marketo summit: will the real lead please stand up - tips & tricks to an amazing set of...

© 2013 Marketo, Inc. #mus13

Will the Real Lead Please Stand Up - Tips & Tricks to an Amazing Set of Marketing DataMary Firme, ReachForceKim Stites, Marketo


Meet Your SpeakersMary FirmeChief Lead Accelerator/Director of Marketing, ReachForce

Kim StitesSales and Marketing Operations Manager, Marketo


Important Questions to know the answers to:• If you are in marketing - Do you, like

everyone else in marketing, have perfect communication with the sales folks?

• If you are in sales - Do you, like everyone else in sales, have perfect communication with the marketing folks?


Marketing Has Evolved… But Sales?

Fact Sales & marketing always disconnect – and everything that goes wrong is marketing’s fault. (You’re Welcome!)

Bigger Fact Marketing automation is powered by crystal clear data – definitions, completeness, accuracy and freshness -- and your programs will never run right without near perfect data alignment between marketing and sales. Getting definitions and alignment is the most critical, foundational factor for success with Marketo.

They don’t understand marketing automation – they just want leads.

Good news – Alignment can be pretty easy. It just takes a little preparation (and some food).


Let’s Make Sure We Are Speaking the Same Language

• Product interest • Budget, Authority, Need, Timing – What are

questions to inform this, and are they mapped to SFDC lead view.

Special handling requests mean something is wrong with the process – that creates a data problem.


Preparation Cont.


Define Your Funnel Through Data

• Lead Status – Create different ones clearly mapped to planned marketing or sales outreach, have a game plan both sales and marketing follow

• Contact Status – Should be equal to the definitions for Marketo Lead Status – even after conversion from Lead to Contact in Salesforce.

• Opportunity Status – Open – Grey Area – Depend on your business. Discovery (Keep Marketing) vs Sales has it = back off.

• Progression to the marketing content flow, with Data mapped to messaging content.

Data will never be perfect. You are never done.


Campaigns are data markers to progress marketing nurture to sales ready.

• Likes sharp knives• Has cutting board• Watermelon purchased• Has budget• Ready for sales

Terminology check: • Lead in Marketo – could be a

Lead or a Contact in Salesforce


Interesting status (data) types to track the nurture

• Status = Ex-Pending – we can’t nurture unless they interact with us in some way – Sales does nurture.

• Status = Pending – soft subscribe – they are aware of us, but we only send them a small nurture. We switch up this a lot, and make it really fun to get them to click in the email – Sales does nurture.

• Status = Engaged – Now Marketing truly kicks in.


Tip #1 Be a Prepper!

In Marketing Automation, preparation means this must be mapped to data. Everything you need to know to market or sell, must be captured as data, not free text, and organized.


Preparation Cont.In B2B you need to know about:• Company (contact information, revenues, industry,

sector, buying history) • People/Persona (of the company) (contact info, role,

authority, interests, expertise, fit within the team, relationship status with your company/your sales person)

• Business fit: Do they need your product, Do they want your product, Do they have the problem your product solves?

• Behavior (of people) (web pages visited – which one, show attended, webinar registered, clicked in email)

• History (what they said, what you said, what the company bought before, will they buy again, have they never bought)


Where to Start in Marketo

ModelerChannels

Scoring


Tip #2 Define Success.

This is from “Thrift Shop” from Macklemore & Ryan Lewis. It’s on YouTube!


Tip #3 Marketo Markets to People(not Companies, Accounts or Opportunities)

Marketo Lead = Salesforce LeadORMarketo Lead = Salesforce Contact

People must be attached to the sales activity in Salesforce because Marketo markets to people not accounts or opportunities. If reps record opportunities without people, you have no insight into how your programs are working.


Tip #4 Know your Source.Every Person has a Birthplace called Lead Source

• Shouldn’t be changed unless there is a valid business change• Capture activity engagement through programs/campaigns


Tip #5 Get Results! How will you measure your results?What does success look like?• Think ahead: what what

details need to be tracked in order to measure the success of your time, money and effort?

• Utilize Channels, Programs/Campaigns to paint the picture beyond Lead Source


Tip #6 Delete Junk!Never Delete Opportunities (unless it’s a test)• Utilize Closed Lost Reason or

Disposition Status

Don’t let Clutter build up • Delete “True Junk” Leads

out of the system


Data. The 2-Year Mark.• Old data – keep forever or get rid of after

2 years• Multiple leads, one MQL connected to

opportunity – after 2 years, the data is out of date anyway that getting them out of the system.

• Mark the contact as a customer = status • Account has a purchase, that then gets

pushed out to all contacts and all of them get marked as customers.

• Do that in sales force• Product is on the contact page layout,

and customer type is changed.


Tip #7 Have Data Breakfast With Sales

• Sales needs to understand the repercussions of certain data behaviors No person (contact) attached to opportunity – you lose ROI value to campaign – and maybe that program gets cut next time.

• Ultimate win for marketing is a person who is a Salesforce lead – converts to a contact and then converts to a have an opportunity and then close wins.

• Safe data handling – rules to a peaceful coexistence • Make a cheat sheet – Marketo terms – Salesforce terms


Tip #7 Have Data Breakfast With Sales

What if no one wants to come to your exciting data strategy meeting?

Bring food! Meat and donuts. Bacon is helpful. Hold the meeting. Consultative approach: a) Start with a value statement – What’s in it for me?b) This is just a starter meeting – we value what you have to

say and we want to take that into account. Impulsive organization:c) Don’t worry – this is only going to take 30 minutes, as you

agree with everything I say.d) What’s in it for you? I will run programs that will make

tee’d up business hit your inbox with great regularity.e) Do what I say.


Tip #8 Go with the Flow - Create Fields in Salesforce first – not Marketo

Problem: Marketing creates a field like “Are you thinking of buying in next 3 months?” in Marketo – but this won’t create it in Salesforce. Sales people don’t ever see it because they are not in Marketo – biggest gotcha. Solution: Create a fields

in Salesforce first and they will flow to Marketo.


Tip #9 Avoid Duplication.(And Preserve Campaign Insights) Add Lists of People to Marketo (not Salesforce)

Marketing and sales both uploading trade show lists – sales because they want to see the names in Salesforce. There’s not going to be an acquisition program (trade show, list) if it goes into Salesforce, and marketing can’t track success. Instead: a) In Marketo - Put them in to the

marketing channel to add to programs

b) Sync them to Salesforce immediately – then create a lead view visible to all

c) Attribute to Marketo d) Eliminates duplication


Tip #10 Keep it Clean.

• ORGANIZE YOUR FOLDERS• Batch mode data cleanups –

outside or build data programs

• De-duplication• Soft bounce programs• Crack the whip to

Salespeople – lead status/contact cleanup.

• Get SFDC reports on leads, contacts and status – by rep, and watch the flow


Tip #11 Get Fancy with Data for Compelling Results.

• Segmentations• Dynamic

Snippets.• SmartForms

(Inbound Data Appending)

• In CRM Appending


How do you start the Ferrari?

Put on your seatbelt• Start with a clear plan – we do trade shows, webinars, email blasts, direct

mails – and create channels. Flow steps – When you set up a channel, you decide what the steps are and what the program outcomes should be

• Determine your channels, your folder structures, so things stay organized. • What are the success steps within those – define.


Ferrari Cont.Gas the Tank. • Build your campaigns and define success aligned to

business outcomes. Sending email volume is activity; opens, clicks, registrations are outcomes.

Put on your sunglasses.• Revenue Cycle Modeler is a tool for thinking ahead

and planning your start to finish. Unknown to known, seeing the conversions gives you really good metrics

Turn off your phone• Don’t jump into programs without the planning

step. Impulse creates chaos.


Q&A – Email us!Mary FirmeChief Lead Accelerator/Director of Marketing, ReachForce

Kim StitesSales and Marketing Operations Manager, Marketo

@[email protected] [email protected]