Presented by:
Melissa McCready (CRM Happy)
Carly Guarcello (Joyent, Inc.)
(Sponsored by ReachForce)
What are the best practices for tradeshow/event management using Marketo? Are you sending a pre-show invite to your booth including a link to your post-show webinar? How are you managing the tradeshow where you can report on ROI? How are those leads being passed to sales to effectively work? Learn from customers who have perfected the pre and post-show best practices on when to send, what to send, setting up a webinar using Marketo, and how to set up the processes up in a way to capture quality information to then pass to sales to increase your tradeshow pre and post-show activities.
ReachForce-Justin England:As the Vice President of Business Development, Justin owns channels & strategic alliances, as well as the products, strategy and execution of ReachForce’s Conversion Acceleration business. Prior to ReachForce, Justin served as the founding Vice President of Sales and Customer Success for Manticore Technology, one of the earliest SaaS Marketing Automation pioneers. While at Manticore, he owned all revenue acquisition and retention for the company from the earliest days of the business in 2001 through 2010. Under his leadership, Manticore was ranked in the FAST 50 List of the fastest growing private companies based on revenue growth (for 2008, 2009 and again in 2010). Prior to Manticore, Justin had corporate and sales-related roles at both Trilogy and DELL. Justin also serves as an Advisor to two SaaS businesses, a Marketing Automation expert and author on the Focus.com Network, and as an Expert Consultant to 3 independent primary research firms serving the global institutional investment fund community. Melissa McCreadyMelissa McCready brings over 12 years of experience in transforming companies through Customer Relationship Management CRM) and Marketing Automation implementations, process improvements, and training users on tools such as Marketo and Salesforce.com. She is a Silicon Valley-based independent consultant focused on rocketing revenue for her high tech clients. McCready has worked with all-sized clients on transformational CRM and Marketing Automation projects at start-ups to global, billion dollar companies during her career. She has presented at the Silicon Valley User Group, has been named an expert in a variety of areas by Focus.com, and recently hit 1,000 views on her LinkedIn presentation on Marketo best practices. McCready is a former competitive figure skater, originally from the suburbs of Chicago. She migrated to California to work for Siebel partners back in 2000 and has never turned back, crediting the weather and her love for high tech. She Lives in San Jose with her husband and two kids, Declan and Maeve and their two Old English Bulldogges.Carly GuarcelloCarly Guarcello is a marketing specialist and lead generation expert at Joyent, a leading cloud computing company. Joyent delivers software that powers private clouds and is the operator of the third-largest public compute cloud, the Joyent Cloud. At Joyent, Guarcello runs a Marketo program servicing tens of thousands of lead records generated by dozens of annual trade show appearances, six-figure online advertising campaigns and multiple-monthly Webinars. In her role Guarcello oversees all lead gen automation efforts and Marketo-driven marketing as well as integration with Salesforce.com. She works closely with senior sales leaders and diverse sales teams at Joyent to deliver key business values such as lead generation, capture and measurement, campaign planning and measurement, and forecasting and funnel metrics. Guarcello was formerly a Division I Field hockey player but has transitioned this drive and focus to the ski slopes of the Lake Tahoe Area.
You have a tradeshow coming up-What do you need to plan and set up?You want to invite people to your booth-What do you need to consider for audience, copy, and content?You have a post-show webinar to promote-How can you manage the webinar registrants and attendees?You need to show ROI-How do you track spend on everything relating to this show?
Get Your Ducks In a Row and Focus!LIST GENERATION:Do you have a pre-registration or registration list you can purchase form the show vendor? If not, do you have last year’s attendee/registration list or an idea of those who typically attend?CONTENT THEME & AUDIENCE SEGMENTATION:What is the show about? Who is your audience? What is the theme for your booth? Does your content add value?CONTENT FOCUS & CALL-TO-ACTION:What products/services will be your organization’s focus? How do you want to engage your market(s)
What actions should you take now?Set up your Program in Marketo.Prepare your lists- work on data quality= list scrubbing, standardizing data, and updating contacts with current data using tools like ReachForce.Prepare random samples lists.Set up your campaign(s) in your CRMtool- i.e. SFDC.Prepare your email content, call-to-action, value-add offer.Set up landing pages in Marketo- use tools to increase the quality of registration such as ReachForce.Set up and start tracking your online ads and SEM using Marketolanding pages (Munchkin Code).Start running A|B email tests for your subject lines and content.Schedule your reporting.Consider a follow up event, such as a Webinar using Marketo.
Why MarketoPrograms and Not Campaigns?Use for multi-step campaigns that are not set it and forget it nurturing campaignsPrograms allow you to roll up measurements for all campaigns included in the programYour assets are attached to the programPrograms can include webinars!Marketo’s RCA- Revenue Cycle Analytics- works great for measuring programs!
Show And TellOpen Marketo and show example of a program as well as set up for campaign in SFDC
Campaigns v Programs
steps to take for the pre-show invite:Set up the event program to include smart lists, asset/whitepaper, and the post-show webinar form and landing page.Scrub, dedupe and load your list into Marketo.Set up your campaigns in your CRM tool/SFDC.Set up your Smart Campaigns for the pre-show invite.Test your copy and subject lines using random samples.Set up your registration landing pages for your post-show webinar.Set up your smart lists for your webinar registrants.Set up reporting in Marketo and your CRM tool to review lead conversion.Send the A|B test invitations for subject line and copy.Review the A|B results to determine the best version(s) to use for the pre-show invitation including the link to the registration for the post-show webinar…ANDSend out the best subject line and copy to the final pre-show list.
Check the Temperature Of:Response Rates-What is the most opened subject line with a download?What is the content with the best open and downloads?What are the “profiles” of those who have responded- job role, industry, activity on your website/downloads?Website Visits-Is there a spike upward for downloads?How effective are your online advertisements?Partner Efforts-Keep track of Market Development Funds (MDF).Will you be co-marketing, list sharing, co-branding for the event follow up?
Show And TellOpen Marketo and show example of a program as well as set up for campaign in SFDC
Show And TellMarketo Program ReportSFDC Campaigns
Things to Consider:Being first to follow up is not always best and could be a bad gamble.You need to differentiate, stand out, keep the conversation going.Consider responses on copy and subject line from your pre-show activities to decide your final touch efforts.ADD VALUE!!!! Webinars produce the highest conversion rates!
Show And TellOpen Marketo and show example of a program as well as set up for campaign in SFDC
Show And TellSet up of a Marketo Webinar
Post-Show Best PracticesUse a webinarto keep the conversation going-Use Marketo’s webinar integration to run your post-show webinar.Use a form effectiveness tool like ReachForce to capture the best data on your registrants.Use the intelligencefrom your pre-show activities to make decisions on your post-show activitiesReview reports about delivery and downloads.Review the profile of those who responded.Do what produces an increase in the quality of the customer experience and/or an increase in revenue. Data quality is grossly underestimatedDelivery and message effectiveness depend on clean data.Segmentation is only possible with data- use tools like ReachForce!
Use Marketo ProgramsRemember Data Quality in list loads and registration formsReview Metrics to Decide Post-Show ActionsUse Value-Add Content, Marketo integrated webinars, and best practicesRepurpose your content and your webinars
Session presentations Will be emailed to registered participantsAvailable at the Marketo CommunityWin a Free iPad!Complete the email survey for your chance to winEnjoy the rest of the Marketo User Summit 2012