Inherited Marketo? Making it Work for Your Organization

Inherited Marketo? Making it Work For Your Organization

Cindy ZhouGlobal VP of Marketing, BackOffice Associates@cindy_zhou

Rachelle KerrMarketing Technology Manager, Babcock & Jenkins@rachellepdx

Page 2 © 2014 Marketo, Inc. #mktgnation14

Overview of BackOffice Associates®

• Leading Data Quality, Migration and Information Governance Solutions Provider• Headquartered in picturesque Cape Cod - Harwich, MA• Over 350 Customers all in the Fortune 1000• 100% Customer Success and Reference Rate• 650 Employees worldwide with offices in US, Canada, UK,

Singapore, UAE, India, Australia• Marketo Customer Since December 2011

• Integrated with Salesforce.com• 100k+ “Leads” in the system• Supporting Global Campaigns


Cindy’s Marketing Automation Journey• 9 years of Marketing

Automation and Sales Process Integration Experience• Market2Lead (Acquired by Oracle)• Eloqua (Acquired by Oracle)• IBM Unica • Marketo

• Second Time at Marketo Transformation• Previously led Corporate

Marketing and Demand Gen at Emptoris (acquired by IBM)


That was then... before Sept 2013• Marketo admin left company to join Marketo• Sync with Salesforce.com was broken• Thousands of Open “leads”

in Salesforce• No Marketo Sales Insight• Lead Sources were every

email/event/campaign• Smartlists weren’t leveraged

effectively• Revenue Cycle Analytics (RCA)

had no data to populate reports• Executive reports were compiled manually

Needed a Plan! Recipe for Marketing Automation Success.


Recipe Card for SuccessSuccess with Marketo

• Team Interviews

• Marketing• Sales Ops• Sales• Executives

• Unraveling the Past• Lead Definition• Lead Process• Scoring Methodology• Cleansing and Augmenting

the Database• Sales Follow Up• Nurture and Progression• Reporting and Analytics


• Interview your team — Marketing• Who owns the day-to-day operations of Marketo? • How many campaigns are run on average

per week/month/quarter?• What is the definition of a “Lead” and what

is the current scoring methodology?• Look at the reporting for the 5 most

recent campaigns• Interview Sales

• What is the definition of a “Lead”?• Understand the overall interaction with Marketing,

– How are campaigns/activities requested?• What campaigns/programs in your opinion worked, didn’t work?• How are leads routed to sales currently?• What are the various stages in the sales process?

Ingredients — Team Interviews


Ingredients — Team Interviews• Interview Sales Ops

• What happens when a lead is passed to sales?• What are the triggers that cause a lead

to progress?• Smallest customer? Largest customer?• How is lead/opportunity reporting

handled now?• Interview Other Executives

• What defines an “ideal” deal?• What type of reporting do you see now?• What are the gaps in your opinion?


Method — Unraveling the Past• Establish a baseline

to work from• Number of Campaigns per month• Segmentation

• Pause Campaigns that don’t fit the vision

• Organize folders, archive old campaigns

• Keep the programs that are working


Method — Define a “Lead” • Where is your market “sweet spot”?

• Use the sizes of your smallest and largest customers as a guidepost

• Are you stronger in certain verticals/industries?• Understand your sales cycles

• Map your programs according to salesstages

• Map your Buyer’s Journey


Method — Lead Scoring• Balance Demographic vs. Behavior• Utilize the questions important to sales• Keep Form Designs Simple

• Capture the lead first• Avoid BANT questions too early

• Identify Key Webpages• Consider duration or

amount of engagement • Leverage Score Decay


Method — Cleanse & Augment Database

• Leverage Marketing Suspended Smartlists• Clean out employees,

competitors, etc.• Utilize a database

augmentation service to populate missing fields on leads

• Leverage picklists vs. text boxes

• Block junk data Have a regular data cleansing cadence


Method — Sales Follow-up• Test and ensure your lead routing works!• Configure workflow reminders

• Enforce accountability by sending reminders up the management chain

• Make lead conversion a priority• Leverage Sales Insight• Automate follow up emails

Make it easy for sales with Marketo


Method — Nurture & Progression• Establish a Lead Recycle Process for Nurture • Leverage Sales Email Templates• Personalize, Personalize, Personalize• Show clear next steps to take

Keep the leads warm through targeted content


Method — Reporting & Analytics• Realize the Vision

• Leverage Tags• Build the Revenue Model

• Opportunity Influencer in RCA• *If on SFDC CRM, mitigates the

“contact roles” issue• Demonstrate value to sales

• Daily and Weekly Website Visitor reports

• “Prospect on Website Now” Alerts


This is now...the Reviews Are In! • No Lead Left Behind!

• Leads are tracked all the way from creation to conversion in SFDC

• Sales team LOVES Marketo Sales Insight

• Executive Reporting is on the path to automation

• Web Marketing Presence up over 1678% in 3 months

Marketing is the hero!


Secrets to Success• Put a stake in the ground on Lead Definition• Ensure Scoring fits the Definition• Engage your team and sales• Utilize a Marketo Admin• Demonstrate Value to Sales Quickly

• Leverage Marketo Sales Insight• Enforce Accountability• Don’t strive for perfection, just get started

RachelleInherited Marketo? Administrator Perspective


Overview of Babcock & Jenkins (BNJ.com)

RELEVANCE RESULTS

21

• 21 Years• Based in Portland and London• Integrated Brand-to-Demand Agency• Multiple Award Winning• Marketo Expertise (90% clients use Marketo)


BNJ’s Best-in-Class Clients


About Rachelle Kerr• Marketo Certified Consultant• Five years’ marketing automation experience• Client + Agency• bnj.com/rachelle• @rachellepdx


Inherited Marketo?

KEEP CALM

AND

USE THE CHECKLIST


Download the Checklist• bnj.com/checklist

bnj.com/checklist

http://www.bnj.com/checklist

Step 1 – Gather Documentation



bnj.com/checklist




bnj.com/checklist


Step 2 – Get the Lowdown


Step 2 - Get the Lowdown

bnj.com/checklist



Step 2 - Get the Lowdown

bnj.com/checklist


Step 3 – Dig in, Admin Style


Step 3 - Dig in, Admin Style

bnj.com/checklist



Step 3 - Dig in, Admin Style

bnj.com/checklist


Rachelle’s Guide to Renaming, Archiving and Hiding


Renaming

bnj.com/checklist



What to Rename• Items that don’t match your naming

convention• How renaming affects reporting:

• If an asset is renamed, it will update in analytics• References to renamed assets will not

update in the activity logs• Beware of:

• API integrations• Filters using contains

bnj.com/checklist



Archiving & Hiding

bnj.com/checklist



What and When to Archive• Set a cadence to review items ready for

archival• Define archive timeframe

• Consider buying cycles• Consider analytics setup

• Inactive items that truly are not builtcorrectly

bnj.com/checklist



What to Hide• Custom Fields

• Unneeded• CRM sync

• Tags & Channels• Not in use• Do not apply to your business

• Program statuses

bnj.com/checklist


Thank You + Q&A

Cindy [email protected]: @cindy_zhou

Rachelle [email protected]: @rachellepdx

mailto:[email protected]

mailto:[email protected]