides to increase engagement levels across your strategic accounts and learn how to:
-Target the RIGHT accounts
-Engage key decision-makers across channels
-Measure with an account-lens so you can optimize your programs
-See our Web Personalization and ABM tools in action!
The Evolution of Customer Engagement and What It Means for ManufacturersMarketo
Customer centricity is quickly becoming the most critical factor in establishing market differentiation and building long term customer loyalty for manufacturers. But many manufacturers struggle to know where to begin and how to closely align with their prospects and customers. Check out these slides on critical questions for manufacturers on how they are engaging customers today.
Don't Let the Wrong Marketing Automation Solution Stunt Your GrowthMarketo
Marketing is changing at an extraordinary pace. And you have to keep up! Choosing a marketing automation solution that won't grow with you can do more harm than good. Check out this presentation to learn what to look for when evaluating marketing automation solutions that will keep up with the continuous changing directions of marketing.
We tracked email performance across 3,000+ Marketo customers and the results are in! Tune in to see how you stack up against your peers. We've also included some best practices on how to improve your email performance with personalization, testing, optimization and more!
How does Marketo get the most out of their own search and social advertising campaigns? Watch Scott Minor, Online Marketing Program Manager, and Favian Castillo, Digital Marketing Specialist, as they spill the beans on their paid strategy at Marketo. You'll learn about targeting, user experience and tracking, as well as measuring success and ROI by program, campaign, and individual ads.
Legend of the Hidden Audiences: Web Personalization at CA TechnologiesMarketo
Put on your explorer's hat and join us on an expedition to discover the hidden audiences on your website using Marketo Web Personalization. The legend of the unknown visitor is real and there’s probably thousands of them on your site right now. We must create personalized experiences that engage visitors to fill out forms and become known. Huddle around your guides from CA Technologies and Marketo as they share their personalization secrets and discoveries.
Four Trends Impacting Demand Marketing Leaders in 2018Marketo
Successful demand creation leaders are quadruple threats. They know what it takes to successfully define and manage demand, can plan and execute demand programs that hit their objectives, know how to leverage digital and non-digital tactics, and understand how to assess the demand function’s resources and effectiveness. To continue achieving demand growth objectives, demand marketers can never be satisfied with the status quo.
Join Marketo and our guest, SiriusDecisions, to learn about four trends and how they will impact your business in 2018.
View to learn:
• The questions and answers that will drive marketing agendas in 2018
• Insights into where demand gen leaders must challenge entrenched assumptions
• Recommendations to support the development of capabilities in new or weak areas
Why Web Personalization is Essential for ABMMarketo
According to Infosys, 74% of customers feel frustrated when website content is not personalized. How many of those web visitors are in your target accounts? View these slides for best practices and success stories in boosting engagement across strategic accounts and marketing ROI with Web Personalization.
Digital Marketing Bootcamp - Email and Nurture: Tips and TechniquesMarketo
The inbox is a cluttered war zone of mayhem. Open this, click that—how can you get your customer's attention in such a mess? Watch this webinar to learn the latest tips, tricks and techniques in email marketing.
As Seth Godin put it, why waste a sentence saying nothing? If you want content opened, read, and clicked, it all starts with the subject line. Join Mike Madden, Sr. Demand Generation Programs Manager at Marketo, for our on-demand webinar, 3 Hacks to Boost Email Open Rates, to learn three simple and surprising tips to launch your open rates sky high!
The Quest for the Holy Grail: Driving Predictable RevenueMarketo
Do you want to significantly boost predictable revenue, the holy grail of SaaS companies? Of course you do! Watch this session to discover how TrackMaven, a competitive intelligence and analysis company for digital marketers, was able to leverage Marketo and Fliptop, a predictive lead scoring company, to meet their lofty sales goals.
Here at Marketo, we’ve constantly got a slew of pipeline building, revenue generating, engagement cultivating marketing programs running. All to different audiences through different channels and with varying metrics to reach.
Watch our team of Analytics Aces reveal the secrets to reporting on the metrics that prove marketing’s impact.
3 Powerful Marketing and Sales Alignment Strategies for Successful Business O...Marketo
Feel like you know Marketing and Sales alignment is important, but your organization just isn't quite nailing it yet? Join Heidi Bullock, GVP of Global Marketing at Marketo, to learn proven, practical tips for how to make it work and make it last. We will cover how you can leverage technology (like marketing automation), vetted processes, and other tips to help your teams work together more effectively and efficiently.
Marketo User Groups: Account-Based Marketing (Silicon Valley)Marketo
We have a special presentation to help you win more in 2017. Our event will feature 5x Marketo Champion, Josh Hill, peers from the Marketing Nation, and every B2B marketer’s favorite topic – account-based marketing (ABM)!
What's Coming This Year: Marketo's 2019 Marketing PredictionsMarketo
2019 is here, and so are Marketo's marketing predictions for this year! Watch Mike Madden, Paulo Martins, and Paul Wilson for their webinar, What's Coming This Year: Marketo's 2019 Marketing Predictions, to learn about the trends you should be ready for in 2019.
Email marketing doesn’t need to be complex. Join Mike Madden, Sr. Demand Generation Program Manager at Marketo, to learn the fundamentals of email marketing. We'll define the metrics, discuss copy and design, and give you the essentials you need to understand and implement a bulletproof email marketing strategy.
You'll learn:
- How to write subject lines that beg to be opened
- Best practices for testing and measuring your email campaigns
- Pitfalls, perils, and how to avoid them
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
5 Critical Steps to Account-Based MarketingMarketo
Check out our webinar as part of Uberflip’s ABM Hacks series, where Marketo’s Charm Bianchini, Senior Director of Enterprise Marketing, and Uberflip will share their secrets for improving the results from your account-based marketing efforts. Whether you're a seasoned ABM user or embarking on your first ABM campaign, you’ll learn the tips and tricks you need to improve the effectiveness of your ABM tactics.
Infuse Marketing Automation with Dynamic Purchase Intent Data from BomboraMarketo
Check out this Marketo LaunchPoint presentation to discover how to combine your potential customers' purchase intent data with the power of marketing automation!
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing AutomationMarketo
This summer, are you wondering how your small team can turn up the heat and be more effective and efficient at every stage of the funnel? If so, join Marketo's Heidi Bullock, VP of Demand Generation, to discover key strategies and techniques for B2B demand generation marketers.
Marketo User Groups: Account-Based MarketingMarketo
View our slides to increase engagement levels across your strategic accounts and learn how to:
-Target the RIGHT accounts
-Engage key decision-makers across channels
-Measure with an account-lens so you can optimize your programs
-See our Web Personalization and ABM tools in action!
The Evolution of Customer Engagement and What It Means for ManufacturersMarketo
Customer centricity is quickly becoming the most critical factor in establishing market differentiation and building long term customer loyalty for manufacturers. But many manufacturers struggle to know where to begin and how to closely align with their prospects and customers. Check out these slides on critical questions for manufacturers on how they are engaging customers today.
Don't Let the Wrong Marketing Automation Solution Stunt Your GrowthMarketo
Marketing is changing at an extraordinary pace. And you have to keep up! Choosing a marketing automation solution that won't grow with you can do more harm than good. Check out this presentation to learn what to look for when evaluating marketing automation solutions that will keep up with the continuous changing directions of marketing.
We tracked email performance across 3,000+ Marketo customers and the results are in! Tune in to see how you stack up against your peers. We've also included some best practices on how to improve your email performance with personalization, testing, optimization and more!
Want the inside scoop on how Marketo optimizes their demand generation campaigns? Join Mike Madden, Sr. Marketing Manager at Marketo to learn five of Marketo's most influential a/b tests, including tests on personalization, email templates, webinars, and more!
You'll learn:
- The right testing methodology for successful a/b testing
- How to leverage statistical significance calculators to prove results
- Five of our most effective demand generation tests that you can start testing right now
Demand Generation for Marketers That Have to do it All - Heidi BullockMarketo
Heidi Bullock, VP of Demand Generation for Marketo, presents how to achieve better demand gen results through smarter marketing and how to analyze the performance of your marketing campaigns with the metrics that matter most.
Content Marketing: Fuel for Your Lead Generation StrategyMarketo
It’s no secret that content is a crucial component of any successful marketing strategy. However many businesses struggle to get started, build their team, and create enough engaging content that drives lead generation. Check out this presentation to learn how build a solid content marketing plan that gets you leads and grows revenue.
Heidi Bullock, Sr. Director of Marketing at Marketo, will show you:
• How to employ lean content marketing techniques
• How to construct your content marketing planned based around themes and personas
• Examples of Marketo’s own content marketing successes
• How to leverage content throughout the customer lifecycle
• Measuring ROI of content marketing
Cracking the Inbox Code: Gmail and Google AppsMarketo
Deliverability can often be the biggest barrier between you and your email ROI goals. Many factors may prevent email from reaching the intended inbox, and it can be tough to translate the receiving network requirements into actionable marketing strategies.
In 2019, Gmail celebrates its 15th birthday and boasts more than 1.5 billion mailboxes hosted globally. For B2B and B2C marketers alike, its ‘black box’ filtering methodology can leave us scratching our heads on how to avoid being filtered. Watch our webinar, Cracking the Inbox Code: Gmail and Google Apps where our resident deliverability expert, Tifaine Highly, helps you crack the inbox code to ensure your mail earns its rightful home in the inbox.
Account-Based Nurturing: Strategies for Turning Target Accounts into CustomersDemandbase
Today’s B2B buyers don’t operate in a silo – they work on buyer teams creating short lists long before they engage with solution providers. Taking an account-based approach to nurturing will engage accounts in a buying cycle and convert them to your sales team long before your competitors have a chance to win the business.
In this session you will learn:
- Nurture the entire stakeholder team at accounts that matter the most
- Execute nurture campaigns across display ads, social media, email marketing, etc.
- Optimize your strategies with data insights
Full Funnel Account-Based Marketing: Engaging Key Targeted Accounts EverywhereMarketo
With laser-focused accuracy, Account-Based Marketing drives key accounts through the sales funnel at full-throttle, and helps close deals lickety-split. Join Marketo’s resident ABM experts, Mike Telem and David Myers, to find out how to implement ABM strategy and technology to engage key targeted accounts across all marketing touch points and boost your marketing ROI!
Print is Not Dead: The Power of Multi-Channel MarketingMarketo
Like many of us, you've probably heard the rumor that print marketing is dead. Well, we think it's time to squash that rumor.
Adding a print component to digital marketing strengthens your campaigns and increases conversion, retention, and sales. Then, when print and promotional marketing are seamlessly automated, you can transform the customer experience by engaging in a 1:1 dialogue that is memorable, tangible, and high-impact.
Join this month's LaunchPoint webinar to find out how Mathnasium uses PrintingForLess.com and Marketo to automate print marketing as part of a national, multi-channel campaign to drive brand awareness and membership.
You'll discover how to:
- Seamlessly automate your print marketing
- Drive customer engagement and action through a more meaningful channel
- Increase sales efficacy by making more timely and relevant sales calls
Email Deliverability 101: 4 Tips to Inbox SuccessMarketo
Deliverability is an interesting beast. Spam filters and email UIs change frequently, malware and phishing campaigns are growing in number, and new laws and compliance regulations are altering the data privacy landscape.
With the right approach, you can overcome an ever-evolving email ecosystem. Watch Kiersti Esparza, Head of Product Management, Email Delivery and Compliance, and Carmi López-Jones, Manager, Professional Services, Email Deliverability, explain how to ensure your emails make it to the inbox.
[Digital Marketing Bootcamp] Top 10 Reasons to Consider Marketing AutomationMarketo
Check out these slides with Marketo's VP of Demand Generation, Heidi Bullock! You'll discover the key strategies and techniques B2B demand generation marketers must have!
[Recording] New Techniques and Technologies To Grow Pipeline FasterCaptora
Captora's Paul Albright and Marketo's Jon Miller talk about New Techniques and Technologies To Grow Pipeline Faster. You will learn how to:
- Take the guesswork out of prioritizing new campaigns
- Engage buyers and automate the nurturing process through the funnel
- Get insights about the right metrics to report your successes across the funnel
You will learn how to:
Take the guesswork out of prioritizing new campaigns
Engage buyers and automate the nurturing process through the funnel
Get insights about the right metrics to report your successes across the funnel
Tips and Tricks: 5 Ways to Maximize Your Marketing AutomationMarketo
Marketers are consistently tasked to perform the seemingly impossible—do more, with less. So how can you scale your efforts, optimize your marketing programs and prove your impact?
Hayley Ferrante, senior marketing specialist on the commercial demand generation team at Marketo, an Adobe Company will present the marketing automation tactics that Adobe’s own demand generation team uses to maximize campaigns and deliver results.
You'll learn:
-How to develop nurture streams and implement traffic control
-What building blocks are necessary for webinars and event programs
-Key optimization and testing tactics for landing pages and emails
Increase Your Instance's Curb Appeal with RTP and ABMKristen Malkovich
http://events.marketo.com/summit/2016/sessions/increase-your-instance-s-curb-appeal-with-rtp-and-abm
Are you embarking on the ABM journey and unsure where to start? This session will demonstrate how to increase your Marketo Mansion’s curb appeal using Real-Time Personalization and Account-Based Marketing. We’ll show you how to use Real-Time Personalization to overhaul your website’s landscape and how to create campaigns that flourish perennially. Then, we’ll examine how to utilize Account-Based Marketing to upkeep your enterprise-based clientele. We’ll polish up your programs, hierarchies, reporting and segmenting, and you’ll leave with all the tools to manicure your instance. You’ll walk away with a blueprint to increase your instance’s property valuation and the ability to creatively architect all your account-based marketing campaigns.
Similar to Marketo's Secrets to Automating Campaigns (20)
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Batch Emails – Also known as “batch and blast”. No email “intelligence” built in, just gather a list of customers and send them the same email. A great example of this is your company newsletter.
Nurture Emails – The lifeline of drip campaigns. This is a series of targeted emails based on personas (e.g. by location, product interest, intent). Nurture emails are primarily used to push prospects through their buyer journey.
Trigger Emails – Personalized emails delivered based on your audience’s actions. Some range of email “intelligence” is built in based on behavior. Example would be a customer put a pair of shoes in their cart and then leaves – they receive an email about their shoes.
Here’s the data, top is average click rate, bottom is average click to open rate. The blue lines are batch, green are nurture, and orange are trigger. This is the average across all Marketo customers emails for 1 year.
Trigger emails perform 3x better than any other email type. This shouldn’t come as a surprise to anyone that’s done trigger emails. The power of personalized messages based on behavior is powerful. Imagine looking at a pair of shoes online, you add it to the shopping cart but decide not to buy, an hour later you get an email for 25% off that exact pair of shoes! Serendipity telling you to buy those shoes? No, sorry, just intelligent marketing.
Nurture emails perform around the same as batch emails. This one is surprising. My initial guess would have been that nurture emails performed much better than batch (especially for click-to-open) simply due to the fact that they are targeted towards a specific audience for a specific buying stage. But then I thought about how my past companies did nurturing; basically forcing a target audience down a pre-determined linear funnel, rinse and repeat. This is no different than a series of segmented, pre-timed batch emails, and the data shows it.
The first challenge we will tackle is how to create relevant campaigns that are triggered off of website activities. It’s likely that we all have websites that are responsible for a great deal of revenue and if we can capitalize on organic behavior, we can start 1-1 conversations with web visitors that actually drive revenue.
Here is a screenshot of our homepage. Think of your homepage as if someone was standing on the curb in front of a store like Target. Once they walk in through those front doors, there are dozens of isles they can walk down and thousands of items they can view.
If you could figure out exactly what they were looking it, you’d be able to have a personal conversation with them like “Hey, I’m looking for a lamp too. Which one do you like?”
Now I know that’s a silly example, but it’s similar to a website in that just like Target, your website has pages and pages where you can listen for visitors and then create relevant, engaging conversations.
Within immediate view, we have 5 main pieces of navigation and a carousel banner than changes every few seconds. These are the doorways to deeper, more important webpages. Today, we’re going to review a few of them and walk through a triggered campaign process.
Here is our products tab with 9 different products that a visitor can view.
Here’s our solutions tab showing 5 of our core offerings of lead management, email marketing, consumer marketing, customer base marketing, and mobile marketing. All of these are what we would consider extremely high value pages, for both marketing and sales.
Lastly, we have our customer stories pages where we have a collection of customer case studies and references across verticals and industries. For me, I’d like to know which visitors look at these pages because it would indicate a propensity to buy our product or at least consider it.
If we did actually click on the why marketo customer stories section, you’d arrive at this page. You’ll notice that we have case studies on business services, technology, financial services and higher education.
So let’s say for instance that a higher education professional visited this page and clicked on the George Washington University case study. That’s the kind of action that we would like to listen for, trigger an email, alert our sales team, and try to get this prospect on the phone immediately.
Let’s look at an example.
For our email product page, this is the campaign flow. If a known subscriber visits the email product page and do so as an organic behavior, meaning they haven’t just visited the page because I sent them an email containing a link to the page, they will run through this campaign with additional filters.
They need to be marketable (opted in), be a target status of target (right demographic fit), not was sent an email in the past 30 minutes (helps make sure this an organic visit), and may or may not meet a vertical specific criteria just in case we need to tailor the messaging. If all of these are met, we wait 4 minutes and then send an email. Here’s the email.
The goal here is to create an email that is conversation and maintains similar language to the email product page they just visited. We don’t actually say something like, “hey mike, we know you just visited this page so here we are!” because that would be a little creepy. But we do keep the same product messaging then tie it into an asset that compliments the page view. In this instance, we hyperlink our Definitive Guide to Engaging Email Marketing.
We also include a link to watch a demo on Marketo’s email marketing capabilities. All of this sends from the Marketo sales rep to add a personalized touch. Should the prospect reply to the email, it goes directly to our sales rep.
Now let’s look at the results.
Well, the best example of this would be shopping cart abandonment. I’m sure most of you have experienced this before but let’s say you are shopping for new shoes on Amazon. You find the perfect pair in the right size, add it to your shopping cart, and then at the last minute, you get pulled away by something else and need to shut down the internet.
From here, you may experience emails from Amazon letting you know there are still items in your shopping cart. If you open a browser and visit a website other than Amazon, you’ll find Amazon is retargeting you with banner ads showing you that very same pair of shoes that you have yet to purchase. And I’ll be honest with you…these types of engagements work for me. If they are personalized and relevant to my experience, I’m in.
But we aren’t all Amazons of the world. On this webinar, we have folks that work at both B2B and B2C companies and I’m sure you are challenged by very different forms of form abandonment. What I hope to show you next will influence how you view form abandonment on any high value page, whether you are selling shoes, marketing ebooks, whitepapers, demos, or anything else you can think of.
Let’s go back to the Marketo homepage again. One of the most high value sets of pages we have on our site is our demo pages, which can be found underneath our Resources tab.
The link here points to 5 live demos that are either customer or prospect facing. I own the prospect facing demos, which are run weekly.
Let’s look at that page.
Regardless of the business you run, you likely have a page on your website that would indicate someone’s propensity to buy if they land on it. Now let’s be honest…when I see a page like this, it is easy to solely think about the number of form completions, which are registrations that we have for the upcoming demo. And I would want to focus all my attention on driving as many registrations as possible because a late stage buying activity like this adds revenue.
And as marketers, we tend to focus on what people do. But what about what they DON’T do? Couldn’t you say that someone landing on this page and NOT completing the form is just as valuable as someone who completes the form? I’d argue that the answer is YES.
Let’s dive into the campaign that solves this conundrum.
Alright, so this is the inner workings of an automated campaign within Marketo. Right now, we are looking at the WHO, which is the audience affected by this campaign.
The top bar here in orange is the trigger. It’s job is to listen for a specific activity occurring in real time. The green bars are then filters, which filter down that activity to a more defined group of individuals.
Here’s what this campaigns says…
If someone visits the demo page in the past 48 hours AND they are the right Lead Status (this just means they are someone who we’d want to talk to), AND they did not fill out the form that sits on the demo page in the past 3 days, AND they aren’t already an open opportunity with our sales team (this ensures we aren’t stepping on the toes of our sales folks).
If all of these criteria are met in the moment, that individual gets processed in a campaign flow. Let’s look at that.
This is the campaign flow, which I’m calling “The What”, as in what happens to those individuals in the audience.
Here’s what this says…
First, we wait 10 minutes. Why? Well, that’s because of the next step in this flow. Since there may be a lag time between when someone visits the page and actually completes the sign up form, we want to wait to give them enough time to take action. If they actually complete the form, the second step here will remove them from the flow of this campaign. And it’s a little difficult to see, but the way we do that is we have an additional smart list that looks for anyone that might have actually completed the form. So if after the 10 minute wait they did in fact complete the form, we scrub them out before any other actions can affect the individual.
But if they did abandon, they go to step three, which changes them to what we call a “Call Now”. This just means that a sales rep needs to call them within a certain time frame, otherwise they would fall out of the SLA.
Step four is adding in a Call Now Reason, which gives the sales rep visibility into why marketing is saying “call this person”.
The final step on the right hand side is sending an alert to the sales rep that owns the relationship with that contact.
Essentially, this campaign gives our sales team insight into what prospects ARE NOT doing and can leverage that information to create a relevant touch point.
If you’re a B2C company without a sales team, think about how you’d be able to use similar logic to retarget form abandoners in a digital ad campaign or how you could send a triggered email asking them to come back and complete the form.
What I’m getting at is that there are all types of behaviors, positive ones and negative ones just like form abandonment. Marketing automation allows marketers to cover all of their bases regardless of the activity type. And here’s the most important part. You can still be relevant while you do it!
Restrict Alerts to your target buyer (Demographics, Firmographics, Score)
Consider sending a triggered email to the form abandoner
Add form abandoners to a list and then retarget to them
If you don’t think certain buyers are ready, give them something else
Bounce Management Campaigns
It doesn’t take a mathematician to solve it. Email deliverability is the total number of delivered emails over the total emails sent.
Getting your email delivered is tougher. Much tougher. Five years ago, getting your email delivered was a matter of having the right email address and that the email was not super obvious spam. By that, I mean your email didn’t say FREE in all caps 50 times.
But in today’s world, avoiding spammy words isn’t enough to hit the inbox. Big internet service providers have followed Gmail’s push towards an engagement model. What does that mean? You may have noticed that Gmail now has tabs: one for primary email, another for social, and a third for promotions. Hitting that primary inbox is increasingly difficult because now Gmail looks at several things:
Continuously opened emails
Unique clicks as well as multiple clicks
Scrolling
Frequency of engagements (does the recipient open emails and engage with them regularly)
To be placed in the true inbox, your email recipients need to be highly engaged with your emails. But if 50% of your email list is classified as inactive, that can make it much tougher for your engaged recipients to receive your email in the primary tab.
According to Return Path, only 79% of commercial emails hit the primary inbox. That means 1/5 end up in junk, spam, hard bounce or go undelivered. If you are counting on all 100% of delivered emails to hit the inbox and 1 in 5 do not, that’s a BIG deal!
Also, how many times have you ever looked in your spam folder and clicked a bunch of those emails? Probably not often. When we see that something has been determined spam, we tend to keep our distance.
Soft Bounce: A soft bounce is a temporary problem with email deliverability, usually due to an unavailable server or a full inbox.
Hard Bounce: A hard bounce is a permanent failure to deliver an email, usually a result of an email address being non-existent, invalid or blocked.
Spam Trap: A spam trap is an email address traditionally used to expose illegitimate senders who add email addresses to their lists without permission. But they are also set up to identify email marketers with poor permission and list management practices.
Inactive email addresses can turn into hard bounces and spam traps, which is why it’s important to identify your subscribers that still want to hear from you and those who don’t. In the population of subscribers you allegedly don’t want to hear from you anymore, there are likely to be emails that will soon hard bounce or become spam traps.
A sender reputation is the reputation you have as an email sender. Return Path has a tool called Sender Score which rates your IP addresses based on your email sending practices and gives you a score of 1-100.
You sender reputation is the #1 deliverability reason why you should run reactivation campaigns. Due to many recent filtering tactics of ISPs, one thing is very clear; consistently sending emails to inactive subscribers without getting them to re-engage with your brand will have adverse effects on both inbox placement and your sender reputation.
There are many factors that affect your sender reputation, but the most common ones are subscriber engagement like opens and clicks, positive and negative engagement signals like whitelisting an email addresses or marking an email as spam, hard bounces, if you are listed on a blacklist, spam trap hits, and spam complaints. So being able to manage all of those and keep them to a minimum will help keep your reputation high!
If you are sending emails to all of your subscribers, both active and inactive, the frequency of positive engagements compared to negative engagements is much lower than if you were JUST sending to your engaged population. This is important to note for your sender reputation.
Your sender reputation effects your email inboxing. Inboxing is the percentage of delivered emails that actually hit the primary inbox, not the spam folder or junk folder. In the example above, if you have 98.5% deliverability but a sender reputation score of 60, you might only see 58.8% inboxing on your emails, meaning that over 40% of your emails that you thought were delivered actually just went to the junk folder, spam folder, or went undelivered entirely.
That means that about 8,000 emails were not delivered.
So with all that being said, let’s talk about a deliverability use case that marketers often encounter. As our database grows and ages, marketers will typically see email bounce rates go up for both soft bounces and hard bounces. So the question becomes, how can we use marketing automation to solve deliverability issues, improve inboxing rates, and create better database hygiene?
The answer is soft bounce management campaigns. Let’s take a look.
So within our database, we had emails that would repeatedly soft bounce. We needed better bounce management to help manage business risk of these soft bounces become something worse like a spam trap, which at the same time would also help our open rates.
We created two campaigns:
Batch Clean Up: For any email that has soft bounced a minimum number of 10 times in the past 90 days, we marked it as invalid.
Triggered Clean Up: For any email that soft bounces a minimum number of 6 times in the past 30 days, we mark it as invalid.
Thanks to this trigger campaign, the more we email, the cleaner our database becomes. That means we are emailing addresses that we know are more likely to receive and open our emails.
Then we took it one step further and looked into the types of hard and soft bounces we were seeing in our system. If we could determine which types of bounces we see the most by bounce code, we could run additional clean up campaigns to catch the ones that are the most harmful to our sender reputation.
What we found was that there was a set of bounce codes that could be categorized into three different categories within Marketo. So, we built campaigns to clean up those specific soft bounce categories that could be detrimental to our sender reputation if we continued to email them.
We created two campaigns:
Batch clean up campaign to scrub all existing emails that have poor soft bounce categories (3,4 and 9), then mark it as invalid.
Trigger clean up campaign to catch them as we go
We saw really great success with these campaigns. It gave us a way to ensure our deliverability would remain high and open rates would climb.
Let’s look at a case study. One of our customers reached out to us asking for help with their email deliverability. They are a high volume email sender and were worried that their dropping deliverability rate was impacting their open rates. So we took a look.
Here we have their deliverability rate in orange and open rate in purple. From January 2015-September 2015, both deliverability rates and open rates have steadily declined. Remember that open rate is defined as emails opened/emails delivered. So not only are they delivering fewer emails, but also seeing a lower percentage of those delivered emails being opened. This could have something to do with sender reputation and poor email list hygiene.
So, we took the same types of smart campaigns that we use at Marketo to introduce bounce management for this customer and the results are very telling.
The bounce management campaigns were introduced at the very end of September 2015. Since that point in September, deliverability rates went from 93% to 99% and open rates climbed from 13.5% to 17.3%, which is a 28% increase!
Needless to say, this data is awesome. With all of the same email marketing creative, meaning same subject lines and copy, open rates increased nearly 30%. If you didn’t think deliverability rates and open rates had any correlation to each other, think again. And not only did the percentage of opens increase but so did the raw number of opens. Why? Two words: Sender Reputation.
NO ENGAGEMENT SEGMENTATION
No matter how much we talk about automation in this presentation, there’s one very true statement that we need to address. Batch emails aren’t going away and why should they?
When someone begins their subscribership with your brand, they are likely opting into communications about products, ebooks, newsletters, events, webinars, and other important topics and you can’t simply wait for someone to hit your website to communicate those. You’ll have to do a mass blast, which of course can still be tailored to specific segments, buyers, verticals, or whatever else you could target.
But what if we could combine a batch and blast email with a triggered email to create a small scale, behavior based conversation? Well, good news! You can and I’m going to show you how.
Unfortunately, we’ve all been there. Too much to do and not enough time to do it. Your boss askes you to build 10 email programs this week for this, that and the other thing. Each one needs to be built from scratch every time because you don’t have the right tools or process to scale. That means redoing email lists, creative, copy, and tags over and over again, which feels a lot like the definition of insanity if you ask me.
And in a world where marketers are pushed to be increasingly relevant and conversational in campaigns, how can we be segmented, thoughtful and targeted when it takes forever and day to get programs out the door?
That’s where cloning and program templates can become your best friend! Within Marketo, just about everything can be cloned and it helps you scale programs like nobody’s business.
So if we think back to a few slides ago, I showed you how to create an email program with an added layer of automation. Let’s say that this program was very successful from the way the list was set up to the email template to the delivery of the triggered email.
Rather than going in and creating your next program from scratch, you can actually just right click and clone this entire program. The program will clone over with an updated program name of your choice and keep all of the underlying assets the same. This allows you to make minor changes to the copy, the list, or the campaigns that deliver emails without having to start over.
The simple ability to clone a program and all of it’s assets makes creating those ten emails a much less daunting task.
But let’s say you needed to create a program from scratch because it was a little more complex or had strict processes around it. Rather than running around asking everyone how it should be build, why not just create a program template library with all of the assets pre-built and pre-approved for use?
This allows you to standardize the process and increase efficiency when creating new programs.
On the left, you’ll see a few program template examples. You can build out every program type with the underlying campaigns, assets and tags which should help streamline the new program creation and reporting.
I have expanded the template view of the Display Ad Template to show you three assets: the campaign that captures new names, the campaign that captures anyone that fills out the form, and targets created, which are just the right new names.
In the end, a process like this takes out the guesswork and should increase a marketers productivity dramatically.
Alright, that’s all I have for you. Before I answer a few questions, I’d like to remind you that there is a brief survey after this webinar. Please take 30 seconds to complete it to let me know how we can make these better for you in the future.
Now on to the questions!
What tools are out there to measure email inboxing?
How do you keep track of all the automated programs? Do you worry about programs interfering with other programs in a way that your communications are no longer relevant?
Is there a way for you to track email replies within Marketo?