Reporting with Marketo

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Reporting with MarketoIngredients for Actionable Reports

Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Meet Your Speakers

Emily SalusMarketo Team LeaderThe Pedowitz Group

Susan UnderwoodSr. Engagement ManagerMarketo


Agenda

• Ingredients: Marketo Reports – Before You Start…

• The Whole Pie: 5 Key Reports


Marketo Reports – Before you start…


I have MARKETO…my reporting will be perfect now…I can report to the

CMO and the board…

What you hope for…














What you get…

IT DOESN’T WORK! MY REPORTS ARE EMPTY! IT WAS SUPPOSED TO SOLVE MY PROBLEMS!!! NOW I’M FINISHED!


We have a

Recipe for Success


The Reporting Cookbook


Required Ingredients

• Lead Source• Marketo Programs• Sales process for opportunities• Marketo Interesting Moments


Ingredient #1 (Eggs): Lead Source – Best Practices

• Lead sources must be accurate• If you have too many, the reporting won’t

make sense—too many options• All leads should have a lead source

• Best Practice: Match your lead sources to your Marketo channels


Lead Source – Example #1



• Watch out for EMPTY, OTHER and UNKNOWN





• Watch out for Inconsistent and/or Repetitive Naming


Lead Source – Action Items

• Run “Leads by Lead Source” in Analytics



• Run “Leads by Lead Source” in Analytics• Consolidate Lead Sources with similar names

(i.e. Trade Show and Tradeshow)




(i.e. Trade Show and Tradeshow)• Reassign empty values to the correct source




(i.e. Trade Show and Tradeshow)• Reassign empty values to the correct source• Create Smart Lists and run Single Flow Actions

to change values





to change values• Update picklist values in CRM





to change values• Update picklist values in CRM• Use hidden fields on Marketo forms


Ingredient #2 (Flour): Programs – Best Practices

• Use Marketo Programs for all Marketing activities• Tie new leads to an Acquisition Program• Create tags for organizing data• Have a channel strategy and create new channels • Use cost tags—even if it’s $0• Utilize naming conventions for programs; create a

consistent marketing language• Use PROGRESSION steps and TRACK SUCCESS!!


Programs – Acquisition



• NEW NAMES = the number of new leads in your database that have been acquired by the program



• NEW NAMES = the number of new leads in your database that have been acquired by the program

• Acquisition is automatically assigned if a new lead fills out a form on a local landing page


Programs – Tags


Programs – Tags

• Organize by Cost Center or any other tag(s) you create


Programs – Tags

• Organize by Cost Center or any other tag(s) you create

• Use Tags to compare Programs


Programs – Progressions and Success



• Progression Steps allow you to track where someone is in the program

• Use the flow step “change status in progression” to assign the progression when an action is taken





• Program Success is defined as the number of people who took the action you wanted them to take





• Program Success is defined as the number of people who took the action you wanted them to take


Programs – Action Items

• Run the Program Performance Report



• Run the Program Performance Report• Create Cost Tags for all programs



• Run the Program Performance Report• Create Cost Tags for all programs • If no New Names, check how leads enter

program (we can help with this)




program (we can help with this)• If no Success, look at program smart campaigns

that include “change status in progression”




program (we can help with this)• If no Success, look at program smart campaigns

that include “change status in progression”• Convert campaigns to Marketo Programs for

future reporting


Ingredient #3 (Sugar): Opportunities and Marketo – Best Practices• For opportunities to be visible to Marketo,

contacts must be attached to the opportunities in your CRM

• If you can, make sure that opportunities can only be created from the CONTACT record, not the Account record

• If not, run the Opportunity Influence Analyzer


Opportunities and Marketo

• Shows you which contacts not on the opportunity had marketing touches


Opportunities and Marketo – Action Items

• Use the Opportunity Influence Analyzer to determine which contacts should be attached to the opportunity


Opportunities and Marketo – Action Items

• Use the Opportunity Influence Analyzer to determine which contacts should be attached to the opportunity

• Attach applicable contacts to the opportunity in your CRM (or hire an intern….)


Ingredient #4 (Butter): Interesting Moments – Best Practices

• Opportunity influence analyzer is based on people reaching the success criteria in Programs and on Interesting Moments

• If you are using Sales Insight, make sure Interesting Moments are activated and include all the important touches


Interesting Moments - Example


Interesting Moments - Example


Interesting Moments – Action Items

• Create an Interesting Moments Program and fill it with Interesting Moments Smart Campaigns such as:



• Create an Interesting Moments Program and fill it with Interesting Moments Smart Campaigns such as:• Filled Out Form• Clicked Link in Email



• Create an Interesting Moments Program and fill it with Interesting Moments Smart Campaigns such as:• Filled Out Form• Clicked Link in Email• Visited Multiple Web Pages in One Week• Unsubscribed



• Create an Interesting Moments Program and fill it with Interesting Moments Smart Campaigns such as:• Filled Out Form• Clicked Link in Email• Visited Multiple Web Pages in One Week• Unsubscribed• Requested Demo• And anything else you can think of!


Now you have your ingredients…..

Create your reports


5 Key Marketing Questions

1. Which Lead Sources are driving the most Leads?2. Which Lead Sources are creating the most sales

Opportunities?3. Which Marketing Initiatives are acquiring the most net New

Names? 4. How well are my programs performing overall?5. Which Marketing Initiatives are creating the most sales

Opportunities?


5 Key Marketo Reports (The Whole Pie)

1. Leads by Lead Source 2. Top 10 Lead Sources by Opportunity3. Top 10 Acquisition Programs 4. Program Performance Report 5. Opportunities by Programs


Marketo Reports – Where do I find them?

• Standard Reports – in Analytics Tab


Marketo Reports – Where do I find them?

• Standard Reports – in Analytics Tab

• Advanced Reports – in Revenue Explorer (Select Edition / RCA Add on only)


Report #1: Leads by Lead Source

• Gives you a big picture view of where your leads are coming from (source: Analytics Tab)


Report #2: Top 10 Lead Sources by Converted Leads

• This highlights the lead sources that are driving the most opportunity conversion (source: Revenue Cycle Explorer)


Report #3: Top 10 Acquisition Programs

• This shows you the top 10 Marketing Initiatives that are generating new names (source: Revenue Cycle Explorer )


Report #4: Program Performance Report

• This shows you the success of your programs based on leads, success and costs – your opportunity to tie marketing expenses to your funnel growth (source: Analytics Tab)


Report #5: Programs to Opportunities

• This shows you which programs are generating leads that turn into opportunities and won revenue (source: Revenue Cycle Explorer)


• Questions? Please ask them in the chat window.

• Recording will be sent to participants next week

• Marketo and the Pedowitz Group can help you get the actionable reports you need. We’re here to help!

Thank You!

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Reporting with Marketo