nymug marketo new york user group meeting 091013
TRANSCRIPT
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
New York Marketo User Group Meeting9/10/13
Presenters:Inga RomanoffElliott LoweSheila Baker
Sponsors:ReachforceJeff ChamberlainHaresh Gangwani
NYMUG Host:Conductor, Inc.
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Guest Speaker Presentation
Lead Nurturing Best Practices Design & Marketo Customer Engagement
NY Marketo User Group: September 10, 2013
Sheila BakerOpine Consulting
Questions
• Are using Marketo for nurturing today?
• What audience(s) are you nurturing to?– Prospects– Customers– Partners– Role (decision maker, influencer)– Buying stage (early, mid, late)– Industry– Solution– Product
Questions
• Would you consider your nurturing programs simple or complex?
• Have you setup some form of traffic cop in your instance?
• Was it setup by internal resources or did you have a consultant help you?
• Have you implemented the Customer Engagement Module?
What is Nurturing?
Nurturing is the process of building trusted relationships in a way that is both consistent and relevant to the audience with the goal of earning/continuing to earn their business.
Five Steps of Nurturing
1. Set the goal(s) for the nurture campaign2. Define the audience3. Decide on type/timing4. Target a variety of content5. Implement
Measure & Adjust
1. Set Goal(s) for a Specific Nurturing Campaign
• What are you trying to achieve? For example:– To convert raw sales inquiries into qualified prospects– To automatically identify “in profile” leads– To convert free trial downloads to paying customers– To further qualify, and collect more information from, inbound sales leads– To educate, or build goodwill amongst a list of existing prospects– To build thought leadership awareness with prospects– To “stay in touch with” existing prospects so they call us when the need
arise– To acquire more business from existing customers– To turn dormant accounts back into active accounts– To drive customer renewals
• Set metrics, if you can.
2. Define the Audience
• Are you targeting prospects, customers, partners • What additional segmentation(s) will you use
– Role (decision maker, influencer)– Buying stage (early, mid, late)– Industry– Solution– Product
The more targeted the audience, the more specific your message => better response
3. Decide on Type and Timing
• Drip Campaigns– Emails are sent out over a fixed time
in a fixed order.• Accelerator Campaigns
– Triggered by specific behavior in an attempt to move leads through the buy cycle faster (aka “Behavioral Campaigns”)
Sales Process
4. Target Variety of Content
• Content must be relevant & interesting• Use different types of content (white paper, video, article)• Content should be easy to digest• Take existing content and make it bite-size – allows to
stretch the content you already have• Make content valuable, not self-promotional
– Use links to 3rd party content as well as your own• Aim is to develop a relationship — not pushy • Start with the content you already have or can reference –
then add to it as you go• 411 messages… 4 educational/1 soft sell/1 hard sell
5. Implement
• Use email and landing page best practices• Watch for cross campaign content issues (skip content if already
offered)• Limit number of emails sent across Marketo in a given timeframe• Prioritize your nurturing campaigns/streams• Test before you turn it on• Monitor closely• Review content at least quarterly
Managing multiple nurturing campaigns with the new Customer Engagement
Module is much easier!
Customer Engagement Module
Engagement Program Overview
• New type of program with “brains”• Stream sends content (cast) based on:
– Cadence – Priority– Availability– Whether or not the lead has already received the
content• Dashboard – Is my content working?
– Operational metrics– Engagement Score
Terminology• Engagement Program
– is a program type that is able to accomplish complex nurturing with great ease.• Stream
– is a pool of prioritized content that the engagement program will use to nurture leads.
• Cast– is the event of sending emails from an Engagement Program.
• Stream Cadence– Is the schedule of when the cast (content) will go out.
• Lead Cadence– is a status that defines a lead’s ability to receive content from an engagement
program. Values are: Paused or Normal• Transition Rules
– is the trigger and filters that pull a lead into a stream
Engagement Program Packaging
• Spark– 4 Programs/1 Stream each program
• Standard– 4 Programs/1 Stream each program– Add-on option (get everything Select gets)
• Select/Enterprise– 15 Streams per program– 100 programs per subscription– Communication Limits – Trending data (Select or Enterprise w/RCA)
Leads in Programs & Streams
Engagement Stream Features – Spark & Standard
• Set Stream Cadence• Add Content –
emails or programs• Edit Stream Name• Archive Content• Activate Content• Schedule Content
Availability
Engagement Stream Features – Select, Enterprise, Add-On
• Multiple Streams per program (up to 15)• Additional Features:
– Add Stream – e.g. early, mid, late– Clone Stream – great for testing Streams
• Cadence cleared– Delete Stream – complete removal of
Stream from program– Transition Rules
Multiple Stream Engagement Program
Dashboard with Trending DataSelect, Add-on or Enterprise with RCA
Dashboard with w/o Trending DataSpark, Standard without Add-on
Custom Status 100
Member 1,800
Engaged 1,500
Reporting
• Spark, Standard without Add-on– Dashboard is snapshot of current status– Engagement Stream Analytics report
• Standard with Add-on, Select, or Enterprise with RCA– Dashboard show trending data for
• Engagement Score• Emails Sent• Changes in Content
– Engagement Stream Analytics report
Reporting Terminology
• Exhausted– When a lead has received every piece of content in the
stream it is currently assigned to• Engagement Score
– is a 0 to 100 point score that Marketo will give your content
– It is benchmarked against drip and nurture style emails to give an average of 50 across all Marketo customers
– Engagement score is calculated 72 hours after each cast (only once)
Steps for Implementation
1. Create Engagement Program2. Create Streams
– Add emails OR– Add programs
3. Create Transition Rules 4. Create Control Campaigns
– Add leads into Engagement program– Pause leads in Engagement program– Resume leads in Engagement program– Mark leads engaged
5. Test6. Reporting
Engagement Program Demo
• What do you most want to see?
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Wrap Up & Housekeeping Items
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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!
#NYMUG
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Congratulations to the Summer 2013 Champion Class!
Visit this link and write a congratulatory message! http://pages2.marketo.com/MarketoChampionsSummer2013.html
To find out what it takes to become a Champion, click here.
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NOVEMBER 18-21, 2013Receive $100 off the current registration price:
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April 7 – 9, 2014San Francisco, CA
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AppExchange ChallengeDeadline Dec. 20th
Brews and Reviews
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Thank you!
Your New York Marketo User Group leaders
Inga [email protected](617) 901-4945
Elliott [email protected] (212) 213-6275
Tweet with us!#NYMUG