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Marketo Community Rockstar Rewards
Forrester Groundswell Award Entry - 2012
Page 2© 2011 Marketo, Inc. Marketo Proprietary and Confidential
All About Marketo
Marketing automation and sales effectiveness software that streamlines marketing processes, delivers more campaigns, generates more win-ready leads, and dramatically improves sales performance.
#1 Marketing Software in Inc 500’s Fastest Growing Companies
#1 Fastest Growing Private Company of 2011 by the Silicon Valley Business Journal
America’s Most Promising Companies by Forbes Magazine
2011 AppExchange Awards for Best Chatter Exchange & Best Marketing Automation
Page 3© 2011 Marketo, Inc. Marketo Proprietary and Confidential
About the Community
• What: Private customer community to answer technical questions and discuss various best practices
• Who: Marketo customers & partners – mostly marketing and sales professionals.
Page 4© 2011 Marketo, Inc. Marketo Proprietary and Confidential
• Launched Community in December 2010• Salesforce Answers, Ideas, Knowledge • Launched Cases in June 2012• Custom VisualForce Interface & Custom
Objects
Page 5© 2011 Marketo, Inc. Marketo Proprietary and Confidential
High Success
• 8K Users / Month
• 84% Returning Visitors
• -30% Cases / Customer
• 25k+ Posts & Articles
• <6 hours for Answer
Best Closed Community
Finalist - Embracing
Page 6© 2011 Marketo, Inc. Marketo Proprietary and Confidential
What More Could We Want?
To drive customer adoption and accelerate customers to maturity
Page 7© 2011 Marketo, Inc. Marketo Proprietary and Confidential
How?
• Launch an gamification platform that:
• Monitors
• Incents Behaviors
• Recognize / Rewards
Page 8© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Vendor Selection
o People
o References
o Platform Flexibility
Page 9© 2011 Marketo, Inc. Marketo Proprietary and Confidential
The Implementation Process
Set Business
Objectives
DefineBehaviors
Design Visual
Elements
Configure User
Experience
PLAN
Technical Integration
Track Engagemen
t Analytics
DEVELOP
Go Live
LAUNCH
Page 10© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Business Objectives
1) Increase Community Engagement
2) Better Identify & Reward Advocates
3) Increase Adoption & Customer Maturity
Set Business Objectives
DefineBehaviors
Design Visual
Elements
Configure User
Experience
Technical Integration
Track Engagement
AnalyticsGo Live
Page 11© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Behaviors
1. Engagement - Voting, asking questions, submitting ideas, commenting
2. Quality - selecting best answer, chosen as the best answer, idea selected for product
3. Education - reading documentation, completing course, watching video
4. Revenue– Refer a friend
Set Business Objectives
DefineBehaviors
Design Visual
Elements
Configure User
Experience
Technical Integration
Track Engagement
AnalyticsGo Live
Page 12© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Visual Elements: Rockstar
Set Business Objectives
DefineBehaviors
Design Visual
Elements
Configure User
Experience
Technical Integration
Track Engagement
AnalyticsGo Live
Page 13© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Screen Shots:New Profile
Set Business Objectives
DefineBehaviors
Design Visual
Elements
Configure User
Experience
Technical Integration
Track Engagement
AnalyticsGo Live
Page 14© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Screen Shots:Badges
Set Business Objectives
DefineBehaviors
Design Visual
Elements
Configure User
Experience
Technical Integration
Track Engagement
AnalyticsGo Live
Page 15© 2011 Marketo, Inc. Marketo Proprietary and Confidential
User Experience
Creating the right interactions
• Leaderboard
• Pop-ups Upon Badge Completion
• Profile Page
Set Business Objectives
DefineBehaviors
Design Visual
Elements
Configure User
Experience
Technical Integration
Track Engagement
AnalyticsGo Live
Page 16© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Technical Integration
• Data Cleansing• Multiple licenses for one user
• Launching Multiple Platforms• LMS, Cases, New Design
Set Business Objectives
DefineBehaviors
Design Visual
Elements
Configure User
Experience
Technical Integration
Track Engagement
AnalyticsGo Live
Page 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Track Engagement Analytics
Production minus 2 weeks – launched behavior tracking
• Timeframe to pass missions & levels• Confirm point assumptions• Are all triggers populating correctly?
Set Business Objectives
DefineBehaviors
Design Visual
Elements
Configure User
Experience
Technical Integration
Track Engagement
AnalyticsGo Live
Page 18© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Go Live
Integrated Marketing Launch• Community Pop Up• Encouragement of Advocates to
Participate/ Give Feedback• Blog Launch, documentation
Set Business Objectives
DefineBehaviors
Design Visual
Elements
Configure User
Experience
Technical Integration
Track Engagement
AnalyticsGo Live
Page 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential
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200
400
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1400Total Site Engagement 3X Increase
First Week
Results!
Page 20© 2011 Marketo, Inc. Marketo Proprietary and Confidential
• You need to strategize rewards, behaviors, etc.
• Performance – Check, Check, Check
• Cheating will happen!
• Absolute Customer Delight
I love this! I think it's a wonderful idea and with me being the type of person to obsess over achievements…I'm on the community even more than I was before!
Via @TheJeffShearer
Things I Didn’t Expect
Page 21© 2011 Marketo, Inc. Marketo Proprietary and Confidential
• List all of the behaviors you want to reward• Easiest to hardest/ most important to you
• How will you reward customers?
• What is the end picture?• What does V2, V3 look like?• User portability!
Things To Do Today
