Marketers are consistently tasked to perform the seemingly impossible—do more, with less. So how can you scale your efforts, optimize your marketing programs and prove your impact? Hayley Ferrante, senior marketing specialist on the commercial demand generation team at Marketo, an Adobe Company will present the marketing automation tactics that Adobe’s own demand generation team uses to maximize campaigns and deliver results. You'll learn: -How to develop nurture streams and implement traffic control -What building blocks are necessary for webinars and event programs -Key optimization and testing tactics for landing pages and emails

1. H A Y L E Y F E R R A N T E
Tips and Tricks:5 Ways to Maximize YourMarketing Automation
Sr. Demand Generation Specialist
Marketo, an Adobe company

2. 2Proprietary and Confidential | © Marketo, Inc.
Agenda
Nurture Programs Event Programs Smart Campaigns Optimization
Tactics
Reporting &
Analytics

3. 3Proprietary and Confidential | © Marketo, Inc.
Nurture Programs
• Developing NurtureStreams
• Choose how to breakdown yourstreams
• Createemails with high performing content
• Createtransition rulesbetween streams
• NurtureTrafficControl
• Traffic Cop: Control which traffic goes where
• Add leads to correctstreams
• Removeleads as necessary

4. 4Proprietary and Confidential | © Marketo, Inc.
Nurture Programs
- Reinvigorateunengagedsubscribers
- Multi-channelcampaignon emailanddigital
- CreditUnions,FinancialServices,Healthcare,HigherEd, Manufacturing
- Usingsimilarcontentbutpersonalizingthemessagingperindustry
- Emailsatahighfrequency
- Lowercadence ofemails
- C-Levelassetsonly
- MessagingrelevantfortheC-suite
- Ifsomeonedoesnotmeettheabovecriteria
- Offeringourtopcontentwithbroadlanguage
- Emailsatahighfrequency
Reactivation
Verticals
C-Level
Default
VerticalNurtureStrategy

5. 5Proprietary and Confidential | © Marketo, Inc.
Nurture Programs
• Structureyourideal nurturestreams
• Build emails according to the structure
• Createconsistent reports, checkconstantly
• A/B test assets and emails to add to nurture
• Refresh content as leads exhaust streams
• Optimize content based on performance
The Living, BreathingNurture| A HybridApproach

6. Proprietary and Confidential | © Marketo, Inc.
01
Event Programs

7. 7Proprietary and Confidential | © Marketo, Inc.
Event Programs
• TheBasics
• Trackingregistrants
• Triggering confirmation email
• Sending invitations
• Schedulingreminderemails
• Follow up emails
Webinar ProgramShell
Live Event ProgramShell

8. 8Proprietary and Confidential | © Marketo, Inc.
Event Programs

9. Proprietary and Confidential | © Marketo, Inc.
01
Smart Campaigns

10. 10Proprietary and Confidential | © Marketo, Inc.
Smart Campaigns
SmartList Flow Schedule
• Defines the who
• Trigger:fires a flow after an action
• Example: “Clicks Link”
• Filter: collects all people who qualify
• Example: “ClickedLink”
• Defines the what
• Wait step, send email, changedata
value, etc.
• Split choice steps
• Defines the when
• Triggercampaigns – activate
• Batch campaigns – schedule

11. 11Proprietary and Confidential | © Marketo, Inc.
E X A M P L E : W E B S I T E A C C E L E R A T O R S
Smart Campaigns
IF THEN

12. 12Proprietary and Confidential | © Marketo, Inc.
E X A M P L E : P E R S O N A L I Z E D G I F T I N G
Smart Campaigns
• Original UseCase
• Personalized gifting to fuel sales
• Marketingowned, sales driven
• Goal: Increasemeetings for sales
• MarketingUseCase
• Marketingair-coverto assist sales
• Multi-channelapproach to existing initiatives
• Goal: Increasemeetings for sales

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01
Optimization Tactics

14. 14Proprietary and Confidential | © Marketo, Inc.
L A N D I N G P A G E T E S T S
Optimization
vs.

15. 15Proprietary and Confidential | © Marketo, Inc.
L A N D I N G P A G E T E S T S
Optimization
1. Set up your test
2. Seereal-time results
3. Evaluate the winner

16. 16Proprietary and Confidential | © Marketo, Inc.
W E L C O M E E M A I L S E R I E S
Optimization
Group
1
(Control
)
Group
2
(Email
1)
Group 3
(Email
1+2)
1. Would sending a welcome email to prospects whenthey opt-in increase engagementover time?
2. Would collecting prospect interest and using it to structurea nurturebemore effective?

17. 17Proprietary and Confidential | © Marketo, Inc.
W E L C O M E E M A I L S E R I E S
Optimization
TriggeredCampaign
&
Batch Campaign
Group 1
Group 2
Group 3
33%
33%
33%
Send Email 1
Send Email 1 Send Email 2
3 days

18. 18Proprietary and Confidential | © Marketo, Inc.
W E L C O M E E M A I L S E R I E S
Optimization
The Data
What It All Means
• High open rate: People are interested
• High unsub. rate: We need to change our
messaging
• We’re offering the email subscription center, next
we’ll try offering top content instead

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Reporting & Analytics

20. 20Proprietary and Confidential | © Marketo, Inc.
P R O G R A M P E R F O R M A N C E R E P O R T S
Reporting & Analytics
Email Program
Event Program

21. 21Proprietary and Confidential | © Marketo, Inc.
Key Takeaways
Nurture Programs Event Programs Smart Campaigns Optimization
Tactics
Reporting &
Analytics

22. Proprietary and Confidential | © Marketo, Inc.
Q&A
01
Hayley Ferrante
https://www.linkedin.com/in/hayleyferrante/