Marketo Los Angeles User Group Meeting - February 2014

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

February 28, 2014

Los Angeles Marketo User Group Leader

Madhu GulatiPresident/ Chief Strategy OfficerShowMeLeads Inc.

Welcome LA Marketo User Group

Page 2© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Thanks to our Sponsors

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Agenda

A word from our sponsor Marketo Programs and Events Series

Channels Progression Statuses Success Criteria

6 Marketo Best Practices Group share (45 minutes) Announcements

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Marketo Programs and Events Series

3 steps to build a good foundation for Marketo

Programs/Events

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Marketo Programs and Events

Define the Channels

Define the Progression Statuses

Define the Success Criteria

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Define the Channels

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What is a Channel?

Any program in Marketo needs to have a channel. It defines the type of marketing program that you would like to create in Marketo. For instance, if you are hosting a Webinar, you will select Webinar as your Program Channel. Programs cannot be created without a Channel, so you will need to select the appropriate Channel according to your program type. Unique to each Channel are Progression Statuses and Success Criteria.

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Channels• Good Foundation in Marketo world of Programs and Events means having a clear

picture in mind on what all different types of channels you are going to use and would like to report on.

• Marketo uses Tags where you get to define the channels. Tags are a way of grouping your data for reporting purposes. These identifiers provide the ability to categorize data and define how you want to report on your Program in order to understand Program effectiveness and ROI.

Marketo instance comes with pre seeded channels, which is a good starting point, but do not limit yourself to that.

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Marketo Programs and EventsChannels- Things to remember!

• To customize, always clone the out of the box channels. You cannot revert back to the default settings for an out-of-box channel. Once changes are applied, the channel becomes custom.

• Be Creative, customize the tags and channels, map them to your business process.

• If you edit after a channel has been used by various programs, all references to the channel that was changed, including new and existing Programs or Events, will reflect the new name. For reporting purposes, the channel will be reflected with the current(latest) name but the data represents the current and/or historical information for the channel regardless of how many times the name changed.

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Define Progression Statuses

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Progression Statuses are defined per channel so they are unique to each channel. It helps you define the stage a record is in within a Program based on the progress made. In simple words consider it as steps, step 2, step 3…of how records would move form stage to another within one specific channel. progression statuses are specific to the Program Channel, so be sure to create a Program with the Progression Statuses you need by selecting the right Channel.

What is a Progression Status?

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Marketo Programs and EventsProgression Statuses

• The statuses are directly related to the type of the channel that is selected. Progressions define the statuses a record moves through as a member with the specific Program where the channel linked to progression status.

Tags Type Type1(Channel) Progression Status Statuses

Program

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Make sure to put the right sequence



• Be Creative, customize the different statuses based on your business process and a record flows with in a channel.

• Do not limit your self to define only success related statuses. The more detailed you are, better reporting, but do not over do it!

• Remember to have a logical sequence for the steps. The Step number reflects the sequence a leads moves through Progression statuses. Steps represented with an equal number are weighted the same (considered a tie) and a lead can step through any of the steps before moving to the next. By default a lead cannot go back to the step that it has progressed through with the same program.

• If you edit or add new statuses after the program has been launched , all references to the progression statutes that was changed or added, will reflect the new name. For reporting purposes, the Status will be reflected with the current (Latest)name but the data represents the current and/or historical information for the Status regardless of how many times the name changed.

Progression Statuses- Things to remember!

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Define the Success Criteria

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What is Success Criteria?

Each and every program in Marketo is build with the goal in mind. Think about what is the ultimate tactical goal from each of the program. By selecting the Success box next to a Progression status, you are flagging the Progression status as a Success action.

Therefore, when a lead reaches that Progression status, they reached the moment in the Program or Event that your company defined as a “Success.” You can have zero or multiple Success actions assigned to a channel. Success actions are reflected in Program and Event reporting. #LAMU

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Success Criteria

Check what is out of the box and edit if needed.

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• Choose at least one success Criteria for each Tag/Channel• Before choosing the success, ask yourself what is the

ultimate goal. It is ok to have more than one success but to get a clear picture keep it simple.

• Once a Lead/Contact is associated with a Success Status within a Program they cannot be easily dissociated and then reassociated with a different Success Criteria.

• All newly created Programs or Events for the channel type you are editing will no longer use the hidden Progression status. However, existing Programs or Events with the channel type in use do not change. Hence to hide the last one add another steps and then hide.

Success Criteria- Things to remember!

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6 MarketoBest Practices


• Create Data Normalization Program• For Past(example to normalize region)• For Future (example to normalize region)

• Consider all the fields that are required to sync to SFDC

• Retire Old SFDC fields that are still visible in Marketo-Fields in Marketo cannot be deleted and can only be hidden. Before hiding any unused fields, data from the replaced field can be run through a smart campaign to update the current field with the appropriate information. In addition, any campaigns that are utilizing the old field should be updated with the current field so all future updates and campaigns react to the correct information

Database Management- Best Practices

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Leads Reports:• Leads By Lead Source- Do all the leads have Lead source:

If no, find out why If yes, look at top 5, does it make sense Are the lead source values standardized?• Also, to as a best practice, no lead should be in Marketo with

out a lead source. Would good to have the following: Original Lead Source Original lead Source Details Most Recent Lead Source Most Recent Lead Source Details

• As a safety net create a report and subscribe to yourself which is any time lead source is empty and keep an eye on it.

Insights From ReportsImplement Best Practices

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Leads By Lead Scoring Create a smart list, lead score is –ve or low, and see any good

leads are there in that list If yes, time to rebuild the lead scoring model Also, it is Best Practice to have basic lead scoring model

where the lead score is combination of the following: Behavior(Implicit) Score Demographic (Explicit) Score

Leads without Email Address Lead with out email address has no value, so even though

they are in Marketo, you cannot do anything with them Plan how to make sure all the leads that you get have the

email address Delete the ones with out email address from Marketo only


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Email Performance Reports These are standard reports but will help you know the following:

• How many emails have been sent out in a time period• Email Open and Click through rate• Unsubscribe and bounce rate by emails

Web Activity Reports Company Web Activity Reports- This report is very basic but is

one of the favorite of executives and Sales Team Anonymous- Create and Subscribe to this standard report to

know if inbound Marketing or even out bound Marketing helping leads come to website

Known- Create and Subscribe to this standard report to know if inbound Marketing or even out bound Marketing efforts are converting leads


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Is it Consistent Easy to Navigate Naming

Convention

Organization of the Folder Structure

Best Practices

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Naming Convention

Organization of the Folder Structure

Best PracticesPrograms and Campaign:TradeShow-2013-DreamForce-All-WeeklyUse the following naming convention for new and cloned reports: Descriptive Name(agreed Standard Name)- Time Period – Region-Schedule set upGood examples: TradeShow-2013-DreamForce-Email Performance-All-Weekly

Data ManagementSmart List:• Segment name with any exclusion• Activity in past period• Segment-can be product, suppresses

list, exclusion list, country etc.) #LAMUG


Is it CentralizedToo many RulesAdhoc flow stepsWhich fields are required to sync to

SFDCHas any time sync failedAPI calls

Lead Routing- Check the following

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Enable Campaign Inspector Export all the active campaigns Look for “Sync to SFDC” in the

flow step See if that can be consolidated

into one centralized Program Be Aware of CRM

Rules/Requirement Missing User Permission Minimum Field requirement Validation Rules

Create rules so that first the explicit criteria is evaluated and only if not there, then depend on inferred criteria

Lead Routing- Best Practices

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• Centralized or not• Easy to Find• Adhoc

Lead Scoring

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Have basic lead scoring model where the lead score is combination of the following:

• Behavior(Implicit) Score• Demographic (Explicit) Score

Lead Scoring- Best Practices

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1. Establishing targets and ROI estimates up-front2. Designing programs to be measurable• Focusing on the decisions that will improve marketing

Plus :• What will you measure?• When will you measure?• How will you measure?

“Begin with the end in mind”

Programs Vs Campaigns Best Practices

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Housekeeping Items

• Community. Want to collaborate with other Marketo users on a daily basis? Log into the community and see what others are talking about. Start small and vote on an idea you like!

• LinkedIn City Group Participation. Join the city LinkedIn to network, view meeting presentations, request meeting topics and more!

• Not receiving MUG invites? Fill out this form indicating your city and you’ll be added to the list!

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http://community.marketo.com/MarketoCommunityHome

http://pages2.marketo.com/UserGroupSignUp.html


San FranciscoMoscone WestApril 7-9, 2014

Register Here!

http://events.marketo.com/profile/form/index.cfm?PKformID=0x11743f366


Summit Information!

Visit summit.marketo.com/2014/ to view:

Agenda / Tracks / Sessions

Tweet now!

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http://summit.marketo.com/2014/agenda

http://summit.marketo.com/2014/sessions


Win $100 in Community

Log into the Marketo Community for details

https://community.marketo.com/MarketoCommunityHome


Tweet With Us!

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Become a Marketo Certified Expert

Visit community.marketo.com/MarketoCertification for details

http://community.marketo.com/MarketoCertification?id=kA050000000L98ACAS

http://community.marketo.com/MarketoCertification?id=kA050000000L98ACAS


Thank you!

Questions, comments or suggestion for our next meeting, please feel free to post in LA Marketo

User Group or send an email to [email protected]

Marketo Los Angeles User Group Meeting - February 2014

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