Weitere ähnliche Inhalte Ähnlich wie Silicon Valley Marketo User Group - May 8, 2014 (20) Kürzlich hochgeladen (20) Silicon Valley Marketo User Group - May 8, 20141. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social Media Lead Generation &
Tracking with Marketo
Presented by: @mventurelli
#SVMUG
2. @mventurelli #SVMUG #MKTOUGPage 2
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Housekeeping Items
• Community. Want to collaborate with other Marketo
users on a daily basis? Log into the community and see
what others are talking about. Start small and vote on
an idea you like!
• LinkedIn City Group Participation. Join the city LinkedIn
to network, view meeting presentations, request
meeting topics and more!
• Not receiving MUG invites? Make sure “Marketo User
Events” is checked in your Email Subscription Center.
#SVMUG
3. @mventurelli #SVMUG #MKTOUGPage 3
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Want to learn more about
Marketo Real-Time Personalization?
Login to the Community
Thursday, May 8th from 8 – 11am PST
and David Myers, Product Manager, RTP at Marketo, will
be online to answer your question.
Click here for more details: http://bit.ly/1hY9wJz
4. @mventurelli #SVMUG #MKTOUGPage 4
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Sign up for our Virtual Event on May 15th!
Register Here
http://pages2.marketo.com/Road-to-Success-Registration.html
5. @mventurelli #SVMUG #MKTOUGPage 5
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Review us on G2 Crowd
and/or
Trust Radius
and email reviews@marketo.com
to claim your Community Reward!
Write a Review!
6. @mventurelli #SVMUG #MKTOUGPage 6
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Do you want to be a Marketo Champion?
Champions characteristics:
• Expertise – Marketo Certified Expert
• Responsiveness
• Leadership
• Evangelism
• Activity in the and on other social channels
• Engagement - Represent Marketo at events like Summit.
For the Summer 2014 class, apply by June 15th by visiting
marketo.com/champion
To view a list of current Champions, click here.
7. @mventurelli #SVMUG #MKTOUGPage 7
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Become a Marketo Certified Expert
Visit community.marketo.com/MarketoCertification for details
9. @mventurelli #SVMUG #MKTOUGPage 9
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Hi! 👋
• Fun Facts:
Fleetwood Mac &
Jay-Z, Nickname:
Montana, Nike
shoe designer
• Social Media for 8
years: HopeLab,
ADP, Cisco,
WhiteHat Security
10. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Figure out this social media lead
generation thing.
👋Holy $#*% 👋
11. @mventurelli #SVMUG #MKTOUGPage 11
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
For Today…
• Using Marketo for social media lead tracking
• Net new leads
• Re-engaged leads
• Social scoring
• MQL stamping
• Live webinar registration
• Reporting
• Organizing Social Media in Marketo
• Social Media advice
• What would be cool!
12. @mventurelli #SVMUG #MKTOUGPage 12
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Some Quick Definitions
• Social channel – Twitter, Facebook, LinkedIn, etc
• MQL – lead score 50 or greater
• Lead – any body who fills out a form
• Net new leads – new people in our data base
• Re-engaged leads – people already in our data base
• Lead source – the source where the lead originated (social)
• Lead source detail – social channel
• Last interaction – the last interaction a lead had (social)
• Last interaction detail – the social channel
• Social engagement – anytime someone fills out a social form
• “Processor” – Marketo Smart Campaign
13. @mventurelli #SVMUG #MKTOUGPage 13
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?
14. @mventurelli #SVMUG #MKTOUGPage 14
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?
15. @mventurelli #SVMUG #MKTOUGPage 15
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Total Social Leads
• UTM parameters
• utm_source = lead source / last interaction
• utm_medium = lead source detail / last interaction detail
• Net new - set up a global lead source processor
• Re-engaged – happens on the form level
17. @mventurelli #SVMUG #MKTOUGPage 17
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?
18. @mventurelli #SVMUG #MKTOUGPage 18
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?
19. @mventurelli #SVMUG #MKTOUGPage 19
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social Scoring
• How many leads (net new and re-engaged) are we
getting from each social channel?
• Who is most involved on social and from what
channel?
• Build: New lead fields for each channel
• Build: Net new social lead processor for each channel
• Build: Re-engaged social lead processor for each
channel
21. @mventurelli #SVMUG #MKTOUGPage 21
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?
22. @mventurelli #SVMUG #MKTOUGPage 22
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?
23. @mventurelli #SVMUG #MKTOUGPage 23
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social MQL Stamping
• This will tell us how many net new leads from social
are becoming MQLs and when – quality.
• How many re-engaged leads are become MQLs
because of social engagement and when.
• Build: two new fields: Social MQL, Social MQL date
• Build: Net new processor
• Build: Re-engaged processor
25. @mventurelli #SVMUG #MKTOUGPage 25
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?
26. @mventurelli #SVMUG #MKTOUGPage 26
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?
27. @mventurelli #SVMUG #MKTOUGPage 27
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Using the “Potted-Plant”
• Understand quality
• Build: Nurture campaign
• Build: Each program is a separate channel
• Build: Each program has their own processors
• All programs use the same form
28. @mventurelli #SVMUG #MKTOUGPage 28
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social Channels vs. Email
Program Channel
Total
Members New Names
New Names
% Success Success %
Total Cost
(USD)
Cost per
Member
(USD)
Cost per
New Name
(USD)
Cost per
Success
(USD)
.Social
Webinar -
Bypassing
IEs Anti-XSS
Filter - twitter
Social -
Webinar 70 50 71.4% 70 100.0% $100.00 $1.43 $2.00 $1.43
.Social
Webinar -
Bypassing
IEs Anti-XSS
Filter -
facebook
Social -
Webinar 3 2 66.7% 3 100.0% $100.00 $33.33 $50.00 $33.33
.Webinar -
Bypassing
IEs Anti-XSS
Filter - Mar
2014 Webinar 27521 20 0.1% 157 0.6% $100.00 $0.00 $5.00 $0.64
Social
Webinar -
Bypassing
IEs Anti-XSS
Filter -
linkedin
Social -
Webinar 10 7 70.0% 10 100.0% $100.00 $10.00 $14.29 $10.00
Total 27604 79 52.0% 240 75.0% $400.00 $11.19 $17.82 $11.35
29. @mventurelli #SVMUG #MKTOUGPage 29
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?
30. @mventurelli #SVMUG #MKTOUGPage 30
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Started With Some Questions
1. How many leads (net new and re-engaged) are we
getting from social?
2. How many leads (net new and re-engaged) are we
getting from each social channel?
3. How many leads (net new and re-engaged) are
becoming MQLs?
4. What is the behavior of social leads for live webinars?
5. How are we going to report on the information?
34. @mventurelli #SVMUG #MKTOUGPage 34
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Organizing Marketo
Webinars
• Use “social” plus the name
of the channel when
naming the program
• Use “master” in the potted
plant name
• Only master program gets
synched to SFDC
• Create channel
Recordings, White papers,
etc.
• Use “social” in the name of
the program
• Build specific program for
each piece of content
• Add a cost associated
• Sync to SFDC
• Create appropriate
channel
35. @mventurelli #SVMUG #MKTOUGPage 35
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
@mventurelli‟s Social Media Advice
• Social Media lead gen
posts funnel
• Measure RTs, reach,
etc., monthly /
quarterly
• Try to relate your
brand to pop culture
• Schedule lead gen
posts for the month
• Live tweet from
webinars
(impressions on lead gen)
(entire audience)
(lead gen posts)
(net new leads)
(re-engaged)
(MQLs)
$
36. @mventurelli #SVMUG #MKTOUGPage 36
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What Would Be Cool! 👋
• Knowing who your customers and prospects are
online.
• For instance
• SFDC Contact name = Joe Smith
• Twitter handle is @haxAlot
• LinkedIn profile is linkedin.com/joesmith
• Thanking people via the social channel they used
• Filled out a form via Twitter, we’ll send you an automatic
tweet thanking you.
37. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you! 👏
@mventurelli
@whitehatsec
#SVMUG
38. @mventurelli #SVMUG #MKTOUGPage 38
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Sources
• What Are UTM Tracking Codes? [FAQs]
http://blog.hubspot.com/marketing/what-are-utm-
tracking-codes-ht
• Google URL builder
https://support.google.com/analytics/answer/103386
7?hl=en
Hinweis der Redaktion Net new - Click to Twitter and click on a lead gen linkRe- engagedhttps://info.whitehatsec.com/Social-BypassingIE.htmlGoogle URL builder: https://support.google.com/analytics/answer/1033867?hl=en Link to Bypassing IE https://app-ab01.marketo.com/#PG1556A1 Link to net new social lead Twitter processor : https://app-ab01.marketo.com/#SC10490A1 Takes you to Social MQL Stamping last interaction processor https://app-ab01.marketo.com/#SC10208B2 Takes you to Social MQL Stamping last interaction processor https://app-ab01.marketo.com/#SC10208B2 Link to Bypassing IE https://app-ab01.marketo.com/#NP1492A1 Link to report in Marketo https://app-ab01.marketo.com/#AR1243B2LA1