More than MOPS: Wall-to-Wall Automations
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The document outlines a webinar on automation strategies hosted by David Kreitter from Workato, focusing on enhancing marketing operations and automating the event-to-cash process. It discusses the current state and future of automation, showcasing examples of automations in marketing, ticketing, and project management that increase efficiency and accuracy while significantly reducing operational costs. Key takeaways emphasize the benefits of automation, including cost savings, improved speed, and global consistency across processes.
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Program Naming Convention
Ex. YYYY-MM-DD|Theatre-Sub Division|Tactic|Program Type|[Program] Activity Name
Ex. YYYY-QQ|Theatre-Sub Division|Tactic|Program Type|[Program] Activity Name](https://image.slidesharecdn.com/dpmtte2021workato-211110201113/85/More-than-MOPS-Wall-to-Wall-Automations-17-320.jpg)
More than MOPS: Wall-to-Wall Automations
- 1. © 2021 Merkle, Inc. All Rights Reserved. Confidential. More than MOPS: Wall-to-Wall Automations November 10, 2021 1:00 PM ET David Kreitter | Head of Marketing Operations, Workato
- 2. 2 HOUSEKEEPING Technical Support • Visit support.zoom.us Slides & Recording • This session is being recorded • On-demand video and slides will be shared via email with all registrants Feedback & Survey • Use the session chat to provide feedback and engage with other attendees • Tell us how we did in the post-session survey that will pop up after the session Questions & Chat • Submit questions at any time via the Q&A panel • Join in! Chat with attendees live using the chat feature at the bottom of your Zoom screen • Keep the conversation going on Twitter using #MarketoTopTips
- 3. 3 ORDER OF OPERATIONS 1. the story so far 2. what the future holds 3. bonus: event-to-cash automation
- 4. 4 the story so far David Kreitter / Workato
- 5. 5 the story so far • Automation is everywhere • Automation is confined
- 6. 6 the story so far • Automation is everywhere • Automation is confined • Modern APIs • Open platforms • Closed systems
- 7. 7 the story so far • Automation is everywhere • Automation is confined
- 8. 8 what the future holds David Kreitter / Workato
- 9. 9
- 10. 10 webinar automation Ticketing, project planning & tracking, asset creation Registrants in Marketo program pushed to Zoom Webinar created in Zoom creates program in Marketo using Wrike details 1 Webinar created in Zoom after project reaches certain stage Attendee & no show data pushed to Salesforce (and Wrike) campaign 2 3 4 Follow up sequences in Outreach or sales notification in Slack based on engagement & CRM data like opp status, target accounts, account scoring 5 Native sync of programs/ campaigns & lead, contact, account records 1-click add to Outreach BI pipeline for webinar data 6 On-demand reporting on webinar attendance (by webinar, account, etc.) via Slack 7
- 11. 11 program launch automation International events marketing team member creates ticket w/ all event variables (time, date, location, title, etc.) Manager reviews & approves Publish registration pages via AEM 📥 Email user & mgr a complete list of URLs w/ all possible UTM permutations Create Marketo Program; set campaign sync; send test emails to manager; activate/schedule campaigns Create SFDC Campaign
- 13. 13 about Joshua Chen • Joshua Chen • Global Campaign Operations Manager at Pure Storage • 2x Marketo Certified Expert | 8000 Hours in Marketo • Traveling Enthusiast • Die-Hard Laker Fan
- 14. 14 About Pure Storage & Campaign Ops Team 2021 • Global Demand Ops • 8000 Tickets Per Year • 4000 Puritans • 100 Requesters • 10 Agents • 3 Agencies 2017 • America’s Demand Ops • 1200 Tickets Per Year • 1000 Puritans • 40 Requesters • 2 Agents (Joshua + Manager)
- 15. 15 Build Your Workflow Automation
- 17. 17 Program Naming Convention Ex. YYYY-MM-DD|Theatre-Sub Division|Tactic|Program Type|[Program] Activity Name Ex. YYYY-QQ|Theatre-Sub Division|Tactic|Program Type|[Program] Activity Name
- 18. 18 Program Templates & Tokenization
- 19. 19 Integrated Ticking & Intake System
- 20. 20 Let the Automation Begin! Ticket is submitted through ServiceNow for Campaign, Invite, and Landing Page Creation. All submitted fields will be referenced in later steps. Workato generates a Campaign Name based on our Naming Convention and creates a new campaign in Salesforce
- 21. 21 Automating Marketo Based on various fields such as Tactic, Start Date, Theater, Region, etc, Workato locates a folder to save to be created Marketo Program. If this Folder does not exist, Workato creates this folder Based on Tactic and Language, Workato clones a Marketo Program template and saves it in the folder from previous step As a result, all Marketo emails and Landing Pages in the Program will be fully populated ● Invite (Multiple Versions) ● Confirmation ● Reminders ● Follow Ups As a result, all Marketo emails and Landing Pages in the Program will be fully populated ● Invite (Multiple Versions) ● Confirmation ● Reminders ● Follow Ups
- 22. 22 Bonus Automations Workato creates an Event Calendar in AddEvent for Calendar customization and adds these links to Marketo tokens Workato creates a Meeting or Webinar in Zoom and adds these to Marketo tokens
- 23. 23 Automating Marketo Cont. Workato schedules all batch smart campaigns ● Send test emails to Requester ● Send Reminder Emails and Post-Event Emails at a specified time Workato activates all trigger smart campaigns ● Fills Out Form ● Sync to SFDC ● Etc.
- 24. 24 One Last Touch! Workato updates ServiceNow ticket with all necessary details ● Campaign Name ● Marketo Program Link ● SFDC Campaign Link ● Landing Page URL ● Etc. Workato changes status of ticket to Under Review or Closed
- 25. 25 Key Takeaways & Benefits • Cost Savings • Potential Total Annual Savings: 30-50% • Increase in Speed • Execution from 3 Business Days to Seconds or Minutes • Ability to Scale • Allows us to take on new projects and requests from teams we could not previously support • Data Accuracy • There are over countless steps that Agencies/humans can make mistakes on. Workflow Automation will remove inaccuracies. • Global Consistency • Removes any inconsistencies with Campaign Naming and a number of other disparate processes
- 26. 26 Now back to your regular programming
- 28. 28 tiered enrichment ❏7 enrichment vendors ❏Batch jobs too infrequent ❏No error-handling Challenges Results Reduced enrichment tool costs Near real-time 0 Marketo API calls Data Source First Last Email Job Title Country Phone Company 1: First Party X 2: D&B X X 3: ZoomInfo X 4: DiscoverOrg X 5: Clearbit X 6, 7, 8.. X
- 29. 29 taxonomies Network Architect ❏Heavy workload for Marketo ❏Overly complex to manage ❏Batch jobs too infrequent Challenges Results 0 Marketo API calls Function Title Function Subfunction Subfunction Subfunction Subfunction IT Networking Workato Lookup Tables
- 31. 31 Feedback from the Events & Field Marketing team Lackluster native integrations hamper: a. Automation, speed & efficiency of tasks b. Sales insight into registrant/attendee data c. How to define revenue attribution for events How did this start?
- 32. 32 What is event-to-cash? Streamlining and automating production/execution of events and reporting/attribution that follows, including opportunity attribution event-to-cash overview
- 33. 33 challenges ● Shallow native integration ● Double-gated registration ● 10,000 registrants ● Calendar invites ● Dozens of sessions ● Manual export/import
- 34. 34 ● 10,000+ registrants ● Registration alerts ● Meeting alerts ● SDR follow-up ● Dashboards (next slide) early wins
- 35. 35 early wins - dashboards
- 36. 36 early wins - dashboards
- 37. 37 • Nothing • Everything • Intro: Hopin connector What changed?
- 38. 38 IMPACT
- 39. 39 pre-event improvements • Simplified registration • Improved conversion
- 40. 40 • Streaming attendance • Streaming insight • Automated data flow into dashboards • Reusable automations • Reduced person-hours & staff required sample post-event report post-event improvements
- 41. 41 Keep the conversation going! Hello@digitalpi.com