Marketo implementation & Managing Your First 30 Days

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Preparing for a Marketo Implementation & Managing Your First 30 Days

Dan RaduPrincipal Consultant

Macromator Inc.

+1 647 760 [email protected]

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What Will You Learn Today

• Why Marketo is your marketing automation solution• Planning a successful implementation• First 30 Days: Marketo Implementation• Next 60 Days: Marketing Campaigns• Implementation pitfalls and risks to avoid

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Choosing a Marketing Automation Platform

• Robust Salesforce CRM Integration• Enterprise features which match your needs• Ease of Use and Navigation• Technology and service partners available for help• Support Community• Support Services

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Why Choose Marketo

• Best Salesforce CRM Integration• Best enterprise features for personalization• Large Community & User Groups • Pace of Innovation– Marketo rolls out several new features per year

• Easy to use tree folder structure• Largest Ecosystem of Partners & Integrations– LaunchPoint

• Free, Premiere or Elite Support Available

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Marketo Success Steps

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SUCCESS

Marketo Success Steps

1 - Plan

Who are you targeting?What campaigns will you run?Who is involved?

2 - Implement

Technical Set upTemplate DesignSalesforce Integration

3 - Train

ProcessesMarketing User TrainingSales TrainingInternal Marketo Champion TrainingCampaign Execution

4 - Measure

Campaign EffectivenessSales Results

30 Days Timeframe

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First Things You Need To Do

• Identify measureable objectives• Establish current benchmarks• Involve all stakeholders• First 30 Days: Marketo Implementation• Next 60 Days: Marketing Campaigns• Reporting• Avoid common pitfalls

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Prioritize Your Objectives

Priority Strategic Objective

1 More Leads

2 Better Quality Leads

3 Engagement of Existing Customers

4 Qualifying Sales Readiness

5 Nurture Leads Which Are Not Ready To Buy

6 Streamline marketing and sales operations

7 Other

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Questions to Ask Yourself

• How do you measure your marketing success?– Is email click enough success?

• What marketing tactics do you practice? – Email, web content, paid search, events etc

• How do you handle marketing-to-sales lead handoff?– What is a Marketing Qualified Lead (MQL)?

• How large is your database? Which leads do you need?• How do you manage forms and landing pages? – Marketo Forms vs. Embedded Forms

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Who Should You Involve

Stakeholder Description of Involvement

Marketing Team Responsible for marketing campaigns

Website Team

IT / CRM Admin

Sales Leadership

Responsible Party How are they involved?

Marketing Team • Setting objectives• Executing Marketing Campaigns• Following Brand Guidelines

Web Team • Website Tracking Code• Updating the website forms

IT / CRM Team • CRM Integration • Vanity domains (e.g. go.YourCompany.com)• Email Authentication ( DKIM, SPF)

Sales Leadership • Working the leads provided• Using the Email Templates provided• Lead Assignment process• Coordinating Sales Training

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First 30 Days

Project Management• Project kick-off and team alignment• Step by Step Plan• Define a lead lifecycle• Marketing Operations Roles &

Responsibilities

Marketing Set Up• Marketing Channels SetUp• Dedicated Email IP Setup• Email Templates• Landing Page Set Up• Forms Set Up• Target Audience• Buying Persona & Scoring

CRM Integration• Sales Process• Sales Dashboards

Technical Set Up• Website Tracking• Create CNAME• Implement Email Authentication

Training• Internal Marketo Champion• Sales Team Training

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Beyond Your Marketo Implementation

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Next 60 Days

• Marketing Programs– What is your marketing calendar?– What content do you have to fuel the marketing

automation machine?• Measure and Adjust – How do you measure success?– Where do your reports live?– What report is relevant for sales?

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Implementation Pitfalls and Risks

• Too much focus on technology• Not enough focus on strategy & objectives• No measurable objectives• No clear definition of buying persona• Not investing in the right partner• Lack of internal training for all stakeholders• No clear roles and responsibilities defined

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Dan RaduFounder @ Macromator Inc.

Marketo ConsultingSalesforce Consulting

+1 647 760 [email protected]

www.Macromator.com @Macromator