Marketo's Journey: Marketing Calendar
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Join Marketo's own Rick Siegfried as he guides you through the epic journey to a fully aligned marketing organization. He'll lead you through: - Building programs optimized for Calendar - Creating a digestable naming convention for the whole team - Personalized views to focus on what matters to you - Leveraging Calendar HD for high-level and in-the-weeds meetings
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Marketo's Journey: Marketing Calendar
- 1. Marketoâs Journey: Marketing Calendar Rick Siegfried Customer Marketing Programs Manager, Marketo
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Who is Rick? âą Manages cross-sell demand generation efforts to Marketoâs current customer base âą Started at Marketo on February 15, 2011 âą Currently located in Evanston, IL
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Who is Rick? âą Manages cross-sell demand generation efforts to Marketoâs current customer base âą Started at Marketo on February 15, 2011 âą Currently located in Evanston, IL
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Why does Marketing need a calendar? âIt was on the calendar, but never happened.â âIt happened, but was not on the calendar.â âI spend too much time figuring out whatâs really scheduled.â âEvery new campaign interferes with others already planned.â âItâs hard to coordinate all the activities in flight across teams & regions.â âIâm sending overlapping messages to customers & prospects.â
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Disconnected Calendars Hinder Coordination 70% of Marketers are still using rudimentary tools for Calendar* *Marketo Research, 2014
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 What is Marketing Calendar and Why Should You Care? Unified Track any activity Specialized Create unique views Actionable Build & modify campaigns
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Setting ExpectationsâŠ
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Todayâs Agenda âą Entry Types: What you want in your calendar âą Program Tags: How to get what you want into your calendar âą Naming Conventions: How to understand what you see âą Scheduling: How to interact with what you see âą Calendar HD: How to leverage what you see
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 What activities are most important to you?
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 This is in Marketo so letâs start thereâŠ
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 What ELSE do you want to see?
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Program Tagging is KEY
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Tag Values B2B 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
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Tag Values B2B 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
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 TAG⊠YOUâRE IT!
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Program Naming MethodologyâŠ
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Program Naming Methodology⊠[Abbreviated Channel] â [Program Name] â [Region] â [Abbreviated Month] [Year] You Are Currently a Member of⊠WM â Marketing Calendar Journey â USA â Nov 2015 Your Program Status is⊠Event â Webinar â Marketo > Registered
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Program Naming Methodology⊠[Abbreviated Channel] â [Program Name] â [Region] â [Abbreviated Month] [Year] You Are Currently a Member of⊠WM â Marketing Calendar Journey â USA â Nov 2015 Your Program Status is⊠Event â Webinar â Marketo > Registered What is it? Who is it for? When is it?
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Program Organization
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Program Asset Organization
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 All Local Campaigns and Programs
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Also able to rename
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Tentative vs. Confirmed Email
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Best Practice: Approve from Control Panel
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Confirmed Event
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Voila⊠Event Check-in App!
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Best Practice: Prevent Schedule Clash
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Now everyone knows whatâs happening!
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Hey Man, Nice Filter
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Entry Types
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Entry Types + Program Tags
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Entry Types + Program Tags + Workspaces
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Welcome to my homeâŠ
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Welcome to my homeâŠ
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Sharing is caring
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Sharing is caring
- 38. Letâs show this prehistoric calendar how we do things in Marketo
- 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 CALENDAR HD!!! #calhd
- 40. âą Display full HD views of your programs calendar and goals on office walls âą Provide visibility to sales, C-suite and business stakeholders Align Teams to Big Picture Goals
- 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Letâs take a step back⊠how do we do this?
- 42. Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Build from the ground up
- 43. Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 What are your goals and aspirations?
- 44. Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Itâs all hereâŠ
- 45. Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2015 Review of Todayâs Agenda âą Entry Types: What you want in your calendar âą Program Tags: How to get what you want into your calendar âą Naming Conventions: How to understand what you see âą Scheduling: How to interact with what you see âą Calendar HD: How to leverage what you see
- 46. Fine, letâs get serious⊠Questions? rick@marketo.com @RickGrind
Hinweis der Redaktion
- - Introduce self
- - Iâm the one who sends you those emails encouraging you fine customers to check out Real-Time Personalization or Revenue Cycle Analytics or the like - I started at Marketo in early 2011, going on my 5th year, and have come a long wayâŠ
- - Yes, that is a picture of me playing Markie, our discontinued mascot, on the streets of San Francisco about a month after I started. - Iâve since moved to Evanston, IL back to my roots in Chicagoland. Go Hawks! - Quick story behind the bowtie photo. This is from the Definitive Guide to Digital Advertising photo shoot which was to have a Mad Men-esque theme, and I for some reason decided to dress up like a bartender instead. Then Iâm referenced as âthe hipsterâ at another point in the ebook so yeah, check it out, itâs a great piece of content.
- A vast array of reasons which can be illustrated with the âoopsâ quotes above What has or has not occurred Optimizing your time with an at-a-glance view of what is happening Cross-team collaboration â it IS difficult to coordinate across teams & regions globally, and even locally Succinct messaging to your audience â you have a complete view of what message is getting communicated to what audience Finally, planning ahead â if youâre able to see exactly whatâs in the pipeline, even if itâs just a week in advance, it can have a huge impact on any last minute campaigns or long running programs
- This is the current state of affairs Be it an online tool like Google Calendar or the caveman calendar of a whiteboard with post-its A complete marketing calendar solution is something that has long been lacking in the marketplace
- - Marketo Marketing Calendar changes all of this by bringing your calendar to life and keeping teams coordinated, so they can be more productive and avoid costly mistakes. - Before I get into the meat of the webinar, let me provide a quick overview of what exactly Marketoâs Marketing Calendar is. - (1) UNIFIED - Unlike other calendar solutions, Marketing Calendar is built on your current instance of Marketo, so it instantly displays all of your emails, events, and more. - You can add other marketing activities to your calendar, like content assets, press releases, and blog posts, to create a single source of truth for marketing activities. - (2) SPECIALIZED - Marketing Calendar provides personalized views to everyone on the team and empowers them to find and resolve scheduling conflicts and gaps, and to avoid them altogether. - With Marketing Calendar, marketing teams can more easily plan, coordinate and communicate everything marketing is doing. - (3) ACTIONABLE - You can reschedule, unapproved, send tests?
- Iâm going to be talking about how Marketo uses Marketing Calendar. This is not a live demonstration of the tool itself. There ARE lots of screenshots, but no live action in the product itself This presentation is on Marketoâs own strategy with building out and implementing Marketing Calendar into our own Marketo instance Iâll also be pointing out various Marketo best practices in terms of program construction and management
- We will be answering the questions that marketers must ask themselves when building out their perfect calendar Entry Types are just that, the types of entries into Calendar Program Tags are a way of categorizing your programs and thus entries A clear and clean naming convention is as important as anything, because if you canât understand what someone else has added, what is the point? Scheduling is where the action is, literally. Your ability to schedule in Calendar is what makes it such a powerful tool Icing on the cake, Calendar HD, how to present and âwowâ your audience with your own Calendar presentation
- Iâm going to make you ask yourself a lot of questions, so get used to it. Why do you want to have a calendar? What is it that you want to schedule that you want others to see and to have as your own source of insight
- - Marketo starts you off right - everything within Marketo is visible
- This is for non-Marketo activities Weâre only going to be discussing those items that are integrated with Marketo, but as a real-life example, check out all of the neato stuff there is
- To properly set the stage, we must cover the base of what Marketing Calendar thrives on â program tags! Program tagging is the system for categorizing your Marketo programs, think of it as tying specific category types to a program With program tags, youâre able to not just easily report on your programs with tools like Revenue Cycle Explorer, but also easily view and schedule within Marketing Calendar Iâll show that later, first, the extent of tagging
- These are the tags we use at Marketo We categorize based on audience (B2B/B2C, Region, Customer/Prospect, SMB/ENT, BOTH) â I use Both for my view of customer demand gen programs because we will run, for example, events that have âBothâ customer and prospect (new business) elements. I want those to show up in my own Calendar view (which I will cover later), so Iâd tag it both Also based on various program details like what product Iâm cross-selling, what piece of content is used, should this show up in our Executive Calendar HD view for the 4th floor at HQ in beautiful San Mateo?
- Program Lead is an important tag because this answers the age old question, Who Owns This? You see something that clashes with your schedule, not sure whose program it is. You can assume, but in the end, itâs best to be able to know exactly who is in charge of that schedule entry NOW FOR A REAL LIFE EXAMPLEâŠ
- Check out the tags for this very webinar program! In case youâre wondering about the little Tag icons, the Green Arrow indicates the inherited tag of Program Channel which is custom to your Marketo instance and the Red Stars indicate mandatory program tags
- You have to know what youâre looking at and that cannot happen with everyone naming programs and campaigns whatever comes to mind, or in their own personal organized way which does no one any good but themselves How you name your programs should be easy to translate in a second, answering the basic questions What is this? Who is it for? When is it?
- The way weâve adopted to named our programs is identifyingâŠ
- The way weâve adopted to named our programs is identifyingâŠ
- Iâm just mentioning this as a side note since it comes up all the time This is how we keep our Marketing Activities organized (follow progression to this program) Programs folder -> Yearly folder -> Monthly folder -> Channel folder
- Within the program, we keep things organized by asset type Campaigns Emails/Email Programs Landing Pages Lists and Reports
- Now back to Calendar! This is this very webinar program I can see all email programs and smart campaigns local to the event program
- When building the program, we keep the asset names simple, but rename in Calendar in order to keep consistency Once cloned, calendar name wonât affect program name and vice versa â If I decided to rename âInviteâ to âInvite 1â â the Calendar entry will not be affected
- - Youâre probably asking your self what the Grey and Orange boxes mean - Orange, or Confirmed, is a scheduled and approved program or campaign - Grey, or Tentative, is when a program or event is scheduled but not necessarily âconfirmedâ or âapprovedâ - Approving an Email program will approve the email to go out, it is confirmed and scheduled
- - Click the âswirly iconâ to verify the number of leads that will be sent the email This isnât because you need to make sure that Marketo doesnât send to the wrong people, itâs to make sure that you built your list correctly Once you see the final number, THEN approve
- An Event is something such as a Webinar or Road Show To get the details on an eventâs schedule status, look for the Schedule view In this instance weâre looking at a field event, a holiday party. From here youâll be able to see what day the event is scheduled on â December 3 Now that the event is confirmedâŠ
- It shows up in the Event Check-in App! Available for iOS or Android â search âMarketo Eventsâ
- If youâre having trouble finding whatâs already scheduled/exists in the program, use the Agenda sidebar â it is your friend!
- How we avoid schedule clash within our customer facing webinars is by adding an entry that isnât tied to any specific asset and select one of the other entry types, in this case we use Webinar Sponsored
- This will now show up in the Marketing Calendar and when someone wants to schedule a webinar, theyâre able to get a quick glance at what is already scheduled and pending That is of course if the correct filters are used
- This is where saved Filters come into play, the one in reference being âCustomer Webinars (USA)â A Calendar View is a saved set of filters, or parameters which dictate what is shown It is a combination ofâŠ
- Entry Types (which I mentioned before, those things that are important to you)
- Program Tags - those super important things that make program setup magical
- Workspaces â these are separate areas in Marketo that hold marketing assets like programs, landing pages, emails, etc. â this is for instances like different geographies, different product units, etc.
- As you can see, my view, Cust DG (USA), consists essentially of Emails and Events whose target is customers in the US From here, I, or any marketer, can not just see what emails and events are happening, but one can act on those emails and events Archaic planning âsolutionsâ â if you care to call them that â can do nothing but give insight into what others have thought about doing, that is it Whether theyâve forgotten to schedule, decided to reschedule, or any of the other hundreds of random changes or human errors that can throw a wrench into your marketing teamâs planning
- If your team isnât on the same page, you will miss those key dates Sure, missing a day or two doesnât seem tragic, and itâs not â no one dies (INSTILL THIS) Though, when youâre a growing organization, and every organization is growing, pushing a significant communication can easily cause overcommunication â or underresponse
- On top of that, itâs easy as pie to share with someone your filter definition! Just click the share icon in the lower right, copy the URL, send to your buddy via whatever method you see fit
- And they go to the URL you shared (and obviously, they have to be signed into Marketo) and save it by clicking the Save icon in the upper right They can name it however they see fit as it will now be saved in their personal instance, if you update your filter definition, they wonât see those changes
- And now, the piĂšce de rĂ©sistance, Calendar HD With Cal HD (yeah, I am now coining that, you heard it here first, folks!), I can walk into a meeting and when greeted with the question, âso, what does customer marketing demand gen have going on?â
- I can respond with this complete view of everything thatâs happening in my world.
- Teams also need to align on goals â pipeline, revenue, opps, MQLs Tracking these goals on a big screen TV via Marketo Marketing Calendar provides visibility to Sales, C-Suite and business stakeholders Everyone is in the know on the key programs program visibility to the C-suite, sales or other company stakeholders for more cross-functional alignment.
- To build this beautiful view, just go to the Presentation Builder
- From here you can easily drag and drop all aspects of what you want to present The different views (filter definitions) you have saved â my home view How often you want to change the views, should you decide to have the Presentation rotating in your office â since I only have one view, it doesnât rotate, but the point is that it could! Goals, which I will cover in a moment Calendar Display, which is either by Month or 3 week blocks Background, which is any awesome picture that your heart could possibly desire
- Here you have the option to create two types of goals Smart List Goals: you set the target, and the current value is the value of a smart list Custom Goals: you set the target, you also set the current value
- Here is the final product.
- - We will be answering the questions that marketers must ask themselves when building out their perfect calendar
- Now for Questions!