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A Community question from Marketo user Randall Tam about generating personalized PDF certificates (for Continuing Education classes and such) sent me back to some old bookmarks to see which service would be quickest to integrate with Marketo LPs.

The idea here is to use LPs as your PDF templates. LPs are inherently personalizable via tokens and segmentations, so they're a great base for generating per-lead PDFs. (Your designer will be using HTML and CSS, so the output may not be as awesome as what you'd get from InDesign, but it'll work great for most scenarios provided you have a skilled designer.)

Read the full post on TEKNKL :: Blog →

Earlier in the month, the Marketo team in Australia brought the Marketing Nation to 200+ marketers in Melbourne. They shared ideas on how to win in the Engagement Economy and attendees had an opportunity to network with peers and hear from industry experts, like Wyatt Bales, CRM Marketing Manager at Uber, about the future of marketing.

 

ANZ_Roadshow_Melbourne_Crowd.jpg

 

ANZ_Roadshow_Melbourne_Stage.jpg

 

Lots of learning for a roomful of amazing marketers! And, Melbourne was just the beginning. If you're in London, Boston, or Chicago, we'd love to have you join us to learn more about Winning in the Engagement Economy.

Hello Community,

 

Thanks to all that attended the Webinar “Email best practices, defining a winning strategy with Don Mayberry”.  This was a great success with over 300 people watching in real time.  For anyone unable to attend, not to worry, the on-demand version is available online so that you don’t miss out on the great content!

Email best practices is important as email Marketing provides a greater return on investment than any other marketing channel. The webinar discussed defining a winning strategy that included making sure as marketers we earn our prospects trust and personalize per touches and the buyer journey.

During the webinar, we had many viewers engaging with us by asking questions about email best practices. Below are a popular questions and answers:

  1. 1.       People may read email at night, but are they more likely to buy at night?

Well yes, if there more likely to read it then, purchase is at its highest opportunity.

 

  1. 2.       How does A/B testing know which "options" or "alternatives" yield the best results?

This is where you will seek to understand and consume the results you drive, you tell Marketo what you’re interested in testing, the best use case is to identify a single factor (subject line/Clicks etc.), document and then implement based on what you find.

  1. 3.       Why do you need to set date for send test?

Setting a send test date in the email program tells Marketo when the test group should receive the variants your testing for, this is time frame to receive results on what your testing relative to the Send Winner Date.

  1. 4.       In a lead's Marketo Activity, if it says an email was delivered, does that mean they opened it because a delivery is indicated by an opening?

Marketo will indicate an open if the image pixel we add is requested and or if there is engagement on any link

  1. 5.       Can you please provide more guidance on repeated use of key words in email content? How often is too much?

Free isn’t a bad Marketing word, it’s the “punctuation abuse”(my new term for you all) that set’s off red flags. So if things are spelled right and used reasonably according to the content you be better than say … FREE!!!!!!FREE!!!!FREEE!!!!.

If you would like to further your skills in email marketing, we encourage you to explore the Marketo University course catalog where courses course like “Optimizing Email Deliverability” and “Core Concepts” will help build your email marketing skills and make you a better Marketer overall.

If you have any questions, feel free to comment below

Thanks again!

SutterHealth_AY.jpgIn addition to providing leadership for and developing the marketing organization, Arra is the chief evangelist and has the unique responsibility of energizing Sutter Health’s internal team members to be brand ambassadors.

 

In this discussion, Arra talks about what the Engagement Economy means to him, the importance of engagement in a business as personal as healthcare, and how Sutter has implemented this approach in everything it does.

 

Read the full post on CMO Nation.

As part of our drive to understand and distill the best thinking from across the marketing world, we have been lucky enough to engage in conversations with senior marketing leaders from a broad range of industries. Through all our discussions, it is clear that certain themes are top-of-mind for many marketers, so we’ve distilled key insights to share with you.

 

The first of these is the rising importance of content. In a world where audiences are ever more connected and engaged, standing out in a noisy marketplace is increasingly challenging. Those audiences constantly have sales messages pushed at them and steadily become more immune to traditional pitches. Engaging, high-value content provides a possible route to future success, but how is this shift viewed by CMOs and their organizations? Our conversations provided several important takeaways from executives from Accenture, BBVA Compass, Brocade, Lionbridge, Rambus, and Softek.

 

Read the full post on CMOnation.

Marketo GVP of Corporate Marketing, Karen Steele, recently authored this post for CMO Nation. See below for a preview, and then click the link to at the end check out the full piece.

 

At a recent company event, Adobe Systems CEO Shantanu Narayan made the bold claim that “customer experience is all or nothing.” That’s certainly true, as far as it goes. But I want to suggest something equally bold, which is that this statement overlooks a crucial component of the customer experience equation: engagement.

Customer experience and engagement are the yin and yang of the new Engagement Economy, joined in a symbiotic union. As marketers, we own the relationship that forms the customer experience, which is the destination. But we also own customer engagement, which is the journey. And it is impossible to reach a destination without some kind of journey.

Done correctly, engagement is the glue that holds customers and fosters long-term relationships. Experience without engagement is not “sticky.” It does not create the lasting bonds that keep customers from drifting away. As the marketing landscape shifts towards maximizing lifetime customer value, the ability to personalize every journey and engage meaningfully at every step is paramount to delivering a consistently winning experience that brings buyers back again and again.

Let’s look more closely at how this works.

Head to CMOnation to read more.

This month, Marketo unveiled its latest suite of product capabilities to further empower marketers to create more personalized and authentic cross-channel experiences for their buyers. Built into the Marketo® Engagement Platform, the solutions in this release allow marketers to make informed decisions on target accounts within their account-based marketing strategy to yield better results, create more seamless cross-channel personalized experiences that resonate, and prove the impact of their marketing programs through data-driven analytics.

 

"Marketo is committed to delivering the technologies that will enable marketers to engage buyers across every channel and touchpoint at the speed and scale required to succeed in the Engagement Economy," said Cheryl Chavez, group vice president of product management, Marketo. "This latest release includes many of the capabilities that our customers and partners asked for to help them listen better, learn more, engage effectively, and measure the impact of those engagements in driving revenue."

 

Personalized Cross-Channel Engagement 
Today's buyers are more particular than ever and can be found on myriad channels, including mobile. The challenge for marketers is to ensure their personalized brand experiences reach across all channels and connect with buyers. To support marketers in creating personalized cross-channel engagements, Marketo has released several new features, including:

 

  • LinkedIn Lead Gen Forms Integration allows marketers to collect high-quality leads on mobile via LinkedIn's pre-filled forms and sync that data to Marketo. This enables marketers to engage and retarget prospects instantly or alert sales reps to follow up.
  • Web Personalization Campaign Enhancements provide marketers with flexible customization and triggering functionality to create more tailored website experiences. The new enhancements enable marketers to listen and respond to new customer intent signals, such as scrolling and exit intent. This provides marketers with more control over web campaigns without having to tap IT resources.

 

Effective Account-Based Engagement 
Account-based marketing (ABM) poses certain challenges to sales and marketing teams, such as managing high volumes of data and understanding customer interactions at an account level. To address these challenges, Marketo has released several enhancements for the Marketo ABM solution, including:

 

  • Custom Fields for Named Accounts that enable marketers to append and sync account data in Marketo for more precise targeting and personalization.
  • Percentile Scoring for Named Accounts makes it easy for marketing and sales teams to prioritize accounts based on scores from multiple inputs, such as behavioral, firmographic, and demographic data. For example, teams know at a glance whether an account is in the top 10 percent of active accounts or the bottom 10 percent.
  • Account List APIs enable marketers to access and share named account lists with other applications to effectively execute a cross-channel ABM strategy. For example, marketers can now more effectively target accounts through ad networks, and marketing and sales can better harmonize their efforts for the same set of accounts across the buyer's journey.

 

Analytics That Demonstrate Impact
Today's marketers are under scrutiny to demonstrate the business impact of their campaigns to the C-Suite. Marketers need access to real-time analytics that prove campaign success. Recognizing this need, Marketo has unveiled real-time analytics and key performance indicator monitoring that are tailored for marketing executives and their organization.  

 

  • Marketing Performance Insights (MPI) provides a highly visual and interactive dashboard that enables marketing leaders to explore how campaigns and channels are driving business results, such as opportunities, pipeline, and revenue. MPI empowers these leaders with tailored insights to optimize channel mix without the need for specialized and complicated business intelligence tools. Currently in beta, MPI will be generally available in the coming months.

Today, Marketo announced that Lennox International Ltd., a leading manufacturing company, is leveraging the Marketo® Engagement Platform to build lasting relationships with customers and employees. From coupon-driven loyalty programs to field training, Lennox is able to listen to, learn from, and engage with individuals and measure the impact of its marketing activities.

 

Results include:

  • Enterprise-wide use of Marketo across 18 functions
  • Ability to track revenue from coupon-driven loyalty program
  • 12 percent increase in field training class size
  • 1,237 segmented email campaigns deployed in 2016

 

While the manufacturing industry is historically slow to adapt to change, Lennox knew it needed to stay relevant and top-of-mind with its customers by undergoing a complete digital transformation. This is why, in 2014, the 122-year-old company chose to implement Marketo.

 

Since adopting Marketo within its residential business unit, Lennox has engaged with its dealer base to promote field training classes, coupon-driven loyalty programs, digital product launches, and lead generation campaigns to deliver consistent and personalized brand messages to the field.

 

Lennox is refining the ways in which it engages customers throughout the buyer journey to impact sales positively and more efficiently provide training resources to its teams. By connecting Marketo with its e-commerce platform, Lennox is able to look at what products customers are buying and send them personalized and relevant promotional offerings that lead to more purchases.

"With Marketo, we have the ability to know who's buying, in what quantities, and where geographically," said Tom Towe, director of brand management, Lennox. "This helps the entire Lennox team to customize messages to improve engagement and also grow further in the areas where we are doing well."

 

To learn more about how Marketo helps other businesses in the manufacturing industry, visit Manufacturing Marketing: Grow the Bottom Line – Marketo .

Marketo VP of Product Marketing, Matt Zilli, recently authored this post for CMO Nation. See below for a preview, and then click the link to at the end check out the full piece.

 

Within a very short period of time, the business world has been flipped on its head. It used to be marketers who defined the customer journey. Now, thanks to the digital technology that informs every part of our lives, it’s buyers who set the experience and determine how they want to be engaged. And this has changed everything.

Experience and engagement are the yin and the yang of the Engagement Economy. Joined at the hip, engagement adds to and strengthens the customer experience, while an increasingly positive customer experience provides more and better opportunities for engagement. Some companies are hyper-focused on engaging the customer, but haven’t nailed the customer experience part. Others are all about the experience, but are scattershot when it comes to engaging. The rare few that get both sides of the equation exactly right tend to be the disruptors and dominant players in their markets.

As marketers, it is vital to be mindful of this powerful dialectic while recognizing the immense control that customers now possess. People want – in fact, they expect – personalized and authentic relationships with the companies they do business with. The same technologies that make it easier to reach customers also make it ridiculously easy for them to walk away from a brand or a service that does not align to their wants or values.

Head to CMOnation to read more.

SWPereiraNeustar.jpgSteven Wolfe Pereira  is responsible for all corporate marketing,’ partnership marketing, product marketing, design, agency partnerships, corporate communications, and corporate social responsibility.

 

In this discussion, Steven talks about what the Engagement Economy means to him, the importance of connecting with customers on a personal level, and how to keep focused on the end goal.

 

Read the full post on CMO Nation.

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Marilyn Mersereau is responsible for creating great experiences for Plantronics’ customers and partners, with the goal of earning preference and measurable revenue. She drives a unified vision across multiple marketing groups, including: brand marketing, digital, social media, marketing operations, among others. She is also focused on organizational evolution and alignment, partnering closely with sales and IT.

 

In this discussion, Marilyn talks about what the Engagement Economy means for her, how it’s affected the focus of her team, and offers her recommendation for how to best engage with customers in this new era.

 

Read the full post on CMO Nation.

By Chandar Pattabhiram, CMO of Marketo

 

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Attribution has traditionally been the bane of all marketers, but we’re no longer doomed to continue the old ways of thinking about it. Why is this good news? Because the metrics that we marketers have customarily used to measure and showcase our success are running out of steam.

 

The Engagement Economy is catapulting the shift in our thinking and techniques from old school marketing into adaptive engagement. As we evolve in our marketing, we must also evolve in our measurement.

 

We can, and must, do better. And that means measuring and amplifying only the metrics that matter the most in the Engagement Economy.

 

Escape the engine room

For decades, marketing has measured its worth using vanity metrics. Marketers roll out imposing figures on impressions, clicks, conversions and marketing qualified leads, and while such metrics can be useful and look quite impressive, they really only matter to us. If we keep focusing on these metrics, we’ll only keep talking to ourselves.

 

These metrics do not help marketing align with other areas of the company, such as the revenue and customer experience teams, nor do they promote a strategic look at the business. Instead, they are “engine room” metrics that show what is working within marketing. And maybe what happens in the engine room should stay only in the engine room.

 

The Maslow’s Hierarchy of engagement metrics in the Engagement Economy has three layers: “engine room” metrics at the base, alignment metrics in the middle, and strategic metrics at the top. When we step out of the marketing engine room — which CMOs are doing more and more — we need to talk true alignment metrics, such as pipeline and revenue, along with big strategic metrics like Lifetime Value (LTV) and number of brand advocates. Here’s why.

 

Drive alignment

Marketing alignment with sales and other revenue teams seems like a no-brainer, but it is in fact a struggle when the two sides cannot speak the same language. Sales wants to know that marketing has its back, which means that marketers need to quantify the value of their work through metrics that mean something to sales leaders, such as contribution to pipeline and revenue. Prove to them how your marketing actions lead not just to awareness and leads, but also to pipeline and booked and banked revenue. Do this, and you’ll earn their respect. And trust me, if you are unable to do this, there is always someone else along the revenue chain who will cheerfully take all the credit.

 

Savvy marketers know this, and we have seen a notable surge in the number of marketing organizations moving in this direction. And the savviest of them also recognize that they need to go farther still up the hierarchy of metrics to win in the Engagement Economy.

 

Amplify via advocacy

At the top of the new hierarchy of metrics are two intimately intertwined strategic metrics: customer advocacy and LTV. Advocates are those who shout their love for your brand from the rooftops — or on Facebook or Yelp for consumers and TrustRadius or G2 Crowd for business-to-business, which is even better. They may not be the biggest purchasers of a company’s products or services, or its longest-term customers, but they are the readiest with their endorsements and the most fulsome in their praise. In short, they are the brand champions and are not shy about saying so. Consequently, creating, nurturing and giving advocates a platform to socialize their love for the brand is an essential and measurable strategy for success in the Engagement Economy.

 

I believe that for most brands today, 90 percent of customers are lurkers (they purchase opportunistically and engage with the brand at a low level), nine percent of customers are likers (relative to lurkers, they’re pretty steady in their purchases), and one percent of customers are lovers and thus inclined to advocate with abandon. When you are delivering the every-step-of-the-journey engagement required for maximizing lifetime customer value, you greatly increase the likelihood of converting brand likers into brand lovers.

 

Be the king of the hill, the top of the heap

As for me, I love Disney as a brand, and the stories and characters they create are incredibly memorable. That’s why I call LTV the “Mufasa” Metric — the King of all Metrics — in the Engagement Economy. And there is a good reason for it.

 

It used to be that marketing was all about funnels. In the acquisition-based marketing world, for example, we were consumed with concern about clicks and impressions. But in the Engagement Economy, marketing alignment must be across the entire customer life cycle, not just around acquisition, which means a different set of metrics matter.

 

LTV is measured by how long a customer is with you and how much they are spending across their customer lifetime. Companies focused on LTV, as we all should be today, are not just concerned with customer acquisition. They are concerned with the entire customer cycle of land and expand, make them successful, continue to sell them more, and give a great experience driven by meaningful engagement at every step so they stay with you longer and spend more.

 

Where do you stand? How do you get to the apex?

Companies and their marketers need to take a critical look at where they currently stand vis-à-vis the Hierarchy of Marketing Metrics. Many marketing organizations have pushed open the engine room doors and are successfully aligning their energies and metrics with sales and other revenue generation teams. They can demonstrate which of their programs are translating into pipeline and booked revenue, and to what degree. And many more organizations are now making their first steps.

 

But the big prize will go to those who embrace the Mufasa of all metrics and reach the strategic heights of advocacy and LTV. Companies need incentives on the marketing team to pursue alignment on pipeline and revenue creation, and all the way up the hierarchy to its strategic pinnacle.

 

I believe that marketing is primed to be the catalyst for a business to embrace LTV as strategic objective. And in the immortal worlds of Ramses II in “The 10 Commandments,” “So let it be written. So let it be done.”

 

This post originally appeared on MarTech Today on April 21, 2017.

Last month, I shared with you what we learned from the Help Build The Nation survey you completed in December. Since that time, we have been working hard to make some of your requests real.

 

Drum roll, please!

 

Starting next month, you will see:

  1. Simplified navigation – The secondary navigation will go away in favor of a single top navigation. That navigation is being slimmed down to address the three core areas we heard you visit most, Discussions, Marketing Knowledge, and How Can We Help? (which contains Support).
  2. A new home page experience – To complement the simplified navigation, Community will soon sport a new home page that is cleaner, easier to use, and more engaging.
  3. An open community –  Probably the most exciting change of all is that we are going to make sure the genius of our fabulous customers, partners, and employees can be generously shared with the broader world! What does this mean for you? You and your content will gain even greater visibility in the broader world of marketing, and your positive impact on marketer’s lives will grow. How will this work? Any person coming to Marketing Nation Community will be able to see the content in most spaces (with some exceptions, such as Ideas). However, they will not be able to interact with the content or to create content. To do that, you need to be a customer, partner, or employee who is logged into your Marketo instance. [Note: Not able create or respond to a discussion? Use the Login button at the top right of the page to login.]

 

And, we’re not stopping there. Here’s a taste of what’s still to come:

  • Improved search
  • One place for discussions
  • And, much, much more!

 

I’m really excited to start rolling out these changes to Marketing Nation. As always, if you have any additional ideas or feedback, please feel free to let me know.

 

Our Marketing Nation Community just keeps getting better and better!

The idea is for Snippets posts to be code-centric as opposed to blather-centric. Copypasta with minimal commentary let's see how it goes!

 

ArrayLists in brief

As you advance with Velocity, you'll make heavy use of ArrayLists, that is, arrays of objects.

 

     ArrayLists are created automatically by Marketo when you access Custom Objects (as <CustomObjectName>List), and you can also create your own using the simple literal syntax you see throughout my code:

 

#set( $myList = [ 1, 11, 22 ] )
#set( $myOtherList = [
  {
    "id" : 123,
    "prop1" : "apple"
  },
  {
    "id" : 456,
    "prop2" : "orange"
  }
] )

 

     Sorting ArrayLists by primary properties (think timestamps) and grabbing the most important item are both things you'll want to do — trust me!

 

 

Read the full post on TEKNKL :: Blog →

     A curiously downplayed (and as yet unfixed) bug was introduced during a Marketo upgrade sometime in the past couple of weeks.  Depending on the scope of your business, it can have a major impact and I think a lot of people aren't realizing they're affected.

 

     Alert user DT pointed out on the Community and champ DS confirmed that Excel's so-called Unicode Text export format can no longer be used for Marketo uploads with non-Latin-1 characters.

 

     Take a simple sheet like this:

 

120_ss_excel_rows.png

 

 

Read the full post on TEKNKL :: Blog →