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October 29, 2018 Previous day Next day

At Marketo, we understand that sharing knowledge with your peers is a great way to help accelerate learning. That’s why we partnered with our 2018 Marketo Champions to pull together a new ebook that dives into how you can use Marketo like some of our top performers. The new ebook, titled [Marketo Success] Guide, provides detailed insights on everything from setting up email templates to which reports you should be pulling to prove your impact on revenue. Check out an excerpt from the ebook below written by Chelsea Kiko, Marketing Automation Team Lead at Hileman Group to learn how she utilizes Marketo Segmentation.

 

What Is Segmentation?

Segmentation categorizes your audience into different subgroups based on a defined criterion that you establish in a Smart List. Once you create those subgroups, those are called segments. The best way to think about it is that a segmentation is a permanent smart list with the segments being the different targeted audience you define.

 

Why Use It?

Segmentations are important if you want to personalize your content to the specific audience you create. By creating and using dynamic content and snippets, you can personalize content based on who or where your end user is. For example, you can create an email to read a different call-to-action based on the segment in Texas. Dallas leads would see a different message than Austin leads because of the use of dynamic content tailored for each segment.

 

Dynamic Content—Once you've created different segments, you can add dynamic content blocks into your landing page or email. This tells Marketo that you want that piece of content to be different depending on which person views it.

 

Snippets—Create it once, and scale it. If you update the snippet, all the assets (landing pages or emails) using the snippet will be automatically updated.

 

How to Create a Segmentation

Below you’ll find a step-by-step guide to creating a segmentation in Marketo:

  • Navigate to lead database

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  • Find the Segmentations Folder, right click and select new segmentation

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  • Name your segmentation, select add segment to start creating the permanent smart list segments within that segmentation

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  • Start adding segments and naming. Note: you will always have a default segment.
  • Next, this is just like creating a smart list. Pick the criteria and filters need to complete your segment
  • Put your segments in order. This is important because a lead will be located in the first segment of where they qualify

Seg_Champion_EBook_Image04.jpg

  • Click create
  • Take one last look at the number of people who qualify for each segment
  • Approve, it may take a while for the segmentation to be ready depending on the size of your database

 

Note: Once a segment is approved, you cannot edit. Rather, you must create a draft and then reapprove the segment/segmentation. Another folder will appear when you go to edit that is labeled ‘drafts’. You can only edit segments of the draft and not approved segmentation.

Seg_Champion_EBook_Image05.jpg

Remember, segmentations are mutually exclusive to workspaces. Each workspace can have its own set of segmentations.

 

Putting Segmentations to Use

Dynamic content is a strategic way to personalize content in Marketo assets. Personalization has been huge in marketing automation because it is going beyond traditional emails at the right time, to an even more memorable user experience.

 

Here are a few quick stats from to show how impactful personalized content can be:

  • 81% of consumers want brands to understand them better and know when and when not to approach them. – MarTech Today
  • 78% of consumers say personally relevant content increases their purchase intent. – Marketing Insider Group
  • 88% of U.S. marketers reported seeing measurable improvements due to personalization—with more than half reporting a lift greater than 10%. – Evergage

 

So, personalization works. Even as a consumer myself, I get all giddy when I see a personalized email or landing page. Dynamic content is a great start when working in Marketo, so let’s show you some examples.

 

Real-Life Marketo Example

At my last company, we were sticklers about deliverability rate. We were a big corporate company and our database wasn’t the healthiest until my team took over before my time. We consistently managed our data for bad data qualities (invalid emails, hard bounces, you know the deal)—but we also wanted to make sure our deliverability rate was top-notch because we suffered bad deliverability before my team joined.

 

From there, we created a marketable segmentation.

 

Our team was sick of cloning the perfect smart list and customizing, and then adding in all of the filters

 

We wanted to add to avoid sending any emails to bad data in the database so creating the segment was a great way to easily add in to make sure we only email the marketable segment.

 

The logic included filters like: blacklist =false; email invalid =false; email bounced=false; unsubscribed=false; marketing suspended= false; etc.

 

Even though it was a quick segmentation and was only used purely for sending emails (not dynamic content or reporting metrics)—our team saw a 9% increase in our deliverability rate simply by taking 15 minutes to create a segmentation to not even email those who are bad data.

 

******

 

We hope you enjoyed reading this excerpt from the upcoming [Marketo Success] Guide: Best Practices from Marketo Champions. Now it’s your turn, download the attached segmentation worksheet created by Marketo Champion, Brooke Bartos, Marketing Automation Manager at Walk Sands Communication, and start improving your segmentation today.

 

Keep an eye out for more tidbits from the new ebook that is launching in early 2019 (check out the excerpt on engagement program management here). Have questions about the content? Let us know in the comments!

**Posting on behalf of Chelsea Kiko Marketing Automation Team Lead at Hileman Group**

 

Reporting in Various Marketo Spaces

I have been building Marketo architecture and planning strategic marketing automation plans for about five years now and I still get the Marketo question about reporting. ‘Is that in Marketing Activities or Analytics section?’ – and there is a lot of confusion about which is better, which holds what type of reporting and what works best for subscriptions.

For me, it really comes down to the question ‘what are you trying to report?’ – if it is instance-wide and holistic reporting, I want to always say head to the analytics section to build those reports. However, there are reasons for usage of both and I will go through that in this blog post.

 

The biggest difference between program-level marketing activities reporting is the level of the reporting you want to accomplish. Analytics section is for that holistic reporting on a large group of assets/activities or even the whole instance. Also, if you want to see more details on ‘who’ not just the numbers, then program level reporting is your best bet as it can dive into the details a little more than analytics reporting can, and also, it makes more sense to build some reports next to the programs so that folder/reporting organization is intact.

 

I am going to talk about key factors and which reporting space would be a better for common situations.

 

Dashboard/Monthly Instance-Wide Reporting

I use analytics reporting for all my high-level reporting for my instance. For example, if I want to see how all my emails are doing YTD – I will use email insights and get that reporting. However, you can change your time period and pick and choose what emails you report on – but, this is a nice view for high level reporting or dashboards.

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Speaking of dashboards, depending on what type of tool you use, you may have to have data sources plug in to that external platform. Or, maybe you have a reporting dashboard where you still check out the instance and record it. Either way, it is great to organize reporting for dashboards in the analytics section. This makes it clean, easy to find and doesn’t get cluttered by marketing activities programs that are being deployed.

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**Expert Tip** [see below]– one nice feature of analytics reporting is you can actually layer on smart lists to your reporting to add additional detail for a holistic report. The below screenshot shows a lead lifecycle report with additional UTM smart lists so we can see exactly where each lead came from within the lead lifecycle. This is simply done by creating the smart lists and then adding them in within the setup tab of the report. You can also drill down on certain fields or attributes to see more information about the report. For example, say you want to add the custom columns of various UTMs and then drill down the reporting by company name – below is how you’d do that to achieve more data. This cannot be done to this extent in marketing activities.

Image_03_Elevate_Analytics.png

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User & Roles

This is a popular reason to do reporting in analytics (or database) vs program level, marketing activities reporting. Many times, we want to make sure we have our users and roles to the point where it makes sense for the organization. If you tend to have a marketing person go rogue in Marketo when they want to see reporting but then manipulate or change marketing programs, you can lock them down to just see the analytics area of Marketo. Or, another reason for this would be for possibly a role where a team member’s role is to report how the marketing influenced campaigns are helping overall ROI. This way, you can give the user access to analytics, send them the Marketo link and they can export their own data. For example, Matty Marqeto is your analytics manager and he needs to see pre-built reports (or reports he builds on his own) in order to connect his dashboard and complete his role on the team. You can give him access to just the analytics section of Marketo so he can get in, pull the numbers he needs, and then go about his day. You can also do this in the database section of Marketo for smart lists. If you want to build out a smart list of data and don’t want to give the analytics manager or campaign reporter access to marketing activities – you can build the smart list in database and give the user access to database and analytics section only in Marketo. You can even choose if the user can export data or not – which is a nice feature.

Image_07_Elevate_Analytics.jpg

 

Specific Reporting by Campaign

It is best practice to build reports in advance within a program process template so when a new program is created or cloned, you have readily available common reporting within each program. This can help the campaign stakeholders know what reporting is available and be able to easily see the reporting in the program instead of searching in analytics.

Image_08_Elevate_Analytics.png

 

It is nice to have these reports ready because campaign specific reporting should be done at the program level versus in analytics so the organization is consistent and campaign stakeholders know where to find the reporting.

 

Subscriptions

Both the marketing activities reporting and analytics reporting can create subscriptions to be mailed to a user on a predetermined frequency. All you have to do is create the report how you want and then right click and create new subscription. The subscription will live where the report lives, so remember that if you want someone to have access to be able to modify the report. For example, Susan cannot edit her smart list report from her event in analytics section if the report lives in marketing activities.

 

Ad Hoc Reporting & Troubleshooting

Lastly, another common reason why users dive into the marketing activities program reporting versus analytics is for additional reporting and troubleshooting within campaigns. It makes sense to keep everything grouped together. When troubleshooting a potential area within a campaign, many times smart list reporting or even local asset reporting is used to see what an issue could be and how it can be resolved. Building these in the programs is best practice so all of the data is organized within the campaign and doesn’t get lost in another area of the platform like analytics.

 

The same goes for ad hoc reporting. For example, you have a unique campaign that needs some extra reporting for various campaign owners, so building it within the tree organization in the campaign makes sense to all parties. The reports can be easily found and reported on that campaign only.

 

Those are some common reasons to use one section of Marketo over the other and some extra details on why. Reporting with third parties can make these practices change as well as internal team organization.

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