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.

1. Campaign Follow Up-
What to Do With a Lead
Campaign/Event Management Best Practices-
Planning and Follow Up
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

2. Campaign Follow Up- What to Do With a Lead
Justin England Melissa McCready
Vice President, Business Marketing Automation Expert,
Development, ReachForce CRM Happy
Carly Guarcello
Marketing Specialist,
Joyent
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

3. Campaign Follow Up-
What to Do With a Lead
Campaign/Event Management Best Practices-
Planning and Follow Up
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

4. Typical Business Scenario:
Tradeshow Planning and Follow Up
• 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?
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5. Pre-Show Planning
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)
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6. Pre-Show Best Practices
1. Set up your Program in Marketo.
2. Prepare your lists- work on data quality= list scrubbing,
standardizing data, and updating contacts with current data using
tools like ReachForce.
3. Prepare random samples lists.
4. Set up your campaign(s) in your CRM tool- i.e. SFDC.
5. Prepare your email content, call-to-action, value-add offer.
6. Set up landing pages in Marketo- use tools to increase the quality
of registration such as ReachForce.
7. Set up and start tracking your online ads and SEM using Marketo
landing pages (Munchkin Code).
8. Start running A|B email tests for your subject lines and content.
9. Schedule your reporting.
10. Consider a follow up event, such as a Webinar using Marketo.
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7. Pre-Show Best Practices
• Use for that are not set it and
forget it nurturing campaigns
• Programs allow you to for all
campaigns included in the program
• Your to the program
• Programs !
- works
great for measuring programs!
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9. Programs vs.
Campaigns
Once you are logged into Marketo,
you will see the options across the top.
Click on the Marketing Activities tab.
Programs is the first option you will see.
Smart Campaigns is your next option
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10. Programs
vs. Campaigns
When you select Programs, there is
the option to create the webinar
as well as multiple campaigns
within one folder.
Smart Campaigns is a one off
campaign and does not link
multiple campaign pieces
together into one folder.
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11. Programs vs.
Campaigns
Here are the different options
Using Programs, you can…
you see when viewing
 You have the option to add events- this is where
you can set up you post-show webinar, for
Programs vs. Campaigns
example.
 You can store all of your related assets within the
program.
 You can set up tokens within the program.
Using Smart Campaigns…
 You have one member list.
 Assets are not stored and
editable within this view.
 You cannot add tokens
here.
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12. Pre-Show Best Practices
1. Set up the event program to include smart lists, asset/whitepaper, and the
post-show webinar form and landing page.
2. Scrub, dedupe and load your list into Marketo.
3. Set up your campaigns in your CRM tool/SFDC.
4. Set up your Smart Campaigns for the pre-show invite.
5. Test your copy and subject lines using random samples.
6. Set up your registration landing pages for your post-show webinar.
7. Set up your smart lists for your webinar registrants.
8. Set up reporting in Marketo and your CRM tool to review lead conversion.
9. Send the A|B test invitations for subject line and copy.
10. 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…AND
11. Send out the best subject line and copy to the final pre-show list.
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13. Pre-Show Best Practices
1. 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?
2. Website Visits-
• Is there a spike upward for downloads?
• How effective are your online advertisements?
3. Partner Efforts-
• Keep track of Market Development Funds (MDF).
• Will you be co-marketing, list sharing, co-branding for the
event follow up?
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15. Show and Tell:
Reports & CRM Integration
Here is what you see
when you click on the
Analytics Tab.
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16. Show and Tell:
Reports & CRM Integration
1 To Create a new report:
1. Click on the Setup tab
2. Select New Report
2 3. Select Program Performance
4. Enter in a name and description
5. Click the Create button
3
4
5
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17. Show and Tell:
Reports & CRM Integration
6
7
Setting Up the Report:
6. Select the Programs Icon From the right
and drag and drop under the Filters
Section on the left
7. Double-click the Programs section 8
8. Select the program name(s) from the
pop-up window
9. Click the Apply button 9
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18. Show and Tell:
Reports & CRM Integration
10 Final Steps for Setting Up the Report:
10. Subscribe to the report by either
clicking the Subscriptions tab and
selecting the desired recipients and
timing
11. Finally, test your report by clicking on
the Reports tab
1
1
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19. Show and Tell:
Reports & CRM Integration
Integrate Your
CRM tools such
as SFDC with
your Marketo
campaigns!
Utilize
customization
features in SFDC
to set up for
Parent-Child
Campaigns and
spend information
for true ROI
reporting.
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20. Post-Show Best Practices
 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!
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22. Show and Tell:
Marketo-Integrated Webinars 1
Setting Up the Webinar
Integration:
1. Click on the Admin
icon
2. Select Event Partners 3
3. Select New Event
Partner
4. Enter in your
credentials
5. Test the sync
2
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23. Show and Tell:
Marketo-Integrated Webinars
Setting Up the Webinar Integration:
1. You must have first scheduled with
your webinar provider before you can
schedule in Marketo
2. Schedule
3. Now you are onto setting up your
registration form, landing pages, email
invite, and members to send to
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24. Post-Show Best Practices
• Use a webinar to 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 intelligence from your pre-show activities to
make decisions on your post-show activities
 Review 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 underestimated
 Delivery and message effectiveness depend on clean data.
 Segmentation is only possible with data- use tools like ReachForce!
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25. Takeaways
1. Use Marketo Programs
2. Remember Data Quality in list
loads and registration forms
3. Review Metrics to Decide Post-
Show Actions
4. Integrate Marketo data with your
CRM tool
5. Use Value-Add Content, Marketo
integrated webinars, and best
practices- i.e. repurpose your
webinars and content!
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26. Helpful Tutorials From
the
Videos:
 Creating Events and Programs
Tutorials:
 Create & Manage an Event
 Create a WebEx Event
User Guides:
 Marketo WebEx Adapter User Guide
 Marketo ON24 Adapter User Guide
 Using the Marketo Adobe Connect Adapter
Marketo Blog Posts:
 http://blog.marketo.com/blog/2011/05/how-to-manage-successful-
webinars-a-checklist.html
 http://www.marketo.com/b2b-marketing-resources/category/best-
practices/email-deliverability
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27. Contact Information:
Presentation will be
on SlideShare Melissa McCready-
melissa@crmhappy.com
Following the Event! Twitter: @mcp823
Carly Guarcello-
carlyg@joyent.com
Justin England-
jenglenad@reachforce.com
Twitter: @reachforce
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28. Thank you!
• Session presentations
• Will be emailed to registered participants
• Available at the Marketo Community
• Win a Free iPad!
• Complete the email survey for your chance to win
• Enjoy the rest of the Marketo User Summit 2012
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