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10 Posts authored by: Joe Reitz Champion

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!

Hey #MKTGNation!

 

Last week, we held the first #KreweChats of 2017, and hit the ground running with Advanced Reporting. SVMUG leader Jessica Kao delivered a fantastic advanced reporting workshop at the latest SVMUG & CHIMUG meetings, so we definitely wanted to pick her brain on a live/recorded webcast! Krewe regulars, Rachel Egan, Ande Kempf, Dory Viscogliosi, and Juli James also lended their expertise to the conversation, and I think this was one of the best episodes we've recorded to date!

 

We covered a wide gamut of reporting best practices, from where you need to start and the questions you need to ask, all the way through to instance architecture and first touch/multi touch reporting best practices. No matter where you are on the reporting spectrum, there are definitely a few choice nuggets of wisdom to be gleaned from this episode.

 

Check it out here: #KreweChats Episode 13: Advanced Reporting - YouTube

 

Let's keep the conversation going in the comments below!

Hi, everyone!

 

This was the 12th and FINAL episode of #Krewechats for 2016! We'll be back next year with a full schedule of content to share and discuss, but in the meantime, check out the most recent episode here:

 

#KreweChats Episode 12: Changes You Should Know About! (2016 Year-end Edition) - YouTube

 

Last week, we discussed basic changes to the Marketing landscape that just about everyone needs to be aware of. If you don't know what CASL is and you're emailing people in Canada, the first half of this episode is for you! Beyond that, we got into the upcoming deadline regarding the Marketo Lead Management package for Salesforce CRM, as well as the "Fall" Release (that came out on the 9th day of December, in the two thousandth and sixteenth year of our Lord).

 

Special thanks to Geoffrey Krajeski, Jenn DiMaria, Ande Kempf, Dory Viscogliosi, Juli James, Rachel Egan, and Sydney Mulligan. Almost a full Krewe for the first time ever!

 

/joe

Hey #MKTGNation!

 

Thanks for your interest in the Marketo-Fu series thus far! Personally/selfishly, having a down-to-earth video link I can share has saved me so much time in training clients or further edifying other Fathomers & Marketo-enthusiast friends. I'm also up to like $14 in ad revenue between this and #KreweChats, so I'm well on my way to my personal financial splurge goal. #LeicaLyfe #IMayRetireSoon

 

I mentioned before that there would be an intermediate/advanced track once I filled in the beginner track a bit. I've done that! So for your viewing pleasure, here's the first 10 episodes of Marketo-Fu for Intermediate/Advanced Users:

 

Marketo-Fu (Intermediate) - YouTube

 

ICYMI: Marketo-Fu (pronounced like "kung-fu") is an on-going how-to series delivered on a semi-daily basis via YouTube live. The purpose is to help you make your Marketo-Fu strong, so you can impress your management, get a raise, and have an awesome Bruce Lee-esque montage (hush, you. I'm funny, dang it...). It's super informal and genuine, and best of all you get to see me forget how to Marketo sometimes .

 

^Spoiler: anyone that tells you they don't have anything left to learn is straight-up lying to you.

 

Please feel free to post additional topics you'd like to see on this channel below, and keep the conversation going here!

 

PS: Once again, YUGE shoutout to Sanford Whiteman for his massive technical expertise!

Hey #MKTGNation!

 

On this week's episode of #KreweChats, we delved into Marketo Sales Insight with special guest (and #MKTOChamp) Emily Dick. Emily is an absolute UNICORN when it comes to Marketo and Salesforce expertise, and we were thrilled to have her perspective on this episode of #KreweChats! More professionally speaking, Emily is a MOPs Manager at ACL, Marketo Champion, and an all around great person to chat with about all things Marketing. Also seen on this chat were #MyKrewe regulars Jenn DiMaria, Sydney Mulligan, and Juli James!

 

As many of you are probably already aware, Marketo Sales Insight is an amazing tool that can help any organization drive towards better alignment between sales and marketing, and it does this in a few unique ways. You can dive into the full episode at the link below, but, um... This is a blog post, so we gon' expound on some shenanigans.

 

  • Point #1: you learn more about the Krewe's favorite fast food indulgences than you ever wanted to know. Shout out to my Louisiana folk
  • If you aren't putting MSI into a frame of reference that immediately benefits your sales team, you're doing it wrong.
  • You should also be conducting regular training for your sales team. We recommend a monthly webinar series that walks through each aspect of MSI (or quarterly, at the very least!)
  • Make it easy for your sales team to send emails through MSI, whether directly from SFDC or the Outlook Plugin (Sorry Mac users/AKA: Listen up, MKTO!)
  • Encourage your sales folks to prospect via the Anonymous web activity tab and LinkedIn Integration!

 

Those are the high points, but if aligning your sales and marketing organizations is something you're interested in, then this episode is for you!

 

*#KreweChats Episode 9: Marketo Sales Insight - YouTube

Joe Reitz

Marketo-Fu: Vlog Launch

Posted by Joe Reitz Champion Oct 27, 2016

Hey #MKTGNation!

 

A couple weeks ago, I started recording a daily (ish) live YouTube series on "how to Marketo." That's a dumb name, so I opted instead to call it Marketo-Fu (literally made up on the fly, like 30 seconds into the first video). This is a very down-and-dirty, genuine series, where I decided to dump the polish of some of the other Nation Talks videos because... well, honestly, these are easier and quicker to make, and still just as valuable in terms of knowledge development! I try to make these short, single-serve topics at around 5-10 minute in length, so perfect for that 4:45 crunch where you don't feel like starting something new, but you also don't want to be the first person to go home, either

 

Don't even act like that's not a thing in your office. I know. I've been there

 

The ultimate vision for this series is to have a few different tracks for beginner, intermediate, and advanced users, and continually add episodes to the playlists as either:

 

     A) I think of them

     B) my clients would find them useful reference material, or

     C) You ask for them.

 

I just completed the 10th episode in the beginner track and will be moving on to the more Intermediate and Advanced tracks in the weeks ahead, but I wanted to post here to share and get the conversation going!

 

You can watch the first 10 episodes here, and start making your Marketo-Fu strong! Marketo-Fu (Beginner) - YouTube!

 

So... What other stuff would you like to see covered on a future episode? The tentative line up for the Intermediate/Advanced Tracks includes:

 

  • Lead Scoring
  • Alerts
  • MSI Overview - Interesting Moments, Prioritization, etc.
  • Bounce Management
  • Merging Dups
  • Advanced Flow Steps – Request Campaigns, Remove from Flow, Change Data Value
  • A/B Testing - 3 methods (Spoiler: This exists already )
  • Attribution – First Touch & Multi Touch
  • Web Personalization
  • ABM

 

 

/joe

Watch Episode 1 Here: Krewe Chat - Marketo Community Tips & Best Practices - YouTube 


Hi everyone!

 

Many of you have already seen the Nation Talks series that Elizabeth Oseguera & Scott Wilder spearheaded last year. That's still a phenomenal channel to help grow your Marketo knowledge and learn a few tips and best practices you may not have thought about yet (you can access the Nation Talks here.). I strongly encourage everyone to continue to use and contribute to that channel!

 

However... being that we're all about forward momentum, a few members of #mykrewe (Jenn DiMaria, Dory Viscogliosi, Ande Kempf, Enrico deLeon, & Rachel Egan) and I got together and brainstormed what we're affectionately referring to as "Krewe Chat." Basically, we wanted to have an informal venue where Marketo users of all stripes can come together, ask real questions, get real, human answers, and take the user group experience to the next level.* Our first entry in this series starts with an easy subject: how to get the most value from being involved in the #MKTGNation community.

 

These informal Hangouts are going to occur on a bi-weekly basis on Fridays at 3:30 EST, and we'll be discussing news and best practices relevant to marketing; not necessarily only Marketo. Keep an eye out here on community for an event announcement.

 

Our approach to these discussions is to make it a full 360 degree view of the challenges we as marketers deal with on a daily basis. We're currently planning future talks about ABM, Web Personalization, Retargeting/Adbridge, a shameless copy of UnBounce's hilarious #PageFights series (but with emails), and more, but we also want to crowd-source some of the subject matter.

 

What kinds of discussions do you want to hear and be involved in? Let's use this thread as a discussion platform. During a broadcast, you can tweet us your questions/comments with #krewechats, and we'll address them on-air.

 

 

*If you're not in a user group yet, learn how to find and sign up for your nearest one here!

 

PS: If you watch nothing else, there is a particularly important question raised around the 28:00 minute mark Marketing Ops Group Team

It's hard to believe Summit is over! My brain is still trying to process everything that it absorbed (especially everything about ABM), and hey – if I ever recover from the cold-med-induced haze I've been living in for the past 3 days, I think I'll have some actionable takeaways for my team!

 

If your situation is anything like mine, you'll spend your coffee time on Monday morning trying to corral all your feverish notes into some kind of coherent narrative that justifies the trip. What best practices can you implement now? What improvements can be made with the help of a vendor partner? What can you do in the next quarter to improve process, and in the next year to prove ROI?

 

Those are some fun questions to answer, and doing it well always makes it easier to justify the trip next year... Obviously so there can be more learning, and, um... shenanigans. Sooooo... To help in that endeavor, I wanted to share my session materials again here in the community. If you attended my session, thank you so much. If you missed it– hey, I get it, there were so many fantastic sessions to choose from... But I don't want you to miss out on this either!

 

I had a blast teaching you guys how we approach the engagement engine at STANLEY, and even moreso in creating/recording all the materials. So without further adieu, use the below materials to rev up your engagement engine and make some dramatic process improvements that will help you prove ROI through your content marketing, enforce consistency and compliance across your team, and save you a metric boat-load of time.

 

I look forward to seeing each and every one of you next year at Summit, and hope I can give something like this back to the community again soon!

 

/joe

 

18-page Step-by-Step Guide

GoC-Cover.png?w=1176

Like I said in my session, when you play the Game of Clones, you win or you die. But fear not! With this guide, you'll bask in the sweet luminous glory of R'hllor's light and, um... not die. In these pages, I delved into excruciating depth so that any member of your team, regardless of their level of Marketo-fu, can follow the steps and deliver flawless content programs in your instance that provide scalability for the future!

 

Let the Force Flow Through You

 

A Primer on Tokens (video)

 

 

The Full Game of Clones Demo Experience! (video)

 

View the Session Recording here!

Marketo-SUMMIT-2016.png

 

You can see the pretty version of this post here

 

If you've never attended Marketo's Summit, or just felt pulled in a thousand different directions by all the inspiring content on tap, then this post is for you.

For the uninitiated, Summit is a smorgasbord of not just all things Marketo, but really all things Marketing. This year's event will take place in Fabulous Las Vegas from May 9th through the 12th (although I assure you, the shenanigans will begin as early as the 7th), and will center around the theme of "Tomorrow's Marketer." Being this fresh into the new year, I'm sure you're seeing all the "2016 predictions" blogs about MarTech, Stacks, Personalization, and a litany of other up-and-coming marketing tools, terms, and technologies. Marketo has done a great job of soliciting participation from solution providers and thought leaders in the past, and for the first time ever, Summit will be a whole day longer... which means that there will be waaaaay more options for sessions to attend and things to learn about. Apart from all the sessions, they also play host to a small tradeshow where you can experience the truly odd feeling of walking a show as an attendee rather than an exhibitor (read: you'll get drunk on power). There's also plenty of other opportunities for networking and partying. Really can't emphasize those last two enough.

With all that information and energy compressed into a few days, approaching Summit is a fairly daunting prospect. After all, you're investing a lot of time (and money) just to attend– so it's critical that you come away edified. So, with that in mind, here's a bit of friendly advice to help you get the most out of your attendance!

 

He who plans, wins

download-planning-guide.pngLast year, we had 106 sessions to choose from. These were organized into general interest tracks based on goals/objectives or trends (you can see last year's offerings here), which is something I expect Marketo will continue. My point here, though, is that once the sessions go up on the Summit site, you should spend a little time reviewing what will be available and try mapping out your week. If you're old school and like to map everything out on spreadsheets, you can download my planner here. It has the time slots mapped out, you just need to fill in the sessions you want to attend.

Alternatively, Marketo usually unveils an interactive app closer to the event that enables you to automatically sync up your calendar. More on that app in a second...

 

Find a krewe

If you're one of the many that ends up attending Summit alone, know this: it doesn't have to stay that way! Last year, I left without knowing a single soul in the Marketo community, and due to personal circumstances, no one on my team was able to attend either. I definitely don't consider myself a social butterfly, but here's where Marketo's Summit app comes into play.

In the weeks leading up to the event, there was a lot of banter and giddiness occurring within the app. Think Facebook, but on a much smaller scale, and with an audience exclusively comprised of nerds like you. Suffice to say, if you're looking for friendly faces to hang out with, odds are pretty good that you can meet like-minded marketers through Marketo's app. And in the unlikely event that you're still having trouble making friends, please by all means join #mykrewe. We'll be easy to spot.

The benefit of connecting people at Summit is simple: it's awesome networking. That, and I think people are genuinely awesome, and sharing an experience with others generally means you'll get more out of it. If the app doesn't sound like your game, though, consider joining your nearest Marketo user group.

 

Go Pro

If you're like me, finding time in your normal schedule to take the Marketo Certified Expert exam is pretty much impossible to do. Luckily, you can plan to arrive to Summit a little early on Monday (or dare I say, Sunday?) to knock this one out before the week gets started. I can personally attest to the fact that becoming a Marketo Certified expert has been the gateway to a lot of cool professional opportunities– I can't even tell you how many times I've had to tell a recruiter "no thanks, I'm not looking for new opportunities right now" in the past 6 months. If you're interested in joining the Champion ranks, this is a pre-req, so get it done!

As far as prep, be sure to take the practice exam until you can ace it in your sleep! You'll be fine, trust me.

 

Flex dem thumbs

As I mentioned, the app has been a fantastic networking tool, so I really hope they bring it back again this year. Beyond networking, it also helps you organize your calendar, and review how sessions really were. This is an important bit, as your participation here will help make Summit even better in future years.

They've also gameified the experience in the past, but... I don't know much about that. Promise. #dontjudgeme

 

Be punctual

I say this not just because it's good manners... but you'll likely have a hard time finding a seat in some sessions if you don't arrive on time (or a little early)! Obviously, Vegas is a new venue, so it might be different than prior years... but the keynotes are especially important to attend, and 6000+ marketers will all be vying for the same front row seats. Plan accordingly.

 

 

Don't try to do it all

Relax. Within a couple weeks of Summit ending, Marketo will post recordings of all the sessions so you can view them all on-demand. Something that helped me last year, though, was sharing an Evernote Notebook with other attendees, and swapping detailed notes from sessions the other was attending. I fully advocate this divide-and-conquer approach, especially if other members of your team are attending with you!

 

Make time for shenanigans

Any experience is only as good as the stories you can tell about it. With the wealth of information you're going to come away with, it's important to keep some balance and have a little fun while you're at Summit, too.  Whether it's sight-seeing, getting your grub on, hitting the blackjack tables (I mean, it is Vegas...), or whatever else gets your motor running, your brain will need to disengage and decompress at the end of each day. What you'll actually find is that this helps you stay more engaged as you move from session to session. The conversation and fun stories that result are an excellent side effect, though.

Sidenote: I'm looking for a krewe to join me for the best Japanese in CONUS.

 

 

Call it an early Christmas present...

 

I recently created the attached email template to use as part of a product launch, and did some fairly extensive testing between various email clients. This is my favorite template to use for mobile, so what the heck. Spreading a little nerdy joy this holiday season!

 

I stripped our images, text, and links out of this version, but everything already lives in a Marketo-editable section for you. All you should have to do is edit the color palette for your needs, save the template, and create emails. If you want to duplicate or remove sections, they're marked out pretty well with HTML comments.

 

To that end... here's some helpful hex codes for swapping out the colors (use find/replace in dreamweaver or whatever HTML editor you prefer).

 

Yellow Banner: #ffdb0a

Dark Gray background: #444444 (caution: some of the text is also this color, so find/replace all is not necessarily your friend here)

Section 2 Background: #f7f7f7

Section 3 Background: #dedede

Blue Buttons: #2faeff

 

Screenshot 2015-12-02 15.56.47.png