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2015

Your email was looking just great, until you made one minor change in Marketo and now it’s totally broken!

Don’t worry, this is a common scenario and it’s not always Marketo’s fault.

In this article we help you diagnose the culprit and suggest remedial steps to fix your email.

Firstly Some Background

The first thing to understand is that HTML for emails is very different to HTML for websites.

There are all kinds of nasty hacks that are necessary in email HTML (to make them compatible with the plethora of email clients) that website designers would never dream of using.

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Is Marketo the Culprit?

Marketo recently (Jul 2015) rolled out a new update to its email editor which caused a lot of issues for its users. This is mainly because the editor tries to enforce website HTML standards in emails.

If you are experiencing these issues, then it could be the Marketo editor playing up:

Issue 1: An Image goes missing

The Marketo editor often removes background tags (e.g. background = "background_image.png"), which could result in an image disappearing. There is no easy work around for this.

Issue 2: Extra spacing appears

The Marketo editor often adds spacing/padding between buttons and images after you edit a section. To fix the spacing issue you will have to go into the HTML code and remove &nbps; from the styling.

Alternate Fix: Legacy Email Editor

One way to fix both of these issues is to roll back to the legacy email editor.

Go to Marketo and navigate to: Admin -> Email -> Edit Editor Settings -> Text editor version -> Legacy

Is Your Training the Culprit?

Most often, it is lack of familiarity in using the Marketo email editor which causes issues.

The 2 most frequent problems we see are:

Issue 1: Text font changes

This is usually occurs when you try to replace a whole block of text by typing over it. The trick is to simply insert the text you want, and then delete the original text; this will preserve the correct font.

Issue 2: Spacing issues

Are you seeing too much/too little space between paragraphs, buttons, and images?

You need to learn how to add/remove rows to a table to fix this.

Most email HTML is built on tables and the easiest way to add/remove spacing is often to add/remove rows or columns.

The easiest way to do this is to enable the legacy email editor (see above), and then use these buttons:

The second, harder way, is to learn to edit some basic HTML and edit the raw HTML. By adding/removing <br>, &nbps; and <p></p> tags you can add/remove spacing.

You can find a free course to learn basic HTML at Code Academy. You don’t need to learn everything, just learn how the above tags work, so you can recognize and edit them.

Alternate Fix: Replace the section from the template

Sometimes a particular section is just totally broken and it’s faster to replace it from the original template and re-edit it.

To do this quickly:

  • Create a new email from the template you are using
  • Find the section that’s causing the problem, in this new email
  • Copy all the HTML of that section to the clipboard
  • Go to your problem email
  • Replace all the HTML of the problem section with the HTML you copied to clipboard

Is Your Template the Culprit?

Sometimes, no matter what you try, the email will break. If this happens, it’s likely that your underlying email template is the problem.

If the underlying template has errors, no amount of fixing a particular section will stop it from breaking when you edit it.

Issue 1: The template was not tested properly

To check if the base template has issues, create a new email from the template and then test it with Litmus. Litmus will allow you to preview the email on various email clients and this will usually reveal errors.

If your template does have errors, you will need to send it back the coder who created it to fix it. Make sure they test it thoroughly in Litmus before sending it back to you.

 

Issue 2: The template is not Marketo OPTIMIZED

Just because a email template is Marketo compatible doesn't mean it's Marketooptimized.

A novice coder can easily modify email HTML to make it Marketo editable.

But, it's not Marketo optimized; it has not been coded in a specialized way to ensure it is easy to edit without breaking in Marketo. Only an expert coder familiar in Marketo can produce such a template.

 

Alternate Fix: Use a template builder

There are template builders on Marketo Launchpoint which can produce optimized Marketo templates. One of them, the Email Template Builder, will even allow you to edit the email content in the tool, rather than Marketo, and thus avoid most of the issues covered in this article.

 

Hopefully you now have a better understanding of how to troubleshoot email issues you have in the Marketo. You’ll find that this sequence of step should diagnose 90% of the email issues you run into.

Do you have any tips on fixing emails? Share them and we'll update this article with them.

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"We are going to Dreamforce and want an easy way to distribute a digital datasheet? What do you recommend?" -a marketing manager

 

Not everyone can afford to build their own mobile event app ala Dreamforce. Plus, a mobile app is pretty useless for small events, or if you are a sponsor of someone else's event.

 

Why not use SMS instead? 2-Way SMS is a powerful tool for lead generation and attendee engagement at events, whether they are your own or 3rd party ones.

 

In this article, we explore how SMS can easily replicate the features of a mobile event app at a fraction of the cost.

 

 

Event Reminders & Confirmation

Reminders are critical for driving attendance to your events. However, emails are easily ignored and telemarketers are expensive and often ineffective (who answers their desk phone these days?)

 

2-Way SMS is a great way to cheaply and effectively remind your registrants about an event, and at the same time get confirmation whether that person will be attending.

An SMS campaign (see left) will drive attendance and give you a more accurate estimate of the numbers - essential if you need to increase seats or catering.

 

Competitions & Rush Prizes

 

Competitions are a great way to generate leads & traffic at tradeshows and other 3rd party events.

The traditional approaches, of collecting business cards or scanning badges, are not as effective as SMS, due to the time lag and lack of engagement.

An SMS campaign (see left) is more effective because it is immediate, allows interaction and feeds into your CRM instantly.

Plus, once you've captured the attendees' mobile, you can announce draw times & winners via SMS during the event.

 

Rush Prizes

‘Rush prizes’ are where you announce a secondary prize via SMS, at random times during the event. The first person that makes it to your stand (with the given code word) wins the prize.

Rush Prizes are a great way to get attendees back to your stand during the event.

 

Datasheets

 

Are you still using printed datasheets/brochures for your product/service at events?

Not only is this expensive & inconvenient, but you’re also failing to capture the contact details of interested attendees.

An SMS program (see left) can be used to provide a digital version of datasheet/ brochure conveniently and quickly; while capturing the details of attendees.

 


Event Invites & Registration

 

SMS has a much higher click-through rate than email, so it’s very effective for sending invites to an engaged prospect/customer base.

You can use SMS for large scale events, for example (see below), the University of Western Sydney used SMS invites for their Open Day. SMSoutperformed email by x3 for click-through, with identical calls-to-action.

SMS invites are also great for small format events such as roadshows, user groups, roadshows, seminars, breakfasts/lunches and dinners, because they feel much more intimate than email.

 

In-Event Agendas, Reminders & Announcements

 

How are you currently displaying agendas during events? Most likely through print, or if you’re more advanced, via your own mobile event app.

There are obvious limitations with printed agendas; try updating it the night before! However, there are also limitations with mobile apps: you need to download them beforehand and wireless at events is often spotty.

SMS is a great way of delivering agendas. Every attendee can receive SMS (regardless of bad reception) and you can evenpersonalize the agenda to that person if there are multiple sessions or streams.

SMS is also flexible. You can easily send reminders before sessions or ad-hoc messages about parking or last-minute changes in venue or format.

 

 

After-event Surveys

 

Surveying your attendees is essential in objectively understanding how well received your event was, but more importantly, what you can improve for the next time.

The problem with online surveys delivered by email is that the sight of a survey with 5-6 fields and comment boxes is a very quick way to discourage replies.

SMS programs are effective because you can ask questions one at a time and actually modify the path of the questionsdepending on the replies.

For example (see above), we can ask a different follow-up question depending on the feedback sent by the attendee. If the feedback is negative we can find out why, and if the feedback is positive we might ask the attendee if they wanted to speak to a sales representative.

If you want to experience a 2-way SMS program for yourself, text the word ‘Datasheet’ to +1 (479) 385-7491.

 

Hopefully, you now have an alternative to a mobile event app for your events and understand where SMS can enhance your events or your presence at 3rd party events.

 

 

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In our previous article (part 1), we covered SMS basics and how to send SMS from Marketo using webhooks. We also briefly touched on several ways to do 2-way SMS in Marketo.

In this article (part 2), we cover the first two methods on how to handle inbound SMS: the Marketo Form Hack & Custom Gateway integration.

Marketo Form Hack - Overview

This method is relatively easy to set-up and is good for handling low-volume 2-way SMS, where there isn't too much campaign complexity.

You will need a free Zapier account. Zapier is a low-cost ($15/m), easy-to-use, on-line tool to connect apps.

Zapier supports several SMS gateways out-of-the box and can also support most SMS gateways using it's 'Webhooks by Zapier' trigger.

Limitations of the Marketo Form Hack

  • Not high volume - Cannot handle high-volume SMS scenarios (e.g. 100K in a few minutes)
  • Not real-time - Zapier can only process inbound SMS every 5 minutes (at best, free edition is every 15 min)
  • Technical knowledge needed - Zapier requires some technical knowledge to setup
  • No subscription management: managing opt-outs needs to be done manually
  • Creates duplicates: will create a new Marketo lead used to communicate with that person and won't merge with an existing lead that have the same mobile number

 

Marketo Form Hack - How To

This method works by converting an inbound SMS to a form fill-out in Marketo.Zapier is used to monitor the SMS Gateway for an incoming SMS and then it will fill out a form in Marketo with the details of the SMS.

 

 

Setup in Marketo

 

Step 1: Create new Marketo form. This is a blank place holder form and doesn't require any fields.

 

Step 2: Write down the ID of this form. The ID of a Marketo form can be found by clicking on the form and looking at the URL in the browser. In the example below, the form id is '1007':

 

 

 

Step 3: Create campaign to react to an inbound SMS. The Smart List will trigger on 'Fills Out Form' and uses your place-holder form.

 

Step 4: The inbound SMS message will be put into the Comments field, so you can use this field in your campaign.

E.g. trigger a reply SMS, if Comments=DATASHEET

 

 

Setup in Zapier

 

Step 1: Create a free Zapier account

 

Step 2: Click on 'Make a New Zap'

 

Step 3: Select your SMS Gateway on the left (e.g. Twilio)

 

Step 4: Select 'New SMS' in 'Choose a Trigger..'

 

Step 5: Select 'Webhooks by Zapier'

 

Step 6: Select 'POST' in 'Choose an Action'

 

Step 7: Add your SMS Gateway credentials when asked (e.g. Twilio credent)

 

Step 8: Select your inbound number from the 'To Number' drop down (e.g. +14793857491). 

This will ensure that you only trigger on SMSes from this number.

 

 

Step 9:  Configure the 'Webhook by Zapier POST'

 

Configuration:

 

  • URL: http://[Account String].mktoweb.com/index.php/leadCapture/save
  • Payload Type: form
  • Data: munchkinId=[Munchkin Account ID], formid=[Marketo Form ID], Email=[Twilio From]@mobi.me, Comments=[Twilio Body]

 

[Account String] can be found in Marketo under Admin->Integration->Landing Pages->Settings.

 

[Munchkin Account ID] can be found in Marketo under Admin->Integration->Munchkin->Tracking Code.

 

[Twilio From] & [Twilio Body] can be added by clicking on the 'Insert fields' button in the field.

 

The rest of the values can be left as default values.

 

 

Step 10: Test the Zap, Click Continue and then turn on the Zap

Now every 15 minutes, Zapier will check if a new SMS was created and trigger this flow. The form we created in Marketo will be filled out and the SMS message placed in the Comments field of that form.

 

In Marketo it looks like this:

 

As you can see, it uses a unique placeholder email +61437194480@mobi.me. In this way any subsequent SMSes will be written into this new lead's Commentsfield.

Custom Gateway Integration - Overview

If you have in-house developers, a lot of cash and a lot of time, then creating a bespoke integration into a SMS gateway, such as Twilio, is an option.Here are some features you should consider building when creating a custom integration:

 

Critical Features:

 

  • Manage Unsubscribes automatically (invalid numbers, undeliverable)
  • Automatically exclude unsubscribed people during SMS send
  • Automatically add Opt-out text to every SMS
  • Easy to use from Marketo
  • Handle leads with duplicate phone numbers
  • Match up existing leads in Marketo with inbound SMS

 

Nice to have Features:

  • Easily add new Inbound Numbers
  • Tracked links in messages
  • URL Shortening
  • Handle different timezones (don't send SMS in the middle of the night)
  • Report on Deliverability stats
  • Unsubscribe automatically on undelivered

 

Hopefully, you now have a low cost option for handling inbound SMS in Marketo and a better understanding of what your developers should build if you choose to create a custom integration to your SMS Gateway.

Stay tuned for part 3 of this series, where we review basic & enterprise solutions for 2-Way SMS from Marketo Launchpoint.seg?add=3882852&t=2

SMS is a no-brainer channel for any Marketo marketer, whether you're B2C or B2B. According to Forbes, SMS has:

 

  • 98% open rate
  • is x4 times more likely to be opened than an e-mail
  • is read within 3 minutes of receipt (90%)

 

In this 2-part article we cover every way you can use SMS as a channel in Marketo, from basic one-way SMS to hacking 2-way using forms to full enterprise-level SMS solutions.

SMS Basics

 

Firstly, you'll need to understand some basic technical terminology:

 

  • Carrier - this is your phone company (e.g. AT&T, Telstra)
  • SMS Gateway - a paid service which does the actual sending of the SMS via a carrier (e.g. Twilio, Oxygen 8, Burst SMS)

 

Marketo has no default SMS gateway, so you'll need to to find one and create an account for it. To help you, we'll recommend some compatible gateways later in this article.

One Way SMS - Overview

One-way SMS is supported out-of-the-box in Marketo using Webhooks.A webhooks is a simple way for Marketo to connect to an external system, in this case your SMS Gateway.

 

 

Limitations of Webhook SMS in Marketo

  • No tracked links - Marketo cannot automatically track links in SMS like it does in emails, so you can't track program success or ROI
  • Technical knowledge needed - webhooks require some technical knowledge to create
  • No opt-out - your recipients cannot reply via SMS to opt-out, which is mandatory in most countries
  • Not high volume - Cannot handle high-volume SMS sends (e.g. 100K in a few minutes)
  • Error prone - SMS unsubscribes must be manually handled in every SMS campaign in Marketo, which is easy to forget
  • Requires Manual Data Cleaning - SMS gateways usually require require numbers in international format (e.g. +61437194480), however most of your data will be in local format (e.g. 0437194480). You'll need to manually clean data

 

One Way SMS - How To

Sending an SMS in Marketo is done by creating and using a webhook. This requires some technical knowledge and Marketo admin access.

 

 

Step 1: Go to Admin->Webhooks

Step 2: Click 'New Webhook'

Step 3: Name & Configure your webhook

Sample Webhook Configuration (Twilio)

 

Firstly, you would need to create a free Twilio account to get your account id and authentication token. Webhook Settings:

 

  • Name: Send SMS
  • URL: https://<your account id>:<your authentication token>@api.twilio.com/2010-04-01/Accounts/<your account id>/SMS/Messages
  • Request Type: POST
  • Request Token Encoding: Form/Url
  • Template: Body=Hello this is a test SMS&To=%2B{{lead.Mobile Phone}}&From=%2B<your twilio number>

 

For full step-by-step Twilio tutorial see this great video by Peter Obradovic:

 

Recommended SMS Gateways

These are the gateways we've used and recommend for basic one-way SMS in Marketo:

 

  • Oxygen 8 - enterprise-grade international SMS gateway
  • Twilio - enterprise-grade, US-centric, SMS gateway (offers free trial)
  • BurstSMS - cost effective, APAC-centric, SMS Gateway (offers free trial)

 

Keep in mind, you can use any SMS gateway as long as it has a HTTP API but they vary vastly in coverage, price, reliability & ability to handle high volume. Also, each SMS gateway will have different regional capabilities (which is dependent on relationships with carriers in different countries), and this is critical for not getting blocked by the carriers in that country.

2 Way SMS for Marketo - Overview

There are several ways to do 2-way SMS in Marketo. Since most use webhooks for outbound SMS, we will concentrate on how to enable inbound SMS, i.e. how to receive and process SMS sent to us by leads.There are 4 ways to do this:

  • Custom Gateway integration - this is where your developer builds code to integrate Marketo to a particular gateway such as Twilio
  • Marketo Form Hack - this is a simple hack where you can configure a an SMS gateway to submit SMS messages to a Marketo form
  • Basic SMS Solutions - these are Marketo Launchpoint solutions which enable simple inbound SMS
  • Enterprise SMS Solutions - these are Marketo Launchpoint solutions which provide complete SMS control in Marketo

 

Hopefully, you now have a better understanding of what your options are for SMS in Marketo. Stay tuned for part 2 of this series, where we cover in detail the four ways to do 2-way SMS in Marketo.

PS. Have you used any SMS gateways for Marketo you would recommend? Let me know and I'll add it to this article.seg?add=3882852&t=2

This week our VP of Consulting Services, Andrea Lechner-Becker busted through the content marketing dept. door, fired this post onto the desk and was gone in a flash of brilliance. For those who don't know Andrea, she crushes faces so we happily obliged. So, without further ado, here are Andrea's top best practices from over 2500 Marketo implementations.

 

If I had a dollar for every time a client said to me, “What are your best practices? I just don’t know what to ask. I don’t know what I don’t know,” I would have a nice little stack of Benjamins on my desk.

 

Well… Let me cut to the chase and tell you what you SHOULD be asking.

 

Program Channels are, like, the MOST important thing!

Remember those two slides in Foundation class talking about channels? Yeah — turns out if you want to report on your marketing activities, they’re like the most important thing you can focus on when you start (or improve) with Marketo. The best part — it’s just a matter of thinking about what you’re already doing. It doesn’t require ANY Marketo knowledge to do it.

 

Program Statuses are like the SECOND most important thing

Ugh… why do I have to build all of these campaigns? Because we’re SMART **** it!  We don’t just want to know that we sent an email, we want to know that that email send was actually successful! Looking to report on campaign success? Well, then you need to befriend program statuses quickly and consistently.

 

Program Cost

Also super important — my favorite line… “How can you understand campaign ROI without the I” – That’s investment, people. I’m always surprised by the number of marketers who state that they “aren’t tracking ROI on that initiative” or “it’s not that important”. Your CMO is tracking the ROI weather you know it or not. BTW they are tracking the ROI on YOU as well. Be in the profit column and track your program costs.

 

SFDC Campaigns

SFDC users have the magic of the Marketo Program to SFDC campaign sync. If you’re not using it, I’m going to offend you… you are a straight up fool. Ask someone how and why, or maybe I’ll post on that next.

 

Lead Lifecycle

Have lots of campaigns that sync leads over to your CRM and not any that track how, when and why they flow back? You’re missing a lead lifecycle program.

 

Sales Insight RSS Feed

The most uncommonly talked about part of Sales Insight is the ability for reps to choose their own destiny to notification-land. Some reps want no alert, some want to know every time one of their leads signs up for a white paper — teach them how to do this in Sales Insight. Having trouble getting consistent sales ops process in CRM? Guess where your reps spend their day – in their email. Gmail and Outlook support RSS so this will be a huge help.

 

Revenue Cycle Model

If you have Spark Edition, this feature is literally worth the investment to upgrade. Want to be able to say how many days it took for someone to move from MQL to SQL? Really tough without RCM. Plus… segmentation. RCM is also the most helpful interface when we are trying to get executives to map out their marketing to sales funnel, simply from a visualization perspective. Pro Tip: Don’t draw the connectors when you are doing this, wait until you get some alone time after everyone is bought in – it will only conclude the alignment conversation.

There you have it. Now that you know what you ask, you won’t have to worry about any of what Donald Rumsfeld called “unknown unknowns.”

If you have been a Marketo customer for longer than a 6 months you probably know that Subscribe to Smart Lists has been the top requested customer idea in Community for several years. To be exact, it was posted Dec 6, 2010, the day our first Community launched. Now, almost 5 years later the Marketo Product Team is excited to say it has become a reality. The long sought after product enhancement allows marketers to export a smart list and email it to the stakeholders that are not using Marketo e.g. Sales or Telemarketing teams as well as exports that can be scheduled daily, weekly or monthly.

 

It is not only the longest running customer idea, but it is the most voted on idea with over 8,400 points (840 votes) and needless to say, our customers are excited!

 

Kimi Heskett, Marketing Operations Manager at DuoSecurity and 4x Champion said, "I'm so glad that subscribe to smart lists is finally here! My daily productivity has already increased having smart lists I would review on a daily basis just land in my inbox and I can easily see which ones need attention and which ones don't. THANK YOU, MARKETO. I Heart you."

 

To hear what other Champion Program are saying about the new feature, click here.

 

At Marketo, we take the Ideas section of our Community very seriously. Since launch we receive an average of 83 ideas a month, and we've had almost 400 total customer ideas put into our product. Some of you may be thinking...there is no way the Product Team actually looks at every idea! But I am here to tell you that they do! Here’s our internal process: The Product Team checks ideas regularly on their own time, but I meet with them weekly to review ideas together and assign them status' such as "We like it!" or "Already Have It". Each time we update a status an email alert is triggered to the author. We are doing our best to get caught up so eventually we can respond within a week of you posting. (If you aren't receiving these, you can Set Up Email Preferences.)

 

Subscribe to Smart Lists being completed is the result of our customers being relentless and dedicated to making our product better. But as you know, it is the little extra efficiencies that can make your day! Inga Romanoff, Consultant and 4x Champion said, "I love this feature! I was always bummed that I had to create a report just to get the list. It's another little thing that Marketo added that makes such a big difference!"

 

Now, not all feature requests have this kind of impact or take as long to complete; there are plenty of customer ideas that are a simple fix such as Keyboard shortcut to My Marketo and others that take weeks to months such as Outlook Conditional Statements. And then of course, there are the majority that engineering may never have the time to work on...but there is one thing that can push an idea to the forefront -- votes! So it's just as important to share your ideas and vote on those you want as it is to post them.

 

If you have never submitted an idea in Community, don't be shy! A best practice is to post the idea while it's fresh in your mind and always search first, because with over 5,000 ideas in Community it is likely someone else has already posted it! If they have, vote it up...if not, submit away!

 

Customer product ideas in Community are important for two reasons: they help shape Marketo's Product Roadmap and they encourage direct communication and collaboration between our customers and the Product Team.

 

Shape Marketo's Product Roadmap

 

Your voice can help shape our product roadmap. The more you use Marketo, the more you'll think of new and innovative ways to use the product, and we want to hear them! You can express your excitement, love, support, challenges, dislikes, and constructive feedback. We value your input so much, Cheryl Chavez, VP, Product Management, added a "Customer Love" session to our annual Marketing Nation Summit a few years ago which specifically highlights customer generated ideas from Community, such as Forms 2.0 - Better forms without code. We rely on you in a big way to tell us what will help you be successful, so please continue to use this channel to your advantage. 

 

Communicate and Collaborate

 

Whether you have a marketing team of 20 or one, being your company’s Marketo admin is a big responsibility. As you know, Marketo is a robust marketing automation tool that is often not used to it's full (or correct) capacity. This is where the Marketing Nation Community is crucial to success; if you stumble across a question or a challenge you can't figure out you can ask one of the 50,000 marketers in Community. This collaboration sparks ideas and pushes our customers to innovate the product with us, creating a collaboration and open dialog that is something we're proud of.

 

I hope you have a better understanding of our process and you feel empowered and motivated to participate. We are very excited to continue to work with you to push the boundaries of what Marketo can do for you and your business. If you have comments about this blog or our ideas process, I'd love to hear from you in the comments below.

  • AdRoll - Reach your customers across devices, browsers, and apps with access to over 500 ad exchanges, including native inventory like Apple iAd, Facebook, Twitter, and Google.
  • Bedrock Data – Sync Shopify customer data into Marketo, and send automated marketing campaigns from Marketo.
  • CallRail CallRail enables data-driven marketers to know what makes their phone ring by tracking phone calls from online and offline marketing campaigns, providing insight into which campaigns are working best, and recording calls for lead qualification and coaching to increase call conversion rates.
  • Nexmo - Run campaigns on WeChat and LINE through your Marketo platform, allowing you to reach consumers on WeChat and LINE in a simple way, as part of your overall marketing strategy.

Industry+Newrs.jpg

MARKETO IN THE NEWS

Spotlight on Stephanie Meyer: how GE Healthcare modernized marketing strategy

ClickZ

This piece discusses GE Healthcare’s global marketing strategy, consolidation of its marketing stack, and also reflects on some of the challenges of a worldwide rollout.

 

The case against the chief digital officer

ClickZ

If the CMO is supposed to foster customer relationships through personalized experiences and ultimately drive digital transformations, should the role of CDO even exist? This byline from Sanjay explores the idea that the CDO should not exist.

 

What dating can teach us about engagement marketing

MyCustomer

Our UK agency secured this placement for Sanjay on MyCustomer. Sanjay's byline discusses the importance of listening, having a real conversation, and paying attention to the details of customer behavior.

 

It’s Not B2B Or B2C, It’s B2 Human: Insights From GE Healthcare

Marketing Land

Using the GE Healthcare story as a proof point, Sanjay outlines how B2B vs B2C labels get in the way of customer interaction, and marketers instead need to engage and tailor their messages on a human level.

 

Fully automated: Marketo's Cheryl Chavez on re-targeting, customer journeys and focusing on the right numbers

StopPress NZ

Through a content partnership between Marketo and StopPress in New Zealand, the publication interviewed Cheryl Chavez on how automation is making it easier for marketers to roll out and track campaigns. 

 

What does an effective marketing email look like?

ClickZ UK

This piece from the UK Links out to our 2015-2016 Email Marketing Lookbook, which comes from our review of the last 12 months’ most effective marketing emails. The findings were that successful sends have to be creative, inspiring and exceedingly openable.

 

Perk.com to Engage App Developers and Publishers Through Marketo

Press Release

As part of our ongoing drumbeat of new customer wins, we featured mobile rewards company Perk.com’s plans to educate customers on driving retention and revenue via Marketo.

 

Three Ways in which Customer Engagement Will Change in the Coming Years

Puro Marketing (Spain)

This piece from Spain cites our Economist Intelligence Unit study, specifically the stat that more than 80% of businesses believe that they will have to make drastic changes in order to keep up with tech and consumer demands.

 

CUSTOMERS & PARTNERS IN THE NEWS

Boomtrain and Marketo team up to help more companies personalize content

VentureBeat

Marketo and Boomtrain announced a joint solution which will help companies better personalize web content for customers.

·        Also ran in: MediaPost, FierceCMO, FierceBigData, BetaNews, Adotas, Sierra Ventures, ITProPortal, SiliconAngle

 

Neustar Buys MarTech Provider for $450M

CMSWire

Marketo partner Neustar has acquired Marketshare. It is one of the biggest acquisitions since the large marketing clouds started buying other smaller companies some five years ago. Neustar officials said MarketShare will bring a suite of data-driven solutions enabling CMOs toplan, optimize and allocate their online and offline marketing budgets. The two platforms will be combined.

 

INDUSTRY NEWS

Report: Marketing Spend on Paid Search Increases YoY in Q3

KoMarketing Associates

As more marketers realize the benefits of paid search, IgnitionOne research indicates that they are investing more in this channel than they were in 2014. According to the data, there was a 12 percent year-over-year growth in U.S. paid search spend during the third quarter of 2015. This is notably larger than the 2 percent growth recorded in the same period last year.

 

Location-based Marketing Ranked Top Digital Marketing Opportunity in Australia For 2016

CSO

A just-concluded conference of over 100 leading digital marketing professionals has delivered some critical insights for the Australian Web Content Management (WCM) industry. According to a survey undertaken at the conference, 80 percent of digital marketers attending the conference believed that location-based marketing opportunities presented the greatest opportunity to the digital marketing sector in Australia for 2016, ahead of advertising on new wearable platforms such as smartwatches.

 

Marketing Technology Faces Implosion

MediaPost

This piece from CleverTap’s CMO highlights the pending implosion in the marketing technology industry. As proof, he highlights figures from chiefmartec.com that say that the MarTech landscape for 2015 includes 1,876 vendors in 43 categories (Capterra lists 3,000 marketing technology products in 30 categories). That’s almost double from last year’s 947. It accounts for almost $22B in financing, not including a host of investment that isn’t tracked, and 29 “unicorns,” companies valued at $1B+.

 

 

When the Community Team launched the new Marketo Marketing Nation Community almost 6 months ago (I know...can you believe it!?) we approached the user experience with a 'do no harm' approach. Anyone who has launched a new version of a platform or has played a role in a website re-design knows that you always run the risk of membership and engagement plummeting because people don't like (they hate) change.

 

We tried to find a happy medium between utilizing the robust functionality we now had at our fingertips, and overwhelming you to where you couldn't find anything. Turns out, we may have been too eager to show you everything we had to offer so now we're taking a step back and figuring out what our customers want and need to be successful.The first step is to simplify a few pages of the site starting with The specified item was not found. & Support. If you take a look at the mock ups below, you will see we are trying to move toward a 'less is more' design. But...only you can help us know if we're on the right track.

 

Here are a few ways you can help!

 

  • Provide feedback for the Marketing Central and Support mock ups. Let us know what you think by commenting on this blog and specifying which page you're referring to. If you need help getting started, you can answer questions like:
    1. What three things do you like / what three things do you not like / what are three recommendations for improvement?
    2. How long have you used Marketo?
    3. What do you use community for most?
    4. What features or widgets do you find most useful when you get to a page?

Marketing Central Mock up

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Support Mock up

 

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  • Blog blog blog! We know you are knowledgeable about several different Marketo and digital marketing topics and we strongly encourage you to use our open forum as a way to showcase your expertise and build your brand. Only you can prevent bad marketing!
  • If you don't see something you need, ask us! Marketo customers are GREAT at providing feedback as exemplified by our hot to trot ideas section that has had over 400 customer ideas put into the product, and we'd like to encourage you to keep it coming. The more the Community team can have a bidirectional line of communication with you the better we can improve and tailor the user experience to fit your needs and drive you toward your business objectives. You will see Marketo employees ask for feedback all over the Community, whether that be a quick poll in the Support page to see how we're doing or a  survey featured on the homepage that has a monetary incentive (yes, we do offer cash money for your participation sometimes!).
    1. If you want to blog in our Nation Members Blog, email swilder@marketo.com or loseguera@marketo.com and we'll give you access.

     

Marketing Central is where our users can go to become better digital marketers. It is no secret that Marketo is a complex and robust product that you will not learn overnight. So it is silly to assume that product docs and training videos alone will allow our customers to accomplish excellence in using the tool. Marketing Central is about more than just Marketo. It's about thought leadership, best practices, trends in the industry, and strategic concepts like how to build out your marketing team, or what role Marketing Operations can play in your organization.

 

Thanks to you the Community has been healthy by most definitions of the word. We have had an increase in metrics across the board. We have more engagements, more questions being asked and responded to, and we had a 66% increase in active users*. And although overall membership has increased from an average of 10% of customers logging into the old Community to 30% logging into nation.marketo.com, we are still trying to 'crack the code' on what it takes to get more of our customers to log in and engage with each other.

 

If you ever have feedback in general about the Marketing Nation Community, please visit out About Community section. Thanks in advance.

 

*Active users are defined as anyone who logs in and engages with content, such as a like, comment, post or bookmark.

This week our VP of Consulting Services, Andrea Lechner-Becker busted through the content marketing dept. door, fired this post onto the desk and was gone in a flash of brilliance. For those who don't know Andrea, she crushes faces so we happily obliged. So, without further ado, here are Andrea's top best practices from over 2500 Marketo implementations.

 

If I had a dollar for every time a client said to me, “What are your best practices? I just don’t know what to ask. I don’t know what I don’t know,” I would have a nice little stack of Benjamins on my desk.

 

Well… let me cut to the chase and tell you what you SHOULD be asking.

 

Program Channels are, like, the MOST important thing!

Remember those two slides in Foundation class talking about channels? Yeah — turns out if you want to report on your marketing activities, they’re like the most important thing you can focus on when you start (or improve) with Marketo. The best part — it’s just a matter of thinking about what you’re already doing. It doesn’t require ANY Marketo knowledge to do it. 

 

Program Statuses are like the SECOND most important thing 

Ugh… why do I have to build all of these campaigns? Because we’re SMART **** it!  We don’t just want to know that we sent an email, we want to know that that email send was actually successful! Looking to report on campaign success? Well, then you need to befriend program statuses quickly and consistently.

 

Program Cost 

Also super important — my favorite line… "How can you understand campaign ROI without the I" – That’s investment, people. I'm always surprised by the number of marketers who state that they "aren't tracking ROI on that initiative" or "it's not that important". Your CMO is tracking the ROI weather you know it or not. BTW they are tracking the ROI on YOU as well. Be in the profit column and track your program costs.

 

SFDC Campaigns

SFDC users have the magic of the Marketo Program to SFDC campaign sync.  If you’re not using it, I’m going to offend you… you are a straight up fool. Ask someone how and why, or maybe I’ll post on that next.

 

Lead Lifecycle 

Have lots of campaigns that sync leads over to your CRM and not any that track how, when and why they flow back? You’re missing a lead lifecycle program. 

 

Sales Insight RSS Feed

The most uncommonly talked about part of Sales Insight is the ability for reps to choose their own destiny to notification-land. Some reps want no alert, some want to know every time one of their leads signs up for a white paper — teach them how to do this in Sales Insight. Having trouble getting consistent sales ops process in CRM? Guess where your reps spend their day - in their email. Gmail and Outlook support RSS so this will be a huge help.

 

Revenue Cycle Model

If you have Spark Edition, this feature is literally worth the investment to upgrade. Want to be able to say how many days it took for someone to move from MQL to SQL? Really tough without RCM. Plus… segmentation. RCM is also the most helpful interface when we are trying to get executives to map out their marketing to sales funnel, simply from a visualization perspective. Pro Tip: Don't draw the connectors when you are doing this, wait until you get some alone time after everyone is bought in - it will only conclude the alignment conversation. 

 

There you have it. Now that you know what you ask, you won't have to worry about any of what Donald Rumsfeld called "unknown unknowns."

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MARKETO CUSTOMERS & PARTNERS IN THE NEWS

Nexmo & Marketo Connect Brands with WeChat, LINE and Viber Users

Computerworld Singapore

Marketo has partnered with cloud communications provider, Nexmo to connect companies via chat applications. Through the partnership, Marketo customers will now be able to reach their customers through chat applications such as WeChat, LINE and Viber without leaving the Marketo platform.

Also ran in: Computerworld Philippines, Computerworld Malaysia, MIS Asia, CIO Asia

 

Facebook Introduces Slideshow

Ad Age

Facebook is offering a new video ad unit that marketers can use to reach users in developing markets with slower connections. The goal of Slideshow is to help the social network reach what it calls the next billion people who will be coming online for the first time – often only on mobile and using a slower 2G connection.

 

INDUSTRY NEWS

Leading CMOs Will Excel at Customer Obsession in 2016

Ad Age

 

2016 will be a consequential year in the race to win in the age of the customer. The key to success will be a relentless focus on the customer. Savvy CMOs will step up to lead customer experience efforts, accepting it as their number one strategic priority for the coming year.

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