Tanya ChuSr. Marketing Ops Programs Manager
The Shawshank Redemption
Rick SiegfriedCustomer Marketing Manager
Ghostbusters
Mike MaddenSMB Demand Gen Programs Manager
Forgetting Sarah Marshall
Speakers & Desert Island Movie
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Today’s Agenda• Email Deliverability (powered by 250ok)
• Marketing Calendar• Revenue Cycle Explorer• Part II
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Email Deliverability
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According to Return Path, just 79% of commercial emails land in the inbox
1Set Lower Soft Bounce Thresholds
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What’s a Soft Bounce?A soft bounce is a temporary problem with email deliverability, usually due to an unavailable server or a full inbox.
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Set a lower soft bounce threshold
At Marketo, if an email soft bounces more than 6 times in 30 days, we retire that email.
You can set soft bounce thresholds using smart campaigns!
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Soft Bounce Management: Clean Existing EmailsSmart List:
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Soft Bounce Management: Clean Existing EmailsThe Flow:
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Soft Bounce Management: Triggered CampaignSmart List:
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Soft Bounce Management: Triggered CampaignThe Flow:
2Measure and Optimize Your Email Inboxing
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Beyond Deliverability, There’s InboxingDid you know that when an email goes to the spam folder or junk folder, it still counts as delivered?
There are tools that measure inboxing, which is the percentage of delivered emails that actually hit the primary inbox.
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Does This Look Familiar?
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What does Inboxing Look Like?
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A closer look…
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Inboxing with Spam Filter Breakdown
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Email Rendering
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Marketing Calendar
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Marketing Calendar• What and Why is Calendar?• How we think about planning and coordination• Check the product out• Here’s the benefit
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Disconnected Calendars Hinder Coordination70% of Marketers are still using rudimentary tools for Calendar*
*Marketo Research, 2014
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What is Marketing Calendar and Why Should You Care?
UnifiedTrack any activity
SpecializedCreate unique views
ActionableBuild & modify campaigns
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What activities are most important to you?
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Program Tagging is KEY
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Tag ValuesB2B or B2C B2B, B2C, Both
Customer or Prospect Customer, Prospect, Both
Customer Program Type Demand Gen, Retention, Informational
Exec View Yes, Null
Offer A lot (ex. Cheat sheets, Definitive Guides, eBooks, etc.)
Product Products and Services (ex. RTP, RCA, Certification, Mobile, Edition Upgrade, etc.)
Program Lead Several
Region USA, EMEA, APAC, JPN, Global
SMB or ENT SMB, ENT, Both
Vertical Financial Services, Healthcare, Higher Education
Voice of Customer Yes, Null
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All Local Campaigns and Programs
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Also able to rename
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Program Naming Methodology…
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Program Naming Methodology…[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]
You Are Currently a Member of…
Your Program Status is…Event – Webinar – Marketo > Registered
What is it? Where is it? When is it?
WM – Marketo@Marketo Part I – USA – Jan 2016
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Tentative vs. Confirmed Email
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Best Practice: Approve from Control Panel
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Confirmed Event
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Voila… Event Check-in App!
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Hey Man, Nice Filter
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Entry Types
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Entry Types + Program Tags
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Entry Types + Program Tags + Workspaces
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Welcome to my home…
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Sharing is caring
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Sharing is caring
Let’s show this prehistoric calendar how we do things at Marketo
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CALENDAR HD!!!
• Display full HD views of your programs calendarand goals on office walls
• Provide visibility to sales,C-suite and business stakeholders
Align Teams to Big Picture Goals
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Let’s take a step back… how do we do this?
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Build from the ground up
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What are your goals and aspirations?
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It’s all here…
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Revenue Cycle Explorer
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Revenue Cycle ModelComplete view of customer lifecycle journey
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Revenue Model = Buying Cycle
• Stages aligned to buying cycle• Flow reflects sales and marketing relationship/alignment
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Marketing’s Impact on Generating Revenue
Lead Count: How many leads in each stage?
Lead Conversion: What is the conversion ratio from stage to stage? Is it trending up or down?
Lead Generation: How many new leads did marketing generate last month for sales?
Lead Velocity: What is the average “revenue cycle” time across stages?
Lead Generation: How many marketing qualified leads for a given period?
Program Effectiveness: Which programs move leads through the funnel?
Program Effectiveness: Which programs work best for closing business?
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RCE: Top 3 Reports – Program Analysis
Program Cost Analysis:See the ROI for all of your programs.
Program Revenue Stage Analysis:New names that have reached particular success stages within your revenue cycle model.
Program Opportunity Analysis:Opportunities generated based on distribution, their revenue, and ROI.
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Program Opportunity Report - Sample
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RCE: Understanding Marketing Effectiveness
How did my program stack rank against all the other programs?
Program Cost Program Revenue Stage
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RCE: Driving to Opportunity PipelineProgram Opportunity Report
What opportunities and pipeline did my program create?
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Ongoing RefinementBi-annual assessment of our modelLead status
Content alignment
New additional modelsNurture
Customer model
Thanks for being here!
…Questions?
Amazing Resources: docs.marketo.commarketo.com/summit (Early Bird Rate Expires 1/31 - save $200!)nation.marketo.com (sorry, customers only!)