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San Francisco User Group

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Hi SFMUG team!

 

I'm hiring a Marketing Automation Specialist here in SF to manage our email marketing programs and keep Marketo up and running here at Copper. This is an ideal position for someone with 1-2 years of experience with marketing who wants to grow their Marketo skills and eventually own an entire channel from end to end. Take a look at the req here and let me know if you're interested!

Summary

Marketers are all trying to achieve the same goal: a highly engaged audience that likes interacting with your company or brand. But how to accomplish that and find those engaged audience members is easier said than done. Understanding who is engaging, when they're engaging, and how that engagement is changing over time opens all sorts of doors for marketing campaigns. Not only does it allow the marketers running campaigns to become highly targeted, but operationally it also allows for a cleaner database (if you can separate the good from the bad, you've got a pretty good starting place when auditing your database). This step-by-step guide will help you start to see a clearer picture of how engaged, or healthy, your database is to help focus your efforts on the areas that truly need improvement.

 

TL;DR

Filtering your database by activity thresholds makes it easy to find your engaged audience on sends, create audiences for suppression, analyze your audience’s engagement over time and even clean your database. This post covers the benefits of implementing activity filters as well as an easy step-by-step implementation guide.


Why are activity filters helpful?

Sending emails to unengaged people opens you up to all sorts of risks, including but not limited to:

  • Hitting spam traps. Emails that have been inactive for many years often become spam traps for ESPs to check if companies are being irresponsible with their email database.
  • Hurting your sender reputation. The more bounces and traps you hit, the lower your sender score will be. This makes it harder to send emails even to the good addresses in your database, as you’re more likely to be blocked by the receiver.
  • Clouding up email engagement visibility. By sending only to your engaged audience, you’ll get a clearer picture of what is resonating with your audience and where there’s room for improvement.
  • Paying a premium for disinterested names: Marketo charges for the number of records you have in your database. Neglecting to clean out the people who truly aren’t interested in you can quickly add up, and using activity filters makes it easy to identify who those people are.


Activity filters are quick and easy way to protect yourself from bad emails in your database and start strengthening your sender reputation so that the emails you do send are delivered to inboxed more often.

 

Note: if you’re not sure how to track your reputation, please consider exploring this post by Kiersti Esparza about monitoring your sender reputation. You can track spam complaints by implementing a program such as this one, created by Mike Reynolds. This cheatsheet explains email deliverability in more depth.

 

How-to:
Step 1: Create a Smart List in your Database titled “Any Activity All Time.” I recommend filing these in a folder titled, “Activity Within __” for easy accessibility. See here:


Step 2: Add all relevant standard Marketo activity-type filters that denote explicit actions from the lead/contact. Remember to select “Use ANY filters.” Here are the values I recommend including at a minimum:

  • Visited Web Page
  • Opened Email
  • Clicked Link in Email
  • Filled Out Form
  • Program Status was Changed
    • Success=True
    • Program not contains Operational programs
      • Pro tip: if you haven't already, standardizing your Marketo naming conventions makes selecting the programs you wish to exclude super easy. For example, instead of hand-selecting ever program I wish to exclude, I'll use "not contains OP-" and all of my operational programs will be excluded.


Step 3: Add any custom activity filters. Now is the time to decide if you would like activity between a record and the sales team to qualify them for this activity filter. Remember that you only want to include actions taken by the lead/contact, not actions taken by your sales team. I’ve chosen to include this activity because my team has determined that replying to a sales email is still a qualifying activity, even if it wasn’t Marketo-trackable. To achieve this, we have built logic on the “Person Status” field, so we use this to include leads/contacts that have engaged with our sales team. If your sales team uses a sales engagement platform, it’s a good idea to set up a way of tracking activities within the tool.
Don’t forget to include any other custom activity filters in your instance. For example, my company has migrated their Marketo instance so we have a series of “migrated” activity filters. They’ll follow the same logic as Step 2 above.

 

Applicable to some instances (Check if your CRM has standard filters like these):

  • Opened Sales Email
  • Clicked Link in Sales Email
  • Filled out Lead Gen Form


Step 4: Clone this Smart list and add time constraints for your desired timeframes. Here are the timeframes I recommend, and why:

  • Any Activity All Time (you just built this)
    • Creates a picture of how much of your database has actually engaged with you. Anyone not in this list can be audited for deletion (this is where you'll find duplicates, invalid emails, chronic bouncers, marketing suspended, black lists and so on).
  • Activity Within Last 1 Month
    • It's easier to diagnose drop-off within a short window, so keeping track of engagement on a monthly basis helps your team identify whether a change they recently made impacted it.
  • Activity Within Last 3 Months
    • This is the unofficial email best-practice. Email marketers have probably heard thought leaders discuss this threshold before. If your audience is frequently disengaging for 3 months or more, you'll likely want to do a quick audit of your segmentations and content strategy to check for misalignment.
  • Activity Within Last 6 Months
    • I've always thought of this as the "Hail Mary" moment. This is the point at which I send people to a campaign that tries to "win them back," so to speak. We want them to re-engage and fill something out so we can hopefully re-segment them and get more relevant content to them.
  • Activity Within Last 1 Year
    • The point of no return, as far as I'm concerned. This is the point at which I send people through an opt-in campaign to capture anyone who maybe just lost sight of us, but still wants to interact with us via email. Anyone else can be marked for deletion.

 

Here’s what your smart lists should look like with time frame added:

 

And this is what your folder will look like when you’re finished:

 

Step 5: Add to your program templates for ease of use.

This filter can be added to every email send program and nurture campaign template so that team members don’t need to remember to add it each time.

 

Step 6: Implementation.

Now that you’ve built these smart lists, you get to decide when and where to implement them. As a general rule of thumb, my recommendation is to use the “Activity Within Last 6 Months” smart list for everything except win-back campaigns (longer is fine) and operational sends (no activity filter needed). However, this is ultimately up to your discretion and you should do what makes the most sense for your audience. For longer sales cycles, I recommend using longer “Activity Within __” smart lists so that you aren’t excluding people nearing the end of their cycle. Likewise, shorter sales cycles allow for you to focus on smaller timelines.

 

At the end of the day, your email engagement, inboxing and sender reputation will tell you if you’ve been strict enough with your timeframes. If you don’t see your inboxing %, sender reputation and email engagement start to creep up over time, it may make sense to try using shorter “Activity Within __” smart lists on your sends.

 

Wrapping Up

Monitoring how often your database engages with your marketing materials is a powerful way to identify whitespace in your communications/promotion strategy. It also makes it easy to spot clutter/junk in your database.

Limiting promotions to unengaged people will increase your sender reputation and email engagement. The emails you do send may even start to hit inbox more often, helping you reach your target audience more effectively.

Questions/comments/concerns? Comment below or reach out to me directly!

 

Ashley Wicklund

IDEC is looking for a bi-lingual Digital Marketing Manager in either our Osaka or Tokyo offices. This role will be the primary Marketo user in Japan and is responsible for creating and implementing a digital marketing strategy to increase opportunity generation and wins driven by Marketing Qualified leads in accordance with the 5 year business plan. Be a part of a new growing collaborative Global Marketing team using the same tools. Great culture, benefits and the best soft serve ice cream in the cafeteria. Feel free to ask any questions! To apply, email Scott at scott@idec.com and apply through our website jp.idec.com

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?

 

Sydney Mulligan from Etumos will present on a sophisticated MQ alert system for sales and Liz Medlicott of Rainforest QA is slated to present on "cleaning house".  See you there!

 

-JC^2

Hi all! Bitly is hiring for a full-time Marketing Ops Manager in SF. Here is the job posting:

 

Role

 

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.

 

Responsibilities

    • Scale the marketing operations framework, to optimize Bitly’s inbound and outbound marketing engine.
    • Manage technical aspects of key marketing systems (including marketing automation) used to optimize the marketing funnel and generate, distribute, and report on marketing data.
    • Establish and maintain scalable processes that ensure best practices in campaign and lead management.
    • Create and maintain metrics reports on marketing and sales activities, effectiveness, and business impact.
    • Analyze marketing and sales data to develop insights and make recommendations on areas for optimization.
    • Monitor and maintain data quality within the marketing database and ensure it is correctly synchronized across data systems.
    • Manage 3rd party vendor and consultant relationships.
    • Evaluate new technologies and add-on applications to improve and optimize marketing team performance.

 

Must Haves

    • 5-7 years of marketing operations experience, in the technology industry, preferably in Software as a Service or subscription business model
    • Knowledge of the business processes and enterprise applications within the Marketing function, including marketing automation, funnel management, personalization, digital, and analytics
    • Proven track record of building systems and processes that support marketing and sales teams
    • Breadth of skills, with ability to move between strategic planning and ideation, as well as hands-on execution

Our Values

    • >(!=) We strive for excellence in all we do. We care.
    • Knowledge is power. We are curious. We strive to discover new things and share them with the world.
    • Do or do not; there is no try. We will do great things. We will take risks. We will make it happen.
    • This land is our land. We are in this together, and we are all owners.
    • RESPECT. We treat our teammates, customers and partners with integrity and value the relationships that we build.

 

Employee Benefits

    • Competitive Salary + Stock Options
    • Comprehensive and competitive medical, dental, and vision insurance offered (all LGBT friendly)
    • 401k with up to 4% employer match
    • One Medical membership; doctors you can text, call or email 24/7 + expert insurance guidance
    • Voluntary Legalshield and IDShield for your protection
    • Unlimited vacation, personal time, and work from home policies
    • Generous parental leave policies; maternity and parental leave for growing families
    • Mothers’ room available
    • Company sponsored conference speaking and attendance
    • Snacks, drinks, and weekly catered lunches
    • Monthly wellness stipend
    • Gorgeous new offices in New York’s Flatiron, Denver’s Union Station, and San Francisco's SOMA district
    • Quarterly Hack week
    • Company sponsored volunteering opportunities
    • Dog and bike friendly

 

Pixlee is looking for a Marketing Operations Manager with Marketo experience! Please see the link below if interested.

 

Pixlee.com - Interested in joining the Pixlee team?

 

Robb

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

  • Introduction of Marketo, our capabilities in the B2B space, and our extensive global customer base across a broad mix of industries
  • Introduction of adobe experience cloud to Marketo Users
  • Discussed Marketo's strong positioning in the B2B space as a solution provider for complex marketing challenges. Since Adobe has about 40% of their customer base in the B2B space, now with this acquisition, Adobe is looking to leverage Marketo's capabilities and together establish ourselves as a strong solution provider in complex ares like Lead Management, Personalization & AI, Account Based marketing, Advanced analytics and attribution
  • Although it was asserted that there would be no changes in Q4, We did discuss the rules of engagement for Q4 and the concept of a decision tree on how to handle situations in case of customers who might be using both Marketo & Adobe
  • Marketo partners will still have sandbox and additionally, Marketo partners can also sign up for access to adobe partner portal and start leveraging it

 

Question that were asked and answered

 

Regarding the data, if Marketo is synced with a particular CRM, what would be the impact on the data that are synced between Marketo and the respective CRM? And how would the adobe acquisition impact the database?

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.

 

Smartlist

 

 

Notes:

- 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...

 

Flow

 

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:

 

 

 

Flow

 

University Day.png

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.

 

Registration Links:

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!

 

Marketo University

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.

Hey SFMUGGERS!

 

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

  • Adwords Structure.
    • Campaigns:
      • Branded
        • Ad Group: Branded - General - Broad Match Modified
          • Keywords: +company +name, +company +name +product
        • Ad Group: Branded - General - Phrase
          • Keywords: "company name", "company name product"
        • Ad Group: Branded- General - Exact
          • Keywords: [company name], [company name product]
      • Non-Branded
        • Ad Group: Non-Branded - Generic - Broad Match Modified
          • Keywords: +product +name +industry
        • Ad Group: Non-Branded - Generic - Exact
          • Keywords: "product name", "product name industry"
      • Remarketing:
        • Ad Group - RMK - Asset or CTA Name

 

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.

 

Screen Shot 2016-08-23 at 1.44.11 PM.png

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.

 

Side note: There are companies like Bizible, and now BrightFunnel, that allow you to place javascript on your site and pull from Google's API all the data around keyword, ad group, and spend then plug that into SalesForce for you which is pretty awesome. We weren't in a place to take on that technology when we were building this out.

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