tips and tricks: presenter · 1/14/2020 · commercial demand generation marketo, an adobe company...

© 2020 eMarketer Inc.

Tips and Tricks:

5 Ways to Maximize

Your Marketing

Automation

Hayley Ferrante

Senior Marketing Specialist,

Commercial Demand Generation

Marketo, an Adobe Company

Sponsored content presented by

January 14, 2020

Tech-Talk Webinar

PRESENTER

Nancy Taffera-Santos

SVP Media Solutions & Strategy

eMarketer

MODERATOR

H A Y L E Y F E R R A N T E

Tips and Tricks: 5 Ways to Maximize Your Marketing Automation

Sr. Demand Generation Specialist Marketo, an Adobe company

3Proprietary and Confidential | © Marketo, Inc.

Agenda

Nurture Programs

Event Programs

Smart Campaigns

Optimization Tactics

Reporting & Analytics


Nurture Programs

• Developing Nurture Streams

• Choose how to break down your streams

• Create emails with high performing content

• Create transition rules between streams

• Nurture Traffic Control

• Traffic Cop: Control which traffic goes where

• Add leads to correct streams

• Remove leads as necessary


Nurture Programs

- Reinvigorate unengaged subscribers- Multi-channel campaign on email and digital

- Credit Unions, Financial Services, Healthcare, Higher Ed, Manufacturing- Using similar content but personalizing the messaging per industry- Emails at a high frequency

- Lower cadence of emails- C-Level assets only- Messaging relevant for the C-suite

- If someone does not meet the above criteria- Offering our top content with broad language- Emails at a high frequency

Reactivation

Verticals

C-Level

Default

Vertical Nurture Strategy


Nurture Programs

• Structure your ideal nurture streams

• Build emails according to the structure

• Create consistent reports, check constantly

• A/B test assets and emails to add to nurture

• Refresh content as leads exhaust streams

• Optimize content based on performance

The Living, Breathing Nurture | A Hybrid Approach

Proprietary and Confidential | © Marketo, Inc.

01

Event Programs


Event Programs

• The Basics

• Tracking registrants

• Triggering confirmation email

• Sending invitations

• Scheduling reminder emails

• Follow up emails

Webinar Program Shell

Live Event Program Shell


Event Programs


01

Smart Campaigns


Smart Campaigns

Smart List Flow Schedule

• Defines the who• Trigger: fires a flow after an action

• Example: “Clicks Link”• Filter: collects all people who qualify

• Example: “Clicked Link”

• Defines the what• Wait step, send email,

change data value, etc. • Split choice steps

• Defines the when• Trigger campaigns – activate • Batch campaigns – schedule


E X A M P L E : W E B S I T E A C C E L E R A T O R S

Smart Campaigns

IF THEN


E X A M P L E : P E R S O N A L I Z E D G I F T I N G

Smart Campaigns

• Original Use Case

• Personalized gifting to fuel sales

• Marketing owned, sales driven

• Goal: Increase meetings for sales

• Marketing Use Case

• Marketing air-cover to assist sales

• Multi-channel approach to existing

initiatives

• Goal: Increase meetings for sales


01



L A N D I N G P A G E T E S T S

Optimization

vs.


L A N D I N G P A G E T E S T S

Optimization


W E L C O M E E M A I L S E R I E S

Optimization

Group 1(Control)

Group 2(Email 1)

Group 3(Email 1+2)

1. Would sending a welcome email to prospects when they opt-in increase engagement over time?2. Would collecting prospect interest and using it to structure a nurture be more effective?



Optimization

Triggered Campaign&

Batch Campaign

Group 1

Group 2

Group 3

33%

33%

33%

Send Email 1

Send Email 1 Send Email 23 days



Optimization

The Data

What It All Means

• High open rate: People are interested

• High unsub. rate: We need to change our messaging

• We’re offering the email subscription center, next we’ll try offering top content instead


01



P R O G R A M P E R F O R M A N C E R E P O R T S


Email Program

Event Program


Key Takeaways

Nurture Programs

Event Programs

Smart Campaigns




Q&A01

Hayley Ferrantehttps://www.linkedin.com/in/hayleyferrante/

https://www.linkedin.com/in/hayleyferrante/

© 2020 eMarketer Inc.

Tips and Tricks: 5 Ways to Maximize

Your Marketing Automation

Please submit any questions you have and we’ll do our best to

address them!

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Hayley Ferrante

Senior Marketing Specialist,

Commercial Demand Generation

Marketo, an Adobe Company

Sponsored content presented by

Tech-Talk WebinarQ&A Session

PRESENTER

Nancy Taffera-Santos

SVP Media Solutions & Strategy

eMarketer

MODERATOR



tips and tricks: presenter · 1/14/2020 · commercial demand generation marketo, an adobe company...

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