Marketo Silicon Valley User Group Presentation - June 22, 2012 by Ryan Vong

1. Marketo User Group –
Silicon Valley
June 22, 2012

2. Agenda
 Introductions
 Latest Releases Update
 Case Study: Boundary & Q&A
 Group Activity

3. Tell Us About Yourself
 My name is _________.
 I work at ___________.
 I have used Marketo for ________ (time).
 I would like to _________.

4. Case Study: Boundary
Ryan Vong| @RyanVong | ryan.vong@gmail.com

5. Rethink Monitoring

6. The Road to Maturity

7. Brief History of Startup Time
Operational Changes Process change
Launch + Scoring + No Emails + Reps
March April May June
•New Salesforce
•More Metrics •Rethink email •Rethink
•New Marketo
•More Programs automation territories &
•Sales Insight
•Billing & lead mgmt
•New Registration
Accounting
•New Processes

8. High Level
 Mapped out
workflow
 Created new tag
for trial program
 Unit test for full
program using
request
campaigns
 Launched on 3/26

9. Lead Activation Token

10. Sign Up ① Separated Signup from
Program
② Remove flow won’t work
with programs that are
automatically synced to a
campaign
③ Keep bad emails out of the
program

11. Requests Campaigns
① Establish Lead Source.
(Could use a lead is created
rule, but I wanted more
control).
② Establish lead owner for
emails to come from the
owner tokens.

12. Requests Campaigns ① Wait step before reminding.
② When the lead comes out of
the wait step, we check to
see that progression hasn’t
changed before sending
email.
③ Another check to make sure
they didn’t already receive it
as well.

13. Requests Campaigns
① Activation sets a 14 day
reminder flow.
② Activation also sets in
motion an activated nurture
flow.

14. Lead Scoring – Crawl, Walk, Run
Constraints
① Target does not have titles
nor use them.
② We don’t ask for title and
① Bringing in
usually can’t find them.
usage metrics
is a must.
③ We designing for signup not
browsing through the
website.
④ Once you signup, you only
come to login.
⑤ Most real prospects opt out
of emails.

15. Lead Scoring – Crawl, Walk, Run
① Result is to try a tiered
scoring structure from
0-100 pts. (Crawl)
② Bring in more usage
metrics to enhance
scores and user
urgency values to
predict engaged leads.
(Walk)
③ Urgency value changes
tend to more predictive
and easier for sales to
grok.

16. Details, details, details…
① What is the difference?

17. Race Conditions
① 2 rules firing at the same
time or close enough.
② Some processes finish at
different rates and if you are
depending on one process
to finish before another
begins, it might not happen.
engaged leads.
③ Sample above the signup
process was last to finish
although this lead has
already logged in.

18. Group Activity

19. Questions?
Ryan Vong| @RyanVong | ryan.vong@gmail.com

20. Announcements
 Refer a Friend. “You Love Marketo”. You can win an iPad if your referral
becomes a customer.
 Community Engagement. If you haven’t noticed, we have a new design!
Check it out and give us your feedback. Encourage users to visit the
Community regularly and explain the great tools that can be found
there. (i.e. Ask Questions, Answer Questions, Post Ideas, Vote on
articles and ideas, read tutorials and articles and watch videos). The
videos of sessions from Summit are up on the Community.
 LinkedIn City Group Participation. It is very important that you and the
customers in your area join the respective Marketo city user group. This
platform has a different purpose than the community, as it is meant to
be a place where customers can share and network.
 New Product Release Mention. Any new product releases will be in the
“New Release Tab” (now in University on the left hand nav bar) of the
Community.
 Questions/Comments: lcourter@marketo.com or ryan.vong@gmail.com