ultimate marketing activities marketo university 2010
TRANSCRIPT
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 Page 1
Objectives
Learn to tackle more complex marketo campaigns and features:
Advanced Nurture Advanced Scoring TechniquesAdvanced Sales Insight Advanced Sales Insight
Advanced Functionalities
Page 2© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 3
g p Sales Nurturing Tracks
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Prerequisites
This is a session for Intermediate or Advanced UsersWorking knowledge of Marketo Lead Management – all basic functionality
Page 4© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Application Requirements
Marketo Account
Munchkin Tracking CodeMunchkin Tracking Code
SFDC SyncSYNC
Page 5© 2010 Marketo, Inc. Marketo Proprietary and Confidential
ADVANCED LEAD NURTURING
Page 6© 2010 Marketo, Inc. Marketo Proprietary and Confidential
WHAT IS YOUR QUESTION?
Page 7© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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…
Page 8© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Marketo’s nurturing coverage
Bus Process LateIntro Bus. Process Automation
Mid‐Stage
LateStage
Intro.
UpsellEarly Stage
Accelerator
y g
Accelerator Campaign
Page 9© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 10© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Low Pressure PRSolution Focused ROI
Accelerator Campaign
ACCELERATORUnstick the stuck
Page 11© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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!
Page 12© 2010 Marketo, Inc. Marketo Proprietary and Confidential
BUILDING THE MACHINENow the fun part
Page 13© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 14
over/miss‐communicating
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Structure is important…
Separate the tactical from the strategicCreate chokepointsCampaigns should be good listenersThink through your segmentation
Page 15© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 16© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Traffic cop – flow action (only 1)
Prioritizes and assigns best nurturing campaignOnly calls one campaign at a time
Page 17
Only calls one campaign at a time
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 18© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Program master 2nd flow action
One of two flow actionsNot member = Not sent email
Page 19© 2010 Marketo, Inc. Marketo Proprietary and Confidential
DYNAMIC CONTENT WRAPPERFrom Marketo in 5 easy steps
Page 20© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 21© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 22© 2010 Marketo, Inc. Marketo Proprietary and Confidential
WHY WE SCORE LEADS
Page 23© 2009 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 24© 2009 Marketo, Inc. Marketo Proprietary and Confidential
much we like them much they like us
About Demographic Score
Relative fit in your target customer profileIdeally keep independent of Behavioral Score
Page 25© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Demographic Scoring - Industry
Page 26© 2009 Marketo, Inc. Marketo Proprietary and Confidential
The Problem with Job Titles
Not standardizedThousands of possibilitiesOptions:p Normalize, i.e. force into Pick List Or use “contains”
Page 27© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Job Title Scoring
Page 28© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Sifting Through the Job Title Mess
Page 29© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Sifting Through the Job Title Mess
1
3
2
Page 30© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Sifting Through the Job Title Mess
Page 31© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Sifting Through the Job Title Mess
Page 32© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Sifting Through the Job Title Mess
Page 33© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Sifting Through the Job Title Mess
Page 34© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Sifting Through the Job Title Mess
Page 35© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Job Title Scoring
Page 36© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Job Title Scoring - Level
Page 37© 2009 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 38© 2009 Marketo, Inc. Marketo Proprietary and Confidential
BEHAVIORAL SCORE
Page 39© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Behavioral Score
Measure of relative interest in your productShould match your customers’ buying processAn unmaintained scoring system will have g yscores “drift”Take inventoryy
Page 40© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Inventory of Lead Score
Analytics Section
Page 41© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Inventory of Lead Score
Page 42© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Inventory of Lead Score
Page 43© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Inventory of Lead ScoreLead Score
If necessary, reset scores to bring them in
licompliance with your modelmodel
Page 44© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Making it all fit
Scores as milestones
0 65 100
Page 45© 2009 Marketo, Inc. Marketo Proprietary and Confidential
LEAD DEGRADATION
Page 46© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Bad Behaviors
View career pagesSpecific search behavior, e.g. “free”Inactivityy
Page 47© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Inactivity Scoring
New Smart Campaign
Page 48© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Inactivity Scoring
Page 49© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Inactivity Scoring
Page 50© 2009 Marketo, Inc. Marketo Proprietary and Confidential
How to Measure Inactivity
Score changeWeb page visitsEmail clicksForm fills
Page 51© 2009 Marketo, Inc. Marketo Proprietary and Confidential
PRODUCT SCORING
Page 52© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Why Product Scoring?
Distinct Target MarketsCross Selling new Products to Current CustomersAssigning Leads to the Right Sales Reps
Page 53© 2009 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 54© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Creating a New Custom Field
Page 55© 2009 Marketo, Inc. Marketo Proprietary and Confidential
How We Use Product Scoring
2
3
Page 56© 2009 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 57© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Takeaways
Plan a quarterly reviewStudy won Opportunities on an individual basisConsult your Sales team
Page 58
To Learn More
Marketo.com Resources on Lead Scoring http://www.marketo.com/b2b‐marketing‐resources/category/best‐practices/lead‐scoring
Page 59
SALES INSIGHT
Page 60© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 61© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Quiz – Sales Insight
Which of these Sales Insight actions can be used to trigger campaigns in Marketo? Answer: a) All of the Above
Page 62© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 63© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Demonstration
1. Installing Sales Insight Interesting Moment’s Feed into Salesforce.com Chatter
Page 64© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Demonstration
First, make sure that you have Chatter enabled in Salesforce under Setup → App Setup → Customize → Cha er → Se ngs, and check E blEnable
Page 65© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 66© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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:
Page 67© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 68© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Demonstration
1. Creating a Marketing Suspend Campaign
Page 69© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Demonstration
Page 70© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 71© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Demonstration
Creating a Sales Nurturing Track(See Lab Document for step‐by‐step instruction)
Page 72© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 73
g p Sales Nurturing Tracks
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Speaker Contact Information
Chris [email protected]
Andrew Spoeth, @[email protected]
Maria Pergolino, @inboundmarketeri @ k [email protected]
Page 74© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Th k Y !Thank You!