Marketo Los Angeles User Group Meeting - February 2014

Welcome LA Marketo User Group

February 28, 2014
Los Angeles Marketo User Group Leader

Madhu Gulati
President/ Chief Strategy Officer

ShowMeLeads Inc.
© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Thanks to our Sponsors

#LAMUG
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© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

Agenda
 A word from our sponsor
 Marketo Programs and Events Series




Channels
Progression Statuses
Success Criteria

 6 Marketo Best Practices
 Group share (45 minutes)
 Announcements

#LAMUG
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Marketo Programs and Events Series

3 steps to build a good
foundation for Marketo
Programs/Events

#LAMUG
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Marketo Programs and Events
Define the Channels

Define the Progression Statuses

Define the Success Criteria
#LAMUG
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Define the
Channels

#LAMUG
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What is a Channel?
Any program in Marketo needs to have a channel. It defines
the type of marketing program that you would like to create in
Marketo. For instance, if you are hosting a Webinar, you will
select Webinar as your Program Channel. Programs cannot be
created without a Channel, so you will need to select the
appropriate Channel according to your program type. Unique
to each Channel are Progression Statuses and Success
Criteria.

#LAMUG
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Channels
•

Good Foundation in Marketo world of Programs and Events means having a clear
picture in mind on what all different types of channels you are going to use and would
like to report on.
• Marketo uses Tags where you get to define the channels. Tags are a way of
grouping your data for reporting purposes. These identifiers provide the ability to
categorize data and define how you want to report on your Program in order to
understand Program effectiveness and ROI.

Marketo instance comes
with pre seeded
channels, which is a
good starting point, but
do not limit yourself to
that.

#LAMUG
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Channels- Things to remember!
• To customize, always clone the out of the box channels. You cannot
revert back to the default settings for an out-of-box channel. Once
changes are applied, the channel becomes custom.
• Be Creative, customize the tags and channels, map them to your
business process.
• If you edit after a channel has been used by various programs, all
references to the channel that was changed, including new and
existing Programs or Events, will reflect the new name. For reporting
purposes, the channel will be reflected with the current(latest) name
but the data represents the current and/or historical information for
the channel regardless of how many times the name changed.

#LAMUG
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Define
Progression
Statuses
#LAMUG
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What is a Progression Status?
Progression Statuses are defined per channel so they are
unique to each channel. It helps you define the stage a record
is in within a Program based on the progress made. In simple
words consider it as steps, step 2, step 3…of how records
would move form stage to another within one specific channel.
progression statuses are specific to the Program Channel, so
be sure to create a Program with the Progression Statuses you
need by selecting the right Channel.

#LAMUG
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Progression Statuses
• The statuses are directly related to the type of the channel that is
selected. Progressions define the statuses a record moves through
as a member with the specific Program where the channel linked to
progression status.

Program
Tags Type

Type1(Channel)

Progression Status

Make sure to put
the right sequence

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Statuses

#LAMUG

Progression Statuses- Things to remember!
• Be Creative, customize the different statuses based on your business
process and a record flows with in a channel.
• Do not limit your self to define only success related statuses. The more
detailed you are, better reporting, but do not over do it!
• Remember to have a logical sequence for the steps. The Step number
reflects the sequence a leads moves through Progression statuses. Steps
represented with an equal number are weighted the same (considered a
tie) and a lead can step through any of the steps before moving to the
next. By default a lead cannot go back to the step that it has progressed
through with the same program.
• If you edit or add new statuses after the program has been launched , all
references to the progression statutes that was changed or added, will
reflect the new name. For reporting purposes, the Status will be reflected
with the current (Latest)name but the data represents the current and/or
historical information for the Status regardless of how many times the
name changed.

#LAMUG

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Define the
Success Criteria
#LAMUG
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What is Success Criteria?
Each and every program in Marketo is build with
the goal in mind. Think about what is the
ultimate tactical goal from each of the program.
By selecting the Success box next to a
Progression status, you are flagging the
Progression status as a Success action.
Therefore, when a lead reaches that Progression
status, they reached the moment in the Program
or Event that your company defined as a
“Success.” You can have zero or multiple Success
actions assigned to a channel. Success actions
are reflected in Program and Event reporting.
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#LAMUG


Success Criteria

Check what is
out of the box
and edit if
needed.

#LAMUG
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Success Criteria- Things to remember!
• Choose at least one success Criteria for each Tag/Channel
• Before choosing the success, ask yourself what is the ultimate
goal. It is ok to have more than one success but to get a clear
picture keep it simple.
• Once a Lead/Contact is associated with a Success Status within a
Program they cannot be easily dissociated and then reassociated
with a different Success Criteria.

• All newly created Programs or Events for the channel type you are
editing will no longer use the hidden Progression status.
However, existing Programs or Events with the channel type in use
do not change. Hence to hide the last one add another steps and
then hide.

#LAMUG
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6 Marketo
Best Practices


Database Management- Best Practices
•

Create Data Normalization Program
•
•

For Past(example to normalize region)
For Future (example to normalize region)

•

Consider all the fields that are required to sync to
SFDC

•

Retire Old SFDC fields that are still visible in
Marketo-Fields in Marketo cannot be deleted and can
only be hidden. Before hiding any unused fields,
data from the replaced field can be run through a
smart campaign to update the current field with the
appropriate information. In addition, any campaigns
that are utilizing the old field should be updated
with the current field so all future updates and
campaigns react to the correct information

#LAMUG
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Insights From Reports
Implement Best Practices
 Leads Reports:
•

Leads By Lead Source- Do all the leads have Lead source:
 If no, find out why
 If yes, look at top 5, does it make sense
 Are the lead source values standardized?
• Also, to as a best practice, no lead should be in Marketo with out a
lead source. Would good to have the following:
 Original Lead Source
 Original lead Source Details
 Most Recent Lead Source
 Most Recent Lead Source Details
• As a safety net create a report and subscribe to yourself which is any
time lead source is empty and keep an eye on it.

#LAMUG
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 Leads By Lead Scoring





Create a smart list, lead score is –ve or low, and see any good leads
are there in that list
If yes, time to rebuild the lead scoring model
Also, it is Best Practice to have basic lead scoring model where the
lead score is combination of the following:
 Behavior(Implicit) Score
 Demographic (Explicit) Score

 Leads without Email Address






Lead with out email address has no value, so even though they are in
Marketo, you cannot do anything with them
Plan how to make sure all the leads that you get have the email
address
Delete the ones with out email address from Marketo only

#LAMUG
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 Email Performance Reports


These are standard reports but will help you know the following:
• How many emails have been sent out in a time period
• Email Open and Click through rate
• Unsubscribe and bounce rate by emails

 Web Activity Reports





Company Web Activity Reports- This report is very basic but is one of the
favorite of executives and Sales Team
Anonymous- Create and Subscribe to this standard report to know if
inbound Marketing or even out bound Marketing helping leads come to
website
Known- Create and Subscribe to this standard report to know if inbound
Marketing or even out bound Marketing efforts are converting leads

#LAMUG
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Organization of the Folder Structure
Best Practices

 Is it Consistent
 Easy to Navigate
 Naming Convention

#LAMUG
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Organization of the Folder Structure
Best Practices
Naming Convention
Programs and Campaign:
TradeShow-2013-DreamForce-All-Weekly
Use the following naming convention for new
and cloned reports:
Descriptive Name(agreed Standard Name)Time Period – Region-Schedule set up
Good examples:
TradeShow-2013-DreamForce-Email
Performance-All-Weekly
Data Management
Smart List:
• Segment name with any exclusion
• Activity in past period
• Segment-can be product, suppresses
list, exclusion list, country etc.)

#LAMUG
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Lead Routing- Check the following
Is it Centralized
Too many Rules
Adhoc flow steps
Which fields are required to sync to
SFDC
Has any time sync failed
API calls

#LAMUG
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Lead Routing- Best Practices
 Enable Campaign Inspector
 Export all the active campaigns
 Look for “Sync to SFDC” in the flow
step
 See if that can be consolidated into
one centralized Program
 Be Aware of CRM Rules/Requirement
 Missing User Permission
 Minimum Field requirement
 Validation Rules
 Create rules so that first the explicit
criteria is evaluated and only if not
there, then depend on inferred criteria

#LAMUG
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Lead Scoring
• Centralized or not
• Easy to Find
• Adhoc

#LAMUG
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Lead Scoring- Best Practices

Have basic lead scoring model where the lead score is combination of the
following:
•
Behavior(Implicit) Score
•
Demographic (Explicit) Score

#LAMUG
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Programs Vs Campaigns Best Practices
1.
2.
•

Establishing targets and ROI estimates up-front
Designing programs to be measurable
Focusing on the decisions that will improve marketing

Plus :
•
What will you measure?
•
When will you measure?
•
How will you measure?

#LAMUG
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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? Fill out this form indicating your city
and you’ll be added to the list!

#LASMUG
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San Francisco
Moscone West
April 7-9, 2014

Register Here!


Summit Information!

Visit summit.marketo.com/2014/ to
view:
Agenda / Tracks / Sessions

Tweet now!

#mktgnation14
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Win $100 in Community

Log into the Marketo Community for details
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Tweet With Us!

#LASMUG

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Become a Marketo Certified Expert

Visit community.marketo.com/MarketoCertification for details

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Thank you!
Questions, comments or suggestion for our next meeting,
please feel free to post in LA Marketo User Group or send an
email to Madhu@ShowMeLeads.com


Marketo Los Angeles User Group Meeting - February 2014

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