As marketing leaders attempt to lead their company in the engagement economy, the lack of a shared, unified view of the customer and their journeys due to siloed data, tools, and teams is the #1 reason they fail. How can you use Marketo to wrangle all your systems and point solutions to create a single source of customer truth? In this session from the Marketo Marketing Nation Summit 2018, we will look at the bottlenecks and disconnects that block customer insight and go through a methodology for overcoming them.
Learn how to:
-Break down silos by modeling, tagging, and schematizing Marketo and cross-platform data to create a single source of truth
-Turbocharge your Marketo touchpoint, program, and channel reporting with a journey-based analytic framework that illuminates the entire customer lifecycle across platforms.
-Leverage data to uncover high impact opportunities and obstacles in the path-to-purchase and path-to-advocacy.
-Transform a fragmented tangle of touchpoints, programs, channels, and platforms into a unified story and learn how to use the data fearlessly to achieve new levels of customer engagement.
Presenters:
-Courtney Grimes, MarTech Solutions Engineer, DemandLab
-Eric Hollebone, Chief Marketing Technologist, DemandLab
-Gary DeAsi, Director of Demand Generation Pointillist
Smash the Data Silos: Use Marketo to Create A Single Source Of Customer Truth
1.
2. Smash the Data Silos: Use
Marketo to Create a Single
Source of Customer Truth
Courtney Grimes, Martech Solutions Engineer, DemandLab
Eric Hollebone, Chief Marketing Technologist, DemandLab
Gary DeAsi, Director of Marketing, Demand Generation, Pointillist
6. · “Do the people who go through my help and support areas of my
website longer file less support tickets?
· “What’s my return on online ad spend? I’m not selling with an
online store, and the sales cycle can take several months.”
· “Why do anonymous visitors drop off at the contact us form—and
what prevents them from becoming known leads?”
We All Have Big Questions.
7. Leverage Big Data, Get Big Insights
Big Data Customer Insight
Integrate and unify
data across all tools
& systems in your
tech stack
Take a journey-based
approach to
marketing
measurement
15. You Can Do This: Let’s Connect Analytics
Use case: Landing Pages
1. Update your analytics setup
to enable their User/Visitor ID
2. Edit your landing page
template or tag manager to
add the following (GA):
3. Setup JavaScript firing order:
best done in your tag
manager.
Use case: Your Website
Extending User/Visitor ID to the
rest of your online infrastructure
depends on configuration, the
webserver and using Marketo’s
REST API.
16. Real-World Example:
Show me closed won
opportunities where
someone filled out a form
and were tagged in my
online advertising
campaign.
Take the total revenue of
those opportunities and
divide it by the cost of my
advertising campaigns to
give me Return on
Advertising Spend.
You Can Do This: Solve a Big Question
• Advertising info
• Marketo cookie ID
and/or User ID
• Marketo form
• Web analytics ID
• Advertising ID
• Advertising info
• Ad costs
Online Ad Online
Analytics
MarketoCRM
• Marketo
cookie and/or
User ID
• Marketo form
• CRM ID
• CRM ID
• Opportunity info
• Revenue gained
17. Part 2
Customer Journey Analytics:
So you have all your data in one
place…now what?
Gary DeAsi
Director of Marketing, Demand Generation
Pointillist
18. 67%of marketing leaders say
creating a connected customer
journey across all touchpoints
and channels is critical to the
success of their overall
marketing strategy
20. What is Customer Journey Analytics?
An analytics practice that combines
quantitative and qualitative data
to analyze customer behaviors and motivations
across touchpoints and over time
to optimize customer interactions
and predict future behavior.
21. 4 Core Components of Customer Journey Analytics
Data Fusion
Journey
Design &
Planning
Journey
Testing &
Optimization
Journey
Automation &
Orchestration
Data unification,
journey discovery
& analysis
Journey mapping
Prioritize initiatives,
test hypotheses
Workflows &
engagement across
channels + platforms
22. Free Trial
+Product Usage
Sales Demo
+Completed
Implementation
+Adoption
Journey Milestones
Understand the Critical Steps in the Path
Defining lifecycle & journey stages, milestones & metrics
23. How Are Customers Progressing Through the Journey?
Lifecycle flow / success path analysis
ü Set benchmarks
Known
Engaged
Lead
Sales Lead
Opp
Won
üWaterfall reporting
Where are they
getting stuck?
30. Analyze Journeys at the Individual Account Level
Marketo Opportunity Influence Analyzer
31. Campaign Influence: Not Just Who, What, Where, But WHEN
Campaign Reporting by Journey or Lifecycle Stage
32. Why do some buy after they try and others not?
Start Trial Activate Purchase
Direct to Trial
Free Tool
Content
Cross-Sell
Opportunity
Trial Success
Journey to Trial Journey to Trial Success Journey to Purchase
?
33. Why do some buy after they try and others not?
Start Trial Activate Purchase
Product Usage
Nurture Training/Demo
Help/Support
Direct to Trial
Free Tool
Content
Documentation
& Tutorials
Sales
Interactions
Cross-Sell
Opportunity
Journey to Trial Journey to Trial Success Journey to Purchase
Success Metric
34. Post-Purchase: The Journey is Just Beginning!
Billing
& Payment
Product
Usage
Technical
Support
Customer
Community
Sales
Interactions
NPS, CSAT
Marketing’s view of customers
Customer
Service
VOC
36. Take Aways
Data Lake Journey Analytics
• Infrastructure doesn’t matter
(in the beginning) – getting
started does.
• Initially integrate your big
three (GA, Marketo, CRM)
• Linking IDs are critical to
flexible reporting
• Usually leads to some
unexpected insights
• Start thinking in journeys!
Beyond single channel or
stage
• Set journey-based metrics
• and KPIs
• Insights must be shared
across functions and teams
• Not just insight alignment,
action alignment!
37. One last thing…
Marketo has announced updating its data retention
policies as of August 15, 2018.
If you are a long sales cycle organization, a data lake
can help retain marketing activities.
https://nation.marketo.com/docs/DOC-5761-marketo-activities-data-retention-policy-overview-faq#jive_content_id_Activities_with_90Day_Retention_Period
High volume activities – 90 Days
Change Score, Visit Webpage Page clicks, Click Link on Webpage, etc.
Medium volume – 25 Months
Click Email, Email Delivered, Add to Opportunity, SFDC Activity etc.