This is the presentation from our March 20th User Group networking meeting. Please feel free to contact me with any questions. We look forward to seeing you at the next one! 1. Jocelyn Capil from Crescent Solutions - Resume Tips for Tech 2. Jon Miller from Marketo - Secret to Marketo Marketing 3. Ready Talk - Introduction to the Product

1. Los Angeles
Salesforce User Group
March 20 th 2013

2. Top 5 Pitfalls of
Tech Resumes

3. Tech Runs in the Family
My Brother is a
Salesforce Architect
He’s only 25!

4. Tech Runs in the Family
My Husband is a
Web Developer

5. About Me
• Grew up in Cupertino
(Silicon Valley)
• Former Deloitte IT Consultant
• Tech Recruiter at Crescent Solutions

6. Top 5 Pitfalls of Tech Resumes
#5: Hard to Read

7. 123 Cherry Tree Lane
George Oscar Bluth Jr. Pleasantville, CA 90000
Illusions.not.tricks@hotmail.com
555-555-5555
Objective: I am an Information Technology wizard looking to use my unique skills
and experience to meet the IT challenges that confront business today. The
integration of information technology is an ongoing endeavor that requires
someone like me whose knowledge base of technology encompasses
multiple avenues .. The intersction of technology and magic are my
passions and I want to pursue it in a large org.
Education:
I received my certification in Wonder and Illusions from the Magic Castle in 2011
and became a certified Magician through the Alliance of Magicians. I also received
my Bachelor of Arts in Sociology from University of California; Los Angeles. I am a
certified Salesforce.com Administrator and Developer.
Experience:
Freelance Magician and Salesforce Consultant, Los Angeles, CA; 2012 to Present
My last position was a contract job implementing Salesforce for a large company
in the entertainment industry.. While performing my primary duty as a business
analyst to gather user requirements and communicate with the sales department,
I also provided on-site magic illusions and amusements during office celebrations
and parties. My main task after the implementation was to serve as a Salesforce
Administrator and facilitate any enhancements needed for the modules.

8. George Oscar Bluth Jr.
123 Cherry Tree Lane
Pleasantville, CA 90000
Illusions.not.tricks@hotmail.com
555-555-5555
Objective
I am an Information Technology wizard looking to use my unique skills and experience to meet
the IT challenges that confront business today. The integration of information technology is an
ongoing endeavor that requires someone like me whose knowledge base of technology
encompasses multiple avenues. The intersection of technology and magic are my passions
and I want to pursue it in a large organization.
Education
Magic Castle – Certification in Wonder and Illusions
Alliance of Musicians – Certified Magician
University of California, Los Angeles (UCLA) – B.A. Sociology
Salesforce.com Certified Developer (DEV401)
Salesforce.com Certified Administrator (ADM201)
Experience
Freelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)
My last position was a contract job implementing Salesforce for a large company in the
entertainment industry. While performing my primary duty as a business analyst to gather user
requirements and communicate with the sales department, I also provided on-site magic
illusions and amusements during office celebrations and parties. My main task after the

9. #4: Lacks a Summary or
Technical Skills

10. George Oscar Bluth Jr.
123 Cherry Tree Lane
Pleasantville, CA 90000
Illusions.not.tricks@hotmail.com
555-555-5555
Objective
I am an Information Technology wizard looking to use my unique skills and experience to meet
the IT challenges that confront business today. The integration of information technology is an
ongoing endeavor that requires someone like me whose knowledge base of technology
encompasses multiple avenues. The intersection of technology and magic are my passions
and I want to pursue it in a large organization.
Education
Magic Castle – Certification in Wonder and Illusions
Alliance of Musicians – Certified Magician
University of California, Los Angeles (UCLA) – B.A. Sociology
Salesforce.com Certified Developer (DEV401)
Salesforce.com Certified Administrator (ADM201)
Experience
Freelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)
My last position was a contract job implementing Salesforce for a large company in the
entertainment industry. While performing my primary duty as a business analyst to gather user
requirements and communicate with the sales department, I also provided on-site magic
illusions and amusements during office celebrations and parties. My main task after the

11. George Oscar Bluth Jr.
123 Cherry Tree Lane
Pleasantville, CA 90000
Illusions.not.tricks@hotmail.com
555-555-5555
Summary
A certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience
implementing and configuring the Salesforce CRM platform in enterprise environments.
Education
Magic Castle – Certification in Wonder and Illusions
Alliance of Musicians – Certified Magician
University of California, Los Angeles (UCLA) – B.A. Sociology
Salesforce.com Certified Developer (DEV401)
Salesforce.com Certified Administrator (ADM201)
Technical Skills
Java, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, PowerPoint, Project, Visio
Experience
Freelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)
My last position was a contract job implementing Salesforce for a large company in the
entertainment industry. While performing my primary duty as a business analyst to gather user

12. #3: Includes Irrelevant
Information

13. George Oscar Bluth Jr.
123 Cherry Tree Lane
Pleasantville, CA 90000
Illusions.not.tricks@hotmail.com
555-555-5555
Summary
A certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience
implementing and configuring the Salesforce CRM platform in enterprise environments.
Education
Magic Castle – Certification in Wonder and Illusions
Alliance of Musicians – Certified Magician
University of California, Los Angeles (UCLA) – B.A. Sociology
Salesforce.com Certified Developer (DEV401)
Salesforce.com Certified Administrator (ADM201)
Technical Skills
Java, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, PowerPoint, Project, Visio
Experience
Freelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)
My last position was a contract job implementing Salesforce for a small company in the
large company in the
entertainment industry. While performing my primary duty as a business analyst to gather user
requirements and communicate with the sales department, I also provided on-site magic
illusions and amusements during office celebrations and parties. My main task after the

14. George Oscar Bluth Jr.
123 Cherry Tree Lane
Pleasantville, CA 90000
Illusions.not.tricks@hotmail.com
555-555-5555
Summary
A certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience
implementing and configuring the Salesforce CRM platform in enterprise environments.
Education
University of California, Los Angeles (UCLA) – B.A. Sociology
Salesforce.com Certified Developer (DEV401)
Salesforce.com Certified Administrator (ADM201)
Technical Skills
Java, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,
Project Visio
Experience
Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)
My last position was a contract job implementing Salesforce for a large company in the
entertainment industry. I acted as a business analyst to gather user requirements and
communicate with the sales department. My main task after the

15. #2: Doesn’t Have Enough
Detail or Specifics

16. George Oscar Bluth Jr.
123 Cherry Tree Lane
Pleasantville, CA 90000
Illusions.not.tricks@hotmail.com
555-555-5555
Summary
A certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience
implementing and configuring the Salesforce CRM platform in enterprise environments.
Education
University of California, Los Angeles (UCLA) – B.A. Sociology
Salesforce.com Certified Developer (DEV401)
Salesforce.com Certified Administrator (ADM201)
Technical Skills
Java, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,
Project Visio
Experience
Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)
My last position was a contract job implementing Salesforce for a large company in the
entertainment industry. While performing my primary duty as a business analyst to gather user
requirements and communicate with the sales department, I also provided on-site magic
illusions and amusements during office celebrations and parties. My main task after the My
main task after the implementation was to serve as a Salesforce Administrator and facilitate

17. George Oscar Bluth Jr.
123 Cherry Tree Lane
Pleasantville, CA 90000
Illusions.not.tricks@hotmail.com
555-555-5555
Summary
A certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience
implementing and configuring the Salesforce CRM platform in enterprise environments.
Education
University of California, Los Angeles (UCLA) – B.A. Sociology
Salesforce.com Certified Developer (DEV401)
Salesforce.com Certified Administrator (ADM201)
Technical Skills
Java, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,
Project Visio
Experience
Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)
• last position was a contract job implementing Salesforce for users company
My Primary Salesforce Administrator and Developer for 400 a largeat a large in the
entertainment industry. While performing my primary duty as a business analyst to gather user
entertainment company.
• Led the 3-month Salesforce implementation project.
requirements and communicate with the sales department, I also provided on-site magic
• Worked amusements during office and IT teams to define My document business
illusions andclosely with the business celebrations and parties. andmain task after the My
main task after the implementation was to serve as a Salesforce Administrator and facilitate
requirements.

18. #1: Missing ROI
Statements

19. George Oscar Bluth Jr.
123 Cherry Tree Lane
Pleasantville, CA 90000
Illusions.not.tricks@hotmail.com
555-555-5555
Summary
A certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience
implementing and configuring the Salesforce CRM platform in enterprise environments.
Education
University of California, Los Angeles (UCLA) – B.A. Sociology
Salesforce.com Certified Developer (DEV401)
Salesforce.com Certified Administrator (ADM201)
Technical Skills
Java, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,
Project Visio
Experience
Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)
• Primary Salesforce Administrator and Developer for 400 users at a large entertainment
company.
• Led the 3-month Salesforce implementation project.
• Worked closely with the business and IT teams to define and document business
requirements.

20. George Oscar Bluth Jr.
123 Cherry Tree Lane
Pleasantville, CA 90000
Illusions.not.tricks@hotmail.com
555-555-5555
Summary
A certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience
implementing and configuring the Salesforce CRM platform in enterprise environments.
Education
University of California, Los Angeles (UCLA) – B.A. Sociology
Salesforce.com Certified Developer (DEV401)
Salesforce.com Certified Administrator (ADM201)
Technical Skills
Java, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,
Project Visio
Experience
Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)
• Primary Salesforce Administrator and Developer for 400 users at a large entertainment
company.
• Streamlinedand led the 3-month Salesforce implementation projecthelp desk system for and
Completed business processes by creating a custom Salesforce $30K under budget all
departments. of schedule.
1 month ahead
• Worked closely with the business and IT teams to define and document business

21. How to Be a
(Sales)force to Be
Reckoned With

22. Resume Boosters
• Salesforce.com certifications
• User groups
• Blog
• Awards and recognition:
• Participating in Dreamforce, hackathons
• Being in the Force.com e-mail newsletter
• Getting your work published
• Winning industry awards
• LinkedIn profile

23. Legendary Cover Letters
• Write short paragraphs (3-4 sentences)
• Stay under 1 page
• Feature your proudest accomplishments
• Highlight your soft skills through work
examples
• Tailor it to the specific job
• Keep it focused

24. E-mail Excellence
• Keep e-mail responses concise
• Respond no later than 48 hours after contact
• Maintain a professional tone
• Refrain from using slang and emoticons 
• Pay extra attention to spelling and grammar

25. JOCELYNE CAPIL
SFDC Recruiter Extraordinaire
jcapil@crescentsolutions.net
323-843-8188
Add me on LinkedIn!

26. Marketo on Marketing
Jon Miller, VP Marketing and Co-Founder
Executive Editor of Modern B2B Marketing blog
@jonmiller
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

27. Page 27
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

28. INFORMATION
ABUNDANCE
Page 28
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

29. Page 29
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

30. Types of Content
Early Stage
Thought leadership and Research, funny videos, curated
entertainment to build lists, infographics, thought
brand and awareness leadership, definitive guides
Middle buyers find
Tools that help
Stage Buying guides, RFP templates,
you when they are looking ROI calculators, whitepapers,
for solutions analyst reports, webinars
Late Stage
Company-specific Pricing, demos, services
information to help evaluate information, 3rd party reviews,
and reaffirm selection customer case studies
Page 30
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

31. Why Measuring Programs is Hard
• Multiple touches. Seven touches
needed to convert a cold lead into a
sale
• Multiple people. Typical buying
committee has 5-21 people
Page 31
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

32. Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 32
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

33. What Generates Pipeline for Marketo?
Paid Online (PPC+Email)
Nurture Email
Nurture Email - CTA
Source: Marketo Revenue Cycle Analytics, Jan 2013
Page 33
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

34. Running Webinars
Page 34
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

35. Most New Targets Are Not Ready to Buy
Building relationships with qualified prospects
regardless of their timing to buy, with the goal
of earning their business when they are ready.
MQL
SAL
All Names
Recycled
Target &
Engaged
SQL
Lead
tacted
Sales
Lead
Con-
Opportunity
Nurturing
Marketo Data:
•% new Targets not Opp ready: 98%
•Target to Opp time: 123 days avg.
•% Slow Leads: 80%
Page 35
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

36. Lead Nurturing in a Word: Relevance
Stages 1 2
1. BUYING STAGES
3
A
• Early (4.1.1 cadence)
• Mid and Late
• Customer
B
2. BUYING PROFILES
• Industry: 82%
C
• Role: 67%
• Company Size: 49%
D
• Geography: 29%
Get The “Definitive Guide to Lead Nurturing”
http://bit.ly/DGtoLN
Page 36
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

37. Lead Scoring
“Shared sales and
marketing methodology • Early stage content +3
for ranking leads in • Attend webinar: +5
order to determine their • Visit any webpage / blog : +1
sales readiness” • Visit careers pages: -10
• Demographics (e.g. title) • Pricing pages:
• Data append - firmographics • +10 regular, +15 detailed
• Data quality • Watch demos:
• Corporate email • +5 overview, +10 detailed
• Geo location • Mid-stage content +8
• Late-stage content +12
• Searches for “Marketo” +8
Page 37
© 2013 Marketo, Inc. Marketo Proprietary and Confidential @jonmiller

38. Key Takeaways
1. The way buyers buy has changed
forever – the way we market and
sell must change as well
2. Publish / own content to help leads
find you
3. Multi-touch attribution to measure
program ROI
4. Most leads are not “sales ready” –
nurture relationships over time
5. Use behavior and fit scoring to find
the best sales leads
Page 38
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

39. Question and Answer
Marketo, Inc.
JON MILLER 901 Mariners Island
VP Marketing Suite 200
jon@marketo.com San Mateo, CA 94404
@jonmiller
Direct: +1.650.376-2310
blog.marketo.com
www.marketo.com
Page 39
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

40. © 2013 Marketo, Inc. Marketo Proprietary and Confidential

41. ReadyTalk for Salesforce
Audio + Web Conferencing | Web Events + Professional Services | Recording + Syndication
41

42. Who is ReadyTalk?
 Founded in 2000, privately held
 Headquartered in Denver with 160 employees
 Audio & web conferencing + webinars
– 100s of millions of conferencing minutes per year
– More than 10,000 conferences per month
– Over 500 managed events per month
 ~8000 active direct customers in 2012
 Ranked as one of Deloitte’s Fastest Growing Tech
Companies 5 years in a row
42

43. ReadyTalk Strategic Partners
43

44. What is ReadyTalk for Salesforce?
ReadyTalk A full-featured and reliable
conferencing platform that
Registration Attendance
Data Data integrates seamlessly with
Salesforce
Recording Interactivity
Data Data
Automation
Salesforce
44

45. Key Uses Cases
Marketing Online Training Sales Demos &
Webinars Meetings
45

46. Customer Use Cases
Customer Problem Solution
Creation of a nurtured sales
Lack of visibility into my lead by seeing real-time
prospect’s webinar activity ReadyTalk Webinar
Information
(Sales Use Case)
Timely communication Use a ReadyTalk for
needed with past webinar Salesforce report to apply
participants with appropriate filters and email their
filters targeted customers
(Training Use Case)
Utilized ReadyTalk’s
Eliminate some of the time integration with Salesforce
and spreadsheets it takes to and Eloqua to automate
compile large webinar results manual processes from
(Marketing Use Case) beginning to end
46