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2016

The backbone of a marketing automation platform is a prospect’s progression from original visitation and creation into a system all the way through becoming an active customer—driving that flow is how a prospect is treated within the system both operationally (behind-the-scenes data cleanliness) and effectively (choosing nurture communications, targeting tracks, and sales tasks). Lifecycle Processing takes how you think of your revenue model (or lead conversion funnel) and turns that into a collection of marketing automation actions that can be used as hooks by other operational programs or marketing initiatives.

 

Lifecycle Processing

 

 

Let’s say you work for a revenue team at a major B2B company. When a lead comes to your site and raises her hand by filling out a form or accessing a particular offer, what happens next? What is your team going to do to push that lead through marketing and sales, toward an open opportunity? What does your marketing automation system actually do at that point, and how does it choose to do so? With Lifecycle Processing, the process of moving leads from one Lifecycle Status to another is completely automated, based on preconfigured triggers. Prospects should automatically sort to the right Lifecycle Status upon creation in the system, and then move down the funnel at the right times and in the right order from there. This describes the Etumos approach to Lifecycle Processing.

 

Defining Lifecycle Status

Lifecycle status is defined by the progression from lead to contact. For each lead that enters the system, your goal is either to progress that lead toward becoming a customer, or to determine that the lead is unlikely to become a customer, and remove them from the lifecycle. The statuses that we use in Lifecycle Processing are derived from the SiriusDecisions waterfall model and have been carefully adapted to measure and optimize our efforts:

  • 0 – Processing: This status includes all new leads that you have not begun to qualify or define yet. It acts as a holding queue for operations that will happen to all new leads in the system, regardless of which stage they will fall into.
  • 1 – Marketing Accepted Lead (MAL): These leads have been qualified based on demographic scoring—philosophically, they’re leads who you’re interested in as a company, as they’d be a good fit as a customer and would be able to pay for your product or services.
  • 2 – Marketing Qualified Lead (MQL): These leads have been qualified based on behavioral scoring; philosophically, these are leads who are interested in your company, and are likely to have a positive conversation with Sales.
  • 3 – Sales Accepted Lead (SAL): These are leads the sales team has contacted directly or will contact soon. With organizations that have XDRs (choose your favorite acronym: Business Development Reps, Sales Development Reps, Marketing Development Reps, Lead Development Reps), these usually denote original lead vetting by a human.
  • 4 – Sales Qualified Lead (SQL): These are leads/contacts that the sales team has begun to push toward open opportunities, showing an opportunity with an estimated dollar amount and a closing timeframe.
  • 5 – Customer: These are contacts that have been attached to closed-won opportunities.
  • 9 – Disqualified: These are leads or contacts that have been removed from your lifecycle, due to the fact that they were not demographically and/or behaviorally qualified—they’ll never become customers, neither now nor ever.

 

After a prospect has been placed into one of these statuses after Original Processing, the leads are passed through further lifecycle statuses sequentially, moving further down the funnel but not up the funnel. Each time the Lifecycle Processing program detects a milestone lifecycle event,a new event occurs in the lifecycle, the appropriate  status is triggered automatically. In order to conduct effective Lifecycle Processing, you’ll need to go through and establish the triggers that are used to initiate each Lifecycle Status. There are two ways that we think of the triggers that kick off a Lifecycle Status change—system-based triggers and process-based triggers. System-based triggers rely on system infrastructure, such as a score change hitting a threshold. Process-based triggers require a process to be in place by humans on your team, such as a Sales Rep changing a prospect’s Lead Status to “Disqualified” based on phone conversations. Once you have the defining triggers codified for each Lifecycle Status, you can organize marketing and sales efforts based on each Lifecycle Status milestone. For example, “once a lead becomes a Marketing Accepted Lead, which nurture program should she be placed in?” Or “once a prospect becomes a Marketing Qualified Lead, should we assign a task to Sales for follow-up and send an email alert to the owner?”

 

Lifecycle Processing Upon Creation

 

Running through Original Processing

The first stage of processing happens before we know where a lead actually fits into our lifecycle. Remember that “lead is created” trigger that gets used (and abused) everywhere? All operational smart campaigns that happen based on that lead’s creation, regardless of what stage the lead fits into, can be consolidated into this collection of smart campaigns. This includes calculating the source of the lead and conducting demographic scoring. If you’re running controlled cohort tests as a part of your marketing process, here is where you’d assign those random cohorts. The final step of Original Processing is a tree-based decision of which Lifecycle Status this newly-identified prospect fits into. For example, if a prospect has a higher behavioral score than our threshold, it jumps past Marketing Accepted Lead and directly to Marketing Qualified Lead. If this is a new Contact that’s been identified late in the sales process (such as finally meeting the CEO of a company for final verification before a big purchase), it goes directly to Sales Qualified Lead.

 

Becoming a Marketing Accepted Lead

A Marketing Accepted Lead (MAL) is any lead that is determined to be valid, someone who can at some point become a customer. At this point, a lead has just become known and we have relatively little information on its behavior. MAL leads should also be added to nurture campaigns, in order to create opportunities for behavioral scoring.

 

Transitioning from Marketing Accepted Leads into Marketing Qualified Leads

A Marketing Qualified Lead (MQL) is the next step in Lifecycle Processing after MAL, defined as someone who is both demographically qualified (aka, you’re interested in them) and behaviorally qualified (aka, they’re interested in you). This status is triggered whenever a lead’s behavioral score crosses a certain threshold, or whenever a lead completes a hand-raise form that indicates they are ready to have a conversation with sales personnel. At this point, the next steps are to assign a sales owner to each individual lead, and try to initiate contact via that sales person.

 

Moving into Sales Accepted Leads

Sales Accepted Leads (SAL) have been prequalified already, and they’re now definitively owned by a salesperson. The goal here is to get human contact going with a lead who is a good use of a salesperson’s time—we like to think of this as a lead who is likely to have a positive conversation with a salesperson. If you have an inside sales team or XDRs (sales development representatives, marketing development representatives, lead development representatives, business development representatives, or your own favorite acronym), it becomes these persons’ jobs to initiate contact, establish human qualification, and move toward next steps of mapping your solution to your prospects’ problems. We usually identify Sales Accepted Leads as leads who have activity logged or change owners into known XDRs. The operational smart campaigns that follow do things like pausing from marketing nurture campaigns, assign follow-up tasks, add to an outbound remarketing campaign, and occasionally alert a team member that a lead has transitioned to SAL.

 

Opportunities create Sales Qualified Leads

Sales Qualified Leads (SQL) are, in almost all cases, identified as contacts who have become attached to an open Opportunity. Different organizations create Opportunities at different times depending on how the Sales team is structured, but the general rule is that when a close timeframe and estimated dollar amount have been established, an Opportunity is created. There are only two outcomes: Closed-Won or Closed-Lost. If a prospect has come this far, the prospect has been qualified many times over, and the results of this stage are directly measured into each salesperson’s close rate. Because this is an important moment, we like to mark SQLs as Marketing Suspended to make sure we err on the side of caution and not putting our foot in our mouth with an automated email.

 

Changing the way you operationally think

Lifecycle Processing is the backbone of how marketing automation runs, and it creates the measurement process for a data-driven marketing system. Having a fully organized Lifecycle Processing program quickly answers the question, “What happens in our marketing automation system operationally and regarding prospect communication?” It creates hooks for other operational smart campaigns, so you can very quickly try out new marketing initiatives without worrying about breaking a delicate order of operations. Importantly from an organization focused on increasing revenue from a scientific approach, Lifecycle Processing establishes measurable milestones and digests the revenue-creation process into a mathematical model that can be improved over time. Want more revenue? Increase the conversion rate from MAL to MQL. Is your SAL-to-SQL conversion rate lower than the industry standard? Increase that conversion rate for more revenue. Need to quickly pump the volume of leads for more revenue later? Feed the lead generation engine by creating a larger volume of Marketing Accepted Leads.

 

This article is a post from the Etumos blog series. More Marketo nerdery available there!

One of the recurrent question we face from Marketo users is "Why is there such a difference between the number of leads in my target and the number of emails actually sent". This can be explained my multiple, non exclusive factors that all can be identified and measured.

 

Some bad guys were part of your target:

You have not excluded a whole series of leads from your campaign: the blacklisted, the empty emails, the invalid emails (previous hard bounces), the unsubscribed and the not-so-ugly marketing suspended ones. If you have not done so yet, create a smart list in you lead database, name it "Global Exclusion List" and add all these filters to it, with a "ANY" (OR) rule logic:

Then create another smart list in the program that hosts you email campaign with the 2 following filters:

  • "Member of smart campaign" IS [The smart campaign that was supposed to send the email] (could be replaced by a member of program if it's an email program)
  • "Member of smart list" IS "Global Exclusion List"

That smart list will give you the list of leads that were excluded by Marketo from the email cast.

 

And BTW, since you now own the "Global Exclusion List", make it mandatory to all users to always add a "member of smart list" IS NOT "Global Exclusion List" to all your campaigns.

 

Some of your leads were hit by the communication limit:

This is the reason that users who started to use Marketo recently tend to forget the most easily. Remember, some limits are set to prevent you from overloading your prospects mail boxes, and apparently rightfully And guess what, Marketo does enforce these rules! As there is no filter that can give you the list of emails (Vote here: "Not email was sent" error constraints or filters & triggers); detecting them is a little tricky. You will have to go the smart campaign that was supposed to send the email and the click on the "Results" tab. Finally, at the bottom, enter "communication limit" in the search box:

The list of leads that were impacted will show up, and the count will be visible at the bottom-right corner of the screen. Remember here that communication limits are evaluated per day (based on the calendar day in the subscription time zone. (midnight-midnight)) and per rolling period of 7 days. You can override these communication limits in a smart campaign, but use this with extreme care and monitor closely your unsubscribe rates when you do so (on all emails sent within the same period of time).

 

Some of the leads were in fact duplicates

Marketo takes care of you: as sending the same email twice to someone is not really a commonly accepted best practice, if Marketo detects 2 or more duplicates in your smart campaign target, it will automatically remove the superfluous ones from the email cast. These are quite easy to list. Create a smart list with the following filters:

And remember that Marketo did not remove all the leads in this list: it sent email to one lead for each set of duplicates in the campaign and skipped the others.

The hard point about duplicates is that you cannot exclude them from your campaign preventively: if you add a "Duplicate field is Email address" filter, it will exclude all of them, not just the redundant ones.

 

 

Of course, all this would be made easier if it was possible to filters leads for which an email was targeted but not sent: "Not email was sent" error constraints or filters & triggers

 

-Greg

 

There are many Marketo best practices but landing pages and forms tend to have the most variance when rolled out by customers. It’s like a top 40 playlist of all your friends---everyone has about the same songs but there are always differences, For example, GNR always makes it onto mine even though they haven’t had a hit in 25 years.

 

Should you use Marketo hosted pages or your own internally posted pages? What about forms? Let’s dive into many of the pros and cons of the various models to see which model fits your business best.

 

Make sure to read to the bottom to check out the landing page comparison grid.

 

I’ve seen every combination and there is no “right” answer as the choice depends on your own needs. Before we get started, there are a lot of smart people doing some amazing things to get around limitations of various models. I’m sure I’m missing some solutions so please share your best practices in the comments section.

 

First off, What is a Marketo Hosted Landing Page?

I won't go into details on this subject, but to simplify, these are pages and forms that are hosted on the Marketo servers that leverage Marketo functionality to collect data on your leads. Think of these as stand-alone capabilities. If you didn't have a website, you could use Marketo to collect all of your data and host all of your landing pages.

 

The big trade off question to ask. Do you want massive design flexibility or do you want to sacrifice a little bit of that design for ease of deployment, streamlined management and additional functionality?

 

1) Marketo Hosted Pages with Marketo Hosted Forms

The Perfect World solution

 

This is the default recommendation that we make to clients. By far, this method is the easiest to get up and running and maintain while enabling the organization to leverage full Marketo functionality. I love when companies go this route as I know they’ll have repeatable pages that look great, are easy to clone and leverage personalization.

 

With this model, the big benefit is there is no need for IT, development or creative to get involved on an ongoing basis. This significantly cuts down the time of developing new campaigns. I can’t stress this last point enough as I’ve seen the pains some organizations face when working projects internally.

 

The Example

Below illustrates a Marketo landing page leveraging Marketo functionality and a template designed by third party provider Knak. Some notes:

  • This template is easy to design and easy to manage requiring no IT involvement.
  • The page is dynamic meaning that it differs based on the person visiting it.  As you can see, it’s very targeted towards moms in a certain geography (As opposed to grandfathers in the Northeast).
  • The page is prepopulated with the person’s information to save the lead time.
  • The form leverages progressive profiling to deepen the relationship with the lead.
  • Social features enable the form to get filled out faster by leveraging the lead’s social profile.

 

MarketoLandingPagesExample.gif

 

Some quotes from the community…..


“One of the benefits of using Marketo landing pages is that they are easy for someone on the marketing team to put together without waiting for our engineers to put together a new page or form.” Wintha Kelati

 

“I tend to favor Marketo landing pages so I can easily close the loop on reporting and take advantage of test groups.” Jenn DiMaria

 

“Very easy to deploy -- tokenize and clone in programs to launch new pages in minutes.” Justin Norris

 

“In general, always host in Marketo, easy for marketers to go in and fix.” Josh Hill

 

“One major drawback is since these pages aren't connected to your company website, it won't add any SEO benefit to your company website.” Wintha Kelati

 

“As a con, extra maintenance overhead to keep LP templates up to date with your main website look and feel” Justin Norris

 

Benefits

 

  • Easy to use, massive efficiency gains.

    • No IT involvement.

  • Full Marketo support.

    • Social form fill to make it easier for people to sign in.

    • Progressive profiling enables deeper levels of questions as a prospect engages.

    • Social sharing built into pages.

      • Easier to share.

      • Easier to track.

  • Autotracking - A person’s anonymous activity is automatically captured and tied to the known lead.

  • Data Feeds into Marketo directly.

  • Advanced Capabilities.

    • Dynamic content, program tokens and more.

Drawbacks

These may or may not be drawbacks for your organization but are worth consideration

  • Not exact look and feel of main website
  • Maintained through a CMS other than your main website.
  • Not as much design flexibility as your own site.
  • Loss of SEO on main site (Although this point is debatable).

2) Your Own Website Pages/CMS with Marketo Hosted Forms

Second Recommendation
In this scenario, you’d take the embed code and add the code to wherever you want a form to live on your site.
The big difference between this option and hosted Marketo pages is lost efficiency (in most cases) and loss of some advanced Marketo functionality. However, some organizations find that tradeoff acceptable to keep the pages within the main website framework.


The bigger your company, the more likely you are to choose this option due to the branding element. Also, with more decision makers in the process, other departments may not recognize the value of the Marketo hosted option. As a side note, this is why I’m writing this article as we have several clients trying to communicate the pros/cons across their organization.

 

Some quotes from the community…..


“A benefit is the landing pages are always consistent with the look and feel of your other site content.” Justin Norris

 

“I would go for external pages with embedded forms because of the ability to align styles/layouts/changes/etc. across the enterprise.” Sanford Whiteman

 

“We use Marketo landing pages for all of our events (registration page, confirmation page, etc.) and any misc. pages that may be needed quickly and may not necessarily fit within our websites' structure.  But for everything else, we use our main CMS (Sitecore) to present a common/consistent user experience across our website.” Dan Stevens.

 

"It really just depends on the need for that page.  One off content pieces sit with Marketo for us, established products, etc sit on our internal CMS." Lauren Beth

Benefits

  • A look that is exactly like the main website.

  • Changes are maintained through website CMS.

  • Most Marketo features are supported.

Drawbacks

  • Can’t take advantage of some of the advanced Marketo features.

  • Not as streamlined as Marketo-hosted pages.

  • Varying levels of reliance on IT and/or creative team on an ongoing basis.

3) Something Else

I’ve seen a lot of “something else” when it comes to pages and forms. If you go the something else route, just expect to do some custom coding and development. And, add a lot of time to your campaign workflows as there is long-term efficiency impact.


You might go this route if you want data to feed into some other system first and then feed into Marketo. Or, maybe you want to duel post into Marketo and the other system.
I usually see these types of implementations not work well because the marketers don’t know what to ask for and the developers are doing what the marketer asks. Basically, you are redeveloping the wheel that Marketo already created via the first two options.


I’d try to avoid this process if possible unless your organization understands the full pros/cons of the various options.

Benefits

  • Custom

Drawbacks

  • Bring on the Advil for ongoing issues.

  • Lack of scale.

The Grid

Let’s break it all out in grid format.

  • Bold = Desired choice
  • No Bold = Depends on needs

 

Marketo Pages w Marketo Forms

Your Own Pages with Marketo Forms

Something Custom

Management

Easy to Clone - Replicate pages for easier management

Yes

Dependent on website CMS like Sitecore (This may be the preference)

No

Self-contained Pages for Streamlined Management - Fewer cooks in the kitchen. No need for IT, Design, webmaster, etc

Yes

No

No

Enterprise Scale - Align styles and changes across all website and landing pages

No - Pages are one offs and can create ongoing maintenance issues (Generally)

Yes

??

Automatic Form Data feeds into Marketo.

Yes

Yes

Custom

Design Tool

Marketo

(easy/standard)

Website CMS (flexible)

??

Look and Feel

Landing page templates designed for conversion

Same exact user experience as your website

??

Access to Best Practice Responsive Landing Page Templates

Yes - Limited options available via Marketo collection. More available via Knak, a third party provider which I highly recommend (Developed by Marketo Champ Pierce Ujjainwalla)

Depends on CMS

??

Built in Page Conversion Report - Gain insights into how pages are converting.

Yes

No

??

Acquisition Program Reporting - Auto assign the lead’s first form fill out to the proper acquisition program (Like Eval Download).

Yes (automatic)

Yes (With an extra campaign)

??

Standard Marketo Features

Progressive profiling enables deeper levels of questions as a prospect engages.

Yes

Maybe (See comments)

No

Auto Cookie Tracking - A person’s anonymous activity is automatically captured via a cookie and tied to the known lead.

Yes

Yes

No, extra coding required

Parameter Support - Ability to track URL values for reporting

Yes

Yes (may require a little Java code)

??

Social Form Fill - Use social signons to complete form for faster form fills

Yes

Yes

No

Social Sharing Built into Pages

  • Easier to share

  • Easier to track

Yes

No, not integrated, have to use third party sharing apps. On the plus side, some of these apps may have more functionality.

Prefill - Reduce effort for the person who fills out a form by prefilling any known data.

Yes

Maybe/No

??

Advance Marketo Features

Personalization Tokens - e.g. Welcome Ken on landing page.

Yes

No

No

Program Tokens - e.g. Page heading populates across autoresponders, landing page, thank you page. A big efficiency gain.

Yes

No

No

Dynamic Content - e.g. Photo of a young Mom for a mother segment vs photo of a grandmother for an older woman.

Yes

No (Dependent on CMS)

??

Snippets / Additional Calls-to-Action - e.g. Suggested Content

Yes

No (But website CMS is likely to have this ability

??

A/B Testing - Test which creative works best.

Yes

No / Dependent on CMS

??

 

Notes: Some of the “No” might be able to be overcome with some java code development or third party app.

The Skinny

 

When making this analysis, organizations tend to get different answers from different parts of the organization--it can be a political ownership issue or an “I can do that” issue. My recommendation is to let the marketing team drive the decision with input from others.

 

If you want full Marketo functionality while streamlining landing page development, option one should be strongly considered.

 

If you want something that looks absolutely perfect and in sync with your website, consider option 2. Just be aware you need to develop processes and be reliant on others within your organization. Translation: This step equals longer time to develop programs.

 

You could also go hybrid and use both Marketo Hosted pages (for standalone asset offers) AND internally hosted pages (for evergreen pages like Contact Us). We’ve had several clients go this route.

 

What did I miss? Please share your best (and Worst) practices below? Good luck. 

Resources

Check out these great resources around the Marketo Community as well as a few external sources.

 

Community

Marketo landing pages versus web site landing pages? Community Discussion started by Erica Sanchez

Marketo Landing Pages vs Internally Hosted Pages, Community Discussion started by Joseph Hogya

Getting Started With Guided Landing Pages, Jordan Lund

Landing pages and SEO - marketo vs. our website. Community Discussion started by Laura Florek

Landing Pages: Unbounce or Marketo? Pros and cons s? Community Discussion started by Joel Mounsey

 

External

Marketo Responsive Landing Pages, Josh Hill, Marketing Rockstar Guides

Are Your Landing Pages Built for Mobile?, Jeff Coveney, RevEngine Insider

SEO for Marketo Landing Pages, Josh Hill, Marketing Rockstar Guides

Swag: it can be a great way to introduce yourself to leads and make loyal customers feel appreciated.

 

But let's face it, finding really cool swag is a challenge. And most of the time you also have to spend a ton of time ordering, transporting, and distributing it. printfection_demo

 

Enter Printfection. Their stuff looks awesome, and they let your swag-consumers self-serve their orders with a very smooth online process. Just send someone a one-time URL, and that person can choose an item, enter their address, and place an order in about 90 seconds.

 

There's just one missing link...out of the box, you still need to do a fair bit of manual work and spreadsheet monkeying to bridge the gap between Printfection and your Marketing Automation platform.

 

How to Automate your Swag Distribution Right Now

 

If you use Marketo, you're in luck, because you can have a "lights out" swag distribution machine in about 5 minutes — meaning you can start offering leads t-shirts and hoodies as easily as you do white papers and e-books today.

 

How It's Done

 

The process is really easy even if you can't write a line of code. The secret ingredient is a Marketo Webhook, an extremely powerful feature that essentially lets you make an API call from within a Marketo Smart Campaign.

 

Don't be scared off by terms like "Webhook" and "API". Even if you consider yourself non-technical, you don't need your developer to do it. This one's all you. Let's go!

 

Step 1: Create a Printfection Account

 

You'll need to have your Printfection account ready to go before you can integrate it with Marketo.

 

You can see all the steps in more detail over at the Printfection Website, but basically you need to open an account, create a campaign that offers individual give-away URLs, and stock it with some promotional inventory (like this cool beanie with tassles).

 

Once you've got all that set up, there are two pieces of information you'll need from your account:

 

  1. Campaign ID: You can find this by clicking on the campaign inside the Printfection platform and copying the numbers at the end of the URL, after "storeid=".

    Printfection_Campaign_ID

  2. API Key: Click on Account Options > API Access and copy down your API key.

    Printfection_API_Key

Caution! Your API key gives great power. Do not post it on the internet. The one above is not a real key.

 

That's all you need from the Printfection platform.

 

Step 2: Create a Custom Field for Your Give-Away URL

 

Let's say you're running a campaign to give away your branded tassled beanies to anyone who signs up for a free demo of your product.

 

You have a "Request a Demo" form all set up. Once people fill out the form, you want to send them a link to get their free beanie, and have the order processed and shipped with absolutely no manual work required by you.

 

To do this, we first need to create a custom field in Marketo to contain this URL. (You'll use a token to merge this field into your emails later.)

 

Inside Marketo, go to Admin > Field Management > New Custom Field. Choose a "String" field and call it whatever you'd like.

 

Marketo_Giveaway_Field

 

Step 3: Create Your Marketo Webhook

 

In Marketo, go to Admin > Webhooks > New Webhook. The screenshot below shows what yours needs to look like -- I'll explain each field in detail after.

 

Printfection Marketo Webhook

 

Webhook Name: Something descriptive and memorable, so you can easily call it in Flow Steps and recognize it in a lead's Activity Log.

 

Description: Help your future self or co-workers know what this Webhook is for and what it should do with a concise description.

 

URL: This is the URL of the Printfection API endpoint used to create a new order. (An "order" is what allows a lead to claim some free swag.)

 

However, the URL needs to be merged with your secret API key to authenticate you and give access to your Printfection account. The format is:

 

https://[your-api-key]:@api.printfection.com/v2/orders

Substitute your actual API key in place of [your-api-key].

 

(Side note: it is also possible to authenticate by adding a custom header and using Basic Access Authentication. When viewing your Webhook, click on Webhook Actions > Set Custom Header.)

 

Request Type: Choose "POST".

 

Template: This is the body of your API request. In it, all you need to include is the Campaign ID of the campaign you want to call. Copy the syntax below and substitute in your campaign ID from your own Printfection campaign.

 

{"campaign_id":123456}

Request Token Encoding: Choose "JSON".

 

Response Type: Choose "JSON". Your Webhook is ready to go!

 

Step 4: Map the API Response

 

When you run a lead through this Webhook, it will now make a call to the Printfection API and create an order. In response, Printfection will send you some details about that order. You can see all these details in the lead's Activity Log.

 

Here you can see that the Webhook was called and that there was a response.

 

Activity_Detail

 

 

And here you can see that the response actually contains an attribute called "url".

 

Marketo Webhook Response URL

 

This is the little gem you want to extract and send to your leads. Fortunately, Webhooks makes that fairly easy.

 

Go back to Admin > Webhooks and select your new Webhook in the left-side panel. Underneath, you'll now see a section where you can add and edit Response Mappings.

 

Marketo Webhook Response Mappings

 

Click on "Edit" next to Response Mappings, and add a new mapping in the dialogue that appears. The "Response Attribute" is going to be "url" (this identifies the part of the response we want to extract) and the field is going to be the custom field you created in Step 2.

 

Response_Mapping

 

Basically, you're telling Marketo, "look through the response until you see an attribute called 'url', then take what comes after it and put it into this field." It's that easy!

 

Step 5: Deploy Your New Marketo Webhook

 

You can deploy your Webhook using a Flow Step in any Marketo Smart Campaign. For now, let's create a very simple test campaign so we can verify that it's working.

 

Create a Test Lead

 

Go to Lead Database > New > New Lead and create a test lead with an email address that can receive email. (Hint, if you use Gmail or Google Apps, you can use [your-email]+[any-string]@[your-domain].com and it will still go to your [your-email]@[your-domain].com address!)

 

Build a Test Email Asset

 

To make sure that the give-away URL is working properly, we need to create an email that will send that URL to the lead. Create an email and insert a text call-to-action that links to your give-away URL field using the token for that field. When the email is sent, the token will by replaced dynamically by the lead's unique give-away URL so they can redeem their swag.

 

Give-away_URL_Email_Token

 

Build a Test Smart Campaign

 

Smart List

 

Use a "Campaign is Requested" trigger (so we can easily request this campaign for testing purposes).

 

Test_Campaign_Trigger

 

Flow Steps

 

In the first flow step, we're going to request the Webhook we created. In the second flow step, we're going to send the email asset containing the give-away URL to the lead.

 

Test_Campaign_Flow_Steps

 

Note: for a production (rather than testing) campaign, I'd certainly recommend triggering off of the  data value change of the URL field being populated by the webhook, to be sure that the API call has finished its round trip before sending the email. In my testing this worked just fine as displayed above, but you want to make sure the email does not send without the URL field being populated.

 

Send Your Test

 

Go to Lead Database > All Leads and look up your test lead by email. From the menu, select Lead Actions > Special > Request Campaign, and request the test campaign you just build.

 

Step 6: Rejoice!

 

If all has gone well, you should receive your test email with a link to your Printfection give-away. Click on it.

 

Free_Beanie_Email

 

You should now be at the Printfection page where the lead can redeem their merchandise. They're happy getting a cool gift, and you're happy because software did all the hard stuff.

 

Free_Beanie_Redemption

 

You've just added some swagger to your Marketing Automation. Good work!

 

Bonus Step: Think Big

 

Now that you've seen how easy it is to automate the offering and distribution of swag through standard Marketo functionality, it's time to think about how swag items could increase velocity and conversion at different stages of your funnel. How could you use swag to attract more net new leads? Re-activate recycled prospects? Increase opportunity velocity? Time to run some experiments and see what impact it has on conversion, cost, and ROI metrics. But you basically have a whole new channel open to explore. Have fun!