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This week's Champion Spotlight is Adam Vavrek. Let's get to know Adam a little bit better!

 

Adam Vavrek

 

Company: Skyword

Title: Director, Marketing Operations

Location: Boston, MA

Hometown: Midland, TX

 

What was your first job?

Abercrombie & Fitch

 

How and when did you get started with Marketo ? What was your first role and initial reaction to the platform?

I first started to use Marketo as the Sales and Marketing Operations Manager at Skyword in 2013. At first, I was a bit intimidated because I didn't know where to start. But after seeing other MAPs, I appreciate how intuitive and easy-to-use the platform is.

 

What is your favorite thing to do in Marketo and why?

My favorite thing to do in Marketo is pull the Opportunity Influence Analyzer Report to show marketing contributions for a won deal.

 

Through your Marketo career, what are you most proud of?

Building various campaigns to qualify leads within our company database.

 

What piece of advice would you give to someone who is just starting a career with Marketo?

Spend a good amount of time in the help section and reading articles in the Community. Connect with other Marketo users - they'll be a valuable resource as you become more familiar with Marketo.

 

If someone gave you $5 million tomorrow, what would you do?

I would travel the world and invite friends to come along with me. There are many countries I'd like to visit and many places I have yet to see.

 

How did you get your name?

Adam has always been my mom's favorite name. I have a twin brother named Zac and my parents liked the idea of naming us A - Z

 

Have any questions for Adam? Ask them below!

 

Connect with Adam:

We are starting the Champion Spotlights! We announced our newest Champion class last month, and now it's time to get to know all our Champions a little bit better. Want to learn more about Christina Zuniga? Check out her Q&A below.

 

Christina Zuniga

 

What was your first job?

My mom's assistant - she does services invoicing at a tech company. I photocopied and filed expense reports for her. She paid me in Taco Bell, which was my favorite food as a kid.

 

If someone gave you $5 million tomorrow, what would you do?

My first thought was I'd finally be able to afford a house in Santa Barbara! I'd take the money and go on the best scuba diving vacation ever, probably in Fiji. I'd Princess dive (which is the dive operation takes care of all of your gear, it's amazing).

 

How and when did you get started with Marketo? What was your first role and initial reaction to the platform?

I had been using Aprimo for 8 years going from user to admin for a global company and wanted more hands on experience with campaigns. I became a Marketing Specialist at a company that had Marketo, but I didn't realize that others in my role did not use it directly.

 

I befriended the Marketo admins and they showed me tons of cool stuff; Marketo is a totally different experience than other platforms. At that point, I was hooked. I owe a lot to that group - even though my role wasn't expected to use Marketo, they gave me advice, showed me how their programs worked, and let me get some hands on learning. That's when I knew I didn't want to move further away from Marketing Automation."

 

What is your favorite thing to do in Marketo and why?

I have to pick just one? Setting up complex smart lists and flow steps, I love the logic of it and making everything work. Setting up lead lifecycle was a lot of work, but a ton of fun!

 

What piece of advice would you give to someone who is just starting a career with Marketo?

Find a mentor who knows the platform well. I had one who was (and is!) fantastic with Marketo. They can help you learn, give you awesome advice and answer your questions when things aren't going the way you expected them to.

 

Have any questions for Christina? Ask them below!

 

Follow Christina on:

marketo-champions-2017.png

Meet the new class of Champions 2017.

 

Where we are from?

 

  • California is top of the list with 6 Champions.
  • Ohio is big in Marketing Automation too with 4 champions.
  • 3 Canadians and 2 Australians (including myself) are happy to be part of this list.
  • In Europe, we have one champion in the United Kingdom, 1 Champion in the Netherlands, 1 in France.
  • Other 14 cities in the United States are the home of our 2017 Marketo Champions.

 

 

Champion's Name
Location
LinkedIn Profile
Adam VavrekBoston, MAhttp://www.linkedin.com/in/adamvavrek
Ande KempfSt Louis, MOhttps://www.linkedin.com/in/ande-kempf-44172266
Andy VarshneyaSan Francisco, CAhttps://www.linkedin.com/in/andyvarshneya/
Brittany StoverNashville, TNhttps://www.linkedin.com/in/brittany-stover-09b62030/
Carly Wirkus Carly WirkusMinneapolis, MNhttps://www.linkedin.com/in/carlymae
Chelsea KikoCleveland, OHhttps://www.linkedin.com/in/chelsea-kiko/
Chris SaporitoCincinnati, OHhttps://www.linkedin.com/in/chris-saporito-26374530/
Christina ZunigaSanta Barbara, CAhttps://www.linkedin.com/in/christinazuniga/ /external-link.jspa?url=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fchristinazuniga%2F
Corey BethelColumbus, OHhttps://www.linkedin.com/in/corey-bethel-36956b36/
Courtney GrimesPhiladelphia, PAhttps://www.linkedin.com/in/courtneygrimes/
Courtney McAraPortland, ORhttps://www.linkedin.com/in/courtneymcara/

Dan Stevens

Cleveland, OHhttps://www.linkedin.com/in/stevensdan/

Geoffrey Krajeski-MMProduction

Woodbury, CThttps://www.linkedin.com/in/geoffreykrajeski/

Iryna Zhuravel

San Diego, CAhttps://www.linkedin.com/in/iryna-zhuravel-altium/

Jackie Potts

Laurel, NEN/A

Jason Hamilton

Ottawa, ON, Canadahttps://www.linkedin.com/in/jasonmhamilton/?ppe=1

Jenn DiMaria

Lehigh Valley, PA

https://www.linkedin.com/in/jenniferdimaria/

Jenna Molby

Vancouverhttps://www.linkedin.com/in/jennamolby/?ppe=1

Joe Reitz

Seattle, WAhttps://www.linkedin.com/in/joereitz/

Juli James

Austin, TXhttps://www.linkedin.com/in/julijames/?ppe=1

Justin Norris

Toronto, ON, Canadahttps://www.linkedin.com/in/justinnorris/

Karina Guerra

Sydney, Australiahttp://au.linkedin.com/in/karinaguerra

Keith Nyberg

Cupertino, CAhttps://www.linkedin.com/in/keithnybergonlinkedin/

Maarten Westdorp

Nederlandhttps://nl.linkedin.com/in/maartenwestdorp

Mark Farnell

United Kingdomhttps://uk.linkedin.com/in/markfarnell

Paul Wilson

Denver, COhttps://uk.linkedin.com/in/markfarnell

Rajesh Talele

San Francisco, CAhttps://www.linkedin.com/in/RajeshTalele/

Suzanne Kushner

San Francisco, CAhttps://www.linkedin.com/in/RajeshTalele/

Sydney Mulligan

Raleigh, NChttps://www.linkedin.com/in/sydneymulligan/

Hicham Mohamed Tabbak

Lyon, FRhttps://www.linkedin.com/in/hichamtabbak/

Taylor Enfinger

Atlanta, GAN/A

Veronica Holmes

Sydney, Australiahttp://au.linkedin.com/in/veronicaholmes/

 

 

 

 

 

As per Katie Pope's announcement:

Champions are Marketo's most advanced customers who have demonstrated outstanding leadership in the Marketo Community and at Marketo events, are Marketo Certified Experts, are avid contributors in the social world, and are loyal advocates of the Marketo brand. If you are interested in learning more and applying, read our Requirements & Benefits of the Champion Programand join the Champions: The Marketo Elite group. We look forward to seeing your application in the future.

So, your campaign failed. You’ve invested weeks, even months into this exciting new venture and you don’t know why you aren’t seeing the results you expected. It happens to the best of us. Don’t let it get you down, because this is a great opportunity to learn and make your future efforts insanely successful! But how do you answer the question that’s been keeping you up at night all week?

 

What went wrong?

 

In the world of marketing ops, so many things can go wrong that it can be overwhelming to keep track of it all. First, it’s important to figure out whether it was a strategy problem or trouble in execution. After conversing with a number of my peers, we’ve discovered a number of commonalities that led to disappointing campaigns.

 

The Audience Was All Wrong

Image result for audience wrong gif

Key Indicators: Not a single person you contacted was a decision-maker; you don’t have pipeline associated with your campaign; you didn’t hit your SQL goal; sales was unhappy with the leads

 

Tips for next time: Loop in sales when selecting your audience. Tools like predictive scoring can help prioritize your leads and companies, but your SDRs know the top qualifiers better than anyone. If they have bandwidth, ask them to skim the list ahead of time and provide feedback. Chances are they’d rather DQ someone on a spreadsheet than after making countless phone calls.

 

The Stuff You Sent Wasn’t Engaging

Image result for bored gif

Key Indicators: Lack of engagement; you didn’t hit your MQL goal

 

Tips for next time: Test test test! Focus on A/B testing the following factors based on the corresponding indicators.

Problem

A/B Test This

Low Email Open Rate

Subject Lines, Time of Day/Day of Week

Low Click-through-Rate

CTA Wording, CTA Placement, Messaging

High Bounce Rate

Messaging, Landing Pages, Form Lengths

Engagement drops off early on

Frequency of outreach, multiple channels

 

You Had Bad Data

Image result for bad data gif

Key Indicators: High bounce rate; holes in your data; physical mailer returns; too many “I don’t work here anymore” automatic replies

 

Tips for next time: This is a great opportunity to leverage SDRs, Sales Ops, or a really good intern. Before sending out emails, mailers, ads, or any other piece of carefully-crafted marketing content (especially to high-potential accounts), give the list a human touch. A data provider is a great place to start, but if someone’s LinkedIn profile says they live in Denver and the address provided is in New York, you’ll know something’s off. Seriously. The list is key.

 

There Were Errors

Image result for typo gif

Key Indicators: Typos; lack of populated data in a personalized email; etc

 

Tips for next time: As marketers, we’re always in a rush to drive more pipeline and demonstrate outstanding ROI. Mistakes happen. Luckily, as your team grows there will be more opportunity to add fresh eyes to everything. Utilize your awesome teammates to carefully review your emails, make sure all the links go to the right places, and check your Marketo setup for those easy-to-miss details.

 

Lack of Communication between Sales and Marketing

Image result for not talking gif

Key Indicators: Confusion in sales about how and when to follow up; tracking progress is difficult

 

Tips for next time: Hold a rollout meeting before introducing new initiatives. Include information about the messaging, audience, and end goals for the campaign. Sales will likely provide helpful insight during these meetings as well, so it’s a win-win!

 

The Timing Was All Off

Image result for messy gif

Key Indicators: Touchpoints landed out of order; leads were confused about sales outreach

 

Tips for next time: Integrate anything you can with Marketo and/or your integrated CRM. Time banner ads according to lead status; set up RTP to deliver messaging consistent with the campaign for your audience; send direct mail pieces that have the same look and feel as your emails, and coordinate your emails with the delivery of those pieces. If your systems can talk to each other, you’ll have better control over orchestration and sales will be able to follow up at just the right time.

 

You Don’t Know How the Campaign Performed

Image result for confusion gif

Key Indicators: You can’t tie your campaign back to opportunities; you can’t compare the results of the campaign against your initial KPIs

 

Tips for next time: Before you begin, make sure you know your KPIs and end goals. Once you have those, set up your Marketo program ahead of time to track them. Leveraging program channel tags can play a huge part in this!

 

#CelebrateYourWins

 

We’ve answered the question, “what went wrong?” But focusing on our failures won’t get your department any new pipeline, and it certainly won’t help morale! Now that we’ve made it this far, it’s time to shift gears and ask the increasingly-important question, “what went right?”

 

Sometimes, it takes a long time to see results. In Q1 of last year, we initiated a new program that involved multiple channels and coordination with sales. It was a huge investment and took months of planning. After a few months, the campaign was put on hold due to minimal engagement and disappointing results.

 

Last week, I was playing around in RCE and realized that the campaign had influenced three of our largest recent opportunities, resulting in over 2000% ROI! What a great way to start a Monday. So even if your program completely fails, don’t fret. You never know what kind of unexpected payoff you might have in the future!

 

One thing I have noticed when creating a more complicated nurture in Marketo, you have to be creative to make things work the way you want them to and the great part about Marketo is that you have a whole arsenal of features available.

 

This hack works with a lot of use cases, but the specific way I got to making it was when a client wanted a specific nurture for free trials for licenses from their website that would be sending on specific days of the trial.

 

variable cadence.png

 

I've seen a lot of questions about variable cadence on the community. I was overjoyed seeing Marketo's announcement of this feature (screenshot above from summit slides) on the Summit this year. There is still some time remaining until that so I figured I will share this method. This has been tested for a few months and is proven to work given the right setup.

 

I will also share some learnings from setting up this a few different ways which I would strongly not recommend .

 

Example of 30 day product trial nurture with fixed days for sendouts

 

If you're looking to nurture leads who signed up for a product trial during a fixed amount of time for the trial, you would probably want to deliver some content on specific days of the trial to try to convert/activate them on milestones. Multiple products will be tougher to nurture as managing dynamic content in one stream can become a lot of work.

 

Main asset setup

variable-cadence-example.png

 

Using similar naming conventions for different products, it allows you to globally maintain sendouts, making it easier if you want to add new streams or make changes on the days you want to cast.

 

Stream setup

engagement-stream-setup.png

 

Adding one stream per product and emails for each in the same order will allow for maintaining your casts from the same place. This is of course if you want to be sending the same amount of content and on the same frequency for your products.

 

Setting stream cadence

setting-stream-cadence.png

 

In order for the setup to work, casts should be set to recur every day at the same time, in this example 10 am. The space between the days for casts will be maintained by scheduled batch campaigns.

 

Another point to note before continuing, this can be applied on normal nurturing streams with longer spaces (let's say 2-3 weeks) where you want new leads in nurture to receive content immediately instead of waiting 2-3 weeks if they just missed the last cast. In this type of situation where you don't want to send out on numbered days, you can just choose the weekdays for when to cast, e.g. Tue, Wed, Thu with the same weekly repeating cadence.

 

Entry to nurture and Custom Object

 

Smart List

Added to Trial.png

 

In the example above, a Custom Object has been added for Trials and the trigger for entry to Stream 1 is being added to a trial for Product 1. This works great if you have an external database that confirms a new trial and is scheduled to import daily at a specific time to Marketo.

 

Flow

trial-flow.png

 

Once the lead qualifies for the flow, they will be added to the appropriate stream (in this case Product 1).

 

This is also a great time to send out a welcome to trial email directly. If you're using a Custom Object for the trial you can add information from it by using Velocity Scripting with $TriggerObject values, more on there here: http://developers.marketo.com/email-scripting/marketo-objects/

 

After that:

  1. Cadence is paused (should be sent on the third day)
  2. Wait step for 2 days
  3. Cadence is resumed to Normal to send out the first email in the stream (-Day3-)

 

Smart Campaigns for managing cadence

 

Smart List

Smart Campaign-SL.png

 

Here is an example of the first batch campaign applying for the first email sent on Day 3, looking almost identical for all days, you set up the first one and then clone and adjust from there.

 

Filters explained:

  1. Only applies to members of this engagement program
  2. Was Sent (Not delivered*) an email that contains the naming convention (-Day3-) for this email in the past 2 hours (explained next in Schedule)

 

*The positive aspect of using filters is that there is a sent choice as opposed to triggers that only have "Is Delivered", this is important because if you would use the was delivered option you risk sending your emails daily.

 

Flow

Smart-Campaign-Flow.png

 

Once a lead qualifies for the flow, their cadence will be paused for a fixed amount of time.

 

Flow steps explained:

  1. Pause the cadence for the Engagement Program (will not receive casts)
  2. Wait for a fixed amount of time - The time between Day 3 and Day 8 will be 5 days, so taking away a few hours from that will place the person on the cast of their 8th day.
  3. Once the wait is over, cadence is resumed.

 

Schedule

Smart-Campaign-Schedule.png

 

Every batch campaign for maintaining cadence will be scheduled to recur daily at the same time. In this case, every cast is scheduled for 10 am and the batch campaigns run at 11 am (after). The Smart Lists specify the email (e.g. -Day3-) delivered in the past 2 hours, so this will ensure the right batch campaign runs.

 

Repeating setup for all Smart Campaigns

 

Once the first campaign is set up you can clone it and:

  1. Adjust the name of the Day of the email (ensure to use contains)
  2. Adjust the wait time, so for Day 8 (Next cast is Day 14) it would be 5 days 12 hours to land on the next cast.

 

Changing streams after nurture is done or lead has purchased

engagement-empty-streams.png

 

When the nurture is done on the last day, leads can be added to a separate stream without cadence. The main reason for this is that with daily casts setup and no more content to send, you will get a lot of notifications in your Marketo top menu. Also it is better knowing that those inside of a stream are currently in the middle of a trial.

 

When a lead purchases a paid version of your product you can set up a trigger to pause trial nurturing, add them to the purchased stream (ensure Success Program Status is set up) and send a welcome email or whatever you choose.

 

Survey after trial

 

One great use case for globally managing your trials is sending a general survey to request information on what the lead thought about the trial. I have configured custom Marketo based surveys with a rating scale of 0 - 5 composed of Image links to the same Marketo landing page with URL parameters for tracking response on the email click and then asking a couple general questions (picklist it) regarding the product.

 

If you configure the entry campaign with a Change Data Value flowstep to update the product name, you can personalize one email with tokens.

 

Necessary Quality Management

 

To keep quality you will need the following:

  • Bounce management (Soft/Hard): If there is bad email quality, make sure to create Smart Campaigns for removing leads from the stream. You could create an empty inactive stream for Invalid Emails.
  • Communication Limits: If your communication limits are strict and leads are receiving other emails during the nurture you will need to take this into account since it could possibly change the time of delivery.
  • Make sure to test the nurture and double (or triple ) check your smart campaigns. When you're configuring a lot of smart campaigns too quick and don't let the system save before moving on, you may keep the same value twice.
  • Unsubscribed Leads: If you have a subscription center or custom unsubscribe you need to take this into account for removing the leads from nurture and most likely having an Unsubscribed Stream / Status. You can use trigger tokens for changing the data value on a custom field that writes the name of the email asset that triggered the unsubscribe to get information on where you should optimize.
  • Take into account use cases of someone doing a trial for two products and ensure you can manage moving them to the new product trial stream if they've already run through one.

 

Other use cases

 

As mentioned above, this does not need to be a fixed day nurture for a trial. You can use this method when you have a 2-3 week nurture where you want to include leads every week so they don't have to wait too long if they have missed the latest cast (they're all run at the same time). So if you were to name all your nurturing emails like NUR-01-, NUR-02-, ..., you can set a weekly cast on a weekday but set a wait step for 2-3 weeks with cadence paused, and of course Schedule set to run every time.

 

Lessons Learned

 

From previous experience I have tried a couple different methods that don't work so well and have come up with this custom solution to get a scalable workaround. Some of the things I tried which did not work so well in the past years:

 

  • Setting this up without an Engagement Program and a whole lot of Smart Campaigns: This becomes very tedious work as using Smart Campaigns will not prevent leads from receiving the same email twice. If you need to make a change in even one Smart Campaign you will need to run batches to remove those who are in wait steps from the flow and manage everyone manually, which I could say is not so much fun.
  • Setting up an Engagement program for one product and using one stream per day: This was a similar setup to the one given here, it worked for the most part but was just a pain to maintain and resulted in a lot of notifications

 

As always if you want to know more feel free to ask and I'd be happy to help. Also if anyone has anything to add here, do it!

 

For more tips and tricks, feel free to check out erikheldebro.com

This year was my 5th Summit and I'm always envious of people that manage to pick the best sessions to attend.  The good news is that everything is recorded. The hard part is finding the time after we come back to dedicate to listening to the recordings.  For our last Marketo User Group meeting here in Silicon Valley, I listened to the top 8 sessions and summarized them for our local group as determined by attendance and rating.  Attached is the slide deck for your enjoyment.  Here's a brief summary of each of these sessions, who would benefit, key takeaways, etc.  Feel free to use the slide deck to present internally or help justify next year's trip to Summit. 

 

Session 1

7 Human behavior Hacks that Increase Engagement and Response

Nancy Harhut

Audience:  Marketing Practitioners

This session really gets into the human behavioral science realm of marketing.  It gave really great ideas on things to try for optimization on conversion rates, A/B testing, response to emails and landing pages.  If you want to geek out about what works for your audience and the science behind how people respond to digital assets, then this is a great talk to listen to.  

 

Session 2: 

Analytics that Matter: The Right Reports For Every Step of the Buyer's Journey

Jessica Kao

Audience:  Marketing Execs, Marketing Practitioners

We have so much data at our finger tips that too often we can get stuck in analysis paralysis.  There are so many reports that we can generate, which ones do I even start with? The fundamental principles that should guide what reports to be looking at for each stage of the funnel and how to prioritize.  Here's a hint:  Reports should lead to an action.  For those that want to get a handle around attribution and how Marketo calculates it, what it all means, and what questions are answered by First Touch and Multi-touch, this is the talk for you.  Think that reporting is out of reach because your instance isn't ready?  There are some quick wins that are covered about what you can do immediately to understand what is happening in your instance today. 

 

 

Session 3:

Look Sharp! Data Visualization for Marketing Ninjas

Martin Kihn

Audience:  Anyone who needs to make a dashboard of reports

At some point, we all have to make a dashboard of reports whether it's in SFDC, your CRM, Marketo, in PPT, etc.  But we never really think about there might be a method other than slapping a whole bunch of charts and graphs.  Usually its the last thing on our mind.  This was the first time I had heard a talk about  choosing different graphs or charts for displaying different types of data.  It makes complete sense that data visualization is in a way story telling and some thought should be invested into how we tell the story and not just what we are showing. 

 

Session 4:

Shake the Funk! The Data Behind Deliverability & How to Stay Clean

Jacob Hansen, Matt Rushing

Audience:  Marketing Ops, Keeper of the Marketo database

 

If you send out emails and care about email deliverability (which you should), then this talk is worth your while.  It goes into explaining what contributes to your sender reputation, how you monitor it, what you should do, and some basic technical concepts explained at a level for even the non techies. 

 

Session 5:

How to Build a Killer Content Marketing Strategy

Amanda Todorovich

Audience:  Content Marketers, anyone producing content that feels like they are staring up at an impossible mountain

The speaker was Content Marketing Institute Marketer of the Year 2016.  It's a great success story from Cleveland Clinic about their journey.  Prepare to be inspired.

 

Session 6:

Creating and Managing a Lead Lifecycle in Marketo That Will Make Your Sales Team Happy

Steve Susina

Audience:  Owner of the Lead Lifecycle, Marketing Operations, Marketing Practioner

This is the perfect how to, recipe/protocol on how to go about building your life cycle.  Just as important to actually building it in Marketo, is also involving the stake holders like sales, what meetings to have, what issues need to be discussed and agreed upon to ensure success as well as how to avoid the common pitfalls.  If you are wanting to build out a lead life cycle in your organization, than this is on your must watch list. 

 

Session 7:

Be the Exception! How Brilliant Marketers Get Bigger Results by Doing it Their Way

Jay Acunzo

Audience:  Anyone looking to be inspired

It's talks like this one is why I love summit.  I always walk away inspired.  Its a high energy talk that keeps you engaged the whole time about how to not be ordinary.  So, if you are staring out the window stuck at work on a sunny summer day, give this a listen.  It might perk you right up. 

 

Session 8:

Forrester Reveals the 7 Key Steps to Customer-Obsessed B2B Marketing

Lori Wizdo

Audience:  Marketing Executives, Marketing Practitioners

At first, I thought this was going to be about Customer Marketing, ie marketing to people that were already customers.  In actuality, it's about marketing to both prospects and customers but putting the customer persona, ie the person you are trying to sell to first.  Perhaps I was the only one that made that mistake and now I have admitted to all of you.  I hope you don't think any less of me.    Anyway, this is one of those talks that makes  you think, question how you are doing things now and how to fundamentally change the way you are marketing.  You have to wield enough power in your organization to actually make these cultural or mindset changes.  Or if you are a marketing practitioner its great food for thought for later on down the road when you are running the show. 

 

Bonus Session:

How to Maximize your Value – Results from the 2017 Marketo Compensation Survey

Jason Seeba and Inga Romanoff

Every year they put together the Marketo Compensation Survey and review the results at Summit.  Once this is out, I will post it here for everyone.  This is a must have if you are using Marketo, which presumably you are if you have made it this far down the post.  People have used this to negotiate their salary for new jobs, or to help justify yearly raises.  We talked about this at our last Marketo User Group.  Here in Silicon Valley, we've seen an uptick in folks renegotiating their salary every year rather than just being subjected to whatever meager raise.  One of these reasons is that if you've got Marketo skills, you can find another job pretty easily that's willing to pay more so keeping Marketo talent around becomes challenging, especially where we are. 

 

Were there any Summit talks that you found inspiring or helpful? 

 

The slide deck also includes the new changes for MCE, new product announcements, and snap shots of the compensation survey. 

*Omni-Channel Marketing*

*ABM*

*Direct Mail*

*Multi-Channel Outreach*

*Smarketing*

*Retargeting*

*SoLoMo*

*Enter your favorite marketing buzzword here*

 

You've heard it all. You're bought into the concepts. You're creative team has an abundance of captivating ideas, and you're responsible for executing a flawless orchestrated multi-channel campaign. Maybe it's a nurture stream that incorporates direct mail. Perhaps it's an ABM program that combines display ads with coordinated sales outreach. Or maybe your team wants to streamline siloed marketing channels and you're looking for the right place to get started. Whatever the situation is, hopefully our experience can help! Although we now use an OCM strategy to reach almost all branches of our qualified database (target accounts, our awesome customers, general nurture, the list goes on and on...), the initial project started out as an ABM initiative. Here's what happened.

 

Our Goal

To deliver a omni-channel experience to leads at our target accounts in a positive, engaging campaign to drive revenue through delightful experiences and super awesome helpful content.

 

Our Strategy

  1. Determine the buying center for our solution at our top 8 target accounts and collect accurate company- and contact- level information
  2. Craft an outbound strategy specifically designed to engage the leads/accounts in our target list (market to the company, but engage with the individual)
  3. Develop a smarketing campaign that incorporated digital (marketing emails with persona-relevant content, display ads, web personalization, ad retargeting, and personalized email outreach from our SDRs), direct mail, and (when the time is right) SDR phone calls

 

Execution

For a campaign this complex, we needed to harness the power of the technology at hand. Having a bunch of different disconnect systems didn't cut it. Because it allows us to nest programs and schedule regular casts, we decided to utilize engagement programs to coordinate all our different channels. Here's a simple example:

In this case, we start out with a week's worth of online warmup and brand awareness. The first program adds leads in our target account list to various RTP groupings depending on industry (members of the program automatically qualify and are segmented within the RTP platform by industry).  It also adds them to a list which we use for re-targeting with Terminus and AdBridge (note that you can use your integration with Salesforce to accomplish the Terminus portion as well).

 

Next, we send a marketing email that relies on dynamic content to deliver persona-based content to each lead in the program. It's good to note also that we try to target leads in the buying center such that they don't receive the same content as everyone else in their office - that's not a true personalized experience.

 

Third, we leverage our own solution to trigger a personalized direct mail piece with consistent messaging and design. When this piece is delivered, a task is created for an SDR to follow up on the package.

 

Another email is sent with dynamic content based on lifecycle status (MCL vs MEL vs MQL, and SQLs/Opportunities are no longer in the campaign at this point).

 

Finally, all leads at engaged organizations are synced to CRM for outreach from our SDR team. Leads from unengaged organizations are transitioned to a separate engagement program where they are nurtured until they MQL. Next on our list: develop an account-based strategy for nurturing & qualifying target accounts once they fall into the second engagement program. A target account is a target account after all!

 

Conclusion

  1. Don't skimp out on the technology. The most important factor to success (from the ops side of the house) is having the systems communicating effectively with one another. After all, what use is good, hard-earned data if you can't use it?
  2. Coordinate with sales. If marketing's goal is to generate pipeline/revenue, then sales must be on board for a successful handoff.
  3. Have fun with it! Be creative in your use of your MarTech stack. If you can dream it, you can probably do it!

 

Oh, and did I mention the 200% lift in engagement when we integrated these technologies? #booYEAH

Do you have lots of bad data living in Marketo? Is your Marketo rep nagging you to upgrade because your Marketo database is over the limit? A hot tub is not really too useful in the middle of the desert and neither is bad data in your database.

 

Bad data is bad news. Not only does it clog your database and hike up your costs and software subscriptions; it makes your marketing efforts ineffective.

 

In this post, I'll cover strategy and execution tips to help you get the dirt out of your data and to develop a six-step best practice data retention policy called the "Gold Nugget Data Methodology."

 

Gold Nugget Data Methodology

How do you systematically reduce the bad data in your systems? The Gold Nugget Data Methodology.

 

  sixstepdatagoldnuggetpolicy

The Gold Nugget Data Methodology is quite literally like panning for gold; leads pass through different filters, slowly sifting out the dirt while leaving shiny nuggets of clean data remaining at the end. I've seen this process reduce database sizes by 10-40% to help boost performance while driving down software costs.

 

Part strategy, part execution, the Gold Nugget Methodology is a long-term strategy--it’s a comprehensive approach to database cleansing. Don’t think this is an overnight process (Although, there are a few quick wins in the process).

 

At each step, you’ll identify the criteria to review and define processes for performing the purging tasks. Once you have your custom Gold Nugget plan in place, you can confidently maintain your database throughout the year.

 

Note that these steps do not have to come in the exact order. However, they tend to get harder the further down the path that you go.

 

For the strategy and policy behind the the Gold Nugget process, read Gold Nugget Data Policy. As always, make sure to document your policies to share with others.

 

Let's dig in.

 

Give this Stuff a Home: A Data Cleanup Program

You are going to be doing a lot of data work so avoid using lists in the Lead Database--keeping your lists there will result in a lot of toggling back and forth between the Marketing Activities and Lead Database sections of Marketo.

Tip: Create a global data clean-up program that houses all of the data campaigns and lists. This will streamline ongoing management as all your cleanup campaigns will live in one place.

In the below screenshot, you'll notice that Smartlists live separately from the cleanup campaigns themselves. This process makes it easier to spot check potential records to delete.

DataRenetionProgram

 

Step 1 - Get Rid of Duplicates

Duplicates are great with babies but not with your database. Marketo is not the ideal tool for removing duplicates but Marketo does provide a great way to easily assess duplicates. The first step is to identify the duplicates by performing a quick assessment.

Duplicate Records

In your Master Data Retention program, create a Smartlist that identifies multiple records that share the same email address. You won't get all the complex logic to identify duplicates with different email addresses but this list will provide a quick snapshot. Once you get the count, dig into the data to see where the data might be coming from.

 

To perform the actual deduplication at scale, you'll need a third-party service like Marketo Easymerge or a piece of software like DupeBlocker or RingLead . Make sure to read Josh Hill's Deduping Leads in Marketo for other deduplication considerations.

sixstepdatagoldnuggetpolicy-step2

 

 

DataRenetionDupSmartlist

 

How Often

  1. Perform a one-time deduplication to start.
  2. Run an ongoing service to reduce duplicates
  3. Rinse and repeat #1 every 3 to 6 months to catch duplicates that get through your ongoing service.

 

Other Resources

Best Practices for Managing Possible Duplicate Leads

De-Duplication Tools? Not Cloudingo or Ringlead

Deduping- How to Clean Up Your Lead Database.pdf

 

Step 2 - Eliminate People without Email Addresses

sixstepdatagoldnuggetpolicy-step2

Marketo records without email addresses are virtually useless as they can't be mailed. They also increase the possibility for future duplicates. This step eliminates these records systematically once you have the strategy set.

Policy Example: Any Lead record without an email address is deleted after 30 days from both Salesforce and Marketo. Contact records are deleted from Marketo but not Salesforce.

Considerations

  • Treat Lead and Contact Records differently? If using Salesforce, Lead records can generally be deleted since they are not marketable and don’t have revenue associated with them. Contacts require a bit more analysis. For example, an accounts payable Contact record might have an address for billing but not an email address. You probably don’t want to delete those folks.
  • Reporting history is lost or not available. If you have a trade show list that doesn’t have email addresses, implementing this policy will delete that intelligence. Of course, I’d argue to push your trade show vendor for email addresses but that is an argument for another day.
  • Leads can creep back into Marketo by default. If you delete out of Marketo but keep in Salesforce, set a flag in Salesforce so these records don’t flow back to Marketo unless an email address becomes available.
  • Delete in Salesforce? Marketo? Both? The reason you may keep records in Salesforce but delete them in Marketo is to reduce risk of deleting records that are important to Sales but not to Marketing. For example, you probably don't want to delete a record that a Sales representative is actively calling even though it contains only an phone number.
Yes, Sales should always include an email address when entering a new record and Oscar presenters should always read the right results---"should" doesn't always happen.

 

Other Salesforce /Marketo Sync ConsiderationsMarketo and Salesforce: To Sync or Not to Sync DataRetentionNoEmail2

How Often

  1. Perform a one-time delete to start.
  2. Rinse and repeat monthly in either an automated or manual process.

 

Step 3 - Purge Recently Deleted Salesforce Records

sixstepdatagoldnuggetpolicy-step3

By default, records that are deleted in Salesforce are NOT deleted in Marketo. As a quick win, setup a campaign that runs regularly that clears out your deleted Salesforce records in Marketo.

DataRetentionDeletedinSalesforce

 

How Often

  1. Perform a one-time delete to start.
  2. Rinse and repeat weekly with an automated batch campaign. I'd recommend to keeping it weekly or monthly as a backup process just in case some deletions happen in Salesforce that you want to get back.

 

Step 4. Delete the Disqualified

sixstepdatagoldnuggetpolicy-step4

This step seems easy but it’s not. If Sales or Marketing has disqualified a record, it might be time to delete it. I say “might” because sometimes a Sales representative disqualifies a record when it should really be recycled. Or, it’s possible that your Disqualified lead lifecycle process is not quite ready for prime time.

Do you trust Disqualified data inputted by Sales reps? If the answer is "No," you'll need to work on a consistent lead lifecycle process with your Sales team.

This step involves identifying Disqualified records and deleting them. Of course, you need to have a consistent process in place to make sure your Disqualified records are actually bad. A process where a Sales rep says a record is bad when it's really not will lead to good data getting deleted.

Recommendation: Get conservative here. If you don't know, wait until the Inactivity step 6 to delete.

DataRetentionDisqualified1

 

How Often

  1. Perform a one-time delete to start. You’ll want to develop some custom criteria so you aren’t deleting Recycled leads miscategorized as Disqualified.
  2. Rinse and repeat quarterly/yearly once you have the Sales process down. Run deletions based on Disqualified Reasons. For example, a Spam record might get deleted more frequently than a No Current Budget record.

 

Other Resources

Deleting leads from Marketo that have already been deleted from SFDC

 

Step 5.  Remove the Bounces

sixstepdatagoldnuggetpolicy-step5

 

If someone has bounced email, these should be easy candidates to delete, right? It’s not so simple. You might want to keep these around to maintain some reporting intelligence. You might also want to mail a few last times to mine data from those returned emails through services such as SiftRock and LeadGnome (Yes, these capabilities exist). Additionally, you might have a bounce that indicates a spam bounce rather than a no longer there bounce so you need to be careful to distinguish between the two.

 

How Often

  1. Perform a one-time delete to start based on Email Invalid is TRUE if someone has an email address. There are another couple of pieces of criteria to customize.
  2. Rinse and repeat quarterly/yearly once you have defined your retention duration.

 

Other Resources

Email Bounce Codes

Managing a Large List of Hard Bounces

 

#6 Delete the Inactive – The Big Sweep

sixstepdatagoldnuggetinactive-step6

How long should someone live in your database without activity before you delete? If you set you other five filters as conservative, this inactive criteria can serves as the final sweep. We’ve seen companies use very complex criteria to define this last step since its the end of the line for some data.

  • 15 months of inactivity
  • Salesforce Leads only
  • No active opportunities
  • Not part of a certain lifecycle stage
  • And more

 

Tip: Marketo limits inactivity filters to 90 days. Create a custom Last Marketo Activity Date that populates every time a link is clicked, page is visited, etc. Use that date in future to determine inactivity.

 

Other Considerations

  • Send a Wake the Dead email before deleting with a few Wake the Dead emails.

Wake the Dead Example Copy. “Hey, we love you but is it time to say goodbye? If you want to keep receiving great content, click here, Or we’ll remove you from our database.”

 

How Often

  1. Perform a one-time delete to start once you nail down the criteria
  2. Rinse and repeat quarterly.

 

Some Bonus Tips

  • Before you delete, gain intel from those bounced with one last email. Sign up for an Email Mining service like LeadGnome of SiftRock. The trial will cost you zero and it takes 15 minutes to setup.

emailmining

  • Pass on delete intelligence to Salesforce for records you are deleting from Marketo only. Before you delete from Marketo, just add a comment to the comments field or log an activity in Salesforce (Example: Record was deleted in Marketo because there is no valid email address). This will prevent the future “why didn’t this person receive an email?”

Personnotes

 

Wrap-up

Keeping bad data around is not a strategy for long-term success. The Gold Nugget Data Strategy is a methodology that brings clarity to your data retention policies.

 

Once adopted, expect to see a database reduction of 10-40%+ which will boost your performance and decrease your data costs. Good luck mining.

 

Have any tips to add? Make sure to comment below.

 

Need any help? Give me a shout.

This is something that I don't know everyone realizes can be done; when I mentioned it at my Summit speech I heard a few gasps from the audience. For some of you, this is nothing new but for those who didn't already know, allow me to show you how to quickly and easily bulk approve landing pages.

 

So, let's say you've made some changes to one of your more popular LP templates and now you have hundreds of landing pages in Draft mode. If you don't know how to bulk approve, this is a serious pain in the tuchas.  Right? Wrong.

 

So mosey on over to the Design Studio and go ahead and click on Landing Pages.  From there, you'll want to sort by Approved - Sort Descending.

 

 

Screen Shot 2017-05-08 at 9.38.59 AM.png

 

All those yellow caution triangles mean you have unapproved pages. Click on the top item, then hold shift and click on the last one on the page.

 

Screen Shot 2017-05-08 at 9.38.07 AM.png

 

Now, click on Landing Page Actions and select Approve Draft

 

Screen Shot 2017-05-08 at 9.38.18 AM.png

 

Let Marketo do it's thing for a moment or two

 

Screen Shot 2017-05-08 at 9.38.29 AM.png

 

And BOOM.  They're all approved.  Now, repeat until all of your pages are approved.  I just saved you a lot of time!

 

This works for Emails too.  Just follow the same steps.

 

Hope this helps. If you like this trick - or any other I've presented - please make a donation to the Mental Health or Animal Rescue charity of your choice.

 

Laters!

Hi All - I wanted to share something I've developed in conjunction with one of our paid inbound vendors.

 

The Problem: GE Healthcare works with an ad agency who places our digital ads. We use Google Analytics tracking which we found had a tendency to differ from Marketo reports and last year we spent a great about of time trying to tie out reports.

 

Requirements: We needed to produce end-to-end reporting to show how many people visited the site, filled out a form and then went through our sales funnel all the way to the Opportunity stage. Leadership wanted to see how much was created in Opportunities and wanted all reporting in one package. We also needed a way to track multiple UTM code responses and store as history in a way we could see what happened historically and this all needed to be done in Marketo. We also wanted the ability to pass this ID to the cloud in Google Tag Manager so it could be added to Google Analytics reports

 

Constraint: Because the vendor is a third party, and international at that, sharing personal information needs to be restricted. We wanted a way that would allow us to send them information WITHOUT sending over any personal tracked info, like name, email, etc but to be able to tie it out internally if needed.

 

Solution:

 

What we came up with is a pretty simple, easy to deploy method that creates a unique identifier for a person that's not tied to any other system. Our first thought was to use Lead ID, but that's not generated quickly enough to tie to a form fill event that could be passed to GA to show a conversion. Also, we questioned whether we should be sending over any system IDs that could somehow be used maliciously.  Also, since there's no way to create n:1 tables in Marketo for historical tracking, like UTM history, we decided to create a process.

 

For UTMs:

We created a field in Marketo that aligns to each of the UTM parameters: utm_campaign, utm_content, utm_source, utm_term, utm_medium. I also created a field called utm_history.

 

Then I created a smart campaign that listens to any form fill where utm_campaign is not empty. In the Flow, utm_history has the following Change Data Value:

 

DateTime: {{system.datetime}} | Tracking ID: {{lead.flex field 1}} |  Campaign = {{lead.utm_campaign}}  |  Source = {{lead.utm_source}}  |  Medium = {{lead.utm_medium}} | Term = {{lead.utm_term}}  |  Content = {{lead.utm_content}}---- {{lead.utm_history}}

 

For the Tracking ID:

 

This was something we tried a few different times before agreeing on something we both liked.

 

On our webpage where we want this tracking method used, I put the following code in the header:

 

  <script>

  var leadId = Math.random().toString(36).substr(2, 5);

  document.cookie="_trkRndId="+leadId;

    dataLayer = [{

   'trackedId': leadId,

   'pageName': '<page name>'

}];

  </script>  

 

Here's what's hapening:

  var leadId = Math.random().toString(36).substr(2, 5); <!-- This creates a random 5 digit alpha-numeric string

  document.cookie="_trkRndId="+leadId; <!-- This writes a cookie called _trkRndId (track random ID) and stores the 5 digit alphanumeric created above

 

//This writes the data to the Data Layer is Google Tag Manager.  Please read up on it for an explanation.

    dataLayer = [{

   'trackedId': leadId,

   'pageName': '<page name>'

}];

 

Now, on the form on the page, I have the UTM fields hidden (prefilled disabled) with the values pulled from their appropriate URL parameters, and I use something called Flex Field 1 as a hidden field field with its value pulled from the cookie, _trkRndId:

 

Screen Shot 2017-04-21 at 11.04.38 AM.png

 

I use fields called Flex Fields as temporary, all purpose fields. When I want to set something on a temporary basis that's stored in a notes field, I use one of my 5 flex fields.

 

Finalizing

 

Now, my UTM history field has a continuous, chronological summary of interactions with UTM encoded links along with a unique identifier to the person for each form fill. I could decide to make the cookie more persistent, but since there's no guarantee that the end user will be on the same device each time they interact, there's no guaranteed value to having the random user ID always be the same.

 

I can now build out a smart list with utm_history + opportunity value and status fields and send that to my international third party without worrying about personal identifying tracking information being shared. I also know that the value in that field would be pretty difficult to use maliciously since it's never exposed in the code on the page and it doesn't link back to an ID field in any system.

 

Now, because Sanford might read this....

 

Yes, there is a small probability that the 5 character code could be repeated. Given the amount of interactions I'm expecting, I'll take this risk.  Yes, the way I store the utm_history field could be better formatted, but we currently have no other uses for it. Yes, some super-sophisticated Russian spy hacker 14 year old probably can expose a bug in this system. Can't win 'em all.

 

In the end, this gives me and my agency something we're comfortable sharing and reporting. Our agency can use the UTM data to identify exactly which ad is helping us generate the most revenue and then make adjustments to the spend on the fly.

I often get the question about why one should not import persons in programs (using the "import members" button in the member tab:

There are at least 3 reasons for this:

  1. Because you want to be able identify without any doubt which persons where created on lmport and which were merged with existing persons.
  2. Because you want to be able to control program membership and acquisition information
  3. Because you want to control order of operations in an SFDC environment

 

Let's explain in details:

 

1-Being able to identify which persons were created

There are many way to identify persons that were created from an import, but most of them can give inacurate results because they are based on information that can be tempered with. Acquisition programs, source, and any other field based identification can be tempered with with simple flow steps, errors in Marketo from the user, or changes in the CRM.

 

You can protect your database against certain changes (for instance blocking updates on fields), but you also have another issue to deal with: the source or acquisition program will be the same whether a person has been imported in the program or if the person filled out a form (see Being able to prevent new persons to be added to a program on form fillout) In this case, a filter on "acquisition program" will give wrong results.

 

And yet, in some case, you need to accurately identify the persons that were really created on import, in oder to be able to delete them (and only these ones) later on or in order to run specific campaign (such as add the to an engagement program).

 

The static list here is very helpful since the "person is created" filter and associated trigger provide a very useful "List name" constraint:

Using that constraint, you can select precisely the persons that were added to your database through the list import.

 

2-Controlling program membership and person acquisition information

Importing a person in a program makes it a member of of the program and automatically sets the acquisition program and date if the lead is created upon import. But sometimes, you need control these information. For instance, you may want to run an email on the imported database and consider a member or even an new name only the valid emails or the persons who click it.

 

Unlike what is written is some places, importing in a static list within a program does NOT make the imported persons a member, nor a new name of the program. You will have to run flow steps to make it happen, which means you will be able to control precisely the conditions for this to happen.

 

3-Controlling order of operations

This really matters if your program is synchronized with a SFDC campaign. In any other situations, this point will not be valid. And this is a consequence of previous point, but I though it was worth a separate chapter.

 

When you import a person in a program, that person is immediately added to the program as a member, and if the program is sync'ed with an SFDC campaign, the person is also immediately pushed to SFDC, denying all your data management and person lifecycle management campaign to run. This results in mis-assignment, wrong alerts, etc... some workarounds exist but still*, but this is not a welcome behavior.

 

If you use a list to import the data, then you can use a "was added to list" filter or "added to list" trigger to process things exactly in the order you want and finally add the person to the program in the correct member status, and also set the acquisition program (I tend more and more to privilege filters and batchs for long lists, that I run after the import is complete: no need to add another trigger to the active list, since this trigger will only fire once).

 

4-Conclusion: to reduce user confusion, use only one method, the safest one.

I observe, across all the projects to which I have been participating, that teaching users multiple import techniques is more confusing than anything. On the long term, they tend to forget about the pros and cons of each methods and fall back on using only one.

 

 

For these 3 reasons, I strongly recommend that you get used to have an "Import list" and the associated smart lists:

  • Was created on import
  • Was merged on import:

 

-Greg

 

 

 

* Add a "Sync is authorized" field in SFDC that has to be true in order a person to be inserted from Marketo (using an SFDC validation rule to control this), but sometimes

So, kid...you wanna go to Marketo Summit? You think you can HANDLE IT?!

 

Image result for you can't handle the truth gif

 

Just kidding, you can totally handle it, because you have found the ULTIMATE GUIDE TO MARKETO SUMMIT 2017.

 

To start us off, here are some packing tips:

  • You're going to want to plan outfits with layers. The weather in San Francisco is beautiful, year round (lucky!) but indoors gets cool. And sometimes outdoors does too.
  • Bring a phone charger and a backup battery pack. And if you're a real pro, maybe a surge protector to share the outlet love with the world.
  • Refillable water bottle. Stay hydrated, my friend. Especially before and after a night of parties.
  • If your work laptop is like my work laptop...it's heavy. Unless you will absolutely lose your mind or job if you don't have your laptop with you all day every day, maybe take some good old fashioned pen and paper notes, or use a tablet.
  • Leave plenty of room in your luggage for all of your swag.
  • Bring business cards, a good attitude, enthusiasm and your winning personality. You're about to make some friends.
  • GO PRE-REGISTER FOR YOUR SESSIONS NOW: https://www.cvent.com/Events/Register/RegNumConfirmation.aspx
    • and use this helpful guide...

 

SUNDAY:

Time
Agenda Item
Location
5:30am - 7:00amFUN RUN
Okay, I know what you're thinking. 5:30am?! But, if you're from the East Coast, your heart will still think it's 8:30am. And Central Time will think it's 7:30am. If you're local to the Bay Area....waking up earlier builds character or something. Plus there will probably be a t-shirt, and who doesn't love Marketo swag? Also, you don't even have to run. You can stroll and drink a latte with me and Jenn DiMaria.
Embarcadero
ALL DAY BASICALLYHave fun exploring San Francisco! A lot of you will probably be traveling during this time, but for you heroes who made it to the Fun Run, go visit Alcatraz, Coit Tower, the Golden Gate Bridge, or simply take a nap in your room. You have a long week ahead, and I don't judge. Also, find some time to drop by the registration booth and get your badge.Wherever your heart leads you
OR you can do University Day! It's super fun, and much more tactical than sessions tend to be. If you are newer in learning Marketo, or are ready to take your Marketo skillz to the next level, University Day is totally worth the extra $600. There are separate tracks for Beginner, Intermediate and Advanced Users, so you can definitely find something that matches your skill set.Moscone
5:00pm - 7:00pm

Opening Reception

SWAG COLLECTION ROUND 1 GOOOOOOOOO!

Moscone Expo Hall, Level 1

 

MONDAY:

The big day. Day 1. Hope you rested up the night before.

TimeAgenda ItemLocation
7:00am - 8:30am

Breakfast

Fuel up, ladies and gentlemen.

Marriott, Yerba Buena
8:30am - 11:00am

General Session Keynote

Don't linger at breakfast too long, because you're going to want a good seat for this. JAMES CORDEN! CARPOOL KARAOKE! I hope he brings Adele and does some singing.

Moscone, Level 3
11:30am - 12:15am

Session 1 - I know this is the only thing that stands between you and lunch after you've been sitting still for 2.5 hours, but DON'T SKIP IT or fall asleep because that's just rude and there are some AWESOME sessions here. My favorites:

Analytics that Matter: The Right Reports for Every Step of the Buyer's Journey, Jessica Kao , Champion Series

I am constantly trying to find new and better reports that my Senior Management will find interesting, and I'm hoping Jessica shows us some cool stuff here. I love sessions in the Champ Series because I feel like I find the best actionable take homes from people who actually use Marketo day to day.

Let's Get Digital!, Mike Tomita, Marketo @ Marketo Series

I love Marketo and I love learning how they use their own tool. This session promises to give a behind the curtain look at how Marketo plans, executes and measures its digital marketing programs, and I'm hoping to get some of my Marketing Managers attending Summit to go to this session.

Moscone
12:15pm - 1:15pm

LUNCH

/plan your next session

Marriott, Yerba Buena
1:15pm - 2:00pm

Session 2

Fake it Til You Make It: A Practical Marketer's Guide to Taking Over the World, Dory Viscogliosi, Jenn DiMaria, Juli James, Workshop Series

Okay so yes these people are my friends but I would 1000% go to this session even if they weren't because they are super smart, awesome, #GirlBOSS amazing humans and will give the best career advice, because they all have awesome careers.

Creating and Managing a Lead Lifecycle in Marketo That Will Make Your Sales Team Happy, Stephen Susina, Champion Series

Woah, Steve. Them's strong words. Make my sales team happy?! I am so interested to see the actionable tips Steve gives in this session. From his abstract, it seems like a really balanced strategy and tactics session, which are always awesome.

2:15pm - 3:00pm

Session 3

Driving the Customer Obsessed Agenda: How to Make Your Customers Successful and Grow Your Revenue, Anastasia Pavlova, Marketo @ Marketo Series

Sometimes when I am feeling particularly existential, I wonder why I love Marketo so much. I am a Marketer, I know this is what they wanted. How can I make my company's customers love us as much as I love Marketo? Or at least as much as Kanye loves Kanye? I am hoping Anastasia and I can dive into this existential crisis together.

Data-Driven Growth Marketing: Twitter's Secret to Success, Josh Aberant

This session seems really interesting because it's looks like it's a holistic view in to all different aspects of your marketing org - culture, team structure, programs, and data. I'm really interested to hear Josh's take on this.

Moscone
3:00pm - 3:30pm

Break

KreweChats Live!, Joe Reitz, Dory Viscogliosi, Ande Kempf, Juli James, Jenn DiMaria, Sydney Mulligan, Rachel Egan

YAY! I can't wait for this. Not just because I'm on the panel. We have been doing KreweChats via Google Hangouts for so long, I can't wait to have a IRL chat. We'll be talking about "The Future of Customer Engagement Marketing."

2nd floor, Social Media Hub
3:30pm - 4:15pm

Session 4

How to Build a World Class Sales Development Organization, Ernesto Castillo, Marketo @ Marketo

Again, I love learning about how Marketo does things, and I've looked into how their SDR organization is structured before, so I am really interested to get a deep dive here. My SDR team is such a critical part of our sales organization, so I am always interested in how we can be improving it.

Shake the Funk! The Data Behind Deliverability & How to Stay Clean, Jacob Hansen, Matt Rushing

Deliverability is so so so so important, as is maintaining a clean database, but I sometimes feel like all of the pieces that affect deliverability are a bit nebulous. Interested to hear what these guys from SendGrid have to say, even if it's a little bit sales-y

Moscone
4:30pm - 5:30pm

Product Keynote

Moscone,

Level 3

5:30pm - 7:00pm

Reception

SWAG COLLECTION, PART DEUX (also try to score invites to everyone's parties and happy hours here)

Moscone Expo Hall, Level 1

7:00pm - 10:00pm

Partner Night

Partner Night is a fancy word for PARTY NIGHT, PHASE 1. This is the night that any exhibitor parties will happen. Here are a couple I know about so far (but if you find out any more, please put them in the comments and I will BE THERE). Don't party TOO hard, because the biggest party is tomorrow night.

Engagio Call Your Shot: Call Your Shot Party | Engagio at Summit 2017 | Engagio

Pedowitz Party at The View: A Hosted Engagement at The View

**ETA**

Battery Club Penthouse Party: Taking You To The Top - Marketo Summit Party

Drinks at the Playroom: 6Sense: Predictive Intelligence Engine

The Tiki Experience: The Tiki Experience | 2017 Marketo Summit Party (this one starts at 9 so you can hit the others first)

 

 

GOOD MORNING, SUNSHINE! Hope you didn't stay out too late last night because you have another big day ahead of you.

 

TimeAgenda ItemLocation
7:00am - 8:30am

Breakfast

Yes, it's early. Is Marketo punishing us? Probably. Or maybe they just want to get started on another awesome day. Hopefully you still have some jet lag tricking you into thinking it's later.

Marriott, Yerba Buena
8:30am - 9:15pm

Session 1

The Ultimate "Un-Brand": How Taylor Swift Revolutionized Marketing, Martin Kihn, Gartner, Influencer Series

You guys. I seriously love Taylor Swift and I am not at all afraid to admit it. I also, as we know, love Marketo. And this is BOTH OF THOSE THINGS. TOGETHER. IN ONE SESSION. Do you think maybe Taylor will make an appearance? One can only hope. But I have already spent a lot of time thinking about how Taylor positions her brand in the marketplace, so I am super interested to hear Martin's thoughts. I also hope he walks on stage to Shake it Off. Or Wildest Dreams. Or New Romantics. I CANT DECIDE THEY'RE ALL SO GOOD.

How to Maximize Your Value -- Results from the 2017 Marketo Compensation Survey, Inga Romanoff, Jason Seeba, Workshop Series

This is a follow up to the 2016 session "Mo Marketo, Mo Money," which, fun fact, was the inspiration I needed to apply to be a Champion. So thanks, Inga and Jason! I really loved this session last year, and I am so excited to see the updated survey results. Curious how your comp plan stacks up to others in your role? Want to ask for a raise and need some data? Want to see how you can grow your career with Marketo? This is a must see session.

Moscone
9:30am - 10:15am

Session 2

Marketo's Operational Journey to ABM, Joe Paone, Renaud Bizet, Marketo @ Marketo Series

My company is part of the ABM Early Adopters program, and we've been learning a lot about ABM this year. I am very interested to see how Marketo itself approaches ABM and how we can adapt some of that methodology into our own campaigns.

7 Human Behavior Hacks That Increase Engagement & Response, Nancy Harhut, Influencer Series

I love learning about all the way psychology applies to marketing. I am very interested to learn more in this session!

Moscone
11:00am - 1:00pm

General Session Keynote

The Queen is in the house.

Moscone. Level 3
1:00pm - 2:30pm

Lunch/Break

Marriott, Yerba Buena
2:30pm - 3:15pm

Session 3

Fundamental Program Templates: Five Templates You Need to Scale Your Digital Marketing Efforts, Edward Unthank (ETU), Workshop Series

Edward is one of the smartest Marketo Champs out there. I went to his session last year and was blown away, and I've been looking forward to this one ever since. Program Templates are something everyone, everyone everyone needs!

Your CEO & You: The Marketing Metrics that Matter, Tom O'Regan

Reporting that is relevant to senior leadership is so important, and can be a tough nut to crack. I am excited to hear from a real live CEO what kind of metrics he cares about.

Moscone
3:30pm - 4:15pm

Session 4

What Your Mom Never Told You About MOPs, Joe Reitz, Champion Series

Joe is one of my go to people when I am thinking through a strategy for something. His Marketo-Fu videos are what I give my new hires to learn Marketo, and I trust pretty much everything he'd tell me about Marketo. I can't wait to see his session. Plus, I happen to know there will be some pretty cool stickers...

From Personalization to Individualization: Micro-targeting and Big Data, Michael Fauscette, G2Crowd

This is a really cool concept that I think is going to continue to grow in popularity, so I am excited to learn about it now. Data is a big part of my job, and I think a lot of MOPs practitioners' jobs, and I am going to go to all of the data sessions I can fit into my schedule.

Moscone
4:15pm - 4:45pm

Break

Exhibit hall, bathroom, snack, coffee, call your family and tell them you're still alive

4:45pm - 5:30pm

Session 5 - power through, almost done!

Tales from the Activity Log: How to Measure and Optimize Database Health, Jeff Shearer, Champion Series

I went to Jeff's session at Summit last year and it was awesome. A great mix of strategy and tactics, with several things I could take home and implement immediately. I am really focusing on database health right now and am really excited for this session.

Designing for Change: How to Manage Your MarTech Investments for Peak Performance, Scott Brinker, Influencer Series

The battle between IT and Marketing is a classic. Marketing is finding all of these cool technologies and tools to implement, and IT has all the "rules" about "security" and "redundancy" and I'm excited to hear about some strategies for managing that relationship.

Moscone
5:30pm - 8:30pmYou did it! Now is the time to quietly sneak back to your room, order room service/GrubHub, watch some TV and take a nap. You need some no people time to regroup. Then....change your clothes and do your hair, it's party time.
8:30pm - 12:00am

MARKETING NATION PARTY!!!

 

BREAKING NEWS

We've just received word in the news room (aka comments section) that this year's party will be held at Moscone West and Train will be performing a private concert just for us! Thanks for the update, Dan Stevens! Should be pretty wiiiiild.

Image result for party gif

Moscone West

 

GOOD MORNING AGAIN! Welcome to another beautiful day in San Francisco!!! Sorry, am I being too loud? I'll talk quieter.

*whispers* Welcome to Wednesday. Here's some Advil.

Time
Agenda ItemLocation
8:00am - 9:30amBreakfast starts a whole hour later. You know what's up, Marketo.Marriott, Yerba Buena
9:30am - 10:15am

Session 1

They Love Me, They Love Me Not: Create an Email Database that Loves You, Mike Madden, Stacey Thornberry, Marketo @ Marketo

I want my email database to love me. Doesn't everyone? I am really interested in how to build an opt-in campaign, and a little refresher course on CASL and CAN-SPAM.

Getting Past the Noise: Building a Sustainable Data Management Strategy for Keeps, Sean Crowley

Sustainable data management is is so important, for all kinds of marketers. I am definitely excited about this session.

Moscone
10:30am - 11:15am

Session 2

How Allocadia Squeezed More Demand Gen, Sales Enablement & ABM Juice Out of Our Marketing Content, Matt Davis

You can have all the content in the world and still not be using it effectively. We spend a good amount of marketing dollars on writing awesome content, but are we getting everything we can out of it?

Moscone
11:30am - 12:15pm

Session 3

Create an Account-Based Marketing Strategy to Drive Consensus for Complex Sales, Ardath Albee, Influencer Series

This sounds like exactly what we are trying to accomplish with ABM, and I'd love to close out Summit with some great tips and tricks on this topic!

Moscone
12:15pm -Go home! You made it! Gather up all your notes and swag and pack your bags, you have so much actionable stuff to take home and ROCK OUT the rest of the year! Until Next Summit!

 

 

Can't wait to meet ALL OF YOU SOON!

Hey #MKTGNation!

 

This is seriously almost a week and a half later than I intended to post this. As we're ramping up to Summit, we wanted to do a few chats that are a little more grand in scope, so a general discussion around how we all approach the sometimes-vague idea of "Marketing Strategy" seemed to fit the bill nicely. Before I start waxing poetic, go here to watch the episode:

 

#KreweChats Episode 17: Marketing Strategy

 

Like I said, "Strategy" is one of those big, lofty terms that everyone has a different perspective on, and can be really difficult to wrap your head around. In fact, the word gets so tired and overused that it's hard to keep track of what it even means sometimes. And when it's in your job title...

 

Juli James really offered a perfect definition to level set the discussion:

 

Strategy is defining where do you want to go, and figuring out how you're going get there.

 

One of the things that Marketo does well – and that they probably sold ALL of us on at some point or another – is the scalability of vision. If you can draw it on a whiteboard, you can make it actionable in Marketo! The main idea is that Marketo is kind of the hub for all your digital marketing strategies and tactics. As we talk to new clients and prospects about what their needs and objectives are, we usually share a slide similar to the below and let them kind of choose their own adventure for while. No matter which path the conversation takes, it helps us suss out a prioritized list of their business needs, and also start to cast a vision for how we can achieve those objectives through Marketo. Bonus points for paving the runway for some advanced reporting!

 

Screenshot 2017-03-21 17.30.11.png

 

This is a fantastic exercise to put yourself through, and by no means does the above represent a comprehensive list of areas for strategic focus. The point is this: the reason we're all here is that Marketo enables the tactics that fulfill our strategic vision, and help us report on our overall impact on the business. The trick is understanding the "how." That part may take a little time and sweat-equity inside your own instance, but with Summit almost upon us, you have a prime opportunity to pick the brains of the foremost minds in Digital Marketing. I highly recommend you take a look at the above, consider your business objectives, and seek out a Marketo Certified Expert, #MKTOChampion, or agency partner to discuss those objectives at Summit. Iron sharpens iron, and so one Marketer sharpens another

 

As always, we had a lot of fun. We were extremely thankful to welcome Andy Varshneya on this episode, and hope he'll join us again in the future! We also had #mykrewe regulars Ande Kempf, Jenn DiMaria, Juli James, and Rachel Egan.

 

What about you? What are your strategic areas of responsibility? How do you approach developing marketing strategy for your business? Keep it going in the comments!

With Summit at the forefront of everyones minds right now we thought it would be a perfect opportunity to talk about some of our experiences, and how you can get the most of the one of the single best learning resources for Marketers.  We looked at our top tips, best practice for planning, selling Summit to you bosses (make sure you don't mention the shenanigans!) and if you're still sitting on the fence why it's so valuable for you.

 

Thank you to Joe Reitz, Geoffrey Krajeski-MMProduction, Dory Viscogliosi and our amazing as ever guest speaker Jessica Kao.

 

We hope you enjoy the chat and we can't wait to meet you at Summit to join in with our #krewe shenanigans!

 

#KreweChats Episode 16: Marketo Summit! - YouTube

In the 15th (whoa, 15 episodes?!) episode of KreweChats,Sydney Mulligan, Rachel Egan, Geoffrey Krajeski-MMProduction, and I explored the best methods for Ad Tracking in Marketo. As we are all aware, ad tracking is not something that will happen natively in Marketo. As marketers, we are responsible for creating, implementing, and managing the method by which we track our ads and all other URL parameters all the way to conversions, opportunities, and revenue. Setting these up is critical for ROI tracking, as well as CPL and customer acquisition costs.

 

Learn about how different Marketo Champions are tracking first conversions, session conversions, golden conversions, as well as storing the data!

 

Also a quick shout out to Erik Heldebro for his blog that we referenced First, Last and Multi Touch attribution for UTM parameters and auto tagging emails

 

#KreweChats Episode 15: Ad Tracking & Marketo - YouTube