marketo protips 3: new advice you can implement today
TRANSCRIPT
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Marketo Pro Tips 3New Ideas You Can Implement Today
Adam New-Waterson
CMO, LeanData@RevTechCMO
Jeff ShearerDirector of Marketing Automation, Nintex
@TheJeffShearer
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This is just a preview
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Original 15 Protips
Protips II: The Token
Strikes Back
Scalable Lead Alerts
Bulletproof list imports Burner fields Video view
tracking
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Program templates
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Let’s talk about headaches
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It got a little confusing
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First identify your key use cases
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Events Webinars Simple Contact Pages
Newsletters Content Downloads
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Next build out every asset you might need
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Invites
Landing PagesSmart Campaigns
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And power them with {{my.Tokens}}
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Step 3: Tokenize wherever possible
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The new process
Request Clone Template, customize
tokens
Review Launch
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We’ve cut our program turnaround time in half
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We look consistent around the world
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Content Recommendations
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I had conversion envy
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No budget to allocate to improvements
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Had to get creative
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Content Recommendations
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Create Segmentation
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Create Snippet
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Dynamic Content in Email or Landing Page
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Results – 80% became Closed Won
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Results – 5716% return on investment
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New Lead Processing Queue
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We had some data problems
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Which caused some sync problems
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Imagine a trip to the airport
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Process leads like airport travelers
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What do you want to happen for every new lead in your
database?
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Clean up bad or missing data
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Call external services and tools
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Assign leads to nurture streams
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These two are the key
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Daisy chained smart campaigns control the order
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Don’t forget wait steps before any CRM syncing
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New Lead – Fills out Registration Form Wait 3 Minutes
Change Program Status
New Lead Processing Queue
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Program status changes, when synced to a salesforce campaign
Anything that forces a CRM sync
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Keeping Data Tidy
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I don’t like dirty data
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Avoid embarrassing interactions with customers and prospects
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Slinky Campaigns
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Prevent errors caused by sync
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Slinky Campaign
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Slinky Campaign
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Deleted in Marketo
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Sync made me want to pull out my hair
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Deleted in Marketo
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Fallback Page AlertPro Tip 4
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Lost money & time
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Fallback Page Alert
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Catch problems before they hurt
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BONUS PROTIPSLittle things to make you happy
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Burner Fields – One-time use data
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Throwaway Smart Lists
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Tear Down This Wall (Mr. Gorbachev)
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Original 15 Protips
Protips II: The Token
Strikes Back
Scalable Lead Alerts
Bulletproof list imports
The Ultimate Guided Landing
Page
Video Tracking Programs
bit.ly/MarketoTips
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Page 69 #MKTGNATION
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Thank You!@THEJeffShearer & @RevTechCMO