marketo@marketo: how we do what we do (part i)

Tanya ChuSr. Marketing Ops Programs Manager

The Shawshank Redemption

Rick SiegfriedCustomer Marketing Manager

Ghostbusters

Mike MaddenSMB Demand Gen Programs Manager

Forgetting Sarah Marshall

Speakers & Desert Island Movie

Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Today’s Agenda• Email Deliverability (powered by 250ok)

• Marketing Calendar• Revenue Cycle Explorer• Part II


Email Deliverability


According to Return Path, just 79% of commercial emails land in the inbox

1Set Lower Soft Bounce Thresholds


What’s a Soft Bounce?A soft bounce is a temporary problem with email deliverability, usually due to an unavailable server or a full inbox.


Set a lower soft bounce threshold

At Marketo, if an email soft bounces more than 6 times in 30 days, we retire that email.

You can set soft bounce thresholds using smart campaigns!


Soft Bounce Management: Clean Existing EmailsSmart List:


Soft Bounce Management: Clean Existing EmailsThe Flow:


Soft Bounce Management: Triggered CampaignSmart List:


Soft Bounce Management: Triggered CampaignThe Flow:

2Measure and Optimize Your Email Inboxing


Beyond Deliverability, There’s InboxingDid you know that when an email goes to the spam folder or junk folder, it still counts as delivered?

There are tools that measure inboxing, which is the percentage of delivered emails that actually hit the primary inbox.


Does This Look Familiar?


What does Inboxing Look Like?


A closer look…


Inboxing with Spam Filter Breakdown


Email Rendering


Marketing Calendar


Marketing Calendar• What and Why is Calendar?• How we think about planning and coordination• Check the product out• Here’s the benefit


Disconnected Calendars Hinder Coordination70% of Marketers are still using rudimentary tools for Calendar*

*Marketo Research, 2014


What is Marketing Calendar and Why Should You Care?

UnifiedTrack any activity

SpecializedCreate unique views

ActionableBuild & modify campaigns


What activities are most important to you?


Program Tagging is KEY


Tag ValuesB2B or B2C B2B, B2C, Both

Customer or Prospect Customer, Prospect, Both

Customer Program Type Demand Gen, Retention, Informational

Exec View Yes, Null

Offer A lot (ex. Cheat sheets, Definitive Guides, eBooks, etc.)

Product Products and Services (ex. RTP, RCA, Certification, Mobile, Edition Upgrade, etc.)

Program Lead Several

Region USA, EMEA, APAC, JPN, Global

SMB or ENT SMB, ENT, Both

Vertical Financial Services, Healthcare, Higher Education

Voice of Customer Yes, Null


All Local Campaigns and Programs


Also able to rename


Program Naming Methodology…


Program Naming Methodology…[Abbreviated Channel] – [Program Name] – [Region] – [Abbreviated Month] [Year]

You Are Currently a Member of…

Your Program Status is…Event – Webinar – Marketo > Registered

What is it? Where is it? When is it?

WM – Marketo@Marketo Part I – USA – Jan 2016


Tentative vs. Confirmed Email


Best Practice: Approve from Control Panel


Confirmed Event


Voila… Event Check-in App!


Hey Man, Nice Filter


Entry Types


Entry Types + Program Tags


Entry Types + Program Tags + Workspaces


Welcome to my home…


Sharing is caring

Let’s show this prehistoric calendar how we do things at Marketo


CALENDAR HD!!!

• Display full HD views of your programs calendarand goals on office walls

• Provide visibility to sales,C-suite and business stakeholders

Align Teams to Big Picture Goals


Let’s take a step back… how do we do this?


Build from the ground up


What are your goals and aspirations?


It’s all here…


Revenue Cycle Explorer


Revenue Cycle ModelComplete view of customer lifecycle journey


Revenue Model = Buying Cycle

• Stages aligned to buying cycle• Flow reflects sales and marketing relationship/alignment


Marketing’s Impact on Generating Revenue

Lead Count: How many leads in each stage?

Lead Conversion: What is the conversion ratio from stage to stage? Is it trending up or down?

Lead Generation: How many new leads did marketing generate last month for sales?

Lead Velocity: What is the average “revenue cycle” time across stages?

Lead Generation: How many marketing qualified leads for a given period?

Program Effectiveness: Which programs move leads through the funnel?

Program Effectiveness: Which programs work best for closing business?


RCE: Top 3 Reports – Program Analysis

Program Cost Analysis:See the ROI for all of your programs.

Program Revenue Stage Analysis:New names that have reached particular success stages within your revenue cycle model.

Program Opportunity Analysis:Opportunities generated based on distribution, their revenue, and ROI.

https://docs.marketo.com/display/DOCS/Understanding+the+Program+Cost+Analysis+Area



https://docs.marketo.com/display/DOCS/Understanding+the+Program+Revenue+Stage+Analysis+Area

https://docs.marketo.com/display/DOCS/Understanding+the+Program+Revenue+Stage+Analysis+Area

https://docs.marketo.com/display/DOCS/Understanding+the+Program+Opportunity+Analysis+Area




Program Opportunity Report - Sample


RCE: Understanding Marketing Effectiveness

How did my program stack rank against all the other programs?

Program Cost Program Revenue Stage


RCE: Driving to Opportunity PipelineProgram Opportunity Report

What opportunities and pipeline did my program create?


Ongoing RefinementBi-annual assessment of our modelLead status

Content alignment

New additional modelsNurture

Customer model

Thanks for being here!

…Questions?

Amazing Resources: docs.marketo.commarketo.com/summit (Early Bird Rate Expires 1/31 - save $200!)nation.marketo.com (sorry, customers only!)

marketo@marketo: how we do what we do (part i)

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