Welcome to 2019!
Our next MUG is scheduled for January 23rd, location is still being sorted out.
Speaking of which, who all has a nice big auditorium to seat about 50 people?
Welcome to 2019!
Our next MUG is scheduled for January 23rd, location is still being sorted out.
Speaking of which, who all has a nice big auditorium to seat about 50 people?
Hi all! Bitly is hiring for a full-time Marketing Ops Manager in SF. Here is the job posting:
The Marketing Operations Manager is responsible for managing our marketing systems and tools, and creating scalable processes for lead generation and database management. Leveraging industry best practice and an understanding of the Bitly business, you will own the tools that span the breadth of our marketing efforts and conduct complex data analysis that will be used to inform strategic decisions by the team. You will collaborate across marketing, sales, and product teams to optimize our marketing systems and processes, ensuring that the team remains efficient and effective. This role reports to our VP of Marketing and is based in San Francisco, CA.
The ideal candidate is passionate about the combination of data, technology, and marketing and is skilled in building cross-functional strategies that drive revenue. This person will thrive in a fast-paced environment and be comfortable creating overall strategy as well as hands-on execution.
APPLY NOW: Bitly - Marketing Operations Manager
Pixlee is looking for a Marketing Operations Manager with Marketo experience! Please see the link below if interested.
So we had our first Marketo - Adobe partner exclusive webinar the other day. Below are the key take away points that were discussed and a few questions that were asked and answered by adobe.
Points of Discussion
Question that were asked and answered
We do not expect any impact to the data or the ability to integrate and sync data from CRM providers.. Over time there might be opportunities to leverage adobe technologies to manage data and CRM Sync but nothing for now
How would this acquisition impact certifications?
Adobe recommends getting certified in both technologies as it would help in leveraging the technologies
Marketing plan to speaking with customers who use both Marketo and Adobe?
Follow decision tree, Follow used case model on B2B and B2C, assess the customer satisfaction and make judgement based on that, field sales and account management teams can give a better perspective on that
With the Marketo and Adobe coming together, what would be the immediate impact in terms of the operational activities that are available in Marketo ? For example would certain key areas like lead nurture and email blast etc be migrated to the adobe campaign software? If so, would there be any additional support for the same?
Currently the future plans cannot be addressed, but based on used cases in terms of B2B and B2C, technologies could be leveraged accordingly. For example, in future, email editor could be merged into one as it does not make sense for having 2 separate email editors.
Will Marketo remain a standalone component in the Experience Cloud and intergate in Campaign / Analytics / Target / .. to enhance their capabilities?
Marketo will become a component of the Adobe Marketing Cloud. Of course, integrations with other solutions will be considered and prioritized on the product roadmap.
What does this mean for adobe campaign? is it being replaced? where does Marketo fit the the marketing cloud pie?
Adobe Campaign will continue to be a strategic part of Adobe's Experience Cloud portfolio.
Is Adobe doing anything at the spring Adobe Summit that will focus on Marketo? Should Marketo services partners consider exhibiting?
Marketo will have "track" of sessions at Summit as well as being integrated into otehr relevant Experience Cloud sessions.
What role for specialists are there within the Adobe Partner System or are you looking for Adobe generalists?
With an estimated $7B services market, Adobe has great need for partners who specialize in certain solutions as well as partners who do well with cross-solution offerings.
What access with Marketo partners get to other Adobe Products – sandboxes, training etc. to further understand their capabilities?
I'll cover this part shortly, but access to Adobe products is a benefit of Adobe's Solution Partner Program. Marketo partners are encouraged to join the program immediately.
If we want to expand our Marketo management services offering to Adobe products, what is the process?
We would encourage you to join Adobe's Solution Partner Program. There is no cost for you to join.
Will there be integration of Adobe exp manager and Marketo or its like Marketo will be merged in it?
Marketo will be a separate capability, much like Adobe Campaign. There are opportunities to integrate Marketo and AEM to capture online behavior and personalize experiences through Marketo campaigns.
How can a Marketo partner become an Adobe partner program member and benefit from the Adobe's solution Partner program? Will we have to reapply ? Will it be automated ?
You are welcome to register immediately for Adobe's Solution Partner Program. We will be looking at harmonizing with Marketo's Partner Program over the coming weeks and months and will communicate out to you when we have further guidance.
Will the Marketo instance pricing stay the same? or it might be higher due to the acquisition?
We do not expect any change in pricing as a result of the acquisition.
Will Adobe partners have access to the Marketo Sandbox?
We will be working with the Marketo team to make this happen over the next few months. If you have a more immediate need, please work with your alliance manager.
Is there going to be any changes to the way tags (Marketo tags and Adobe tags) are currently handled?
We are adding Marketo and Bizible extensions to Adobe Launch. There are no immediate changes to data collection but there are clearly benefits to simplifying data collection over time.
Will current Marketo partners get access to Adobe Campaign for sales, demox, and sandboxes?
Yes, you can access these by joining Adobe's Solution Partner Program.
How are you mapping the Marketo Partner Tiers to Adobe? When will that happen?
These mappings are still under discussion. We will proactively communicate to all partners when appropriate.
Will existing Marketo partner status be grandfathered into the adobe ecosystem? At what level?
We are still discussing these details. Once decisions have been made, we will proactively communicate them out to you all.
What is the structure/hierachy of the Adobe Solution Partner Program?
Adobe's Solution Partner Program has a 4 tier leveling system. More details here: https://solutionpartners.adobe.com/home/program/benefits.html
How should partner consultant look at this merger in terms of getting certified on both Camapign and Marketo?
We highly encourage you to seek out the training and certification for the technology you require. These certifications will transfer once we harmonize programs.
I know I was extremely curious since the acquisition happened and was waiting for answers to a few questions. So couldn't wait to pass on these details to my fellow marketers out there who are looking for answers too. Hope the above details are helpful.
Overall, the test was a success. We have about 150K records that we sent to over the last month. Out of 215 emails that Marketo marked "email invalid = true," 30 are indeed invalid and 35 are good (delivered to). 31 of the 35 good emails opened any email sent in the past 30 days. 11 clicked a link (not unsubscribe, but articles). The remaining 150 out of 215 records are still being tested (in a wait step). You can see all my smart lists/flows below.
So the next step is to batch update and re-validate all the records that Marketo marked invalid from the time we started with Marketo and before this test. I'll also be sure to do this in small increments so deliverability won't be an issue.
And btw, I had to do this exact same thing in Exact Target. At that time I found that 33K out of 100K records that E.T. marked bad were actually good and the good records had typical open/click rates.
Here's the background that I originally posted in another discussion:
A customer recently complained that they stopped receiving emails. I checked their record and Marketo marked their email invalid due to a hard bounce. However, they reached out to me via their "hard bounced" email.
I wonder how prevalent these false positive hard bounces are, so I set up the following campaign and will continually monitor. I'm hoping this 30-day test period will be enough time for recipients to clear out their full inbox so false positives won't occur.
Our sender reputation is excellent, so we can withstand sending to bounced emails without hurting our reputation as long as it's done in small quantities.
Here's the test ...
Campaign: Test invalid records for 30 days
Description: Marketo marks emails invalid via hard bounce, spam bounce or technical bounce. Some people get a false-positive hard bounce and stop receiving emails they want. This campaign tests recent invalid emails who have recently opened or clicked, who haven't already gone through this test process and excludes category 1 (spam) bounces. We "Email Invalid" to true for these records and test for 30 days to be sure they're bad. After the 30-day wait step the "Mark bad records" campaign will request all the members from this campaign and check records sent to but not delivered to and then the flow step will mark these emails as legitimately invalid. Anyone delivered to will be ignored and continue receiving emails.
- I filtered out people who haven't opened or clicked in 3 months because I only want people who are engaged, but I might extend that to 6 months.
- "Not email bounced" is just filtering out spam bounces. A category 1 bounce is spam so obviously, I want to ignore these records.
- Step 4 is essentially doing the same thing as step 3 — just a redundancy to be safe.
- Step 5 basically says exclude bad records that have already been tested. The "Tested invalid record ..." value is set in another smart campaign.
- Step 6 is another redundancy. It excludes people who have already been tested. If they received the email (step 7 in the flow below) they've already been through the cycle and can be ignored.
Everyone else who meets the criteria goes to the...
Step 5 sends them to the "Mark good records as valid" campaign which changes their "Email Invalid Cause" field to "False-positive bounce. This email is good." if an email was successfully delivered to in the past 30 days.
Step 7 sends an email at 6pm (a time of leisure) to those who haven't already been marked good from step 5 and who didn't happen to receive any other emails during the past 30 days. If they didn't receive any emails in the past 30 days, we need to send them a test email to determine if it gets delivered. So they get this email copy:
Do you want to continue receiving our emails?
Our records indicate that your email bounced (i.e. wasn't delivered to). You may have had a full inbox. It could be that your email client was down, but either way, we're just double checking to see if you would still like to receive our messages. Do nothing and we'll keep sending. If you'd like to scale back or discontinue receiving messages, feel free to update your preferences now.
If this email is delivered, then step 8 will send them through the "Mark good records as valid" campaign which is shown below:
"Mark good records as valid" smart list:
"Mark good records as valid" campaign flow
Everyone else goes to step 10 which sends them to the "Mark bad records as invalid" campaign.
"Mark bad records as invalid" smart list:
In San Francisco but can’t make it to the full four days of Summit? Marketo University is thrilled to announce that we are now offering University Day Single Day Pass for the Marketing Nation Summit 2018!
This Single Day Pass gets you full access to University Day 2018, where you can take your Marketo skills to the next level! Accelerate your Marketo learning and build expertise with focused instruction, practical demonstrations, and inspiring presentations by Marketo experts.
Register now to join us on April 29th, 2018.
University Day Single Day Pass: Register Now
To add to your Summit registration, please use this link instead.
Summit + University Day Pass: Register Now
We’ll see you at University Day!
My company, Payoneer, is hiring for a Head of Marketing in our Palo Alto office, to lead our Enterprise marketing team. If interested, please let me know, I'm happy to answer any questions!
In addition, I am looking for a content marketing consultant who can create and edit content for our marketing emails but also for other vehicles, ie. blog, white paper/eBooks, ads, and social medial channels. If anyone has worked with someone previously, please let me know. I'm looking for something in the Bay Area or at least on the west coast.
We had a great session this past Tuesday at Quantcast. Frank Passantino gave a demo of the new Marketo UI and updates to system speed and stability. We then had a nice panel discussion of career advice. If you are interested in participating in the Beta testing of the new UI, you will need to enable Mercury in your admin, then a tile will appear in your "My Marketo" launch page. They are aiming for a March - April timeframe for roll out.
We have our next MUG scheduled for after Marketo Summit at Prosperworks. Thanks Siena Witte for volunteering to host.
Q2 MUG date: May 15th 3-6pm
Location: Prosperworks, 301 Howard St #600, San Francisco, CA 94105
Topic: Summit recap
If you have topics you would like to present on, we are ALL EARS! Please let us know in the comments.
Your SF MUG leaders
JC and JC
Why data normalization of Geography not out of the box waiting to be turn on in Marketo? It should be right? I mean Geography names and acronyms are not changing anytime soon. I don't know abut you, but myself as a Marketer, I constantly have lists from 3rd parties, events, and other sources where the data points are not consistent. This means I have to standardize the data before importing it into the system. This takes time to do, and is a bit of a pain since I keep wishing I had an intern to do it quickly. Realizing this isn't something I was getting away from doing anytime... I have built out a program to automate the standardization of geography as the lead comes in. I close this program and edited it from a trigger to a batch to ensure the leads in my DB were also up to standard, just in case. Yet let me break this down a bit more.
EX: I have seen Oregon written: Oregon, Ore., Oreg., Ore, and OR... yet I only want my system to have OR.
The automated data normalization logic I set up is:
SmartList Trigger = Lead was created & State is: Oregon, Ore., Oreg., Ore
Flow = State is: Oregon, Ore., Oreg., Ore then change state to OR
If your system is new, create these right away and never have to fix geography again... if not, create these twice with a batch and trigger to ensure your DB is up to date.
Like this? Vote for the idea: Out of Box - Geography Data Normalization
Hope this helps make it so you never have to normalize Geo again.
There's nothing like the power of intent, when a person is looking to solve a problem, and being able to acquire the person with that intent into your funnel. As many of you know, this is what makes Google such a powerful business. In addition to this, most businesses cannot afford to not have Google in their marketing channel strategy whether it be paid or organic, or both.
The goal of this blog post is to show how I mapped my Google Adwords platform to my Marketo instance. This is my first time building my Google Adwords to map Marketo. I'm only a little over a year in with my Marketo experience, but many years of Adwords experience (with >$2 million managed in Adwords spend), so this made for a fun experiment.
Here are the steps I took to do this:
1) Build a Solid Adwords Platform Strategy
That should give you an idea of how my Adwords instance is organized. For the sake of not getting too granular I built my programs to map to the Ad Groups. This is fairly labor intensive when you have hundreds of Ad Groups, but thankfully there's the ability to clone programs. I didn't go down to mapping at the keyword level because that would mean potentially more than a thousand programs, and I don't need that level of granularity to optimize my Adwords campaigns.
Here's what it looks like in Marketo.
Every program is synced to a SalesForce campaign. If we want to ask some really tough questions about marketing channel performance we can export reports from SalesForce and pivot on campaign membership, acquisition program, or lead source. This leaves us with a lot of flexibility.
The downside to going this route is that it's a lot of work, even when you're cloning. You still have to build out all the UTM parameters for however many landing pages you have (for us it is 600+), and entering cost is terribly inefficient. For cost we track it externally, and do rollups based on customized spreadsheets to show ROI.
A couple of months after rolling this out we saw significant improvements in being able to take specific landing pages, based on ad groups, and improve conversion rates up to 94%. This is phase one of our strategy and we plan over time to improve quality scores along with conversion rates with the end goal of having a high performing and highly efficient Adwords program that maps to Marketo and SalesForce.
I hope this helps those of you that have a robust Adwords strategy, or are thinking of building a robust Adwords strategy in conjunction with your Marketo instance.
Figuring out all the timing of your campaign can sometimes be the hardest part, even harder when you want to accelerate the testing of it. I have found often that not being mindful of wait steps and calculating all the pieces timing together is where mess ups happen. I am writing this in hopes to help someone else figure this part out before trying to test or getting their tests tripped up in the logic due to timing. It has happened to me a few too many times, so I guess I am also writing them to cement it in my own brain too.
What I mean is: We are pushing info from our system into Marketo via a web service API and then the rest of the information syncs to SFDC and then to Marketo. It takes about 15 to 20 minutes for everything to sync 100% from all three systems. That rest of the information depending on the change can also take up to 20 minutes to sync and actualize into my Marketo.
Now if you add to that wait time, the fact that some of the campaigns running that will pick up on and trigger the actions to enact the test... almost always have a wait step in them too! All these pieces need to be added and calculated together. Here is an example:
So if it is 20 min to sync the first information or for a lead to convert to an opportunity
Then another 20 min for a major change from the product to come through (plan change or so)
A 10 min wait step in campaign 1
A 10 min wait step in campaign 2
I am looking at a minimum of a 40 minutes to wait before what I am testing will even start to trigger or activate. Now if there is a wait step in that test campaign.. add more time!
If I run my test through all the steps in the first 10 minutes I am going to get tripped up in the logic. Same if I am wondering why in 30 minutes, I do not have the test results. So save yourself a bit of time and headache, figure out the wait steps and your timing before you start to build or test.
Although Account-Based Marketing has been around for more than a decade, we continue to see marketers struggle to move theory into action. In this edition of The Dish on B2B podcast, Eric Wittlake, Senior Director of Media at Babcock Jenkins, and Charm Bianchini, Senior Director, Enterprise Marketing, at Marketo, discuss practical steps to get your ABM programs off the ground and into market. Dish On B2B: Move Your ABM Plan Into Action
Have you ever been through the frustrating process of saving an Excel file to .csv so that you can import it into Marketo only to find that the international characters in a lead's name or address (such as letters with accent marks or Japanese characters) get converted to question marks? I just found a solution that is much easier and (so far) more reliable (yay!) than what I was doing previously.
Instead of saving the file to a (comma-delimited) .csv file, save it as a Unicode .txt file and simply import the Unicode file (see attached screenshot). If you're like me, you might at first open that Unicode file with a text editor like Notepad to check it and think - Oh, no! This won't work. My international characters are there but there are no commas. How do I turn this into a comma-delimited file? The answer is, you don't have to! Marketo accepts tab-delimited files, too (Good file-formatting accepting job, Marketo! ).
To give credit where credit is due. I found the solution here (thank you, AbleBits!):
Note that I use a PC and have not tested this on a Mac (because I don't have one).