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This Old House: The Marketo Mansion Instance

Audit

Kristen MalkovichSolutions Architect | Marketo Champion

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Rebuilding Your Foundation

Does it scale?• Request campaign• Workspaces• Salesforce Campaign Sync• Tags• Real-Time Web Personalization• Account-Based Marketing

Disclaimers: This information is controversial and I love Tom Silva

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Request Campaign

The problem: • The more you have, the longer

it takes for the system to process

• Any programs utilizing request campaigns don’t scale for larger instances

• In terms of how marketo ‘sees’ the campaign, it is deprioritized

• Triggered campaigns are prioritized over request campaign

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Request Campaign Rebuild

Solution:• Use static lists! Have a static list per program status• Create custom program statuses; better to have additional

channels with custom statuses than request campaigns• Don’t forget: if people need to flow through the program

multiple times, make sure you remove and re-add them

• Benefits: Manipulate the data in a more robust/seamless manner for reporting

• Best benefit: makes troubleshooting easy

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When to use Request Campaign

Request Campaigns are great for:• API Integrations• Salesforce 1 (allows reps to directly add leads to Marketo

campaigns)• Program examples:

• Long-term nurture (not purchasing in the even-borderline-near future)

• Reps removing leads from emails during buying cycle

Other than that, just don’t do it.

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Workspaces & Partitions

What they are: • Workspace: Micro-instances of Marketo with separate user

permissions• Partition: A gigantic lead list that does not sync with CRM

When you need them: • Field marketing teams,

International marketing teams, contact record reaching close to 1mil, multiple product lines, sub-companies/recently purchased companies

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Workspace Faux-Pas

Don’t:• Create a lot of lead partitions with complicated routing rules• Create unnecessary workspaces; create them as needed for

specific reasons• Make it complicated! Workspaces should only enhance your

marketing, not make anything or anyone’s job more difficult• Create too many permission

based rules

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Workspaces & Partition Nuances

• When to use partitions:• Lead lists that require additional vetting before CRM

(Purchased lists, web crawlers)• Intentional duplicates

• Examples: user groups, multiple product lines/practices, specialized/targeted marketing campaigns

• Moving leads between partitions• Logic can live in admin section or inside of workspace

associated with partition• Best practice:

• Admin section for regional assignments (IE--obvious ones!) • Otherwise, build within programs inside of workspace• Don’t move leads around a lot; keep your assignments

(and reasons!) simple

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Salesforce Campaign Auto-Sync

Don’t. Use. It.• With high lead volume, it will sync unnecessary leads to

campaigns • Rep miscommunication• Doesn’t build in campaign hierarchy• Sloppy• Prevents you from using accurate and simplified campaign

based reporting

When you can:• Operational campaigns.

Go hog wild.

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SFDC Campaign Auto-Sync Overhaul

• Create campaign templates in SFDC• All statuses should match program statuses

• Create parent campaigns!• Think along the lines of how you want to report

• Add SFDC sync steps to all program templates• For current SFDC campaigns, turn off expired active

campaigns; aim to implement the following quarter

Bada-bing, bada-boom beautiful campaign-based reporting!

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TAGS: How to Screw Them Up

Most notable thing: they are permanent!• Create tags that don’t scale

• Example: team member, quarter, year• But if you plan on growing your Marketo team this doesn’t

work long term and is overall annoying.• Create tags that are only applicable for a short period of

time• Not use them!

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TAGS

When to use them:• Every program!• Even without RCA, they assist with organizing your

marketing efforts• Examples:

• Team, Program Type (grouping custom channel types that are related), Theme (obvi), Identifying target accounts, ABM

• Best practices:• Make them required• Only apply them to

certain channels; each tag doesn’t have to be across all channels

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Web Personalization

What it’s great for: • Creating targeted campaigns for identified

demographics/personas• Personalized user-experience• Integrating marketing campaigns with website• Account-Based Marketing!• Targeted Ad-retargeting• Content suggestions and reporting

Takes your marketing campaigns outside of the inbox, and creates homogenous user-experiences…with reporting included!

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Account-Based Marketing: When and How To

High-value, large, enterprise companies are comprising an ever-expanding portion of your sales

• Segment your database, identify which programs will be targeting these demographics• Even can create a tag for programs specific to ABM!

• Blow up your profiling; create a profiling/scoring strategy that flows over and is specific to accounts

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ABM FOMO

Don’t:• Think you need to implement ABM just because “everyone”

else is• Implement unless you ARE targeting enterprise

• It’s expensive! • Tactics are different• It’s time consuming• It’s good to have another team working specifically on ABM

• Have FOMO about not implementing it

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ABM Marketo/SFDC Account Based Scoring

• Step 1: Create field to identify ABM contacts in SFDC Marketo

• Step 2: Remove them from traditional lead scoring program• Step 3: Score them based off ABM interactions only

• targeted web pages, and programs inside of marketo• Step 4: Use APEX code on account create account score

• can weigh or create average; test both to see which works best

• Use your account based score to:• Tell enterprise reps which accounts to target first• Use in your campaign influence reporting• Compare to your overall program success

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THANKS!Kristen Malkovich

Solutions Architect | Marketo ChampionKristen@Perkuto.com

twitter.com/kristen_malk