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Inherited Marketo? Making it Work For Your Organization
Cindy ZhouGlobal VP of Marketing, BackOffice Associates@cindy_zhou
Rachelle KerrMarketing Technology Manager, Babcock & Jenkins@rachellepdx
Page 2 © 2014 Marketo, Inc. #mktgnation14
Overview of BackOffice Associates®
• Leading Data Quality, Migration and Information Governance Solutions Provider• Headquartered in picturesque Cape Cod - Harwich, MA• Over 350 Customers all in the Fortune 1000• 100% Customer Success and Reference Rate• 650 Employees worldwide with offices in US, Canada, UK,
Singapore, UAE, India, Australia• Marketo Customer Since December 2011
• Integrated with Salesforce.com• 100k+ “Leads” in the system• Supporting Global Campaigns
Page 3 © 2014 Marketo, Inc. #mktgnation14
Cindy’s Marketing Automation Journey• 9 years of Marketing
Automation and Sales Process Integration Experience• Market2Lead (Acquired by Oracle)• Eloqua (Acquired by Oracle)• IBM Unica • Marketo
• Second Time at Marketo Transformation• Previously led Corporate
Marketing and Demand Gen at Emptoris (acquired by IBM)
Page 4 © 2014 Marketo, Inc. #mktgnation14
That was then... before Sept 2013• Marketo admin left company to join Marketo• Sync with Salesforce.com was broken• Thousands of Open “leads”
in Salesforce• No Marketo Sales Insight• Lead Sources were every
email/event/campaign• Smartlists weren’t leveraged
effectively• Revenue Cycle Analytics (RCA)
had no data to populate reports• Executive reports were compiled manually
Needed a Plan! Recipe for Marketing Automation Success.
Page 6 © 2014 Marketo, Inc. #mktgnation14
Recipe Card for SuccessSuccess with Marketo
• Team Interviews
• Marketing• Sales Ops• Sales• Executives
• Unraveling the Past• Lead Definition• Lead Process• Scoring Methodology• Cleansing and Augmenting
the Database• Sales Follow Up• Nurture and Progression• Reporting and Analytics
Page 7 © 2014 Marketo, Inc. #mktgnation14
• Interview your team — Marketing• Who owns the day-to-day operations of Marketo? • How many campaigns are run on average
per week/month/quarter?• What is the definition of a “Lead” and what
is the current scoring methodology?• Look at the reporting for the 5 most
recent campaigns• Interview Sales
• What is the definition of a “Lead”?• Understand the overall interaction with Marketing,
– How are campaigns/activities requested?• What campaigns/programs in your opinion worked, didn’t work?• How are leads routed to sales currently?• What are the various stages in the sales process?
Ingredients — Team Interviews
Page 8 © 2014 Marketo, Inc. #mktgnation14
Ingredients — Team Interviews• Interview Sales Ops
• What happens when a lead is passed to sales?• What are the triggers that cause a lead
to progress?• Smallest customer? Largest customer?• How is lead/opportunity reporting
handled now?• Interview Other Executives
• What defines an “ideal” deal?• What type of reporting do you see now?• What are the gaps in your opinion?
Page 9 © 2014 Marketo, Inc. #mktgnation14
Method — Unraveling the Past• Establish a baseline
to work from• Number of Campaigns per month• Segmentation
• Pause Campaigns that don’t fit the vision
• Organize folders, archive old campaigns
• Keep the programs that are working
Page 10 © 2014 Marketo, Inc. #mktgnation14
Method — Define a “Lead” • Where is your market “sweet spot”?
• Use the sizes of your smallest and largest customers as a guidepost
• Are you stronger in certain verticals/industries?• Understand your sales cycles
• Map your programs according to salesstages
• Map your Buyer’s Journey
Page 11 © 2014 Marketo, Inc. #mktgnation14
Method — Lead Scoring• Balance Demographic vs. Behavior• Utilize the questions important to sales• Keep Form Designs Simple
• Capture the lead first• Avoid BANT questions too early
• Identify Key Webpages• Consider duration or
amount of engagement • Leverage Score Decay
Page 12 © 2014 Marketo, Inc. #mktgnation14
Method — Cleanse & Augment Database
• Leverage Marketing Suspended Smartlists• Clean out employees,
competitors, etc.• Utilize a database
augmentation service to populate missing fields on leads
• Leverage picklists vs. text boxes
• Block junk data Have a regular data cleansing cadence
Page 13 © 2014 Marketo, Inc. #mktgnation14
Method — Sales Follow-up• Test and ensure your lead routing works!• Configure workflow reminders
• Enforce accountability by sending reminders up the management chain
• Make lead conversion a priority• Leverage Sales Insight• Automate follow up emails
Make it easy for sales with Marketo
Page 14 © 2014 Marketo, Inc. #mktgnation14
Method — Nurture & Progression• Establish a Lead Recycle Process for Nurture • Leverage Sales Email Templates• Personalize, Personalize, Personalize• Show clear next steps to take
Keep the leads warm through targeted content
Page 15 © 2014 Marketo, Inc. #mktgnation14
Method — Reporting & Analytics• Realize the Vision
• Leverage Tags• Build the Revenue Model
• Opportunity Influencer in RCA• *If on SFDC CRM, mitigates the
“contact roles” issue• Demonstrate value to sales
• Daily and Weekly Website Visitor reports
• “Prospect on Website Now” Alerts
Page 16 © 2014 Marketo, Inc. #mktgnation14
This is now...the Reviews Are In! • No Lead Left Behind!
• Leads are tracked all the way from creation to conversion in SFDC
• Sales team LOVES Marketo Sales Insight
• Executive Reporting is on the path to automation
• Web Marketing Presence up over 1678% in 3 months
Marketing is the hero!
Page 17 © 2014 Marketo, Inc. #mktgnation14
Secrets to Success• Put a stake in the ground on Lead Definition• Ensure Scoring fits the Definition• Engage your team and sales• Utilize a Marketo Admin• Demonstrate Value to Sales Quickly
• Leverage Marketo Sales Insight• Enforce Accountability• Don’t strive for perfection, just get started
RachelleInherited Marketo? Administrator Perspective
Page 19 © 2014 Marketo, Inc. #mktgnation14
Overview of Babcock & Jenkins (BNJ.com)
RELEVANCE RESULTS
21
• 21 Years• Based in Portland and London• Integrated Brand-to-Demand Agency• Multiple Award Winning• Marketo Expertise (90% clients use Marketo)
Page 20 © 2014 Marketo, Inc. #mktgnation14
BNJ’s Best-in-Class Clients
Page 21 © 2014 Marketo, Inc. #mktgnation14
About Rachelle Kerr• Marketo Certified Consultant• Five years’ marketing automation experience• Client + Agency• bnj.com/rachelle• @rachellepdx
Page 22 © 2014 Marketo, Inc. #mktgnation14
Inherited Marketo?
KEEP CALM
AND
USE THE CHECKLIST
Page 23 © 2014 Marketo, Inc. #mktgnation14
Download the Checklist• bnj.com/checklist
bnj.com/checklist
Step 1 – Gather Documentation
Page 25 © 2014 Marketo, Inc. #mktgnation14
Step 1 – Gather Documentation
bnj.com/checklist
Page 26 © 2014 Marketo, Inc. #mktgnation14
Step 1 – Gather Documentation
bnj.com/checklist
Step 2 – Get the Lowdown
Page 28 © 2014 Marketo, Inc. #mktgnation14
Step 2 - Get the Lowdown
bnj.com/checklist
Page 29 © 2014 Marketo, Inc. #mktgnation14
Step 2 - Get the Lowdown
bnj.com/checklist
Step 3 – Dig in, Admin Style
Page 31 © 2014 Marketo, Inc. #mktgnation14
Step 3 - Dig in, Admin Style
bnj.com/checklist
Page 32 © 2014 Marketo, Inc. #mktgnation14
Step 3 - Dig in, Admin Style
bnj.com/checklist
Rachelle’s Guide to Renaming, Archiving and Hiding
Page 35 © 2014 Marketo, Inc. #mktgnation14
What to Rename• Items that don’t match your naming
convention• How renaming affects reporting:
• If an asset is renamed, it will update in analytics• References to renamed assets will not
update in the activity logs• Beware of:
• API integrations• Filters using contains
bnj.com/checklist
Page 36 © 2014 Marketo, Inc. #mktgnation14
Archiving & Hiding
bnj.com/checklist
Page 37 © 2014 Marketo, Inc. #mktgnation14
What and When to Archive• Set a cadence to review items ready for
archival• Define archive timeframe
• Consider buying cycles• Consider analytics setup
• Inactive items that truly are not builtcorrectly
bnj.com/checklist
Page 38 © 2014 Marketo, Inc. #mktgnation14
What to Hide• Custom Fields
• Unneeded• CRM sync
• Tags & Channels• Not in use• Do not apply to your business
• Program statuses
bnj.com/checklist