ultimate marketing activities marketo university 2010

Ultimate Marketing Activities

Maria Pergolino, Director of MarketingAndrew Spoeth, Sr. Manager, Marketing ProgramsChris Russell Sr Manager Marketing OperationsChris Russell, Sr. Manager, Marketing Operations

© 2010 Marketo, Inc. Marketo Proprietary and Confidential

Objectives

Learn to tackle more complex marketo campaigns and features:

Advanced Nurture Advanced Scoring TechniquesAdvanced Sales Insight Advanced Sales Insight

Advanced Functionalities


Agenda

Advanced Scoring Techniques Scoring Optimizationg p Lead Degradation Product Scoring & Account Scoring

Advanced Nurture Nurturing OptimizationR i N i i h S li h C i Recursive Nurturing with Stoplight Campaigns

Track Transition

Advanced Sales InsightAdvanced Sales Insight Sales Insight for Salesforce Chatter Marketing Suspend

g p Sales Nurturing Tracks


Prerequisites

This is a session for Intermediate or Advanced UsersWorking knowledge of Marketo Lead Management – all basic functionality


Marketo Application Requirements

Marketo Account

Munchkin Tracking CodeMunchkin Tracking Code

SFDC SyncSYNC


ADVANCED LEAD NURTURING


WHAT IS YOUR QUESTION?


Why invest additional time on nurturing?

Deliver more l irelevant messaging

Support new products

Penetrate new markets

Meet increased Meet increased exec. expectations

And many more…


Marketo’s nurturing coverage

Bus Process LateIntro Bus. Process Automation

Mid‐Stage

LateStage

Intro.

UpsellEarly Stage

Accelerator

y g

Accelerator Campaign


Core nurturing coverage and goals

Late

Mid‐Stage

LateStage

Early Stagey g

•Thought Leader•Build Brand•Low Pressure

•Product Focused ROI•Case Study•PR

•Industry Positioning•Guide Eval.•Solution Focused ROI


Low Pressure PRSolution Focused ROI

Accelerator Campaign

ACCELERATORUnstick the stuck


Give them a reason to do it today

Set up: Auto dripTarget: Leads whoTarget: Leads who were recycledGoal: Acc. Re‐Goal: Acc. Reengagement if circumstances changed.Response: Great!


BUILDING THE MACHINENow the fun part


Basic Marketo nurturing campaign

One Smart Campaign Send email, wait, repeat…

Positives: Automated drip; fire and fforget

Easy to add a/b email testing

Things to Consider:Things to Consider: It’s siloed Only considers criteria for ymembership once

Limited safeguards against over/miss‐communicating

over/miss‐communicating


Structure is important…

Separate the tactical from the strategicCreate chokepointsCampaigns should be good listenersThink through your segmentation


Traffic cop – smart list

Always listening for updates that could change which nurturingchange which nurturing campaign is best

Trigger off any changes: Revenue stage

D t l h Data value changes Added to smart list


Traffic cop – flow action (only 1)

Prioritizes and assigns best nurturing campaignOnly calls one campaign at a time

Only calls one campaign at a time


Inside a nurturing program

Master Determines next email

Emails 1 email/offer per campaign

Wait StepWait StepAlertsE h t d C t tExhausted Content Know when its time to build new content


Program master 2nd flow action

One of two flow actionsNot member = Not sent email


DYNAMIC CONTENT WRAPPERFrom Marketo in 5 easy steps


D.C. – Field and email set up

Field: Go to Admin>>Field Mgmt>>New Custom Field and create new string field: “Industry Dynamic Content”

EmailEmail Create email in Marketo with blank section Add token in section for new fieldAdd token in section for new field


D.C. – Setting up the smart campaign flow

Add single “Change Data Value” flow action step before “send email” flow action.Use Conditions to define what HTML to use

HTML with text, links, imageslinks, images


WHY WE SCORE LEADS


Two Types of Scores

Demographic BehavioralIndustryLocationCompany Size / Annual

Web page visitsClicks in emailSearch behaviorCompany Size / Annual

RevenueJob Title

Search behaviorViews web assets, e.g. casestudies, white papers,

bEmail domain webinarsViews pricing page, reviewsLead sourceLead source

Measure of how h lik th

Measure of how h th lik


much we like them much they like us

About Demographic Score

Relative fit in your target customer profileIdeally keep independent of Behavioral Score


Demographic Scoring - Industry


The Problem with Job Titles

Not standardizedThousands of possibilitiesOptions:p Normalize, i.e. force into Pick List Or use “contains”


Job Title Scoring


Sifting Through the Job Title Mess



1

3

2


Job Title Scoring


Job Title Scoring - Level


Demographic Thresholds

A Prospect is a Lead which reaches a Demographic Score of xUse negative qualifiers as quasi‐filters e.g. competitor adds ‐50

0 +50-50 x


BEHAVIORAL SCORE


Behavioral Score

Measure of relative interest in your productShould match your customers’ buying processAn unmaintained scoring system will have g yscores “drift”Take inventoryy


Inventory of Lead Score

Analytics Section


Inventory of Lead Score


Inventory of Lead ScoreLead Score

If necessary, reset scores to bring them in

licompliance with your modelmodel


Making it all fit

Scores as milestones

0 65 100


LEAD DEGRADATION


Bad Behaviors

View career pagesSpecific search behavior, e.g. “free”Inactivityy


Inactivity Scoring

New Smart Campaign


Inactivity Scoring


How to Measure Inactivity

Score changeWeb page visitsEmail clicksForm fills


PRODUCT SCORING


Why Product Scoring?

Distinct Target MarketsCross Selling new Products to Current CustomersAssigning Leads to the Right Sales Reps


Product Scoring Tips

Plan out how the additional score will be usedGet sales and marketing buy‐inSet up new behavioral or demographic rules p g pand campaignsCheck other (original) scoring fields, adjust if ( g ) g , jnecessary


Creating a New Custom Field


How We Use Product Scoring

2

3


3

Filter or Score?

Depends on what you are measuring“Yes/No” answer use a Filter“Maybe” or “it depends” answer y p use a Score


Takeaways

Plan a quarterly reviewStudy won Opportunities on an individual basisConsult your Sales team

To Learn More

Marketo.com Resources on Lead Scoring http://www.marketo.com/b2b‐marketing‐resources/category/best‐practices/lead‐scoring

SALES INSIGHT


Quiz –Sales Insight

Which of these Sales Insight actions can be used to trigger campaigns in Marketo? a) Sales Email was Sentb) Opened Sales Emailc) Click Sales Email )

d) Received Sales Emaile) All of the Abovee) All of the Abovef) None of the Above


Quiz – Sales Insight

Which of these Sales Insight actions can be used to trigger campaigns in Marketo? Answer: a) All of the Above


Sales Insight – Salesforce.com Chatter

Feature: Automated Feed of Interesting Moments into Chatter Stream

Benefits:Benefits: Get feedback from Sales on Marketing Campaigns Automate participation in the conversationAutomate participation in the conversation

Easy to Install Simple process, must complete for both lead and contactp p , p Requires Salesforce.com Chatter be enabled


Demonstration

1. Installing Sales Insight Interesting Moment’s Feed into Salesforce.com Chatter


Demonstration

First, make sure that you have Chatter enabled in Salesforce under Setup → App Setup → Customize → Cha er → Se ngs, and check E blEnable


Demonstration

Next, go to Setup → App Setup → Customize → Ch → F d T ki O h "L d" dCha er → Feed Tracking. Open the "Lead" record, then make sure that Enable Feed Tracking is checked. Also check Last Interesting Moment Desc.checked. Also check ast Interesting Moment esc.Click Save when you're done


Demonstration

Repeat the process for your "Contact" record ‐‐ check E bl F d T ki h k L I i MEnable Feed Tracking, check Last Interesting Moment Desc, and click Save:


Sales Insight - Marketing Suspend

Most often used: During late stage negotiations or during first contact To reduce number of emailsTo ensure additional discounts aren’t offered To ensure additional discounts aren t offered


Demonstration

1. Creating a Marketing Suspend Campaign


Demonstration


Sales Insight – Sales Nurturing Tracks

Deliver a series of personal emails from a Marketo Sales rep to engage the readerengage the readerVery personal, text onlyUtilizes a Saturday send to get attentionSeries of 5 Emails in this example: Introduction Case Study Email Case Study Email Saturday Email Marketo Success Email Follow Up Follow Up


Demonstration

Creating a Sales Nurturing Track(See Lab Document for step‐by‐step instruction)


Takeaways

Advanced Scoring Techniques Scoring Optimizationg p Lead Degradation Product Scoring & Account Scoring

Advanced Nurture Nurturing OptimizationR i N i i h S li h C i Recursive Nurturing with Stoplight Campaigns

Track Transition

Advanced Sales InsightAdvanced Sales Insight Sales Insight for Salesforce Chatter Marketing Suspend

g p Sales Nurturing Tracks


Speaker Contact Information

Chris [email protected]

Andrew Spoeth, @[email protected]

Maria Pergolino, @inboundmarketeri @ k [email protected]


Th k Y !Thank You!

ultimate marketing activities marketo university 2010

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