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1

Supercharge Your Customer Engagement

II How to Increase Customer Engagement

Table of Contents

Introduction 1

Scenarios11Some Common Roadblocks on the Path to Seamless Customer Engagement

13 Syncing Marketo with Your CRM

Easy upload to Marketo

16

Moving Marketo Data to a Data Warehouse for Analytics

17

Integrating Multiple Marketo Instances

18

I

Customer Stories19Marketing Workflow Automation in Action

21 B2B: Box

B2C Considered Purchase: Laureate International

Universities

25

B2C Core: American

Kennel Club

29

B2B: H20.ai33

B2B: Edible Blooms37

2 How to Increase Customer Engagement

Engagement with a Panoramic View

“Without IT support, I needed a platform that allowed me to do duplicate-free marketing automation between Marketo and my other apps. Workato was like a gift from God. If I hadn’t found it, I would have had to go way over budget to hire someone to do the integration.”

Tara Humphries

Head of Digital Marketing

WavHello

1 The Ultimate Guide to Workflow Automations Across Marketing Apps 3

Introduction

Marketing is about

listening to, learning

about, and engaging with

customers.

While there are hundreds of apps in the marketing tech stack designed to help marketers do a great job in all 3 of these categories, no one app can provide the 360° view and multiple engagement styles each customer needs.

23%Premium of customers who

are fully engaged, in terms of

wallet, profitability, revenue, and

relationship growth compared with

the average customer.

Source: Gallup

58%Of all revenue is generated by

segmented and targeted emails.

Source: The Direct Marketing

Association (2015)

Engagement with a Panoramic View 2


The full potential for a marketing app is only realized when it can access needed information from other apps (e.g. 360 touchpoint info for your marketing leads from all the apps where information on that leads is present).

Integrating across a company’s martech stack gives the marketing team the customer information they need in one place, in real-time.

Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, compared with 33% for companies with weak omnichannel strategies.

Source: Aberdeen GroupCustomers Retained

Strong omnichannel engagement strategies

Weak omnichannel engagement strategies

89%

33%


Without integration,

customer information

exists in lots of

disconnected app silos;

marketing, customer

service, and sales teams all

cannot get a 360° view of

a customer because their

data exists in different

programs.

It’s also more difficult to market to customers at scale, because marketers can’t readily identify trends within the data they have. And forget about intelligently engaging with customers -- a company can’t personalize its marketing efforts if it can’t easily understand what appeals to each individual!

Ultimately, a lack of integration impacts your business.

A marketing campaign is only as good as the revenue it generates, but it’s impossible to optimize your team’s marketing performance when reporting is incredibly labor-intensive.

Integrating business apps and automating marketing workflows not only makes things easier for the marketing team, it also means enhanced customer experience and accelerated sales.

Everyone should be doing it, so why isn’t it a given?



Changing the Way People Think about Integration

Gartner predicts that

beginning this year, 2017,

CMOs will spend more on

technology than CIOs --

and for good reason.

There has been a huge increase in the amount of Marketing Applications on the market each year. According to Scott Brinker’s Marketing Technology Landscape Supergraphic series, marketers watched the number of apps available to them increase from 150 marketing solutions to 4000 marketing solutions in just five years!

51%Of organizations use 21 or more

digital marketing solutions

Source: Econsultancy

9%Of companies have a complete, fully

utilized martech stack

Source: Ascend2 (2015)


With so many new products to choose from, each better at certain tasks than others, it’s only natural that marketing teams are adding more and more apps to their Martech stack in order to do their jobs better.

A 2015 report found that 51% of organizations use 21 or more digital marketing solutions—a 42% increase from three years ago (Econsultancy) and there’s no doubt this number has gone up in 2017.

However, with this increase in apps used and the increased frequency of change, the biggest need for all marketing departments now is an agile, dynamic integration solution.

Source: Scott Brinker

Year

20110

1,000

2,000

3,000

4,000

2012 2013 2014 2014

# of

Mar

keti

ng A

pps



The word integration can carry a negative connotation, often conjuring images of projects that demand astronomical resources, months and months to implement, and are not agile enough to change as marketing processes change.

This is no longer the case. Workflow automation can be done by anyone now, not just specialists.

Just as a marketer chooses their own marketing apps (from Marketo, to Eventbrite or Intercom) a marketer should be able to orchestrate their own workflow automations.

The marketing team needs new workflow automations done in a

short time to support new marketing campaigns or programs -- these need to be fast, powerful integrations across various apps.

It is essential marketers can create their own automations instead of waiting for IT or going through a long setup process because campaigns, and thus workflows, need to change based on the data coming back from the campaign.

Only 9% of companies had a complete, fully utilized martech stack, according to a 2015 report (Ascend2).

It’s time to increase that percentage.


According to Scott Brinker’s Market-

ing Technology Landscape Supergraphic series, marketers

watched the number of apps avail-able to them increase from 150

marketing solutions to 4000 marketing solutions in

just 5 years.



At Workato, our mission is to change the words that people associate with integration from slow, static, and expensive to powerful, agile, and affordable.

We make it easy to connect cloud apps and automate workflows via recipes ie. plain English instructions for getting work done between apps.

Over 18,000 businesses are already using Workato to transform their operations and increase productivity.

This book highlights some of our most popular

Marketo integrations, as well as real-life examples of marketers who use them -- for example, how to easily connect Marketo to a data warehouse or CRM apps, and how the Laureate International Universities use Workato and Marketo to run SMS campaigns.

But remember: this book isn’t a comprehensive manual; it’s simply an inspirational guide.

Our community offers thousands more pre-made recipes to choose from, and anyone can also create their own.

CRM Apps

11

Integration & Automation platform

Engagement platform

API CallsWeb HooksCustom Objects

Automated Partner Onboarding 2-way SMS Marketing

Auto-Loyalty EngagementClosed Loop Marketing

Communication Apps

Other Business Apps

Seamless Lead Enrichment


Some Common Roadblocks on the Path to Seamless Customer Engagement

Scenarios


Syncing Marketo with Your CRM

In This Section:


Easy Upload to Marketo

Moving Marketo Data to a Data Warehouse for Analytics


12


Syncing Marketo with Your CRMMarketo should work hand-in-hand with your CRM, but too often lead information exists with-in separate silos.

The CRM tracks the sales cycle, but it doesn’t contain any relevant marketing information that could help close a deal.


With Workato, you can:

Propagate and sync leads between both apps

bidirectionally. Any changes made in

your CRM are synced to

Marketo, and vice-versa.

Equip your sales team to close deals. Any lead activity recorded

in Marketo -- whether they

opened an email or signed

up for a webinar -- is also

noted in the CRM.

Stay on top of key customer touchpoints. Information recorded in

the CRM about a lead’s

progress -- such as a

sales demo or questions

the customer had about

upgrading -- is also synced

to Marketo.

1

3

2


14


Build seamless marketing workflows. Imagine, for example, that a lead comes in

through a landing page. With a Workato

recipe, you can automatically fetch

more information about the lead from

FullContact and then add the lead to the

correct segment, populate the information

into your CRM, and assign it to the right

sales rep.

Move Qualified Leads from Marketo to Salesforce with custom objects. In other words, when you have a Qualified Lead in Marketo, you can automatically

enrich that lead and then create the lead

in Salesforce. To achieve this, Workato

would enrich the lead in Marketo by

triggering something like Clearbit, then

add the lead to Salesforce with all the

custom objects. And voila! A fully enriched

lead in Marketo is automatically moved to

Salesforce.

4

5


Easy Upload to Marketo

For marketers, getting your leads where you want them, when you want them can be a major roadblock to productivity.

Beyond eliminating manual CSV file export and import, you also need those leads to be duplicate free -- a task that is easier said than done when you have multiple lead sources. Workato makes it easy to send your new leads to Marketo in real-time, with built in duplicate checks from every source,

whether it’s Eventbrite, a webinar, purchased contacts, or ad campaigns.

If you still need to use spreadsheets, Workato lets you bidirectionally sync changes between those spreadsheets and Marketo.

Or, if you want to automatically upload new lists from a CSV or Excel sheet into Marketo, Workato can pick up any new files when you add them to Dropbox, Box, Google Drive etc.

Event Apps

Landing Pages

Purchased Contacts MARKETO


16


Moving Marketo Data to a Data Warehouse for AnalyticsTraditional data integration (ETL) solutions move data at scheduled intervals, which can make downloading bulk leads from Marketo frustratingly slow.

With Workato, you can transfer data from Marketo to your data warehouse in real time or in batches; it’s much easier to move data for reporting and analytics.

By reducing latency, Workato empowers your business to analyze leads, campaign data, and customer data more quickly, allowing you to respond to opportunities faster.



Sometimes, businesses use multiple instances of Marketo.

For example, different units within your business could subscribe to different Marketo packages -- such as lead management, email marketing, or mobile marketing.

If you do use multiple instances of Marketo, automation might seem

daunting. Integrating one instance seems complicated enough, and if you have four -- well, that just seems impossible!

But regardless of the reason or specific number of instances, Workato can automate workflows across multiple Marketo instances -- within the same recipe.


18


Marketing Workflow Automation in Action

Customer Stories

19 The Ultimate Guide to Workflow Automations Across Marketing Apps

Noun

An integration between apps.

A set of plain-language steps that Workato follows to get work done between your apps.

1.

2.

15

Workato supports multiple apps in one recipe

A trigger describes when a recipe starts

Actions are a set of steps that will run after the trigger fires

Marketing Workflow Automation in Action - Box 20


“The efficiency these two automations are able to drive is really powerful, because Workato is such an easy tool to deploy and then modify and expand over time.”

B2B: Box

Julien Bassan,

Senior Manager

Business Development team,

Box

300%Increase in efficiency


When Box, the popular

online file sharing and content management service for businesses, started their new Partner Program, they immediately experienced an overwhelming number of applicants.

Julien Bassan, the Senior Manager of the Business Development team was suddenly slammed with new partners to onboard, which was a tedious and time-consuming process, involving many back-and-forth conversations.

They quickly determined that they needed to integrate Marketo,

SalesforceIQ, and Box. But finding a solution that could be implemented quickly -- and that could easily keep up with the demand of new partner applications -- was a challenge.

Box couldn’t wait for an integration that would take a few months to set up. And because their desired workflow would inevitably require modifications, they needed an enterprise-grade platform that was still easy to tweak and required no code.



BOX

Box chose Workato, which took their 12 step onboarding process down to only 4.

MARKETO

Partner program onboarding process

Marketo forms for new applications

The process begins with a Marketo form to

collect new applications; Workato allows them

to automatically move the applicant information

into SalesforceIQ as accounts, contacts, and

opportunities. Bassan can accept or reject an

application right from SalesforceIQ by changing

its status from pending to “accepted” or

“unaccepted”.

Changing a lead’s status triggers the next Workato

recipe.

“When I change their status, it kicks off a follow

up email to the partner via Workato. If they are

not accepted, we send an email asking for more

information; if they are accepted, then Workato

automatically creates a Box folder for the partner

and adds the partner as a collaborator. This

folder has all the information materials for new

partners, and they can also upload their sales

collateral,” explains Bassan.


BOX

Previously, it took Box roughly five hours to onboard a new partner because of all the manual data transferring and one-on-one communication. Now they can bring a partner onboard in less than an hour.

“The efficiency these two automations are able to drive is really powerful, because Workato is such an easy tool to deploy and then modify and expand over time. You can start out with one kind of

recipe and as other tools become relevant, you can just modify the recipes to connect further upstream or downstream.

The Workato automation enables us to be more efficient with our time so we can more effectively work with all of our partners. We can take care of all the admin work and focus on the important stuff, like go-to market activities and partner enablement, which is better for us and our partners. It’s been a huge success so far.”

SALESFORCE

SalesforceIQ; accounts, contacts & opporrtunities



The universities originally created by Sylvan Learning Systems fully automated their text outreach, using Workato to parse the responses and change the status of the lead inside Marketo based on the content of the response text. Workato parses 100-300 texts per day for Laureate.

B2C Considered Purchase: Laureate International Universities


Laureate International

Universities, a group of universities originally created by Sylvan Learning Systems, are targeting high school seniors, but found email was not as effective with this age group as with other demographics.

To better reach them Laureate wanted to create a great mobile marketing process using Marketo to send SMS messages to

prospective students.

However, they couldn’t find an efficient way to transfer prospects’ SMS responses into Marketo and to parse those responses without human intervention. Without a return path for SMS messages, Laureate couldn’t use mobile marketing to increase engagement -- it was a one-sided conversation.

Marketing Workflow Automation in Action -

Laureate International Universities26


To solve this problem for Laureate, Marketo teamed up with Workato.

Now Laureate uses Marketo to send SMS messages to new prospects, but replies are logged in Twilio, with Workato as a bridge between the two apps.

MARKETO TWILIORetrieves SMS reply from Twilio

Puts it into Marketo

Reads message

Response SMSSMS

Changes lead status

PROSPECTIVE STUDENT


Workato not only moves

replies from Twilio into

Marketo but also identifies the phone number a

response came from,

matching it with the

corresponding lead in

Marketo. Workato then

uses text formulas and

logic to change the lead

status in Marketo, based on

the content of the message.

300%Increase in lead qualification

Workato has parsed an average of 100 to 300 text message responses per day for Laureate -- proving an amazing response to Laureate’s mobile marketing campaign and the automated interpretation of the SMS response to update the lead status -- saving hours of manual work.


Laureate International Universities28


B2C Core: American Kennel Club

“Workato’s Shopify-Marketo integration makes it possible to measure the full impact of our marketing campaigns without a CRM. That’s a huge step forward, and Workato made the configuration easy for our team.”

Elihn Glass

Senior Manager of eCommerce


Having a 360-degree view of marketing insights is an important factor in B2C core, and American Kennel Club (AKC), one of the best known purebred dog registries, wanted to optimize those insights.

To do so, they needed to move their customer purchase information from their POS/eCommerce platform (Shopify) into Marketo. But they struggled to find an integration that could move all line items and

customer objects into Marketo.

They needed a platform that was affordable and quick to deploy but still powerful enough to move customer objects.

The AKC found Workato, creating a recipe between Shopify and Marketo, which helped move all new purchases along with all relevant information into Marketo.


American Kennel Club30


This integration provides a clear view of their customers’ purchase histories, enabling enhanced reporting. It also allows AKC to use Marketo as their workflow hub instead of a CRM.

Now AKC can measure their marketing campaigns by calculating their actual revenue earned, rather than clicks.

Workato provided a flexible, fast, no-code platform -- without compromising on power or potential complexity.

“Workato’s Shopify-Marketo integration makes it possible to measure the full impact of our marketing campaigns without a CRM. That’s a huge step forward, and Workato made the configuration easy for our team,” said Elihn Glass, Senior Manager of eCommerce.


Customer purchase information

MARKETO

SHOPIFY

Segmented emails

Custom objects

Advanced campaign reporting

Measure by revenue,not clicks


American Kennel Club32


B2B: H20.ai

“Workato saves us time, eliminates manual data entry, and saves money. We’ve cleansed thousands of leads with our automation workflows.”

Marc Mastrocola

Director of Marketing Operations

H20.ai


H2O.ai is the #1 open source platform for AI and machine learning; they are targeting businesses like CapitalOne, Macy’s and other companies who need predictive analytics.

Marc Mastrocola, Director of Marketing Operations at H2O.ai and his team gather leads from multiple apps – Intercom, Eventbrite, and Dropbox.

Using Workato, the data

from these sources is

automatically put into

one place (Marketo), and

the workflow continues by feeding information from

Marketo to an employee

and back to Marketo

-- finishing by pushing information into Slack by

category.

Driving traffic to a landing page might seem like the most important element of growth hacking. But according to Marc, intelligent follow-ups have the largest impact on the conversation rate to paying customer.

Marketing Workflow Automation in Action - H20.ai 34


The growth hacking team at H2O.ai uses Marketo to automate lead scoring, create landing pages and forms, and manage programs and emails.

Though an incredible amount of information about each lead has already been transferred to Salesforce and synced to Marketo, Marc created a way to cleanse the leads and add further information on each lead using a native Workato app called People Task.

Marc has asked People Task to request further

information on each lead.

First, an employee will determine if this is a real

lead or spam.

Then she will fill in more information on the lead that will be useful for the team, such as the lead’s

LinkedIn profile URL, their job title, industry, and city.

This human review process not only cleanses the lead pool of bad leads, but enriches the available data.

All of these preliminary pieces of information are things that a salesperson might individually research before a phone call, but this automates the information gathering process so that it is always on hand and


MARKETO SALESFORCE

SLACK WORKBOT

DROPBOX INTERCOM

EVENTBRITE

New Lead Alert

360° view across Salesforce, Intercom, Eventbrite+

New Qualified Lead Alert

Upsell Qualified Lead AlertProduct Usage

Enrichment

Triage

Review

Conference Leads

New Chat Contacts

New MessagesProduct Usage



digitally recorded for more powerful data comparison.

Ultimately, by connecting Marketo with Salesforce, all the information is automatically up to date and is available for the customer service team.

This automation not only makes the growth team’s job easier, but it also increases their efficiency, making sure they can leverage every bit of information about that customer.

In just 3 months, they have cleansed 4.6 thousand leads with Workato – a system that saves H2O.ai five to ten hours every week.

3 months

5-10 hours saved every week

4600leads cleansed in


Workato’s people task app and flexible recipe building platform allow Marc’s team to use custom integrations to perform tasks like data cleansing and product usage recording without an IT team.

“Without our recipes, we would either have to hire people to integrate our apps for us, or pay for an traditional solution – which is a lot more expensive.”



B2B: Edible Blooms

The Australian version of Edible Arrangements achieved a 900% increase in revenueusing Workato to set up Lifestyle Marketing campaigns in Marketo targeting buyers on a yearly cycle.


Edible Blooms, an Australian flower and gift company, wanted to integrate Marketo with their eCommerce platform, Magento.

They worked with consultants at Hoosh Marketing to make it happen. Ediblew Blooms wanted to capitalize on repeat customers and realized many customers send their products as a gift for a birthday or another annual event, like an anniversary.

In order to remind them to buy again, Edible Blooms wanted to send an email to customers every year right before the event they bought for the previous year occurred. This was nearly impossible to do manually.

Hoosh used Workato to

create automatic daily

campaigns on a timer.

Marketing Workflow Automation in Action - Edible Blooms 40


Every day, the recipe searches Magento for all the customers who made a purchase one year and ten days ago. The recipe then moves

those customers into a new

Marketo campaign, and it

sends out the email.

Eight days later -- 2 days

before the anniversary or

birthday -- the recipe sends

a follow-up email.

MARKETOMAGENTO

All the customers who purchased one year + 10 days ago

Targeted email campaign

From this one integration alone, Edible Blooms saw a 900% increase in revenue in just a few weeks.

Not only does it allow them to cultivate repeat business with appropriately targeted email campaigns, but it also gives them a way to growth hack recurring events and loyalty marketing.


Fab Capodicasa, founder of Hoosh Marketing, describes Workato’s integration as, “simple and genius.”

EMAIL

900%Increase in revenue

Marketing Workflow Automation in Action - Edible Blooms 42


Ready to supercharge your engagement with workflow automation?

To get started, visit

www.workato.com/marketo


Or simply scan the QR code below:

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