Silicon Valley Marketo User Group Meeting February 29, 2012

Marketo User Group – Silicon Valley

February 29th, 2012

Agenda

IntroductionsUsing Marketo Programs

Tell Us About Yourself

My name is _________. I work at ___________.I have used Marketo for ________ (time). I would like to _________.

Using Marketo Programs

Sheila BakerOpine Consulting

sheila@opine.com

Using Marketo Programs

What are the benefits of using Programs?When/Why would you use a Program? Creating ProgramsElements of a ProgramProgram ReportingSimple Program Examples

Program Benefits & Usage

Benefits◦Asset management◦Easy cloning◦Reporting◦Other benefits?

Usages◦Webinar◦Content◦Nurturing◦Tradeshows◦Other examples?

Program Basics

Type: Event vs. Default◦ Event for specific date or if there is an “event partner”

Channels◦ Change default channels or add new ones◦ Defines what program type the Channel is available in◦ Step # matters – can’t go backwards◦ Will you be automating SFDC Campaign integration?

Tags◦ Only comes into play with reporting◦ Can always add/change tags

Tokens◦ Use for values that are static within a program but are likely to

have a different value for each program

Program Elements Assets

◦ Smart Campaigns◦ Emails◦ Lists

Membership Progression◦ Important for control and reporting◦ Can’t go backwards!

Program Costs◦ Hint: Always set even if $0 – otherwise won’t sync to Revenue

Explorer Integration with Salesforce Campaigns

◦ Channel Steps and SFDC Campaign Status must match Reporting

◦ Standard Program Performance Reports◦ Lots more available in RCA/Revenue Explorer!

Bringing It All Together

Program Examples◦Content Delivery

Uses Tokens and Tags for quick cloning ◦Tradeshows

Import/Follow-up emails◦Webinars

Integrated with WebEx◦Nurturing

Automated entry or sales rep entry Simple:

◦ Send email, wait X days, send email…. ◦ Remember to have a way to remove a lead from nurturing

Open Mic

Next Steps Take what you learned.

Apply, rinse, repeat. Next Meeting? Frequency?

Location? Ideas for topics/speakers? Join our LinkedIn group. Questions/Comments

about the format email me (ryan.vong@gmail.com) or post on LinkedIN.

Announcements Marketo User Summit

May 22 – 24, 2012 in San Francisco, CA

Community wants to hear you ideas.

Questions/Comments: lcourter@marketo.com