From the 2012 Marketo User Summit, San Francisco. Presented by Melissa McCready, CRM and MA Consultant and Carly Guarcello of Joyent.

1. Campaign Follow Up-
What to Do With a Lead
Campaign/Event
Management
Best
Prac9ces-­‐
Planning
and
Follow
Up
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden9al

2. Campaign Follow Up- What to Do With a Lead
Jus$n
England
Melissa
McCready
Vice
President,
Business
Marke@ng
Automa@on
Expert,
Development,
ReachForce
CRM
Happy
Carly
Guarcello
Marke9ng
Specialist,
Joyent
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden9al

3. Campaign Follow Up-
What to Do With a Lead
Campaign/Event
Management
Best
Prac9ces-­‐
Planning
and
Follow
Up
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden9al

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
aJendees?
• You
need
to
show
ROI-­‐
How
do
you
track
spend
on
everything
rela@ng
to
this
show?
Page
4
©
2012
Marketo,
Inc.
#mus12

5. Pre-Show Planning
LIST GENERATION:
Do
you
have
a
pre-­‐registra9on
or
registra9on
list
you
can
purchase
form
the
show
vendor?
If
not,
do
you
have
last
year’s
aRendee/
registra9on
list
or
an
idea
of
those
who
typically
aRend?
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
organiza9on’s
focus?
How
do
you
want
to
engage
your
market(s)
Page
5
©
2012
Marketo,
Inc.
#mus12

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
upda9ng
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-­‐ac$on,
value-­‐add
offer.
6. Set
up
landing
pages
in
Marketo-­‐
use
tools
to
increase
the
quality
of
registra9on
such
as
ReachForce.
7. Set
up
and
start
tracking
your
online
ads
and
SEM
using
Marketo
landing
pages
(Munchkin
Code).
8. Start
running
A|B
email
tests
for
your
subject
lines
and
content.
9. Schedule
your
repor$ng.
10. Consider
a
follow
up
event,
such
as
a
Webinar
using
Marketo.
Page
6
©
2012
Marketo,
Inc.
#mus12

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!
Page
7
©
2012
Marketo,
Inc.
#mus12

8. Page
8
©
2012
Marketo,
Inc.
#mus12

9. Programs vs.
Campaigns
Once
you
are
logged
into
Marketo,
you
will
see
the
op9ons
across
the
top.
Click
on
the
Marke9ng
Ac9vi9es
tab.
Programs
is
the
first
op9on
you
will
see.
Smart
Campaigns
is
your
next
op9on
Page
9
©
2012
Marketo,
Inc.
#mus12

10. Programs
vs. Campaigns
When
you
select
Programs,
there
is
the
op9on
to
create
the
webinar
as
well
as
mul$ple
campaigns
within
one
folder.
Smart
Campaigns
is
a
one
off
campaign
and
does
not
link
mul$ple
campaign
pieces
together
into
one
folder.
Page
10
©
2012
Marketo,
Inc.
#mus12

11. Programs vs.
Campaigns
Here
are
the
different
op9ons
Using
Programs,
you
can…
you
see
when
viewing
ü You
have
the
op9on
to
add
events-­‐
this
is
where
you
can
set
up
you
post-­‐show
webinar,
for
Programs
vs.
Campaigns
example.
ü You
can
store
all
of
your
related
assets
within
the
program.
ü You
can
set
up
tokens
within
the
program.
Using
Smart
Campaigns…
ü You
have
one
member
list.
ü Assets
are
not
stored
and
editable
within
this
view.
ü You
cannot
add
tokens
here.
Page
11
©
2012
Marketo,
Inc.
#mus12

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
registra9on
landing
pages
for
your
post-­‐show
webinar.
7. Set
up
your
smart
lists
for
your
webinar
registrants.
8. Set
up
repor9ng
in
Marketo
and
your
CRM
tool
to
review
lead
conversion.
9. Send
the
A|B
test
invita9ons
for
subject
line
and
copy.
10. Review
the
A|B
results
to
determine
the
best
version(s)
to
use
for
the
pre-­‐
show
invita9on
including
the
link
to
the
registra9on
for
the
post-­‐show
webinar…AND
11. Send
out
the
best
subject
line
and
copy
to
the
final
pre-­‐show
list.
Page
12
©
2012
Marketo,
Inc.
#mus12

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,
ac9vity
on
your
website/downloads?
2. Website
Visits-­‐
• Is
there
a
spike
upward
for
downloads?
• How
effec9ve
are
your
online
adver9sements?
3. Partner
Efforts-­‐
• Keep
track
of
Market
Development
Funds
(MDF).
• Will
you
be
co-­‐marke9ng,
list
sharing,
co-­‐branding
for
the
event
follow
up?
Page
13
©
2012
Marketo,
Inc.
#mus12

14. Page
14
©
2012
Marketo,
Inc.
#mus12

15. Show and Tell:
Reports & CRM Integration
Here is what you see
when you click on the
Analytics Tab.
Page
15
©
2012
Marketo,
Inc.
#mus12

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
Page
16
©
2012
Marketo,
Inc.
#mus12

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
Page
17
©
2012
Marketo,
Inc.
#mus12

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
11
Page
18
©
2012
Marketo,
Inc.
#mus12

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.
Page
19
©
2012
Marketo,
Inc.
#mus12

20. Post-Show Best Practices
« Being
first
to
follow
up
is
not
always
best
and
could
be
a
bad
gamble.
« You
need
to
differen9ate,
stand
out,
keep
the
conversa9on
going.
« Consider
responses
on
copy
and
subject
line
from
your
pre-­‐show
ac9vi9es
to
decide
your
final
touch
efforts.
« ADD
VALUE!!!!
Webinars
produce
the
highest
conversion
rates!
Page
20
©
2012
Marketo,
Inc.
#mus12

21. Page
21
©
2012
Marketo,
Inc.
#mus12

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
Page
22
©
2012
Marketo,
Inc.
#mus12

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
Page
23
©
2012
Marketo,
Inc.
#mus12

24. Post-Show Best Practices
• Use
a
webinar
to
keep
the
conversa9on
going-­‐
ü Use
Marketo’s
webinar
integra9on
to
run
your
post-­‐show
webinar.
ü Use
a
form
effec9veness
tool
like
ReachForce
to
capture
the
best
data
on
your
registrants.
• Use
the
intelligence
from
your
pre-­‐show
ac9vi9es
to
make
decisions
on
your
post-­‐show
ac9vi9es
ü Review
reports
about
delivery
and
downloads.
ü Review
the
profile
of
those
who
responded.
ü Do
what
produces
an
increase
in
the
quality
of
the
customer
experience
and/or
an
increase
in
revenue.
• Data
quality
is
grossly
underes9mated
ü Delivery
and
message
effec9veness
depend
on
clean
data.
ü Segmenta9on
is
only
possible
with
data-­‐
use
tools
like
ReachForce!
Page
24
©
2012
Marketo,
Inc.
#mus12

25. Takeaways
1. Use
Marketo
Programs
2. Remember
Data
Quality
in
list
loads
and
registra9on
forms
3. Review
Metrics
to
Decide
Post-­‐
Show
Ac9ons
4. Integrate
Marketo
data
with
your
CRM
tool
5. Use
Value-­‐Add
Content,
Marketo
integrated
webinars,
and
best
prac9ces-­‐
i.e.
repurpose
your
webinars
and
content!
Page
25
©
2012
Marketo,
Inc.
#mus12

26. Helpful Tutorials From
the
Videos:
v Crea9ng
Events
and
Programs
Tutorials:
u Create
&
Manage
an
Event
u Create
a
WebEx
Event
User
Guides:
² Marketo
WebEx
Adapter
User
Guide
² Marketo
ON24
Adapter
User
Guide
² Using
the
Marketo
Adobe
Connect
Adapter
Marketo
Blog
Posts:
§ hRp://blog.marketo.com/blog/2011/05/how-­‐to-­‐manage-­‐successful-­‐
webinars-­‐a-­‐checklist.html
§ hRp://www.marketo.com/b2b-­‐marke9ng-­‐resources/category/best-­‐
prac9ces/email-­‐deliverability
Page
26
©
2012
Marketo,
Inc.
#mus12

27. Presentation is Contact Information:
available at:
Melissa McCready-
melissa@crmhappy.com
Twitter: @mcp823
Carly Guarcello-
carlyg@joyent.com
Justin England-
jenglenad@reachforce.com
Twitter: @reachforce
Page
27
©
2012
Marketo,
Inc.
#mus12

28. Thank you!
• Session
presenta9ons
• Will
be
emailed
to
registered
par9cipants
• 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
Page
28
©
2012
Marketo,
Inc.
#mus12