marketo@marketo: putting together your program palace

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Marketo@Marketo:Putting Together Your Program PalaceRick SiegfriedCustomer Marketing Manager, Marketo

Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Who is Rick?• Manages cross-sell demand generation efforts to Marketo’s current customer base

• Started at Marketo on February 15, 2011

• Currently located in Evanston, IL with fiancé

• Plays drums in two Chicago-area metal bands

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What is a program?Program [proh-gram, -gruh m]: plan of action to accomplish a specified end

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What is a Marketo Program?A single marketing initiative. For instance…

Email Event Nurture Anything else your Marketing

Team can imagine!

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What is a Marketo Program?

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My Marketo -> Marketing Activities

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Ya Gotta Get Organized!

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Ya Gotta Get Organized!

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Ya Gotta Get Templatized!

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Ya Gotta Get Back to Getting Organized!

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Ya Gotta Get Back to Getting Organized!

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Ya Gotta Get Back to Getting Organized!

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Program Summary View

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Program Naming Methodology…

[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]

You Are Currently a Member of…

WM – Program Setup – USA – Jun 2016

Your Program Status is…

Event – Webinar – Marketo > Registered

Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Program Naming Methodology…

[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]

You Are Currently a Member of…

WM – Program Setup – USA – Jun 2016

Your Program Status is…

Event – Webinar – Marketo > Registered

What is it? Who is it for? When is it?

Program Scheduling

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Program Schedule View

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Agenda Sidebar

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Scheduling Event Programs (Webinars)

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Scheduling Event Programs (Webinars)

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Scheduling Event Programs (Webinars)

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Scheduling Event Programs (Webinars)

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Scheduling Event Programs (Webinars)

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Scheduling Event Programs (Webinars)

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Scheduling Event Programs (Webinars)

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The Point of No Return

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The Point of No Return

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Clear the table 123

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Scheduling Event Programs (Field)

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Scheduling Event Programs (Field)

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Voila… Event Check-in App!

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Voila… Event Check-in App!

Search for ‘Marketo Events’

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The Dangers of Cloning

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The Dangers of Cloning

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The Dangers of Cloning

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The Dangers of Cloning

Program Setup

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Program Setup Tab

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Program Tagging is KEY

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Tag ValuesB2B or B2C B2B, B2C, Both

Customer or Prospect Customer, Prospect, Both

Customer Program Type Demand Gen, Retention, Informational

Exec View Yes, Null

Offer A lot (ex. Cheat sheets, Definitive Guides, eBooks, etc.)

Product Products and Services (ex. Web Personalization, Advanced Analytics)

Program Lead Anyone & Everyone who manages programs

Region USA, EMEA, APAC, JPN, Global

SMB or ENT SMB, ENT, Both

Vertical Specific industries we target (ex. Financial Services, Healthcare, Higher Education)

Voice of Customer Yes, Null

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TAG… YOU’RE IT!

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What’s left to set up?

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What’s left to set up?

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What’s left to set up?

Program Planning

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My Marketo -> Calendar

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What is Marketing Calendar and Why Should You Care?

UnifiedTrack any activity

SpecializedCreate unique views

ActionableBuild & modify campaigns

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Hey Man, Nice Filter

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Entry Types

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Entry Types + Program Tags

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Entry Types + Program Tags + Workspaces

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Welcome to my home…

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Sharing is caring

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Sharing is caring

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Sharing is caring

Program Tokens

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Program Tokens Tab

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Tokens

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Basic Info!

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Logistics!

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.ics files!

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.ics files!

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And Back to Getting Organized…

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A few campaign examples… Registered

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A few campaign examples… Registered

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A few campaign examples… Attended

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A few campaign examples… Attended

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One more… Registered and Clicked

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One more… Registered and Clicked

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Program Success!

Program Reporting

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My Marketo -> Revenue Explorer

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Getting Organized Again!

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Getting Organized Again!

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Program Cost Analysis

• Which channels/programs are generating the most successes/new names by month?

• Which channels are the cheapest for bringing in new names?

Program Cost Analysis

• Which channels/programs are generating the most successes/new names by month?

• Which channels are the cheapest for bringing in new names?

Program Cost Analysis

Quick Tip: drag in filters to narrow down your results

• What is the trend of cost per new name by channel?

Program Cost Analysis

• What is the trend of cost per new name by channel?

Program Cost Analysis

Quick Tip: change data view to graph and add trend line

Program Revenue Stage Analysis

• Where are my leads in the funnel for each channel?

Program Revenue Stage Analysis

Known > Engaged > Lead > MQL > Opportunity > Customer

• Where are my leads in the funnel for each channel?

Program Revenue Stage Analysis

Known > Engaged > Lead > MQL > Opportunity > Customer

Quick Tip: Get more granular by adding in Program Name

Example

How are my leads moving through the funnel?

Where are my leads getting stuck?

Which channels have the best lead to opportunity

rate?

• How fast do my leads move through the funnel?Program Revenue Stage Analysis

Known > Engaged > Lead > MQL > Opportunity > Customer

• How fast do my leads move through the funnel?Program Revenue Stage Analysis

Known > Engaged > Lead > MQL > Opportunity > Customer

Quick Tip: Add in conditional formatting

• FT = First Touch• Acquisition Program = 100% of the credit

• MT = Multi Touch• Programs in between acquisition and opportunity = divided

credit

Attribution – explained (FT vs. MT)

Content Syndication

Clicked on email

Attended Webinar

Attended Demo

Downloaded Definitive

Guide

Opportunity Opened ($43K)

FTProgram that generated

name (acquisition program) = 100% of credit

MTAll programs that touched

the lead and contributed to an opp = divided credit

Example customer journey: Acquisition Program Opportunity

Program Opportunity Analysis

• How are my marketing programs impacting total revenue?Program Opportunity Analysis

Total Marketing Revenue Generated

÷Total Revenue Generated

= % Revenue Marketing

Contributed

• How are my marketing programs impacting total revenue?Program Opportunity Analysis

Total Marketing Revenue Generated

÷Total Revenue Generated

= % Revenue Marketing

Contributed

Quick Tip: Pull in Opportunity Name and Cost of Opportunity to see which opps your programs influenced

Example Quick Tip: Consider which channels are driving the most revenue (FT vs. MT) AND the most new names

• What is my ROI?Program Opportunity Analysis

Revenue ÷

Cost =

ROI

• What is my ROI?Program Opportunity Analysis

Revenue ÷

Cost =

ROI

Quick Tip: Set a goal/baseline for your ROI metric to measure your success on

Page 94Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

The Questions that were Answered• What is a program?• How are programs set up?• How do I organize them?• Why use programs?• Should I go see the new Ghostbusters movie?

Page 95Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Questions?More Amazing Resources:• docs.marketo.com• nation.marketo.com (sorry,

customers only!)

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