Skip navigation
All Places > Employee Blog: From our desk to yours > 2018 > June
2018

In the April edition of the Fearless Forum, we received a lot of questions about how to use Marketo Engagement Programs. So we sat down with Chris Saporito of Paycor to discuss how he executes successful engagement programs within Marketo to onboard new clients.

 

Q1: What led you to develop an engagement program?

A: We decided to revamp the way that we are onboarding clients because we had a gap in the quality of the current process. Our service organization wants to combine automation and personal touches to make the process as seamless and easy as possible. By adding sophistication to the automation and mixing in personal touches we hope to improve the efficiency and quality of the onboarding process. The ultimate goal of the project is to reduce the number of no-starts that we have, meaning the clients don’t make it through onboarding and we lose the business.

 

Q2: Could you describe the engagement program you created for onboarding new clients?

A: Our engagement is a series of emails that are triggered throughout the onboarding process for new clients. We created a new custom object in SFDC and synced the object to Marketo so that we can key off of the values. There are 7 emails in the series that we use the custom object for to tell Marketo which dates to fire the emails and which versions of the emails to fire. Most of the emails are standard for all clients, where we do some tokening within the emails, but the fourth email in the series is critical for onboarding. The custom object that we created has a field that we can populate with the information that is needed from the client. So, when the email is triggered, we are dynamically sending a specific email based on what the client has or has not given us yet. This is important because the data and documentation are critical to have before the client can process payroll. Also, within the series of emails our client service department has a specific cadence where they are mixing in emails and phone calls with the client to ensure that the client is on track and has a good user experience.

 

Q3: What was the process like to build out the engagement program using custom objects to trigger emails in Marketo? How long did it take?

A: The entire process for the project took about 3 months due to some internal prioritization. It took some Salesforce development work to build the custom object and to dynamically populate it to meet the needs of the business. Also, during the process we were able to get a temporary Marketo Sandbox to test out these processes, which had a learning curve in itself. Once we had the custom object built I was able to easily sync it to the Marketo sandbox and begin QA’ing the processes. Within a couple of weeks of QA’ing and working out the kinks we were ready to pull the trigger on the program.

 

Q4: Before using the SFDC custom object, had you tried to create a similar engagement program in Marketo only?

A: We have an email series that we ran out of Marketo for a few years to help client onboarding. The issues that we ran into were that it was difficult to customize the process due to some nuances of our business. By creating a custom object and doing some of the complex decisions in SFDC, it made it possible to pass that information to Marketo and create a better experience for the client.

 

Q5: What was the most challenging part of building and executing the program?

A: The most difficult part of this project was figuring out what all was needed to build this out. There was a learning curve since this was the first time that we had built something like this. Also, with the customization there was definitely some trial-and-error to get it to where we wanted it. Anytime that you have multiple organizations within a business working together for the first time it can be difficult but overall, I think it was a great success.

 

Q6: What advice would you give to Marketo users who are creating engagement programs?

A: I would recommend with any project and especially projects of significance, understand what the ask is. Truly understanding what the project needs to accomplish before determining how to build it is critical to creating the best product that you can. Something else that is crucial to projects like this is to give yourself plenty of time to QA. Test everything and then test is again, that’s the best way to make sure these projects have the smallest chance of error when they launch.

 

We hope you enjoyed reading about Paycor’s new Engagement Programs. To start building your Engagement Program today, check out Josh Hill's 5 step guide to building a successful Engagement Program in Marketo.

Earlier this week I asked the good people of Purple Select a question. If you could give your younger self one piece of advice while you were learning to use Marketo, what would it be? It didn't take long before I had a wealth of valuable answers that covered a wide variety of ideas and best practices. It only made sense that I share my 10 favorite answers with the Community, one of the best (if not THE best) places to go for new Marketo users. Let's get right into it.

 

Top 10 Tips for New Marketo Users

 

1) Set aside time each week to really dig in and read the docs.

 

2) Learn how to do things the right way the first time!

 

3) Create better study material, you'll need it when you are renewing your certification.

 

4) Document everything! In addition to process documentation, take notes as your instance evolves. You will never remember all the changes it goes through so you can benefit from having historical details about what's been done.

 

5) Embrace the data. It may be a tough and dirty task to get data clean, but once you do you can focus on bigger and brighter things!

 

6) Organization! Be sure to keep all folder and assets well organized. Make sure to go through old programs and shut them down and archive them.

 

7) Ask how others solving the problem you are trying to solve. People have amazingly creative solutions.

 

8) I know it has been said, posted and talked about ad nauseum, but CLONE!! Clone all the things!! It is the best feature of Marketo, hands down! Instead of having to create programs and campaigns and reports from scratch, just clone a previous one and edit it to fit your current need.

 

9) Go to the Community! You can learn a lot just based on what people post every day, but it's great to couple that with Marketo docs. For example, when you read a doc about connecting GoToWebinar, go search the community to find out what people have posted about that product, about how to set up, common questions they have and best practices. You can teach yourself a LOT using these two tools.

 

10) My best advice would be not to rush into setting up your Marketo account until you have a strategy on how you want to set it up (ie - naming conventions, folder organization if you have multiple brands you marketo to, etc). I have no choice but to rush in getting my account set up and over a year later, I'm finding myself having to go back in and fix/reorganize a lot of things that I might have been able to avoid if I'd had more time to plan before hand.

 

Honorable Mentions

- Read everything and watch all the videos you can when you're getting started. You can start implementing the best practices the whole time.

 

- Immerse yourself in Marketo Community. I was self-taught and I found this to be the best resource.

 

- Tokens, tokens, tokens.

 

- Spend more time in the community! Even if you aren't answering the questions you should read about the successes, issues, and challenges other users are having. (See a common theme with Community?)

 

I want to extend a huge thank you to everyone who participated in this challenge on Purple Select. The Marketo Community continues to have one of the most active and engaged customer bases out there. Thank you for sharing your knowledge, expertise, and best practices with new and veteran Marketo users alike!

 

_____

 

If you have more tips and tricks that you would like to share with us, then I want to share some rewards with you! The challenge is still available in Purple Select, so feel free to head over there and submit your advice. If you don't have a Purple Select account set up, you'll be excited to hear we just made it even easier to sign up! Our sign in page now has a "sign up" button near the bottom on the page that allows you to submit all of the necessary information. After a member of the Customer Marketing team confirms your nomination, you'll gain access to Purple Select! If you have any additional questions, please reach out to me at (wharmon@marketo.com) and I will happily assist in any way I can!