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2018

Smart list? Engagement programs? Clones? As a new Marketo user it can feel like working in Marketo is not just about learning how to use a platform, but learning how to speak a different language. If you're trying to understand all the terms and concepts you're running into, check out this Glossary of Marketo Terms! Let us know what your favorite Marketo phrase is by posting in the comments below.

 

If you see something that's missing or needs updating, let us know at cx@marketo.com. Happy learning!

**Posting on behalf of Rajesh Talele**

 

What is segmentation

Marketo’s segmentation allows you to automatically group people into distinct profiles for reporting and dynamic content.

 

There is a lot more to personalization than just "Hi {{Lead.First Name}}". With Marketo dynamic content, you can customize how different people see a landing page or email. Segmentation is the basis on which you can customize this dynamic content.

 

Segmentation categorizes your audience into different subgroups based on a Smart List rule. These groups are called segments.

 

For example, if we have a segmentation called Industry, some of the segments could be: Healthcare, Technology, Financial, Consumer Goods etc.

 

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.

 

Keeping your Marketo segmentation updated so that it accurately classifies leads in usable segments is an important part of administering this powerful system. If your Marketo segmentations are incorrectly classifying people, then your job as a marketing manager becomes a whole lot harder as you explain why campaigns went to the wrong people or why the wrong message is being communicated to wrong people.

 

Points to remember about Marketo segmentation:

  • Within a segmentation, the segments are mutually exclusive. A person can be a member of only one segment at a time.
  • When a person qualifies for two segments, they will belong only to the first one in the list.
  • If a person does not qualify for any segment, they will become a member of the Default Segment.
  • Segmentations are not ‘instantaneous’ like Marketo smart lists. Segmentations are more like ‘dynamic static lists’ that get updated nightly.
  • Segmentation rules get triggered only when there is a change in field value involved. Change in segmentation does not get triggered if there is no ‘data value change’ on the lead field involved. For example, a lead would not change segments just because a ‘calculated’ formula field value changes.

 

Why do we have to check and maintain segmentation periodically?

Marketo is a fluid system where lead’s information keeps on changing. These changes come in from various sources, webform submissions, list imports, sync from CRM, data enrichment and so on. Many of these data points are ‘free text’ fields thus the data entered is generally not normalized. Due to the influx of non-normalized data, many times, segmentations need tweaking, if the segmentations use such free-text fields.

 

So how do you keep your Marketo segmentations clean and usable?

Here are some of the symptoms that we should check periodically and take corrective action to make sure that the segmentation is accurately segmenting based on the business needs.

 

Symptom 1:

For a given segmentation, most of the leads are falling in 'Default' segment.

This is an indicator that the segmentation is ineffective in classifying majority of leads and the criteria needs an overhaul. For example, the following segmentation has most of the leads qualify for ‘Default’ segment. That means the criteria defined for the named segments are not capturing most of the combinations of leads that they should. Or we do not have the required data on most of the leads.

 

Segmentation_01.jpg

 

Action:

Investigate if we need to tweak the segmentation criteria

Or

Enrich/augment the missing lead field data.

 

Symptom 2:

Leads are being placed in incorrect segments.

For example, let’s say you have a segment for ‘Directors of Marketing’ with criteria like:

 

Segmentation_02.jpg

You might find many ‘Director’ level marketing positions are still not being captured in this segment. For example, ‘Director of Mktg.’, ‘Media Director’, ‘Director of Operations’, ‘Director of Digital Strategy’ and so on.

 

One way to check is to check for all possible values in a field by creating a ‘People performance’ report. And group it by the field you are looking to analyze. For example:

For ‘Job function’ segmentation based on ‘Job Title’, ‘People by Job Title’ report will help to find out what unique values we must consider for segmentation logic and priority. Here you see a possible 5000 different values that need to be considered.

 

Segmentation_03.jpg

 

Action:

Analyze lead field values from the report to make sure that your segmentation covers entire set of available data, in this example the ‘job titles’. And tweak the segments criteria accordingly.

Check each segment criteria for correctness and completeness. The segment criteria must be open enough to capture all leads that should fall in that segment, so make sure your criteria is not too rigid.

 

Symptom 3:

Even after analysis and fine tuning of each segment criteria to capture each combination correctly as we saw above, leads might get placed in incorrect segments due to ‘wrong segmentation priority order’.

For example, let’s say that your ‘Manager and associate level marketing’ segment checks for word ‘Marketing’ in the job title. While ‘Director level marketing’ segment checks for both ‘Director’ and ‘Marketing’ in the job title.

 

Segmentation_04.jpg

 

Job titles like ‘Director of Marketing Communication', or ‘Marketing Director’ might end up being in Job function 'Manager and associate level marketing' instead of Director level marketing' in above segmentation definition.

 

You will have to modify the segmentation priority order appropriately to place a lead in the right segment based on your business targeting priorities, as pictured below:

 

Segmentation_05.png

 

That way, ‘Director of Marketing Communication’ will fall in the ‘Director level marketing’ segment while ‘Marketing specialist’ etc. will still fall in the ‘Manager and associate level marketing’ segment.

 

Action:

Analyze different criteria and priority based on business logic needed and optimize the segmentation priority order.

 

Symptom 4:

You have an approved segmentation that is not used anywhere at all.

 

 

Segmentation_06.jpg

Action:

Consider removing that segmentation.

 

Symptom 5:

You have an approved segmentation that is used in Marketo flow steps but have ‘segments’ in it that do not have any ‘members’.

For example, if your ‘Job Function’ segmentation has a segment that is for ‘Lawyers’ and you do not have a single lead matching that segment, maybe that segment is redundant, like the ‘Unused segment’ in the following screenshot.

 

This also might be related to symptom 2.

 

Segmentation_07.jpg

 

Action:

Consider deleting that segment.

 

Symptom 6:

Segmentation is using field(s) that are sparingly populated.

 

Segmentation_08.jpg

 

If a considerable portion of leads do not have the field populated, though the segmentation might be coded correctly, it will still be ineffective.

 

Action:

We need to take steps to augment or enrich the leads database with job title data for leads with ‘Empty’ value.

 

Other issues to check:

Segmentations getting ‘timed out’

Both scenarios as shown below can result in segmentation processing getting ‘timed out’.

  • Too many segments in a segmentation
  • Overly complex segment criteria with lot of ‘contains’ operator and lot of constraints.

Segmentation_09.png

 

Leads not moving to another segment, though ‘segment smart list’ shows different.

This can happen in following scenarios,

1. Segmentation based on ‘in past’ or ‘in time frame’ constraints.

Segmentation_10.jpg

Segmentations get triggered only on ‘actual data value change’ and since there is no actual field value change happening when a ‘Close Date’ falls in ‘Last Quarter’ from ‘This Quarter’ because today is the first day of a new quarter, the segmentation change would not get triggered. Potentially, leads may not move in different segments as perceived they should as days pass by.

 

2. Segmentation based on ‘Formula fields auto-calculated in SFDC’

Let’s say the ‘Received Connection ID’ is a formula field calculated automatically in SFDC, changes in the value of this field will not trigger segmentation change in Marketo. For segmentation change to trigger, the data value needs to be changed in Marketo. Leads might not move in to different segments corresponding to the value they have on the ‘formula’ fields.Segmentation_11.png

 

Conclusion:

Perform regular health checks of your Marketo segmentations to ensure that anything you use segmentation for is up to date and ready to use. And, after you do any large-scale cleanup, import of new leads etc.

This week, we prepared another excerpt from our brand new Marketo Champion-authored ebook, titled [Marketo Success] Guide. The [Marketo Success] Guide will give marketers detailed insights to navigate Marketo like our most successful customers and help you prove your Marketing team’s impact to your organization. Check out an excerpt from the ebook below written by Alex Greger, Marketing Automation Manager at Hitachi Vantara & Lauren Aquilino, Senior Consultant at Revenue Pulse to learn how they A/B test their landing pages in Marketo.

 

A/B Testing

What is it

Only 52% of those that use landing pages also test them to improve conversions. (1) Testing allows you to optimize conversion rates. This is a native, and frankly underused, feature. In Marketo, A/B test groups allow you to compare conversion rates of specific landing pages and optimize for the best results.

 

Why use it

The real question is - why not use it? A/B testing allows you to quickly gain insight into what’s working and what’s not. You’ll be able to gain valuable insights on the UX preferences of your audience.

 

How to use it

Landing pages are tested using a feature in Marketo called Landing Page Test Groups. First, you’ll create the landing pages you would like to test against each other - two or more. Ideally they would have forms. While still unapproved, right click one and select convert to test group.

 

ABTesting_01.jpg

 

Add the landing pages that you would like to test, and approve your test group. Once your landing pages are approved and live, you’ll be able to compare stats of the landing pages in your test group.

 

ABTesting_02.jpg

 

When testing, every component is up for adjusting. However, there are some factors that may affect conversion more than others. Some examples include:

  • Form placement and length
  • Social proof
  • Headline
  • Copy
  • Images
  • CTA
  • Button Color

 

4 Keys to testing include:

  1. Define goals and baseline metrics
  2. Keep it simple and choose one variable at a time
  3. Test often
  4. Maintain a log of results

 

We hope you enjoyed reading this excerpt from the upcoming [Marketo Success] Guide: Best Practices from Marketo Champions. Keep an eye out for more tidbits from the new ebook that is launching in early 2019. Have questions about the content? Let us know in the comments!

 

Resources:

(1) http://www.wordstream.com/blog/ws/2017/08/02/conversion-rate-statistics

With 2019 right around the corner, we wanted to address an ever-important and always-changing landscape, the MarTech stack. That's why we partnered with Marketo Champion Alumni and Founder of Marketing Rockstar Guides Josh Hill to bring you an in-depth discussion on what your business needs to consider when evaluating your MarTech stack.

 

How do you assess whether or not your MarTech stack is working for you right now?

I would say two or three times a year, I will ask this question of the team and my stack. Depending on the answers and pain level, we can prioritize work to improve the day as well as acquire more customers. I ask a few questions:

  • Can it handle your current volume?
  • Is it creating work or taking away work?
  • Is it collecting the data you need now and in the future?
  • What’s the pain level (or How much would I gain/save by making a change?).


For example, I’ve encountered the question, “Pardot or Marketo?” from many people directly and in the Marketo Nation. When I ask them more about their question, it turns out that they were using Pardot for a year or two, and then reached a certain volume of campaigns as well as database size (usually 30k+) and felt Pardot wasn’t quite meeting their needs anymore.


Similarly, I’ve had a situation where we were running Events out of Marketo. The Events team wanted to provide a certain on page experience and workflow to their audience. When we discussed it more deeply, it turned out Marketo could support that if we spent a bit of time building a better page and Marketo Program Template.
Later on, as requirements and volume changed, we explored an Event Platform as a MarTech stack change to enhance our abilities and experiences for the audience. Naturally, we ensured the new platform worked closely with Marketo and our data processes.

If you consider Marketo one of the core pieces of your tech stack, how do you prioritize adding additional technology?

Again, it’s about asking the right questions. There are a lot of good marketers and sales people like you and me working to convince colleagues at other firms that our tools will solve problems. The challenge is that you may not really need those tools – today or ever. Unless you go through a proper RFP process which include Requirements Gathering, it will be hard to evaluate a purchase (or a no decision).
Over the years, I prioritize projects based on cost-benefit, which in MarTech means “Will this automate away work and scale up things we need?”


A good example is Blog RSS to Email automation. For smaller firms or firms that are used to Mailchimp or ESPs, this is an obvious, easy win: get our blog/newsletter automated. But at some companies, the benefit may not be that large compared to the effort. If your database is complex or the blog subscriber level is low, automation isn’t going to solve much, and it will cost more to build out the system than you save in time.


Similarly, you may want to remove technologies due to cost or overlapping features. If a vendor is pitching a tool that overlaps with another tool, perhaps that’s an opportunity to rip out an old technology and reduce a leak in your budget. Some tools are just so old in the Stack, no one remembers why they are there.


Ultimately, there’s a time and place for many tools, it may not be today, and it might have been yesterday.
As your business (or organization) grows or evolves, your MarTech stack needs to keep up.

What members of your organization should be involved in your decision to invest in your MarTech stack?
Definitely depends on the part of the stack we are talking about.

  • Core Team: MOPS, MOPS Leadership
  • Business Owner Team: for Events, the Events teams or leaders.
  • Budget or Finance if it’s over a certain threshold.
  • IT or Product: a large project may involve IT for a security review or integration assistance.

 

Ultimately, it is best to check in with multiple teams as the vendor or project grows in size. I don’t think you need Finance to buy a Zapier subscription, but you might if you do a multi-year Marketo subscription.



What does a successful MarTech stack allow you to accomplish?

A successful stack allows you to automate marketing and sales business processes in a way that you can efficiently report on the funnel and make future decisions on budget allocation. A successful stack will allow each type of marketer and salesperson to work on campaign storytelling and relationship building, rather than analysis.

 

What are the common pitfalls you see in building and maintaining a MarTech stack?

Shiny Object Syndrome is the biggest problem facing Sales, SOPS, MOPS, and Marketers. Vendor salespeople are very happy to work email and phones until they find someone willing to run with the ball. That person may totally bypass MOPS and other processes because they feel the pain the most or were easily persuaded. Marketing technology must be evaluated by MOPS and other technically oriented people to ensure there is a good fit in the stack and the vendor does everything they claim. I’ve seen a lot of projects completely fail because they were driven by misinformed business owners who failed to ask questions internally. Likewise, it is a bad move for MOPS to purchase a tool like Sales Engage without bringing in SOPS and Sales for evaluation.

 

 

Do you have additional considerations for your MarTech stack in 2019? Let us know in the comments! Also, check out our brand new Holiday themed customer newsletter for more content around setting yourself up for a successful 2019.

Marketo's Known Visitor HTML (If Known Visitor, Show Custom HTML in Form Editor » Settings) feature is the obvious answer to a few questions:

 

  • How can I completely ungate an asset no form fillout at all, just a redirect if a web session is is already associated with a known person in my instance?
  • How can I show just a Download button if a session is already associated?
  • How can I auto-submit a form if a session is associated, so I can still switch between the different Advanced Thank You pages in my form setup?

 

Just redirect

This first one is easy: put a <script> that calls location.redirect in your KV HTML. (You do have to manage the redirect URL in JavaScript; it won't use the Thank You URL(s) as you're skipping the form post entirely.)

 

Just a button

The second one is straightforward, too.[1] In the Rich Text editor that pops up when you select Custom HTML, strip everything but the built-in {{form.Button}} token:

 

ss

ss

 

Auto-submit for Known Visitors

The third goal above isn't as easy as you'd expect. If you've dabbled in the Forms 2.0 JS API before, you might think you could do this (purposely screenshot-only so you're not tempted to copy it):

 

ss

 

Nope, that won't work!

 

The reason is a classic bug-you-eventually-round-up-to-intentional: the JS API is not fully supported in KV HTML mode. Important methods like addHiddenFields work, and the whenReady listener itself works, but submit on the Marketo form object doesn't.

 

So we need to go back to the old-school method of simulating a click event on the button. It works just fine in all browsers, even if primitive:

 

ss

 

Copypasta:

 

{{form.Button:default=Auto-submit}}
<script>
MktoForms2.whenReady(function(form){
var formEl = form.getFormElem()[0],
submitEl = formEl.querySelector(".mktoButton");

submitEl.click();
});
</script>

 

 

 

Notes

[1] KV HTML does have an unexpected hidden field autofill (i.e. UTM tracking) gap that relates to the 2nd and 3rd bullets equally, but that's separate enough to be covered in another upcoming post.

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