Unlock the Power in Your Marketo Programs

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Unlock the Power in Your Marketo Programs


Welcome!Your hosts for today’s session:

David LewisCEO [email protected]

Nova KopitarSr. Solutions [email protected]


ProgramsThe Work Horse of Marketing Automation

Marketo Program


ProgramsThe Work Horse of Marketing Automation

Manage Event Registrations

Track Downloads

Send Email


More than a way to get from Point A to Point B


Agenda• How to leverage tokens and templates to support content

creation and design templates• How to effectively use channels, tags and tracking

campaigns to deliver accurate program conversion and opportunity impact reporting

• How to integrate marketing programs with global operational programs for streamlined system setup and improved system performance

• A phase-by-phase approach to applying best practices to your current program setup


TOKENS & TEMPLATESUnlock the Power in Your Marketo Programs


Tokens More than Just a Way to Say Hello {{lead.First Name}}

• Improve program engagement and conversion

• Increase development efficiency• More manageable program and

system maintenance


Tokens Level One• Use lead tokens to

personalize email / landing pages with first name and other profile information– Dear {{lead.First

Name}}– Sincerely, {{lead.Lead

Owner}}


Tokens Level Up • Uses program level tokens

and templates to:– Define content across all

program assets at once (i.e. email, landing pages, hidden form fields)

– Define template creative (colors, images, one template for to maintain, maximum flexibility)

– Define asset content, simplifies setup, create consistency in program setup


ExampleProgram tokens modify template design

6-alphanumeric color code is entered into the token field



6-alphanumeric color code is entered into the token field, template color is “purple”



6-alphanumeric color code is changed in the token field, template color is updated to “greenish blue”


ExampleLayered tokens enable consistency across programs

Folder TokensLevel 1: Region Level 2: Sub-region / Business Group (footer addresses, general web URLs)Level 3: Brands (product name, product specific URLs)Level 4: QuartersLevel 5: Program Type

Program TokensProgram specific content, images, URLs

Lead TokensLead profile data for personalization



Inherited from folders, default values maintained



Inherited from folders, default values overridden



Local to program, values defined every time



Program tokens, start with {{my.

Lead tokens for personalization



Hidden form fields updated with program token values


CHANNELS & TRACKING CAMPAIGNS

Unlock the Power in Your Marketo Programs


Channels & Tracking CampaignsThe Keys to Insightful Reporting• Track leads beyond standard, tactical

measures• Gain more insightful data to drive

improved decision making– How many leads scored up to an MQL– How many program members converted to

opportunities


Channels & Tracking CampaignsLevel One• Use standard

channels to track leads as they move through common program statuses– Tactical program

statuses: Opens, Clicks, Page Visits, Registrations


Channels & Tracking CampaignsLevel Up• Leverage program channels and

tracking campaigns to:– Track more strategic statuses (i.e. Lead

Conversion, Opportunities, MQLs)– Enable reporting to measure program

impact on the lead lifecycle


ExampleNested Programs for Content and Channel Reporting



• Parent: Engagement Program: Offer– Contains common

landing pages tied to global forms

• Child: Default Programs: Channel Tracking– Contains channel

specific assets (emails)– Contains tracking

campaigns based on form fills



Common landing page hosted in the parent program

Landing page is connected to the global form, Follow-up Page is connected to the

common confirmation page



When using a local landing page, reference specific page in the tracking

campaigns



Program Status is updated for the specific channel program, this would also trigger the update for the Offer

program


ExampleNurture MQL impact reporting



Tracking campaign triggers when a lead is synced to SFDC through the centralized MQL lifecycle campaign



Program status updated for segmentation and reporting


GLOBAL INTEGRATIONUnlock the Power in Your Marketo Programs


Global IntegrationStreamline system setup and maintenance

• Centralize operational programs for consistency

• Minimize number of unique assets that will need to be maintained

• Ensure order of operations is followed


Global Program IntegrationLevel One• Use program campaign

flows contains steps to support standard global processes– Change Lead Score– Sync to SFDC– Set standard data values

(i.e. Lead Source)


Global Program IntegrationLevel Up• Use programs to support centralized

global processes – Lead Scoring– Lead Lifecycle / Lead Routing– Data Normalization– Global Forms


ExampleLead Scoring Integration

Program can be set up globally to trigger when any program has that

particular status updated


ExampleLead Lifecycle

Program statuses give marketing managers the option to fast track

leads to an MQL


ExampleData Normalization and Order of Operations

When a lead becomes an MQL, the first step is to validate if it has been

through Data Normalization


ExampleGlobal Form Integration

Hidden fields are essential when using global forms, since different programs

would track different values


ExampleGlobal Form Integration

To ensure proper tracking, the specific page with the form must be

defined


Getting to the Next Level

TokensUtilize program tokens in templates that have standardized content (i.e. event roadshow, webinar series)

ChannelsIncorporate key milestones (i.e. converted, MQL) into channels and program tracking campaignsUtilize new statuses in program reporting within Marketo or to feed more specific statuses to SFDC campaigns

Global IntegrationCentralize scoring, routing and data management processes Create global templates (emails, forms, landing pages) that utilize tokens to define elements


AQ &

Thank You!

David LewisCEO [email protected]

Nova KopitarSr. Solutions [email protected]


APPENDIX


Marketo Program TypesDefaultThis is Marketo’s standard program type. It is most commonly used for content, email or operational programs.

EventThis program type allows for integration into other applications and systems including Marketo’s Check-in App and webinar providers like Adobe Connect, GoToWebinar, On Demand and Webex.

EmailThis program type provides a quick way to send out an email or conduct an email test. Note: emails must be scheduled and sent in a very specific way through this program type and cannot be strung together in a drip series of emails.

EngagementThis program type provides a way to easily manage communications that are going out various audiences on a regular basis. This program type is commonly used for nurture programs that are sent on a weekly or monthly basis. Note: this program is not ideal for nurture programs where communications must be sent on specific days or a specific number of days apart.


Email Programs• Program type that streamlines

setup and testing of emails• Advanced testing features

include– Test subject, whole email, or

from information– Easily schedule sends and test

timeframes– Manage test results and

dynamically select a winner based on specified criteria

• Email dashboard for improved summary reporting


Engagement Programs• Program type that

streamlines the setup and management of long-term engagement programs

• Streams ensure leads are only in one path at a time

• Flexible content options make it easy to add, rearrange, set availability of content

• Engagement dashboard for improved summary reporting


Setting Up a Program

Create a New Program Program Channel Program Name Program Tags Create Local Assets Create Smart Campaigns Activate / Schedule

Program

Clone an Existing Program Update Program Tags Update Content / Local

Assets Remove Leads Activate / Schedule

Program


Backupify Program SetupNew programs should be saved in proper program folder based on program offer / type• Campaigns Folder: Content that is promoted as a campaign

with both inbound and outbound channels• Communications Program: Newsletters, Nurtures, and

Promotional Eblasts that are not part of a campaign• Continuously Running: Paid programs that are not tied to a

campaign (i.e. Google Adwords)• Events: Events that are not part of a campaign• Offer Programs: Operational programs for our offers (Contact

Us, Demo, GApps Free Trial, etc.)• Operational Programs: Operational programs that run in the

background to make some of our reporting work (Ad Source Campaigns, Lead Source Stamping, Demand Funnel, etc.)

• Partner Program: Partner program like events that partners have and we participate in, partner registration, deal registration, etc.

• Website, Blog, In-App: Website landing pages, blog landing pages, and in-app promotion that are not tied to a specific campaign

• _TEMPLATES: Templates for emails, landing pages, emails, etc.


Key Components of a Program

Local Assets Smart Campaigns

PROGRAM

• Emails• Landing Pages• Forms• Smart Lists• Static Lists• Local Reports

• Send Email• Sync to SFDC• Add to a List• Change Data Value• Send Alert• Create a Task• Etc.


Program:– A program is a container for all

components and information + allows reporting

– Typically aligns to an SFDC campaign

Smart Campaign:– Smart Campaigns are the part of a

program that performs logic Send Email, Update Status, Remove

from Program, etc. Scheduled or Triggered

Programs vs. Smart Campaigns


• Defines who becomes a member of the program– Triggers: in real-time will

add members that take a specific action after the trigger is activated

– Filters: adds members who match the specific list criteria based at the point in time the campaign is run• Filters can also be

combined with a trigger to include only specific people that take a particular action

Smart CampaignsSmart List


Smart CampaignsFlow Actions

The send email flow action can be used as part of campaigns or as single flow actions to send emails to your leads.

Pause the lead in a Smart Campaign flow and then continue the flow after a certain number of days or specific date.

Add leads to a static list.

Remove leads from a static list.

Give your sales team visibility into their lead’s email, web and milestone activities.

Send an email alert with lead information to anyone; the lead owner, a partner or someone else.

Add, decrease or change a lead’s score value.

Update the value of any field to a specific value or token value.



Manage your program members statuses for future reporting.

Set a program member’s success to true or false.

Add leads into a specific engagement program and stream.

Temporarily pause nurturing for the lead in an existing engagement program.

Delete a lead from Marketo (and SFDC). Use with CAUTION.

Give credit to the referrer using different methods: Referred Visits; Referred Sign-Ups; Smart List Trigger

Pass leads from one campaign to another.

Remove leads from a campaigns flow.

Move leads manually from one stage to another in an existing Revenue Model.

Manually move leads from one stream to another, overrides transition rules.



Insert Marketo created leads into your Salesforce CRM.

Create tasks to help sales know what they should do and when they should do it.

Convert a lead to a contact in Salesforce, to send a notification to the owner and to set a converted status.

Reassign an existing lead to a new owner.

Remove a specific set of leads from Salesforce but leave them in Marketo.

Add leads to a Salesforce campaign. If the lead does not yet exist in Salesforce, they will automatically be synched over, then added to the campaign with the specified status.

Change the Salesforce campaign member status of leads.

Remove leads from a Salesforce campaign.

Send/receive information from a 3rd party source by calling a webhook in a smart campaign flow.


Smart CampaignsSchedule• Scheduling options based

on smart list type – Triggers: activate to

respond to all leads from that point forward

– Filters: schedule to run one at a specific date / time or on a recurrence

• Schedule rules determine how often a lead can go through a campaign if they qualify multiple times

Date post:	08-Jan-2017
Category:	Marketing
Upload:	demandgen
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