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1
This Old House: The Marketo Mansion Instance
Audit
Kristen MalkovichSolutions Architect | Marketo Champion
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Rebuilding Your Foundation
Does it scale?• Request campaign• Workspaces• Salesforce Campaign Sync• Tags• Real-Time Web Personalization• Account-Based Marketing
Disclaimers: This information is controversial and I love Tom Silva
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Request Campaign
The problem: • The more you have, the longer
it takes for the system to process
• Any programs utilizing request campaigns don’t scale for larger instances
• In terms of how marketo ‘sees’ the campaign, it is deprioritized
• Triggered campaigns are prioritized over request campaign
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Request Campaign Rebuild
Solution:• Use static lists! Have a static list per program status• Create custom program statuses; better to have additional
channels with custom statuses than request campaigns• Don’t forget: if people need to flow through the program
multiple times, make sure you remove and re-add them
• Benefits: Manipulate the data in a more robust/seamless manner for reporting
• Best benefit: makes troubleshooting easy
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When to use Request Campaign
Request Campaigns are great for:• API Integrations• Salesforce 1 (allows reps to directly add leads to Marketo
campaigns)• Program examples:
• Long-term nurture (not purchasing in the even-borderline-near future)
• Reps removing leads from emails during buying cycle
Other than that, just don’t do it.
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Workspaces & Partitions
What they are: • Workspace: Micro-instances of Marketo with separate user
permissions• Partition: A gigantic lead list that does not sync with CRM
When you need them: • Field marketing teams,
International marketing teams, contact record reaching close to 1mil, multiple product lines, sub-companies/recently purchased companies
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Workspace Faux-Pas
Don’t:• Create a lot of lead partitions with complicated routing rules• Create unnecessary workspaces; create them as needed for
specific reasons• Make it complicated! Workspaces should only enhance your
marketing, not make anything or anyone’s job more difficult• Create too many permission
based rules
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Workspaces & Partition Nuances
• When to use partitions:• Lead lists that require additional vetting before CRM
(Purchased lists, web crawlers)• Intentional duplicates
• Examples: user groups, multiple product lines/practices, specialized/targeted marketing campaigns
• Moving leads between partitions• Logic can live in admin section or inside of workspace
associated with partition• Best practice:
• Admin section for regional assignments (IE--obvious ones!) • Otherwise, build within programs inside of workspace• Don’t move leads around a lot; keep your assignments
(and reasons!) simple
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Salesforce Campaign Auto-Sync
Don’t. Use. It.• With high lead volume, it will sync unnecessary leads to
campaigns • Rep miscommunication• Doesn’t build in campaign hierarchy• Sloppy• Prevents you from using accurate and simplified campaign
based reporting
When you can:• Operational campaigns.
Go hog wild.
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SFDC Campaign Auto-Sync Overhaul
• Create campaign templates in SFDC• All statuses should match program statuses
• Create parent campaigns!• Think along the lines of how you want to report
• Add SFDC sync steps to all program templates• For current SFDC campaigns, turn off expired active
campaigns; aim to implement the following quarter
Bada-bing, bada-boom beautiful campaign-based reporting!
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TAGS: How to Screw Them Up
Most notable thing: they are permanent!• Create tags that don’t scale
• Example: team member, quarter, year• But if you plan on growing your Marketo team this doesn’t
work long term and is overall annoying.• Create tags that are only applicable for a short period of
time• Not use them!
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TAGS
When to use them:• Every program!• Even without RCA, they assist with organizing your
marketing efforts• Examples:
• Team, Program Type (grouping custom channel types that are related), Theme (obvi), Identifying target accounts, ABM
• Best practices:• Make them required• Only apply them to
certain channels; each tag doesn’t have to be across all channels
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Web Personalization
What it’s great for: • Creating targeted campaigns for identified
demographics/personas• Personalized user-experience• Integrating marketing campaigns with website• Account-Based Marketing!• Targeted Ad-retargeting• Content suggestions and reporting
Takes your marketing campaigns outside of the inbox, and creates homogenous user-experiences…with reporting included!
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Account-Based Marketing: When and How To
High-value, large, enterprise companies are comprising an ever-expanding portion of your sales
• Segment your database, identify which programs will be targeting these demographics• Even can create a tag for programs specific to ABM!
• Blow up your profiling; create a profiling/scoring strategy that flows over and is specific to accounts
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ABM FOMO
Don’t:• Think you need to implement ABM just because “everyone”
else is• Implement unless you ARE targeting enterprise
• It’s expensive! • Tactics are different• It’s time consuming• It’s good to have another team working specifically on ABM
• Have FOMO about not implementing it
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ABM Marketo/SFDC Account Based Scoring
• Step 1: Create field to identify ABM contacts in SFDC Marketo
• Step 2: Remove them from traditional lead scoring program• Step 3: Score them based off ABM interactions only
• targeted web pages, and programs inside of marketo• Step 4: Use APEX code on account create account score
• can weigh or create average; test both to see which works best
• Use your account based score to:• Tell enterprise reps which accounts to target first• Use in your campaign influence reporting• Compare to your overall program success
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THANKS!Kristen Malkovich
Solutions Architect | Marketo ChampionKristen@Perkuto.com
twitter.com/kristen_malk
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