Marketo Silicon Valley User Group Meeting - Feb 28, 2013
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The document discusses advanced lead nurturing in Marketo. It describes the key components of programs like programs, progression statuses, program logic using components like Traffic Cop, Gatekeeper and Master campaigns. It also discusses how to organize programs with assets like campaigns, emails, forms and lists. The document provides examples of how to structure programs and tracks, and outlines considerations for reporting on lead flow and success criteria.
Marketo Silicon Valley User Group Meeting - Feb 28, 2013
- 1. Lead Nurturing Automation Silicon Valley User Group February 2013 Jason Seeba, Bloomreach Ryan Vong, SVMUG © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 2. Housekeeping Items • Marketo User Summit: Save the Date! April 8 – 10, 2013 at Hilton Union Square in San Francisco. #MUS13 • Register using this $50 discounted city code (FDDSVCA) by April 1st and the city with the most registrants will win a VIP experience at our Summit Gala! • Birds of a Feather Lunch at Summit: April 9th from 12-1pm. Interested in leading a discussion table? Email elizabethc@marketo.com • Certification. Become Market Certified at Summit 2013. • Community Engagement. Stay tuned for awesome contests in Community. You can win cool prizes and points and unique contest badges in your profile! • Give the gift of Marketo. Marketo will donate our product to 12 non- profits a year. Submit your favorite non-profit by March 15th here. • Be Social. Tweet out the groups own hash tag #SVMUG. #SVMUG Page 2 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 3. Certification Benefits • Benefits • Validates Marketo knowledge and skills • Motivates and inspires to expand expertise • Boosts resume and earning potential • What you get • Badge and reputation points in Marketo community • Logo for personal use on social sites • Membership in exclusive LinkedIn group • E-certificate Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 4. Certification Exam • Exam covers core Marketo admin and practitioner functionality common to ALL editions • 100 multiple-choice items; 90 minute maximum • No pre-requisites, but recommended study path is available in the Certification Roadmap • Re-certification required after one year • Exam re-takes allowed after 2 weeks; then after 6 weeks Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 5. How to Take the Exam • Summit 2013 (San Francisco) • Sunday 4/7 from 3-5pm • Monday 4/8 from 1-3pm • $125 for the exam (no re-takes at Summit) • Sign up at http://summit.marketo.com/2013/ • After Summit • $175 for the exam • $175 to re-take the exam • $175 for annual re-certification • Availability and registration details forthcoming • For more information • http://summit.marketo.com/2013/marketo-university/#Certification Page 5 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 6. Jason Seeba, Bloomreach Advanced Lead Nurturing © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 7. The Building Blocks for Advanced Nurturing • Programs • Progression Statuses • Program Logic • Program Organization • Lead Flow Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 8. Programs • A Program in Marketo manifests as a collection of Child (Smart) Campaigns for a specific purpose and with a specific goal, measured by existing lead success or the acquisition of new leads. • Examples • Email Blast • Tradeshow • Webinar • Nurturing • For more: https://community.marketo.com/MarketoTutorial?id=kA250000000KyogCAC Page 8 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 9. Progression Statuses • A Channel is the type of program • Progression Statuses define the stage a lead is in within a program • Example Progression Statuses for a tradeshow • Invited • Attended Show • Engaged *** • Visited Booth *** *** = Success in a Program Page 9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 10. Progression Statuses • Find it under Admin > Tags • Define all of your channels and progression statuses • Create all SFDC campaigns from Marketo first • Get all of Marketo’s internal channels and statuses here: https://community.marketo.com/MarketoArticle?id=kA0 50000000L5zfCAC Page 10 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 11. Advanced Lead Nurturing Source: Eric Hollebone - http://test.hollebone.ca/marketo-advanced-lead-nurturing-with-traffic-cop-and-programs/ Page 11 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 12. Program Logic – Traffic Cop • Triggered Campaign • Listens for changes to leads • Lead status • New lead created • Account type change • Directs leads to most relevant nurturing track • Calls Gatekeeper Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 13. Program Logic - Gatekeeper • Gatekeeper checks to see what nurturing campaign is assigned • If empty, tags with current campaign • Calls Master Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 14. Program Logic - Master • Master checks to see if lead has been sent each email, starting with the most current/first in campaign • If hasn’t been sent, then calls the Send campaign for that specific email Page 14 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 15. Program Logic - Send • Send campaign double-checks that lead has not been sent email before • Sends email, then calls Wait Step Page 15 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 16. Program Logic – Wait Step • Wait Step waits a specified amount of time • Checks to see if Nurturing Campaign Assigned is the current one • Calls the Master campaign to begin flow again Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 17. Program Logic – Exhausted Content • When a lead exhausts all of the content in the nurturing campaign, the last step in the Master campaign adds the lead to the Exhausted Content list • You can check this manually or set up an alert to let you know that it’s time to add new content Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 18. Program Organization - Assets • Campaigns – Received • Smart list to add people to Received Lists • Campaigns – Send • Triggered Campaigns (Campaign is requested) to send emails • Emails • Approved emails for the campaign • Forms • Use local forms to auto-set Acquisition program (important especially for RCA) • Landing Pages • Landing pages referenced in emails • Lists • List by email of who has received each one • List of people who have exhausted the content in the campaign Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 19. Program Organization – Measure • Email • Smart campaigns to track bounces, undelivered, unsubscribes, invalid emails • Progression Lists • Smart lists for each of the progression steps • Success • Smart campaigns to move leads to success steps • Nurture • Triggered Campaigns (Campaign is requested) Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 20. Stay Organized – Progressions / Successes • Set up smart campaigns to move each lead through your progression steps • Be sure to check for leads that have exhausted all content in the campaign Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 21. Lead Flow • How to best segment your leads • How to get marketing and sales aligned Page 21 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 22. Ryan Vong, SVMUG Not So Advanced Lead Nurturing @RyanVong ryan.vong@gmail.com © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 23. Requirements (WIP) • Notes from meeting • Key questions • Who – Audience • What they get • When • How • Success criteria Page 23 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 24. Structure • Master Nurture Control • Determines to which track a lead belongs • Determines exit criteria • Members based on local smart list • Each track is part of a program with assets and action Page 24 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 25. Reporting • Reporting can be broken into specific tracks or report as a whole program. Master should only • Each nurture program change when track has own success criteria progression changes to • Master nurture control success. has success of all nurture programs. Page 25 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 26. Thank you! © 2012 Marketo, Inc. Marketo Proprietary and Confidential