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7 Posts authored by: Pierce Ujjainwalla

I actually started my career at a BI company that was doing unbelievable Marketing reporting like 10 years ago. At the time, I completely took it for granted, and now after working with hundreds of companies, realize how far the Cognos team was ahead of the curve.

 

Fast forward to today, and companies are pushing the reporting boundaries way further than I ever though possible. Two great examples of that are Informatica and Trend Micro.

 

Over the year's I have got to work with some of the most talented Marketo practitioners, but when it comes to reporting, there is no one better than Anish Jariwala. Anish used to be a principal consultant at Marketo, doing reporting and analytics for some of Marketo's largest customers. He is the master of RCA, and knows it inside out. Anish recently wrote a book on Marketing reporting, with a big focus on Marketo reporting, called 'The Marketing Data Lake'. The book is essentially a blueprint on how to become a world-class marketing reporting organization. I highly recommend the read. I will be honest, reading a book about reporting and analytics was not at the top of my reading list, but its a surprisingly light, easy read.

 

One of our client's, Trend Micro, read Anish's book and applied many of Anish's best practices and approaches to their own Marketing. They were able to go beyond Marketo Revenue Cycle Analytics and integrate Marketo with Tableau. The reports they are now able to produce allow them to guide their Marketing decisions like never before, and the numbers are being reported up to the highest level in the organization. Brendan Farnand and the team at Trend Micro are now making way more informed Marketing decisions, that were simply not possible before.

 

So - I was thinking. Anish and Brendan have so much knowledge that the Marketo community could benefit from. I want them to share this with everyone so people can see what's possible when it comes to Marketing reporting, and how to actually do it.

 

We're doing a Livestream using Crowdcast on Wednesday, November 16 from 1-2pm ET / 10-11am PT. If you want to learn practical tips and best practices to improve your Marketo reporting, there is no better session. Hear from the people who have actually done it, and have the scars to prove it. Ask questions, upvote other questions you might have, and leave with a better idea of how to get those reports you've been wanting. This will not be a session with a million PowerPoint slides, it will be live and interactive and you will have a chance to participate.

 

We hope you'll join us. Register here: Marketo Reporting 2.0

 

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One of the things that impressed me the most when I saw my first demo of Marketo 6 years ago was the ability to create my own landing pages without needing my web development team. The ability to become self-sufficient was really exciting to me since I came from IBM where making a landing page took literally 2 weeks... if I was lucky.

 

This post is dedicated to everything you need to know about Marketo landing pages.

Free Form vs. Guided
The first thing you need to start with is whether you want to make a free-form or a guided landing page. IMO guided is the only way to go, because Free-form pages are tough to make responsive. They are nice in the sense that you can literally drag and drop anything you want, but with that comes the tricky bit of making everything line up which can also be a bit of a pain. Anyone who has tried to make a pixel-perfect landing page with the free-form editor knows what I'm talking about. It's a lot of nudging and going into the details to set the alignment. At one point this was all we had and we made them responsive using some fancy javascript hacks, but it was not super intuitive and was easy to break.

 

The Guided editor is much more flexible. The variable functionality provided Marketers with a lot of flexibility in adding or removing sections, changing colours on a mass scale and making things look really good (assuming you start with a good template). It still requires some code to make the base template, but once you have that you're off to the races. IMO this is the only way to make pages now.

 

Advantages of using native Marketo Landing Pages

Does Marketo have the most advanced or sophisticated landing page editor out there? No. There are some amazing landing page editors by some really cool vendors. However, what Marketo does have with their editor that no one else has is the following:

 

  1. Native Marketo Forms
    I can't stress enough about the importance of using native Marketo forms. You have automatic form pre-fill for all your cookied users, which may be your single biggest conversion rate optimizer right there. You get the inferred data, you have easy access to trigger or filter based on the form submissions, and you don't need to setup any complicated API calls or new subdomains.
  2. Dynamic Content
    Using native Marketo landing page you can take advantage of one of Marketo's most powerful features, which is dynamic content. This allows you to segment your known universe by any data you have on them and show them images, messages or content that is specifically tailored to them. The only way to truly take advantage of this is by using native Marketo landing pages.
  3. Tokens
    This is a major lifesaver for marketers who can seriously improve the efficiency of their campaign builds. Using program tokens or lead tokens on your landing pages is something that is only available if your pages are... you guessed it, in Marketo!
  4. Reporting
    Having your landing pages live in Marketo makes it easier for you to get an overall picture of how your campaign is performing. In your program you can see how its performing overall looking at the program statuses, and then dive deeper to see the bigger picture by looking at the total views and conversion rate of your landing page. If you page lives in another system, you are not going to get a full 360 degree view without leaving Marketo and going somewhere else.

 

Custom Fonts
Yes it is entirely possible to use custom fonts on Marketo landing pages. It takes a bit of coding but you can apply them just like you would on any other page.

 

Lightbox Forms

It is also possible to do lightbox forms in Marketo landing pages using a bit of javascript code. You can still use native Marketo forms and don't need any third party software to accomplish this.

 

Video Backgrounds

It is also possible to do video backgrounds on Marketo landing pages. We recently published a landing page template where Marketers can grab video backgrounds off of www.coverr.co and paste them in variables that take each version of the file necessary to do a video background.

 

A/B Testing
Marketo has some seriously awesome A/B testing capabilities built right into their platform. You can test many pages against each other and Marketo will take care of pushing an equal amount of traffic to each page.

 

The Verdict
Marketo landing pages are an essential part of the overall Marketing Platform. There are many advantages of having your landing pages in Marketo, and although Marketo's landing page editor may not be the most sophisticated, with the right template the landing page editor provides all the flexibility that a Marketer would need to customize their page accordingly. The loss of functionality and reporting having your pages in another system is a major gap that Marketers need to be aware of.

 

What do you guys think? Do you keep your pages in Marketo or put them in another system?

I've attended Summit for 3 years as an attendee, but for the past 2 years did it as an exhibitor. Given that many Marketo marketers may have tradeshows in their arsenal of marketing channels, I figured I'd give you a bit of a behind the scenes view of the Marketo Summit from the exhibitor perspective in hope to help you at your next tradeshow.

 

I can easily say this is our biggest marketing investment for the year. Almost everything we do is digital advertising, but I believe at some points you need to cross channels and there is no better avenue than the Marketo Summit to reach our customers. Unlike some other companies, we ONLY sell to Marketo customers, and pretty much everyone who uses Marketo could be our customer, so you don't find a better concentration of potential customers than at Summit.

 

What we did:

  • Expo hall booth
  • Ice bar party
  • Videos (customer testimonials, what's new and party)
  • Who's Who Infographic

 

Exhibitor Booth

 

There are many packages available to exhibit on the show floor. They vary drastically in price. For us, we're a small growing company so spending hundreds of thousands of dollars on a booth is out of the question - but many companies do. We went with the exhibitor booth, which set us back about $10K. The booth is a high financial investment for us, but low time investment (other than being at the booth). Marketo does a great job of taking care of most of the booth logistics, so its really a breeze. We produced a video that would run on the screen at our booth showing real-time numbers from what's happening in our app, but that was probably the biggest time investment we made.

 

We had a ton of great traffic at our booth, and lots of really good conversations. At the end of the week we had about 60 scans at the booth, although I can definitely say our team did not scan every single person we had a conversation with. This bit is really quality over quantity, but when you look at the cost-per-lead it is definitely pretty high ($166/lead). Personally, I believe that although in Marketing we should strive to measure and report on everything, there are some intangibles of having a booth with regards to branding that may never be able to be reported on.

 

Ice Bar Party

 

Jeff RevEngine from RevEngine Marketing is a very good partner of ours, and he reached out asking about doing an ice bar party with him. Given we are in Canada, ice is right up our alley and we jumped at the opportunity. What I liked about our party was that it was not really competing with anything at the time we had it at, in fact there was really nothing going on before the Hakkasan party other than dinners. Also, the ice part of it makes it a bit unique and more of an experience than just going to a bar. Finally, it was at the Mandalay Bay, so not sure about you guys but I feel like I needed to get out of the MGM at that point or I was going to lose it.

 

The party was definitely a big time investment. We made a new email and new landing page template for the show, and handled setting up the program in Marketo. Although Knak makes the process of making emails and landing pages easy, first we have to design and develop the actual template that our customers download from Knak, which is what ends up taking the most time. For the landing page in particular we did a lot of stuff that hasn't been done before (countdown timers, pop-up forms, video backgrounds) so it was time consuming to say the least. Jeff was great at taking care of the logistics of the bar and what not, and our other two partners LeadSpace and Rybbon were really great to work with as well. Having good partners is key - and we had some of the best.

 

Another challenge was figuring out how many people we needed to get registered and how many would show up. Our venue had a capacity of 300-350 so we knew that was our ceiling. We also figured we would have about a 40-50% attendance rate, so we were initially aiming to get around 200-300 people registered. We ended up getting almost 800 people to register and had just under 300 attend. The entire party cost us less than $20K, so split 4 ways it really was not too bad. Given some other sponsors spent way more than that on their parties, I felt as though we got a really good ROI and more importantly, everyone we talked to had an awesome time.

 

Videos
This is the first year we've experimented with videos. We got a really good recommendation from a client of ours, Brendan Farnand, who knew an excellent videographer. This definitely makes a big difference working with the right people who have the right equipment and demeanor to get what you need. Shooting videos is still a ton of work though. We lined up some key interviews with customers and be prepared to invest quite a bit of time into scheduling and approvals and all that fun stuff. In the end we totally believe they will be worth it.

 

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Who's Who Infographic
This is the second year that we've done this infographic, and it consistently is a good draw. We basically take all of the partners that go to Summit and bucket them into different categories to help attendees better understand where all the vendors fit. We find it generates some hype pre-show and is just a useful piece of content for marketers to consume before the show.

 

The Results?

 

It's too early to tell, but we met a ton of potential new fans, met some familiar ones, made some awesome relationships and had a really good time doing it. Now, its up to our product team to deliver on the experience that we are promising from Knak and go from there!

Customers are the lifeblood of every company, yet many businesses don’t know if their customers love them or hate them. We’re about to show you how you can, in less than an hour, create a best-in-class Net Promoter Score program in Marketo that will find your champions and detractors alike.

The Net Promoter Score (NPS) is an amazing way to determine customer loyalty. Bain & Company made this simple 1 question survey famous. You can read more about it here, but essentially it shows you your customers who are promoters (you want a lot of these) passives, and detractors (you want as few of these as possible).

Here’s how to create a Net Promoter Score program in Marketo…

  1. Setup your Program
    We created a new channel for NPS score, so that we can use program statuses to view the overall opinions of our customers. We defined program success to be 9’s and 10’s since those are what are considered to be ‘promoters’.
    Screen Shot 2015-11-19 at 1.21.02 PM
  2. Create new fields to capture NPS Score & NPS Comments
    VERY Important Note:
    Your NPS Score field, MUST be an integer field. Your NPS Comments field should be a text field. If you want these fields to appear in your CRM, you should make them there first and wait for them to sync over. We would also recommend you map them from the lead to the contact so that there is never any loss of data.
    Screen Shot 2015-11-19 at 1.25.45 PM
  3. Create your Form
    You want to add your NPS Comments field, and make sure it is a ‘Text Area’ field type. Remove the label and make the label width ’10’. Add the email address field, and make it hidden. Then you want to add your NPS Score field. Make that a hidden field and ensure that the Parameter name is ‘npsscore’. ****VERY important****Screen Shot 2015-11-19 at 11.22.50 PM
    Screen Shot 2015-11-19 at 1.27.37 PM
  4. Create your Email Template
    This is the template that we built. It's fully responsive across all email clients and devices, even the ones that don't support media queries!
    Screen Shot 2015-11-19 at 1.29.16 PM
  5. Create your Landing Page Template
    Here is our landing page template. It also includes a fancy javascript library that allows people to change their score on their confirmation page. Nice, clean and simple with the goal of getting feedback from customers. Here is a live example of it.
    Screen Shot 2015-11-19 at 1.30.06 PM
  6. Update your Email
    For each score in the email, 1-10, update the link to your landing page, with a URL parameter structured exactly like this: ?npsscore=
    Here is a screenshot of what it should look like:
    Screen Shot 2015-11-19 at 1.33.07 PM
  7. Send it out!
    Send out your NPS email and make sure that you follow-up on everyone’s feedback, good or bad! If it’s good, try and get them to promote your company on social networks if its bad, follow-up and show them some love.

Good luck! It can sometimes be a little scary to ask your customers for their feedback, but the reality is its there so you’re much better off knowing it, good or bad.

The first thing I do when I get to a new city is to see if they have Uber available. Uber has made it easier than ever before to get around in new places. I was recently in Taipei, and even though I cannot speak a word of Chinese (and the drivers English is usually no better than my Mandarin) I was able to get where I needed to go effortlessly with Uber.

 

I recently got this email from them, and was blown away by the design, sophistication and execution of their email. It's not the first time I have been impressed by Uber's emails, but this one in particular stood out for me.

 

Screen Shot 2015-07-15 at 1.37.13 PM.png

 

Animated

It's not visible in this screenshot, but the background of Uber's email is completely animated. The little dots flicker and glow adding an amazing visual dimension to the email. Since most emails are static (and may I say boring) this one really catches your eye, and tells the recipient that they are seeing something different. Capturing your audiences attention is one of the hardest things to do in email, but animation is a great way to get that extra second or two of attention, and then get your message across.

 

Personalized Analytics

Not only are there some great stats in the email, but Uber is actually taking my personal ride stats, and displaying them to me in a dynamic fashion. Marketo makes this possible with the use of tokens in your emails. This provides the recipient with a personalized experience, and makes them really feel like this email was made just for them.

 

Responsive

Surprisingly, many emails that Marketers send are still not using responsive emails. Uber does a great job of coding their email so it is fully responsive, so that no matter what device the recipient is on, they are able to get an amazing viewing experience. You can always tell if an email is responsive by dragging the size of your window and seeing if the layout changes. The best responsive emails are constantly rearranging things to suit the size of the screen. Here is what Uber's email looks like on typical phone dimensions.

 

Screen Shot 2015-07-15 at 1.42.02 PM.png

 

Tested

The best emails work seamlessly across all devices. Regardless of if I look at Ubers email on my iPhone, iPad or MacBook, it looks great everywhere. Not surprising since I hear they hire a lot of former Litmus employees to work in their email marketing department

 

Beautiful

Last but not least, the email is beautifully designed. There is something about the simplicity, colors and layout that makes an email marketer like me happy!

 

Intrigue

Often a lost marketing art form, but the intrigue of the open text field asking where I will go next was too much for me not to click it, I had to see where it would take me.

 

That's it. Hopefully I have inspired you guys to go out there, and try and make an equally beautiful, thoughtful, analytical and personal email like Uber did!

 

Cheers!

On Friday, Marketo launched 'Guided' Marketo landing pages (aka responsive). This was a product update that was created after a huge amount of people voted for the responsive landing pages idea on the community. Definitely a long awaited and popular feature request from the Marketo user base. After a few days of using the new editor, I thought I would share some feedback on it, from start to finish.

 

Making a Template

 

Screen Shot 2015-05-25 at 4.52.43 PM.png

 

When you go to create a new template, you'll select which type of template you want to make. There are now 2 options: Free-form (old) and Guided (new/responsive). If you've ever created a landing page using tokens, the Guided templates are a similar concept. You have a bunch of 'elements' and each element is fixed in its position. The difference with Marketo's new guided editor is that you don't have to switch back and forth between the editor and the program tokens. This is definitely a nice feature to be able to edit everything locally. Only downside I see is that sometimes there are benefits of having those program tokens. So far, haven't found a way to include tokens in the new landing page editor.

 

As a Marketer, I was not able to make my own template since I don't know how to code, but I had a developer on our team code a responsive template. So, I can't speak much to the coding aspect of this and what is involved there. I do know there is a new template syntax and a feature called Variables, but more on that later.

 

We also noticed there is an option to import a template, which could be used to bring in Marketo & other third-party templates. I'm pretty excited about the new potential for templates that this opens up.

 

Editing a Template

With the right template it's very easy to update responsive templates in Marketo using the new editor. Instead of having to jump from the LP to the tokens of a program, you can edit everything in the guided editor. It's different than what Marketers will be used to seeing with the 'Free-form' (old) editor, but similar enough that its a pretty intuitive UI. The biggest thing you'll notice is that the elements are locked in place. You can't re-order elements like you could in the mobile landing page editor. Whatever has been set in the template will be what needs to be used. There is a new feature called variables, which essentially updates the HTML code for certain things, like colors. This is definitely a huge improvement that will remove some of the need for Marketers to go into HTML.

 

Screen Shot 2015-05-25 at 5.00.57 PM.png

 

Summary

I think Marketo has done a great job on this new and critical feature. Much better than what was there before with desktop & mobile, where you had to keep two different versions of the template. Unlike before, Marketers can have a responsive landing page without using tokens, or using custom HTML elements, or necessarily going into the HTML. To see an example of a responsive landing page using the new editor, take a look at this page we made using the new guided syntax and editor.

One of the biggest questions that we hear from our clients is how they should integrate Marketo forms onto their website.  There are several different options on how to do this, and each one of them has their own pros and cons. This post will focus on each option, so that you can make an informed decision on which one is best for you.

Marketo Landing Page + Form

What I really like about Marketo’s landing page editor is it enables Marketers who may not have HTML experience to be able to quickly and easily setup a landing page for their program. Some of you will be able to relate to this next comment, and those are the ones I would especially encourage to go the route of Marketo landing pages: no more waiting weeks for your web team to create a landing page for you, and then days for them to make edits once you’ve seen it live. I personally find that Marketo Landing Pages are the best option for any pages that require a form. They give you the most flexibility and control to do what you need to as a Marketer to succeed. They also give you the most benefits, like form pre-fill, conversion rate statistics and make it easy to integrate into scoring and triggers.

Marketo Form Embedded into iFrame

Now for some of you who have really great and responsive web teams, or who are running websites using WordPress or another user friendly CMS, sometimes this option can be just as good as Option #1. You don’t really lose a lot by using Marketo forms in an iFrame, other than A/B testing of your landing pages. So, you if have an awesome landing page that is optimized for conversion and its built in WordPress, then put a Marketo form onto this page using an iFrame and you’re good to go. There are a few customizations that you will need to make to make it responsive, blend into the parent page and open the follow-up page in a new window, but you can have Marketo forms up and running on your site in no-time.

Marketo Form Embedded using Embed Code

A lot of people, especially developers, were excited when the embed code came out as it made for an ‘easy’ way to post your Marketo forms directly into an existing webpage on your website. Although it makes the integration into your existing site fairly straightforward, it comes with several drawbacks. This includes the fact that your forms will not pre-fill with known prospects data, it is impossible to track conversion rates of your forms and equally as hard to track form submissions via smart lists. Until Marketo resolves these issues, I would not advise going down this path, even if it may make implementation easy.

Non-Marketo Forms Using Marketo APIs

Marketo has a number of API’s that can be used to either call or post data from. I have worked with some clients who will use these APIs to send data to Marketo when their non-Marketo form is submitted. This typically happens when there is another back-end system linked to the form that needs to spin up a trial account or send a confirmation email with third-party information. This can almost always be done using native Marketo forms and with the API’s pushing to these other systems instead of vice versa. Although the APIs are typically an option that are most sought-after when technical people are involved in the discussion, most of the time native Marketo forms with API’s calling information back and forth in the background can be used. Again, I typically do not advise using the APIs unless there is no other way to achieve the results required with native Marketo forms (and there is almost always a way).

Non-Marketo Forms

It’s one thing to use non-Marketo forms and then use API’s to send data into Marketo, and then it is completely another question when there is no communication method into Marketo. One client we work with did not want to use Marketo forms in case the Marketo servers went down or if they ever had to switch to another Marketing Automation vendor. However, they made sure that all data coming through their forms was passed over to Marketo via API’s and clearly indicated the source of all leads. They also integrated the munchkin API into their forms so even the non-Marketo forms could pre-fill and we could grab all the inferred information. Unless you are taking your non-Marketo forms to these lengths, then I would not suggest using non-Marketo forms. It is a lot of extra work just to get them up to parity.

Salesforce Web-to-Lead Forms

Please, just please do not do this. I have yet to encounter a good use-case for this. This is a recipe for creating a lot of duplicates and losing out on all of the great benefits that come from Marketo forms.

Here is a handy cheat sheet that you can use when thinking about which option to select:http://www.revenuepulse.com/wp-content/uploads/2014/11/Marketo-Forms-Table-4.jpg