Ultimate marketing activities marketo university 2010

Ultimate Marketing Activities

Maria Pergolino, Director of MarketingAndrew Spoeth, Sr. Manager, Marketing ProgramsChris Russell Sr Manager Marketing OperationsChris Russell, Sr. Manager, Marketing Operations

Objectives

Learn to tackle more complex marketo campaigns and features:

Advanced Nurture Advanced Scoring TechniquesAdvanced Sales Insight Advanced Sales Insight

Advanced Functionalities

Agenda

Advanced Scoring Techniques Scoring Optimizationg p Lead Degradation Product Scoring & Account Scoring

Advanced Nurture Nurturing OptimizationR i N i i h S li h C i Recursive Nurturing with Stoplight Campaigns

Track Transition

Advanced Sales InsightAdvanced Sales Insight Sales Insight for Salesforce Chatter Marketing Suspend

g p Sales Nurturing Tracks

Prerequisites

This is a session for Intermediate or Advanced UsersWorking knowledge of Marketo Lead Management – all basic functionality

Marketo Application Requirements

Marketo Account

Munchkin Tracking CodeMunchkin Tracking Code

SFDC SyncSYNC

ADVANCED LEAD NURTURING

WHAT IS YOUR QUESTION?

Why invest additional time on nurturing?

Deliver more l irelevant messaging

Support new products

Penetrate new markets

Meet increased Meet increased exec. expectations

And many more…

Marketo’s nurturing coverage

Bus Process LateIntro Bus. Process Automation

Mid‐Stage

LateStage

Intro.

UpsellEarly Stage

Accelerator

Accelerator Campaign

Core nurturing coverage and goals

Mid‐Stage

LateStage

Early Stagey g

•Thought Leader•Build Brand•Low Pressure

•Product Focused ROI•Case Study•PR

•Industry Positioning•Guide Eval.•Solution Focused ROI

Low Pressure PRSolution Focused ROI

Accelerator Campaign

ACCELERATORUnstick the stuck

Give them a reason to do it today

Set up: Auto dripTarget: Leads whoTarget: Leads who were recycledGoal: Acc. Re‐Goal: Acc. Reengagement if circumstances changed.Response: Great!

BUILDING THE MACHINENow the fun part

Basic Marketo nurturing campaign

One Smart Campaign Send email, wait, repeat…

Positives: Automated drip; fire and fforget

Easy to add a/b email testing

Things to Consider:Things to Consider: It’s siloed Only considers criteria for ymembership once

Limited safeguards against over/miss‐communicating

over/miss‐communicating

Structure is important…

Separate the tactical from the strategicCreate chokepointsCampaigns should be good listenersThink through your segmentation

Traffic cop – smart list

Always listening for updates that could change which nurturingchange which nurturing campaign is best

Trigger off any changes: Revenue stage

D t l h Data value changes Added to smart list

Traffic cop – flow action (only 1)

Prioritizes and assigns best nurturing campaignOnly calls one campaign at a time

Only calls one campaign at a time

Inside a nurturing program

Master Determines next email

Emails 1 email/offer per campaign

Wait StepWait StepAlertsE h t d C t tExhausted Content Know when its time to build new content

Program master 2nd flow action

One of two flow actionsNot member = Not sent email

DYNAMIC CONTENT WRAPPERFrom Marketo in 5 easy steps

D.C. – Field and email set up

Field: Go to Admin>>Field Mgmt>>New Custom Field and create new string field: “Industry Dynamic Content”

EmailEmail Create email in Marketo with blank section Add token in section for new fieldAdd token in section for new field

D.C. – Setting up the smart campaign flow

Add single “Change Data Value” flow action step before “send email” flow action.Use Conditions to define what HTML to use

HTML with text, links, imageslinks, images

WHY WE SCORE LEADS

Two Types of Scores

Demographic BehavioralIndustryLocationCompany Size / Annual

Web page visitsClicks in emailSearch behaviorCompany Size / Annual

RevenueJob Title

Search behaviorViews web assets, e.g. casestudies, white papers,

bEmail domain webinarsViews pricing page, reviewsLead sourceLead source

Measure of how h lik th

Measure of how h th lik

much we like them much they like us

About Demographic Score

Relative fit in your target customer profileIdeally keep independent of Behavioral Score

Demographic Scoring - Industry

The Problem with Job Titles

Not standardizedThousands of possibilitiesOptions:p Normalize, i.e. force into Pick List Or use “contains”

Job Title Scoring

Sifting Through the Job Title Mess

Job Title Scoring

Job Title Scoring - Level

Demographic Thresholds

A Prospect is a Lead which reaches a Demographic Score of xUse negative qualifiers as quasi‐filters e.g. competitor adds ‐50

0 +50-50 x

BEHAVIORAL SCORE

Behavioral Score

Measure of relative interest in your productShould match your customers’ buying processAn unmaintained scoring system will have g yscores “drift”Take inventoryy

Inventory of Lead Score

Analytics Section

Inventory of Lead ScoreLead Score

If necessary, reset scores to bring them in

licompliance with your modelmodel

Making it all fit

Scores as milestones

0 65 100

LEAD DEGRADATION

Bad Behaviors

View career pagesSpecific search behavior, e.g. “free”Inactivityy

Inactivity Scoring

New Smart Campaign

Inactivity Scoring

How to Measure Inactivity

Score changeWeb page visitsEmail clicksForm fills

PRODUCT SCORING

Why Product Scoring?

Distinct Target MarketsCross Selling new Products to Current CustomersAssigning Leads to the Right Sales Reps

Product Scoring Tips

Plan out how the additional score will be usedGet sales and marketing buy‐inSet up new behavioral or demographic rules p g pand campaignsCheck other (original) scoring fields, adjust if ( g ) g , jnecessary

Creating a New Custom Field

How We Use Product Scoring

Filter or Score?

Depends on what you are measuring“Yes/No” answer use a Filter“Maybe” or “it depends” answer y p use a Score

Takeaways

Plan a quarterly reviewStudy won Opportunities on an individual basisConsult your Sales team

To Learn More

Marketo.com Resources on Lead Scoring http://www.marketo.com/b2b‐marketing‐resources/category/best‐practices/lead‐scoring

SALES INSIGHT

Quiz –Sales Insight

Which of these Sales Insight actions can be used to trigger campaigns in Marketo? a) Sales Email was Sentb) Opened Sales Emailc) Click Sales Email )

d) Received Sales Emaile) All of the Abovee) All of the Abovef) None of the Above

Quiz – Sales Insight

Which of these Sales Insight actions can be used to trigger campaigns in Marketo? Answer: a) All of the Above

Sales Insight – Salesforce.com Chatter

Feature: Automated Feed of Interesting Moments into Chatter Stream

Benefits:Benefits: Get feedback from Sales on Marketing Campaigns Automate participation in the conversationAutomate participation in the conversation

Easy to Install Simple process, must complete for both lead and contactp p , p Requires Salesforce.com Chatter be enabled

Demonstration

1. Installing Sales Insight Interesting Moment’s Feed into Salesforce.com Chatter

Demonstration

First, make sure that you have Chatter enabled in Salesforce under Setup → App Setup → Customize → Cha er → Se ngs, and check E blEnable

Demonstration

Next, go to Setup → App Setup → Customize → Ch → F d T ki O h "L d" dCha er → Feed Tracking. Open the "Lead" record, then make sure that Enable Feed Tracking is checked. Also check Last Interesting Moment Desc.checked. Also check ast Interesting Moment esc.Click Save when you're done

Demonstration

Repeat the process for your "Contact" record ‐‐ check E bl F d T ki h k L I i MEnable Feed Tracking, check Last Interesting Moment Desc, and click Save:

Sales Insight - Marketing Suspend

Most often used: During late stage negotiations or during first contact To reduce number of emailsTo ensure additional discounts aren’t offered To ensure additional discounts aren t offered

Demonstration

1. Creating a Marketing Suspend Campaign

Demonstration

Sales Insight – Sales Nurturing Tracks

Deliver a series of personal emails from a Marketo Sales rep to engage the readerengage the readerVery personal, text onlyUtilizes a Saturday send to get attentionSeries of 5 Emails in this example: Introduction Case Study Email Case Study Email Saturday Email Marketo Success Email Follow Up Follow Up

Demonstration

Creating a Sales Nurturing Track(See Lab Document for step‐by‐step instruction)

Takeaways

Advanced Scoring Techniques Scoring Optimizationg p Lead Degradation Product Scoring & Account Scoring

Advanced Nurture Nurturing OptimizationR i N i i h S li h C i Recursive Nurturing with Stoplight Campaigns

Track Transition

Advanced Sales InsightAdvanced Sales Insight Sales Insight for Salesforce Chatter Marketing Suspend

g p Sales Nurturing Tracks

Speaker Contact Information

Chris Russellchris@marketo.com

Andrew Spoeth, @andrewspoethandrew@marketo.com

Maria Pergolino, @inboundmarketeri @ k tmaria@marketo.com

Th k Y !Thank You!

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